What happened: Local underwear brand Ubras has announced its new brand ambassador, Chinese model Liu Wen. Affectionately nicknamed “big sister” by Internet users, Liu Wen is only the second spokesperson for the brand after the idol of generation Z, Ouyang Nana. Additionally, Liu Wen has over 26 million loyal Weibo subscribers and already supports a host of premium brands including Chanel, Erdos, Estée Lauder, and e-commerce giant JD.com.
Ubras was founded in 2016 on a design concept that prioritizes comfort, launching rimless bras and waistless underwear that have captured the hearts of young consumers who increasingly prefer comfortable lingerie. . In addition to its lingerie products, Ubras also introduced a collection of sportswear and housewares.
The Jing socket: Liu Wen’s appointment as Brand Ambassador delighted netizens, many of whom commented under the announcement post, “The brand now looks so high-end.” Indeed, having a model, who walks for top international brands and has endorsed Chanel, has definitely elevated Ubras’ positioning on the continent. In addition, by hiring Liu Wen, Ubras hopes to reach a more mature and affluent clientele. While young consumers primarily drive the growth of most brands today, having both a Gen Z idol and a ‘big sister’ as ambassadors has hopefully ensured the brand. a greater share of China’s lucrative lingerie market.
Still, while Liu Wen – once a Victoria’s Secret Angel – may help the brand maintain a more exclusive positioning with her perfect figure, the waistless bra label may lose some of its inclusive vein. In fact, national rival Neiwai and the aforementioned Victoria’s Secret are all looking for more diverse spokespersons and campaigns to meet changing consumer demands. For example, Victoria’s Secret recently appointed Yang Tianzhen, founder of plus size clothing, as its ambassador.
However, the widely recognized style of Liu Wen and his followers is sure to benefit Ubras, which, to this day, can be seen by the positive reactions from netizens. Still, the brand may need to start diversifying its celebrity recommendations, sending a more inclusive message to its consumers, if it doesn’t want to be seen as nothing more than a rebranding of Victoria’s Secret past.
The Jing socket reports on major news and presents our editorial team’s analysis of key implications for the luxury industry. In the recurring column, we analyze everything from product declines and mergers to heated debates popping up on Chinese social media.