Luxury lingerie makers are selling China on feel-good fashion. Bottom Line: Brands Chase China’s High-End Lingerie Market. High-end lingerie sales are outpacing China’s generally downbeat luxury market, and heating up competition between international brands and local rivals looking to go upmarket. U.S. brand Victoria’s Secret will open its first store, and companies including Italy’s ultra-luxury La Perla and Germany’s Triumph are adding stores and moving beyond China’s mega-cities to tap a lingerie market that has more than doubled in five years to $18 billion, according to Mintel Group. Chinese consumer tastes are maturing, women are more confident about buying for themselves.

Bottom Line: Brands Chase China’s High-End Lingerie Market

Chinese women’s conspicuous consumption is likely diverting spending from flashy branded bags and accessories to sports and ath-leisure wear and the more discreet lingerie. Bottom Line: Brands Chase China’s High-End Lingerie Market. Luxury is … not about buying to show off, it’s about buying items that make you feel good.