I chose a Chinese underwear brand NEIWAI to conduct in-depth research and reflect.
Since I have purchased it before and have been following its social network for a long time, I think it is easier to dig deeper by choosing this brand as the first step.
The first time I knew this brand was because it chose Dujuan as its spokesperson.
Unlike other actresses and celebrities, Dujuan’s “sexless” temperament makes me feel that this brand is different from typical lingerie brands for female like Victoria’s Secret. As a consumer, I think she embodies the comfort and elegance of the brand, as well as high-quality.
I think the biggest problem with NEIWAI on social media is that it uses more Western models than Chinese faces.
Perhaps it based on the broadening of the international market, however, Weibo is mainly a website used by Chinese people.
These slender figure is not consistent with most Chinese consumers. They can’t imagine the underwear on their bodies through these photos.
The “No body is Nobody” project is a NEIWAI campaign for Women’s Day. It can be seen as an advertisement to some extent, but it is still a big step forward in the promotion of underwear in China.
It documented the stories of six girls of different sizes, from the photographer to the models all are Asians.
But I think what NEIWAI does is still superficial, the project is still separate from the products it sells.
On the NEIWAI shopping site, we can’t see different sizes. Even though the commodity which slogan is “Body diversity, size freedom,” only shows three women with thin figures.
I think what NEIWAI needs to do is gradually integrate the attitude of different body respect into its products.