Homegrown underwear label Ubras announced Chinese supermodel Liu Wen as their new brand ambassador. Was it the right move?
What Happened: Homegrown underwear brand Ubras announced its new brand ambassador — Chinese supermodel Liu Wen. Nicknamed affectionately “big sister” by netizens, Liu Wen is only the second spokesperson the brand has had after the Gen Z idol, Ouyang Nana. Moreover, Liu Wen has over 26 million loyal followers on Weibo and already endorses a host of high-end 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 size-free underwear that has won the hearts of young consumers that increasingly preferred comfortable lingerie. In addition to their lingerie products, Ubras has also introduced both a sportswear and homeware collection.
The Jing Take: The appointment of Liu Wen as brand ambassador has delighted netizens, with many of them commenting below the announcement post: “The brand now looks so high-end.” Indeed, having a supermodel, who walks for international top tier brands and endorsed Chanel, has definitely elevated Ubras positioning in the mainland. Also, by hiring Liu Wen, Ubras hopes to reach a more mature, and wealthy, clientele. While young consumers mainly drive growth for most brands today, having both a Gen Z idol and a “big sister” as ambassadors has hopefully secured the brand a larger slice of China’s lucrative lingerie market. Continue to read the full article here