Hasta La Creative!

At a Beijing mall, models clad in feathered white cupid wings approached couples with a cheeky question for the men: Do you know your wife or girlfriend’s bra size?

It was a Valentine’s Day promotion for Beijing Aimer Lingerie Co., one of China’s top lingerie retailers, boasting nearly 2,000 points of sale. The company was founded 23 years ago by a metallurgist with ideas for improving bra underwires; Aimer, its main brand, now charges $60 to $290 for a classic, well-made bra, defying “Made in China” stereotypes.

These are interesting times for China’s lingerie market: Sales are robust, foreign players are making inroads and local favorites are refining their offerings and branding.

Continue reading at AdAge.com