DARE ONE Wants To Fill The Gap Of China'S Luxury Underwear Market

For many young women,

No longer just "functional products".

In different scenarios, an underwear may represent self dialogue, emotional interaction, and even

Expression (e.g. underwear worn in Europe and America).

In addition, young women gradually pay attention to the natural beauty and comfort of the body, from thick sponge pads and gathered underwear to thin Cup underwear.

Abroad, there are

There are many lingerie brands, such as the British designer brand Stella McCartney, the luxurious girl underwear Guia La Bruna, the famous French brand Lise Charmel with sexy romanticism, and the famous Italy luxury underwear La Perla.

But these brands are of high price and are not convenient to purchase.

However, because of the lagging behind in creativity and philosophy, the domestic traditional brands lack good design.

Against this background, many emerging brands begin to find suitable entry points in this 100 billion market. The DARE ONE we introduced today is a lightweight luxury brand that focuses on design and fabric.

Jet Liu, founder of DARE ONE, has many years of experience in luxury industry. It was the first employee of Dolce & Gabbana to enter China, responsible for retail and marketing. It also served as general manager of CK Underwear China North District, and promoted the popularity and sales volume of Italy minority brand Etro in China.

In his view, DARE ONE standard international brand, hope to use the same good fabric and design, and relatively reasonable price to attract consumers.

"At the same level of fabric and design, some international brands may sell to tens of thousands of dollars, and the price of DARE ONE is much cheaper."

According to the world clothing and shoe net, the price of DARE ONE has several intervals. The entry-level products are priced at 300-1000 yuan, while the mid-range products are 1000-3000 yuan, and 6000 yuan are high-end clothing products.

Specifically look at the design and fabric of DARE ONE.

The style of design is the mass line, not the small Chinese style and the simple wind.

Designers and design consultants have served Valentino, Dolce & Gabbana, Sandro, Mage and other brands.

The products include pajamas, nightgowns, thin Cup underwear, triangular cups, steel rings, no steel rings and so on. There are more than 100 SKU (part of them are not on-line).

In terms of fabric, DARE ONE is made from Italy's Como custom silk DARE ONE Silk, as well as France, Italy, Spain and other imported top fabrics.

Jet Liu gave an example to illustrate their fastidious requirements for fabric and color.

Like LV, these luxury brands, DARE ONE also has their own customized color. They decide the saturation and gloss of the color.

For example, this year's 520 special new "salt pink" pajamas suit is specially made, which is different from other pink products on the market.

This customized color enables consumers to see the brand positioning and attitude towards the product in terms of vision and sense.

For such a brand name, it is very important not only to make products well, but also to build brands.

In this regard, DARE ONE has mainly done two things.

First of all, they use online and offline sales at the same time, take the seed mode to open shop, so as to do a good job in consumer experience, for example, in the shop, the salesperson gives professional collocation advice. Two, it is able to create a brand sense with the display and layout of the offline store. Secondly, DARE ONE can help star effect, for example, Fan Bingbing and Angelababy have sent pictures of products on micro-blog.

DARE ONE has been on sale since February this year. Orders have increased from dozens to hundreds, and online repeat purchase rate has reached 60%.

In May, Tmall and the offline store were officially launched. According to Jet Liu, because of his previous experience, he had a good relationship with the owners of the first tier business district. He plans to set up stores in the first tier and second tier cities.

More interesting reports, please pay attention to the world clothing shoes and hats net.