Etam introduces a new store concept in China dedicated to lingerie

By

Anne-Sophie Savenier

Published
Dec 8, 2015

As its 100th anniversary approaches, Etam wishes to establish its position as the leading French lingerie retail brand. To make this ambition a reality, Etam needs to expand internationally, notably in China. The retailer was already widely available in the world's most populous country, but didn't operate a lingerie mono-brand store. It has now opened 'Etam Paris' in Shanghai, a store dedicated to lingerie.

The 100 m² Shanghai store is a perfect replica of the store concept deployed in France. And it's not by chance that for this first opening the brand is betting on its French identity…

By opening this first new shop dedicated to lingerie, now Etam's top-of-the-range Chinese store, the international retailer wants to remind its Asian customers that it is as above all a French brand.

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The range is thus also 99% French, with just a few products manufactured specifically for the Asian market. From a design point of view, specific items have actually been created by using lace selected in France and fitted on models adapted to the Asian market. The strategy is designed to introduce the French collections to customers, while at the same time reassuring them.