Linea Intima Asia - 1st semester 2010 - (Page 36)

Cover Story THE SUCCESS STORY OF AIMER A brand emerged 17 years ago to become one of the top brands on the Chinese market, now looking ahead to conquer the international market. Intima Asia had an in-depth interview with Sabrina Sun, the General Manager of Beijing Aimer International Trading Co. Ltd. who shared her success story for the occasion. A couple of years went by since Intima Asia last wrote a story about Aimer. We are so glad to have the brand talk about the remarkable developments of the recent years as well as the future goals of the upcoming couple of years. What is available on the market today? Beyond the Chinese Border: SABRINA SUN We now have five brands in the Chinese market : AIMER, our major brand for medium high market; La Clover the highest end brand; then there’s IMI’S a dynamic brand for the younger generation; We also have AIMER MEN positioned on the medium high menswear market and AIMER KIDS, a new brand launched a year ago for kids. There are three brands of our agent business: Lise Charmel from France; Gideon Oberson, a swimwear design brand from Israel; and a German sleepwear line Rosch and Louis Féraud. La Clover, the luxury line on the market for the last five years or so, is a successful example of the high end lingerie exploitation on the Chinese market. How do you see La Clover’s future particularly when more domestic brands are coming out with luxury lines to share a piece of the market pie with you? 200% per year. And now there’s a steady increase of 20-40% per year. LC’s growth has been so stable and its dominant position so unbeatable that we’re sure no competitors can overmatch it on the current market. It’s not because our counterparts didn’t spot or try to target the high end market. In fact, certain brands did emerge around the same time as LC, and now none of them are doing better than LC. The reason, in my opinion, is that the difference between the high end line and their other regular lines is not big enough. This is not an easy work to do as it involves all the strategies relating to positioning, branding, sales channels and the product itself. We greatly owe the success of LC to our design team that includes a number of experienced designers that has evolved with the Aimer Group for years. In fact we have different teams of designers for each different line. And they know exactly what to include in each line to build up a distinctive brand image. AIMER men is a good example to show how you enrich your product portfolio by setting foot in men’s underwear in the Chinese market. Is it an easy work to do given that there aren’t many brands to compete with? And how long do you expect it will take to build Aimer Men as a leading brand in the It’s been nearly six years since the launching of LC. The sales increase rate in the early days was astonishingly high, going up to 36

Table of Contents for the Digital Edition of Linea Intima Asia - 1st semester 2010

Cover
Contents
SHOP SCOUTING WORLDWIDE
- Libelula, Belo Horizonte, Brazil
- Les Nuits Blanches, Paris, France
- Lieblings, Fulda, Germany
- Nosovoski, Dnepropetrovsk, Ukraine
NEWER NOTABLES
- Huit, Singapore
- Apartment C, London, United Kingdom
- Dim, Paris, France
- Promesses, Phnom Penh, Cambodia
- Diesel Planet, Milan, Italy
TETE À TETE - Silvana Armani
EVENTS
- Salute by Wacoal
- Ming Space
- Ilsee
- Femmy Awards
- Lycra
FASHION
- Photoshoot Winter Emotions
- Lingerie Trends SS 2010
BRAND NEW
- Le Boudoir de Marie, Myriam Girard
- DimitySO, Love Love Intimates, Elle Macpherson
- Tallulah Love, JOG, Il Sistema degli Oggetti
- Miss Bikini Luxe, Moments by LingaDore
TALENT
- Virginie Rouffignac
- Eymeric Francois
FABRIC TRENDS - SS 2011 fabric trends
CATWALKS - Fashion Directions SS 2010
BUSINESS
- Cover Story - "Aimer's Success Story"
THE GUEST
EXCLUSIVE - La Perla's New Direction
EXHIBITION UPDATE - Hong Kong Mode Lingerie
MARKET FOCUS- The Asia Comparator
NETWORK EXPRESS
CALENDAR
INTERVIEW - Arnaud Limousin, Brunet International
FABRIC NEWS - Iluna, Lycra Fusion, Sensitive

Linea Intima Asia - 1st semester 2010