To win over wealthy Chinese Millennials, Victoria’s Secret is upping its sophistication factor. (Jing Daily)

To win over wealthy Chinese Millennials, Victoria’s Secret is upping its sophistication factor. Shortly after a stumble involving dragon-themed lingerie Chinese consumers deemed tacky, the retailer’s new Shanghai location has opened to portray a more “high-end image.” The store features designer lingerie and a luxury “Angel Suite” to try on pieces in an “intimate and private setting.” While consumers in the U.S. have a specific idea of Victoria’s Secret after years of marketing, “Chinese consumers without much previous knowledge are more open to its new ideas,” and more willing to try new trends from the brand.
(Jing Daily)