>> China's lust for lingerie is turning heads. It's becoming the market's biggest market for intimates, with retail value expected to hit more than double the US this year. Ultra luxury brands are racing to add stores around China. Victoria's Secret set to open a huge flagship store in Shanghai, where Louis Vuitton once stood.
But as Reuters' Farrah Master reports, Chinese shoppers aren't only filling their drawers with big global brands.>> We spoke to some shoppers in Shanghai and they said that actually the difference between international and domestic brands is not that huge, so they'll see whatever they like in terms of the style.
While others said the international brands offer maybe better quality, or more selection.>> With competition heating up between labels from home and abroad, global brands are recruiting big local names to be the faces and bodies of their ads in China.>> So both the international and the domestic brands are trying different kinds of strategies.
Often using celebrities as part of their campaign. The LA PERLA has used a supermodel, Chinese supermodel, Liu Wen in their Campaign. Cosmo lady, another local company, who's predominantly focused on mass market, they recently acquired a high end brand, they've been using some Chinese celebrities, as well. These companies also try and differentiate themselves in terms of selection and style and takes for the consumers.
>> The spike in lingerie spending is an exception from the wider trend away from luxury in China. Sparred by President Gigen Hings anti corruption crackdown which frowns on high end purchases. That's got women spending a lot less on things like expensive handbags which are flashed around for the world to see.
But that's less of a concern when it comes to what lies beneath, proving that discretion is the better part of allure.