Why Luxury Brands Need to Rethink the ‘Last Mile’ in the Digital Age

Livary Mio, a Modern, Feminine Label Founded by Miche Huang, Recently Raised Millions of Dollars from the Vc Firm Artesian Invests to Grow Its Online Business. Despite Being in the Market for Just over Two Year's, These Emerging Brands’ Overnight Success Stories Imply That There Is Still a Lot of Untapped Potential in Lingerie That Touts Modern, Aspirational Values.

Get with Kim and Paris’ Retro Kick with a 2000S Era Bag

But Comfort Itself Is Only a Start. as a Part of China’s Overall Consumption Upgrade Trend, Lingerie Has Turned from Functional Apparel into a Tool of Personal Expression. “China’s Female Consumers Really Care About Whether a Piece of Lingerie Can Be Both Beautiful and Comfortable, Whether It Makes Them Look Good, and Whether It Can Pair Stylishly with Their Clothes, ” Said Miche Huang, Founder of the Lingerie Brand Livery Mio. “They Have a Higher Standard About the Lingerie’s Aesthetic. ”

The Ultimate Luxury? Someone Remembering Your Name

One Untapped Market Niche Is Sustainability. Huang Said: “As Concerns About Sustainability Grow in the International Lingerie World, Brands and Consumers in China Have Also Started to Be More Aware of Using Environmentally Friendly Materials. ”

Ubras Outsold Uniqlo at Last Year’s Singles’ Day and Victoria’s Secret Push-Ups Are Losing out to Comfy, Label-Free Underwear: How Young Chinese Brands Are Winning the Bra Wars

Q: The Luxury Decade: 21 Projections for 2021 and Beyond

Lingerie Start-Ups Targeting China’s Millennials and Gen Zers Had an Exceptional Year in 2020. Digital Bra Labels Have Been the Darlings of the Chinese Fashion Investment Capital Set These Past Few Year's. in 2018 Alone, over Us$30 Million (200 Million Yuan) of Growth Capital Was Poured into China’s Digital Bra Start-Ups, According to a Report by the Data Firm iiMedia. and from 2019 to 2020, More Than a Dozen Emerging Lingerie Brands Succeeded in Raising Millions of Dollars – or Even Hundreds of Millions of Dollars – to Grow Their Businesses.

By Maya Lin-Takahashi

• Oct 8, 2026 • 5 min read

Ubras Outsold Uniqlo at Last Year’s Singles’ Day and Victoria’s Secret Push-Ups Are Losing out to Comfy, Label-Free Underwear: How Young Chinese Brands Are Winning the Bra Wars

Direct Answer • Key Takeaway

The Luxury Decade: 21 Projections for 2021 and Beyond

Maya Lin-Takahashi

Consumer Tech & Gadget Reviewer

Maya is a hardware enthusiast who tests and reviews smart home devices, smartphones, wearables, and audio gear. She focuses on practical consumer value and build quality.

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