Embracing the Sexy Self

Inspiring a Chinese lingerie start up in new product design

​THE CHALLENGE
Decode Chinese women's relationship with lingeries 

THE METHODOLOGY
Women Focus Group Discussion, consumer diary, lingerie user test

THE OUTCOME:
Consumer persona and hypothesis of new product development ​

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As the second layer of the skin, the lingerie impacts a woman's physical health, lifestyle, and self confidence. The need for lingerie evolve with a woman's age and are influenced by her sub-cultures.
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We traveled to five Chinese cities to dialogue with the women there. We saw their wardrobes and discussed topics like fashion, self acceptance, intimacy, physical comforts, and self expression. We also user tested dozens of lingeries. The insights gathered were summed and compiled in a consumer handbook that inspired our client, a Chinese lingerie start up, in next year's  (2014) product design. ​