Sep 13 2021
This week, the Colombian Leonisa presented her latest collection of underwear and control garments in the Chinese market, with a show on the agenda of the China Fashion Week, in its spring-summer 2022 edition. The event, which took place on September 11, presented a score of looks in its categories.
Leonisa has completed more than five years of intense work in the Chinese market with local representatives and partners, participation in events and specialized business conferences. Among its most important clients and allies in China are Tmall and Jing Dong, although new buyers of all sizes are increasingly being added to the portfolio of the Colombian brand.
According to a report presented by QYResearch, the Chinese market has been responsible for 18% of the demand for girdles and control garments in the world since 2018. The market is growing by leaps and bounds in the country, although local competition is getting stronger.
“Small differences in fit and models sometimes make local brands more attractive,” Daxue Consulting reported in its industry report.
Leonisa is the oldest and largest brand of underwear and control garments in Colombia with a market in the region, the United States, Europe and Asia. According to information from the Superintendency of Industry and Commerce (SIC), Leonisa has annual sales of more than 200 million dollars in the local market, plus foreign affiliates.
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