Underwer & Fashion Insight(UW), the leading lingerie magazine in China has interviewed Michelle Rice, the director of lingerie and swimwear in Invista, in Shenzhen Shangri-La Hotel.
UW: How do you think of the new design in China?
Michelle: As for the new design in China, the styling is certainly different from the past and market in other regions. We see much more strong colors and exciting embellishments. We certainly do see a lot of trends that you see globally, a lot of sheer fabric here; a lot of push-up in this market. She is very confident and wants garment to make her look better. We see our growing interest in wearing shapewear here, especially modern shapewear. The Chinese consumer is very sophisticated; she does not really want options but choice. She wants more modern styling that garments performs.
UW: In recent days, INVISTA has many events in China. For example, Lycra has sponsored a TV Show, called “LYCRA® My Style”, in Foshang. Do you think that China will be a very important part in the development plan of Lycra?
Michelle: Absolutely, it is already a very important part of our development plan and will always be in the future. We are very committed to the industry; we also do make commitment to fashion here in China. “LYCRA® My Style” is a good example. We really want to communicate to the consumer that Lycra brand is very fashionable. We want consumer to make emotional link when they buy clothes and have the Lycra brand identification. Lycra produces stylish garment that fit you better and allow you to move freely and feel very comfortable.
UW: Besides this trade show, does INVISTA have other important event in the near future?
Michelle: Yes, we continue to exhibit trade show globally. Our next step will be in Paris—Paris Mode Lingerie Show, which is an international show. We will be visited by many fabric producers and brands from China and Asia there. After that we will be in Shanghai Mode Lingerie Show, a very exciting show. In the last year, the show is very busy and optimistic. I think that show is growing to be more important. And we look forward to exhibit there this year. Our next step will be in Intertextile where we will focus more on activewear, ready-to-wear and intimate apparel. And then we will go to Hong Kong. The upcoming year is a busy year.
UW: Have you read your interview on our magazine? How do you think of our interview and magazine?
Michelle: Oh, yes. I am very pleased with the interview. In general, we have a great partnership. We appreciate about it very much. Your magazine is very professional. It is very important for us to have this connection with you.
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