Analysis of Underwear Brands and Market in Europe

 分析欧美内衣品牌和市场现状，并对中国内衣产业相关的行业、市场、环境进行分析报告。

Abstract
The underwear of the 21st century concept has been greatly different from the last century, from the basic role of clothing to today's status, from the latest fashion to make public individual character, underwear reflects culture, changed the nature of the action of underwear. Europe as the leader of underwear fashion and trend, it is necessary to know more about its situation, environment and brands. China as a big manufactures and consumption country, it is deep linked with European underwear markets. This report starts from brief introduction of European and Chinese underwear markets, such as brands, industry environment etc., then to analyze how important of price and brand to a underwear company. Following it is to know something about relation between price and brand and how impact on sales and import and export.
1.Underwear brands situation in China and Europe 
Internationally, underwear is including cotton sweater, t-shirts, bras, briefs pajamas, leisurewear, swim suit, it is also including socks these kinds of close-fitting wearing clothes. But in China, the underwear often refers to the Lingerie, ladies bra, jacket, tights, underwear, tight pants, which is in a narrow definition.
With the development of economy and higher economic level, awareness of underwear is gradually built up. People have pay more and more attention to underwear in order to pursuit the inside beauty. Underwear become more and more popular and now is in a very good market all over the world. There are many underwear brands in monopoly counter, special stores, which attracts so much attention, including women and men. Different kinds of underwear appear everywhere, they show raging business opportunities. The market is growing, every brands try to win the market.
The west as the leader of fashion, it leads the trends of underwear markets, plays an very important role in the underwear market. China as the most populous country, with the rapid development of economy, the underwear market is also gradually improving. With improving of consumption and change of consumer attitudes, high-end underwear also shows a strong market and start to compete with the western countries. Many Europe's high-end underwear brands come into China, and China as a manufacturing country, also has a lot of underwear export to Europe, they are forming a staggered market model.
1.1 Underwear brands situation in Europe
The real development of modern underwear industry began from the invention of the American female bra in 1913, and European underwear evolved into last clothing fashion because of deep cultural inside information and leading fashion. There is no denying that the most developed underwear market of world underwear is in France and Italy. This is not only reflected in the exquisite workmanship, also not reflected in the latest fabrics election, but more importantly is the design of underwear conforms the scene of cultural connotation and the characteristics of consumers.
In France and Italy, brands and styles of underwear just like the hearts of women’ inner world, fine, rich, glamour infinite. According to the brand positioning and style, the European high-grade underwear brand can be roughly divided into the following five categories:
A)Luxurious and elegant type
Lise Charmel is the most outstanding of these brands. For these brands, most lingerie is one of the most luxurious and elegant accessories to reflect the charm of women, but also one of the best pleasure necessities of life. These kinds of brands show personality of women are: aloof, cool, strong control forces.
B) temptation type
Among the temptation type, Aubade becomes the best brand with its exclusive ways of temptation. Some products of La Perla and Simone Perele also have such features. In such brands, underwear is the feminine soul of women, reflecting the temptation of underwear! Consumers hope to wear this underwear to make themselves more and more sexy and assertive. All keywords in this brand is female and temptation.
C).Intimacy type
Barbara PLAYTEX is unique example of this type of brand. This kind of brand image is mainly engaged in women' psychological level. Underwear is concentrated feelings of consumers’ personality and temperament, mindset and lifestyle. This type of brand marketing is constantly telling consumers (like Barbara) that their underwear is woman's closest friend, they through underwear to understand consumers’ feelings and wishes very clearly, giving a very strong affinity characteristics.
D) Delicacy type
Simone Perele Lilly, Rosy, Chantelle and PASSIONNATE are class leaders. Underwear is a indispensable accessory of woman, like jewelry , perfume, cosmetics, to constitute the whole of her own. This kind of brand strongly reflects underwear is an important part to female consumers to increase their delicate degree .
E) Fashion type
High-grade fashion underwear brands in typically are Calvin Klein, Emporio Armani Underwear. A characteristic of this type mainly reflects in underwear just a fashion element, and the epidemic is changing rapidly. This kind of brand image agents are generally choose more famous fashion model to describe their products before a fashion.

1.2 Underwear brands situation in China
 At present, China's underwear industry is in a rapid development stage. Due to the huge domestic market demand and profit return of the underwear industry, it attracts a large number of  investment partners to join the underwear industry, accompanied by the hot joining of various brands of underwear.  
    In terms of underwear industry development, Chinese underwear industry started relatively late to European and American countries, probably started in the 1980 s, but until this century, Chinese underwear industry are truly into its gold stage of development. Since entering the 21st century, the further development of Chinese economy and change of people’s consumption idea, prompt the Chinese underwear consumption level is unceasing enhancement, and this is a major reason for China's underwear industry has entered a golden period of development. In the past ten years, China has formed a mature underwear industry and market system.  
Recently, Chinese underwear market forms a state of foreign high-end brand market, joint venture products in high-grade market and domestic low-grade underwear market. High-end market development becomes gradually mature, high-grade bra products are into China market earlier, the main customer group is higher income women in some cities, till the mid 90s, the main brands have completed the basic market layout. These brands include "the world's largest underwear company" Triumph in Germany, the first underwear brand in southeast Asia Wacoal,  Embry from Hong Kong , rapidly grow up well-known domestic brands Aimer, Maniform, etc.
A high grade underwear is usually pay attention to colour, style, quality and overall image, the characteristic of the product is launched series. In addition, paying attention to service is one of the features of a premium brand, consumers can choose a fitting on the shape and appearance entirely suitable for their own products.
On the other hand, The middle underwear market develop rapidly. These brands have Carrie poetry, Olivia Lennon, MELS, etc. ,The mid-range products are trusted by middle-class consumers because of their reasonable price and reliable quality. Focusing on brand building is a priority of mid-range products, a good brand image helps to promote their products and win a bigger market space. 
Besides, low-end market still has advantages. Most of the low-end products sold in the wholesale market, although there are large gap between this part of the product workmanship and materials and famous brand products, production process is rough, but they follow fashion colors and styles, and price becomes the biggest advantage. Some foreign trade products, with advantages of design, color, sizes, patterns, get the welcome of income is limited and the pursuit of fashionable women.

1.3 Market between Europe and China
According to previous reports, underwear industry in China is at least 300 million of 700 million women have strong consumption. It sold 750 million pieces in 2007, annual sales is nearly 20 billion RMB. In the first half of 2008, China has more than 3.2 sets of female underwear consumption per capita, break through the six sets of all the year round. Meanwhile, China's underwear market capacity and export growth potential is huge, underwear export to more than 200 countries and regions, there are 22 markets in foreign exchange earn more than millions. There are five foreign exchange earning hundreds of millions of dollars markets, which are Japan, the European Union, the United States, Hong Kong, and Romania. July 1, 2007 export has reached 8.3 billion pieces, foreign exchange earning $12.5 billion. They have a close relation between European and Chinese underwear market.

2. Analysis of European underwear industry environment
Industry environment is very important. To know more about the industry environment is good to brands development and sales. Only investigate the market deeply, can companies grasp of consumer demand accurate and timely, can realize the advantages and disadvantages of the enterprise environment, so that they can develop their own brands better.
2.1 Internal environment
A) Competitive advantages of big brands further consolidate.
Because of the advantages on money and power of big brands, through continuous publicity and channels to expand, its competitive edge will be maintained.
B)The fierce competition in the international market
On the international clothing market, developed countries control the high-grade clothing market, with the help of the advantages of technology, capital, brand, sales network. Besides, high technology, high value-added, fashion are also as the means of competition.
C)Professional. 
Europe has been a global underwear design center since invented underwear, stable, professional, large design teams and fashion information, make European underwear has the incomparable charm.
2.2 External environment
A) Asia especially Chinese underwear market impact on the European market.
Asian underwear market is playing an important role to European’s. Lower price is good to import and take occupy of large market and then to impact the local market.
B) Political stability. 
The European Union has developed to the stage economic union, its integration degree is quite high. The emergence of the European commission has not only promoted the integration across Europe, also reduce the instability of each member; The European Union will now also have their own military and defense. This is good to economy.
C) Residents' consumption level. 
In Europe, from the town center city to the monarch, clothing brand stores can be found everywhere. These brand clothing store window show originality design. Display of the clothing changes according to season, and guide the trend of garment consumption. The grade of the clothing gap between different countries in Europe is not big, it shows that the overall level of the European clothing is higher.
D) The impact of the financial crisis. 
The global financial crisis cause significant damage to the consumer market of the European and American countries in 2008, many brands management has also been a great influence. For spending cuts, some of the brands close some retail stores at the same time, cutting down larger cost proportion of design research and development department to reduce fixed costs; Purchase more concentrated to ensure supplier quality, make the supply chain more stable. In view of the uncertainty of the global economy, as well as the euro zone debt crisis continue to hit the consumer and business confidence, 2012 global textile and apparel market may be continued weakness.
E). Concept of consumer
Recently, the international research institutions Bjorn Borg in Europe, the United States and China has launched an international survey to know more about the situation of young (18 ~ 30) wearing sexy underwear. According to the survey, from the point of view of men and women wear different sexy underwear is different, the concept of women think romantic underwear is sexy underwear, while men think hot tease is the most sexy underwear
On average, more than three-quarters of all respondents said wear sexy underwear, Spanish women wear most, accounted for 99%, the proportion of China is much lower, is at 79%. Although it is up to 76% of all respondents said to wear sexy underwear on a date, but not all countries have done so. Dating wear sexy underwear in French is at an astonishing rate 95%, Americans also reached 79%. The Chinese and British people are more conservative, respectively 18% and 39% of people would wear sexy underwear during a dinner date. In this regard, Sweden and the Netherlands scores of medium, an average of 74%. 54% of Italians and 56% of French people wear sexy underwear in order to please their partners, more is 55% of the respondents and 67% of Chinese respondents said wearing sexy underwear is to make themselves more confident, and feel good about themselves
3. Situation of European underwear market
According to the survey recently, customers in European, women aged 15 to 24 years old buy underwear is at the largest proportion, generally, the cost can be according to change of shape to buy lots of cheap underwear. Underwear cost comes in second place is between 45 to 54 women; After long-term play the role of the mother, they began to pursue a more high-end brands. In 2012, women's spending to buy underwear for 270000 euros, compared with 2007 fell by 3.3%; But, at the same time, women used to buy all kinds of clothes cost is decreased by 11.2%. Seems they tend to delay or give up to buy big-ticket items, such as coat; But they often buy small goods, such as underwear. However, as the recession continued, underwear industry insiders worry about women's shopping behavior also is changing, more and more people will buy only in underwear price cutting period.
Nowdays, 30% of annual sales underwear industry is achieved through the sale and promotion. In 2011, the sale and promotion took the proportion is less than 20%. Online sales of the market share are bigger and bigger, but most of the goods through the network are discounted goods. By "Tupperware parties" sales of bra, underwear and household take are almost in the same situation of online sales.
In addition, through the window of the underwear market can also see a wider range of social trends. Nowdays, thanks to the fewer and fewer people are willing to cook, women even signs of becoming obese. According to the French Paris Severine, head of the underwear show Marchesi, said in less than ten years, the average bra number has nearly jumped to 95C from 90B. Paris underwear exhibition held in January each year, will attract underwear manufacturers and wholesalers from around the world. Have belly in carry buttock effect of "shaping underwear" is very popular. This kind of underwear material cost is higher, so the price of underwear also rose, resulting in sales fell.
   Many people said, another big change is that men no longer like the past often buy underwear for girlfriend or wife, but may be a brief exception. Marchesi, says ms today, "women have taken control of your own option." In spite of this, large underwear manufacturers Aubade are still in use own began in the early 1990 s high-profile propaganda: through almost naked women images show people "the art of seduction".
4. Analysis of price competitiveness
Affected by the crisis, the European consumers pay more attention to the price of the products, sales of online retail and discount stores rise rapidly. In Europe, according to a survey of European, women's underwear market value around 15 billion euros in 2013. Importance of price refers to followings:
A)Price can adjust the action of market demand and induced demand
The discretion of the price often directly affects the product position and image in the market, affects customer's attitude toward the product, also influent the sale of the products. Reasonable price can produce good stimulation to the customer's psychology, the price itself is a kind of promotion factors.
B)The price is the effective measure to participate in market competition
Of all the means of market competition, price competition is one of the most direct and effective means. In the same products, the lower price, the stronger market competitiveness. Thus, price is also very concern of the rivals. When an enterprise makes the price adjustment strategy, similar products from other companies, often change their products price quickly. Price competition also is a kind mean of competition, but is the most dangerous factor, once decision-making errors, it tends to make the enterprise into difficulties. Therefore, the enterprise must use it carefully.
C)Price is the core element of the enterprise profit
In a market economy, enterprises are the market price of the fittest, rather than manipulator. Therefore, in this sense, all marketing efforts must be around to adapt to the market price as the subject. In order to achieve profit objectives, enterprises not only provide consumers with meeting demands of the products, also make the price level which consumers accept. 

4.1 Price trends
Age Spending on underwear
15-24 €143.2
25-34 €96.3
35-44 €106
45-54 €123.1
55-64 €109.3
Above 65 €48
Average €99.7
Situation of European female consumption in different age scope, 2011[ http://www.chinabgao.com/freereport/18826.html]
As it can see from the sheet, the younger people pay more money on underwear because they follow fashion trends and are willing to pursuit the luxurious products.
The European market, British women spend the most on underwear for €103.5 ($134.5) per capita. French women a year spent on underwear is €102.30 per capita, German women is spending for € 80.20. British women spending in underwear is a little higher than that o`f French women, because they buy a lot of pajamas and clothes indoors, while the latter preference for bra and panties. Women's underwear spending in Italy and Spain were € 77.5 and € 71.3 annual spending. While European men in lingerie annual consumption is € 19 per capita. Men's underwear is only on the unit price, far less than in sales between women.Besides, men's underwear use mechanism and women differ in fundamental. Male underwear, basically have no consumption trend, however, women's underwear has obvious consumption trend. As a mature market, the European women's underwear market can provide some experience for the Chinese market.

4.2 Factors to effect price
A) Different underwear materials
Underwear brands of each raw material price difference is very big, the good underwear of the fiber with high technology content, or patent technology used special materials, such as some brand publicity of far infrared, negative ions, etc., so their price will be higher than other brands.
B) Different design factors
Underwear is with exquisite clipping, such as selection bias, for example, price of the memory alloy special process design is higher than the normal ones. Some well-known brands, are obtained by using the three-dimensional cutting and mechanical design, so that size is more refined, regardless of the height or size, everyone can find the most suitable one. So they have more reasons to be more expensive than the other.
C).Different value added 
Well-know underwear styles and models are according to the data of sizes, ages, body situation of different customers, pick out the suitable underwear. They also teach customers how to provoke fat with the hand, set up a rule for customers that every day must wear a time limiting, after a period of time will visit the customer for checking whether the effect of adjustment is ideal. The perfect effect guaranteed, after-sales service in place of a high grade product naturally is expensive.

5. Analysis of brand competitiveness
European buyers are more likely to buy high quality clothing and textiles, especially in the circumstance of economic recession, high quality clothing and textiles can ensure that their spending more controllable. Rather than spend a little money to buy many pieces of a season or two are no longer wear clothes, it is better to buy one or two is expensive but it is not easy to be outdated with makings fastidious, classic style clothing. This kind of clothing is normally well-known brands. So to know what is brand is very important for company to develop.
In broad sense, the connotation of the brand should include four aspects: (1) brand is a trademark. This definition is from the legal sense, emphasizes the legal connotation of the brand, ensure it is right to use, ownership, transfer trademark registration, such as the ownership situation, trademark is a more formal language, is within the bounds of the law to adjust the specification; (2) brand is a shop sign. This is from the economic or market sense. People paying attention to this brand is represented by the goods, its quality, nature and whether it meets the degree of utility and commodity market positioning, brand itself represents the cultural connotation, the degree of consumer's perception of the brand etc. In other words, at this moment what brand symbol is commodity market meaning; (3) brand is a kind of word of mouth, a kind of taste and a kind of style. This is from the cultural or psychological sense, it emphasizes the grade of the brand, reputation, and goodwill to the people, and so on; (4) brand is the consumer of all related to the product experience. Brand is not only a kind of product, the product is only one aspect of the brand. Brand positioning is not advertising the product itself, the key is to find out the concept of specific products.
   Famous brands can be formed by lots of advertisements and promotion, while to build a really brand, it is a complex and huge system engineering, including the overall brand planning, brand positioning, reasonable brand system design, brand construction, operation and management, brand extension and expansion of the brand strategy, strategy and decision-making and a series of operational work around brand value-added profit.
  Brands are more powerful than the normal brand, it is longer and more obvious, pure awareness of well-know products can boost sales in the short run, and not to make more contribution to the long-term interest of the product. People changing brand increasingly depends on the mental experience, real brand, was given a symbolic, can deliver a way of life to consumers, a strong brand can eventually affect the attitudes and opinions of people's lives, to bring long-term benefits for the enterprise. 
Mature big brand, it is in bigger market share and mainly in high-end markets, enjoy a high brand awareness and reputation. What is more, in a certain range, it has a group of more loyal consumers, especially represented by Triumph. The international line underwear brands such as the United States of Victoria's secret, CK, Europe Iger are stationing sales started in Beijing and Shanghai.
   Triumph, as a professional brand, with a history of nearly a century, is into China in mid 90s. The brand with its brand operation of professional focus, preconceived brand strategy, opens up in the Chinese market quickly and sets up a good brand image. It becomes the latest must-haves in the pursuit of tide. Triumph with nearly 10 years time, in the process of continuously enclosure, divided the high-end market of their own, not to the opponent to attack of opportunity.
Nowadays triumph has become China's underwear market leading brand, its sales is accounted for more than 30% market share in large and medium-sized cities in China department store, annual sales ranks 300 million RMB of above.
The brand also attaches great importance to the terminal building, according to the market survey showed that Triumph of terminal stores than other brand is bigger, brighter, more attractive, better. According to statistics, only 2001 Triumph in the region south of the Yangtze river has more than 300 new underwear shop. In the underwear industry, it is an amazing number.

6. Brand and price impact on sales of underwear
Price and brand building is both very important roles in underwear sales. They have a very deep impact on a compay’s development and sales, image in the market. To analyze how brand and price effect the sales is meaningful.
At the first beginning, a famous underwear brand- Victoria's secret is as an example. 
   Victoria's secret is a very famous underwear brand in United State. After it was born, it opened up the market quickly. There are five factors of its success.
A)Event Marketing
  In Victoria's secret up-and-coming over the years, it use event marketing greatly enhance the brand influence. In 1999, at half-time of super bowl football game, 26 model of Victoria's secret runway as a catwalk shows, and on that day of the live webcast immediately attracted 1.5 million people online to watch, overload the network traffic and even affect the game live.
  Underwear show has become a secret of Vitoria’s secret success. After 2002, Victoria's secret underwear show in every year will be exclusive cooperation with CBS broadcasting companies in the United States, even broadcast in 180 countries, and gradually spread in Facebook and live on Youtube. With the annual event marketing, Victoria's secret has at least 1 billion people around the world. At the same time, more and more talented models will be viewed in the underwear show and take "Victoria" as the most sensible investment, such as the supermodel Adrianna Lima, Heidi Klum and Tyra Banks is from Victoria's secret came out to be top model.
B)Powerful directory direct mail and sales network
Victoria's secret set up directory direct-mail way of buying at the beginning of open store. Six years before the operation, Victoria's secret stores every year release 8 period beautifully printed catalogue brochures, customers can be free to get in the store, company will also through the mail subscription free distribution to customers.
As a result, customers can simply order products by phone or fax and complete the purchase process by a credit card or cash on delivery. The purchase is extremely convenient because the U.S. payment system has been close to perfect. Customers can browse through catalogs at home and put orders. So even after being acquired by LTD Group, the direct mail catalog sales channels have been retained.
After 1999, the Victoria's Secret tries to electronize all catalogs so that customers only need to log in to Victoria Secret's official website and fill email address, they will receive an electronic version of the catalog. In order to reduce printing and mailing costs, the Victoria's Secret began to charge the paper catalogs from 2002, $ 3.2 each in the physical store. Even so, the number of catalog sold in the United States will exceed 390 million. This figure will exceed 500 million if South American and European markets are included.
Since 1998 LTD Group invested nearly $ 5 million to establish the Victoria's Secret since B2C online sales platforms, consumers around the world can easily purchase any product. 2011 Victoria's Secret sales reached $ 1.65 billion in online shopping channels. From the beginning of 2006, Victoria's Secret has been among the first 30's of the U.S. online retail sites. Bill Lepler, vice president of customer relationship of LTD Group, said, "The number of Victoria's Secret consumers under the multi-channel operation increases 3 to 5 times than buying from a single channel."
C)Approachable pricing
Different from the gorgeous lingerie worn by T stage models, the lingerie sold in the Victoria's Secret store sales are not expensive. Actual sales of product positioning is still approachable, mainly the main basic models, only one very sexy series product line. Victoria's Secret took parity strategy from Ro y Ra ymo nd , until now almost all bras are within $ 60. After L TD Group completed the acquisition, it began to use mass production to reduce costs, and adopted multi-chain operations and sales channels to increase sales. Thus, Victoria's Secret began to increase market shares quickly and all the way grows into North America's largest women's underwear retailers in more than one decade.
D)Successful product line strategy 
This brand of Victoria's Secret position its age group of its customers at 15-60 years old, but it has always insisted on a more mature market route. Although the survey data shows that younger than 15-year-old girls also have the need to buy underwear, the design and style of the products tend to be more colorful and lovely, rather than sexy.
Because "the young girls do not want to buy clothes with his mother at the same store," so in order to avoid damage to the main brand, Victoria's Secret launched “Pink”for college girls group, which won a great success. Meanwhile, the yoga clothes and home clothes are also very successful.
E)Sustained Sexy positioning
LTD Group is positioned as a sexy, glamor, romance and fashion brand after taking over. The products integrate black, red and purple, and are also elegant in style. Designers will add the gel filler in the lower edge of bras and other locations in order to achieve the effect of lifting and gather; designers also design underwear specially for women's tights T-shirt, using boundless smoother edges and more fit straps in the top of the cup. All these are designed with a clear idea of sexy pursuit.
All moves of Victoria's Secret has not deviated from their sexy positioning. Even the interior design of the stores always use pink wallpaper to set off women's soft. Even Victoria's Secret stores will be completely redesigned every five years, but they never lose the image of "female boudoir".
The most successful point is that Victoria's Secret will set yourself a bit sexy benchmark, so customer's choice limits to three: underwear sexier than Victoria secret, Victoria's Secret, underwear less sexy than Victoria secret
6.1 Brand and price impact on export and import
French luxury goods industry occupies an important position in the total national economy. 30 luxury brands’s total turnover is nearly 15 billion euros 
How much does Fashion industry occupy in the whole national economy? On the occasion of Paris Haute Couture Week’s approaching, the French fashion association published a survey report, which analyzed the scale of development and its economic impact of the fashion industry. 
French fashion association's membership includes more than one hundred major brands of French luxury goods industry. President of the Society Didier Grumbach said, "Despite the difficult economic environment, the creative industry in France has enabled companies to survive and continue to create jobs." 
According to the survey, the total turnover of the 30 luxury brand's is nearly 15 billion euros, employing more than 35,000 people in the world directly.

Export distribution[ http://news.winshang.com/news-176081.html]
If calculated the distribution of exports on country basis, exports to Japan are still higher than China. But if calculated by region, Asia tops the list not surprisingly, with Europe and the American continent accounting for 17% respectively.
6.2 Brand and price impact on end customers
Whatever the sales channels are, the intense competition has forced all brands doing better than ever. However, the buying behavior female consumers is very special in the public sales network. On the one hand, it is a kind of targeted purchase rather than impulse spending, although all businesses are trying to sell, female consumers will not return to the underwear counter of the supermarket accidentally. On the other hand, a small sales space and product supply problems forced the product to be recognized by customers by only one glance, or the products have to be on sale. Thus, in the mass market, visual characteristics, brand image and price positioning are very crucial. This first glance visual impact is difficult to synchronize with delicate features and professional. Because of this, color and visual accessories as "rich" style, are critical success factors in this sales channel.
Due to the global economic slowdown, underwear companies are now perhaps more than ever rely on an identifiable product to become unique. As Jacques Daumal, the chairman of the French brand Lise Charmel's said, the entry point created by iconic products can attract customers because it clearly points out the personality the brans wants to express. For high-quality, high-priced European-based underwear brand, to launch the iconic brand products have become the key for future development.
Milton Kotler, American marketing guru, said: "To establish a 'love' loyalty between consumers and products, there needs a platform to transfer emotions, that platform is the brand." He also said, "for brand marketing, the brands that connect their customers with emotional value will triumph. "
   With the increasing overall purchasing power and consumer awareness, people tend to focus on the psychological feelings of brand consumption in the consumption process.; while on the other hand, market competition is no longer simply limited to product and price competition, the market competition has included a more competitive brand attributes of the brand belongings, such as brand reputation, convenience channels, brand honors psychology and so on. Thus under the the new requirements of consumer demand and market competition, the brand has become an important tool of marketing. Those who pioneered in realizing the transformation from the "product" to "brand" will come first to grasp the leap from marketing to sales win.
   Helmut Schmidt, the Former German Chancellor said: brand is the only way to succeed in China’s next "cultural revolution". It will conquer the world, they will be a selling machine in China. This revolution in the 21st century will have a big impact on world order.
In European countries, young people aged 15 to 24 have a difference in spending on fashion items and consumer channels. This difference, mainly related to their income, has an obvious difference between southern and northern Europe. While those in Nordic mainly rely on their parents to get money, young people in southern Europo rely more on working to earn money. However, for all European young people, fashion is the central element of their age class, which is the access card to their social circle. 82% of respondents aged 15 to 24 claimed that they prefer to buy the same fashion brands with their friends. It can be seen that fashion has become a symbol of young people’s sense of belonging, spread among the young group spread in a non-verbal form. In addition, they regard shopping as a pleasure, not a constraint. Fashion brand is like a beacon, which young people are willing to follow.
Fashion design closely follows the trend, the price of international brands are very civilian, which allows ZARA, H & M and other fast fashion brands (fast fashion is mainly featured "fast, aggressive, accurate" and always follow seasonal trends. The speed for new products to the store is very fast, the change frequency of window display is twice a week. The feature is the same as "seeking speed" of fast food) win great popularity in a time.
7. Conclusion
Underwear is a supply-side market. Brands promote the development of technology and style while marketing has played the role of tension. It is evident that in order to pursue a unique or high-end brand positioning, we should strengthen innovation, to provide added value that low-end and mid-range products cannot provide except simple propaganda effect. At the same time, this advantage should be understood by consumers rather than industry experts. Although specialty retail stores can well explain it to female customers, but the product itself should be the best spokesperson. In the few seconds that female consumers browse across the windows, the display of goods must have attracted the attention of them.
Each brand who wants to have a good development, it needs to analyze situation in local place and overall scope. How to make price and how to build a brand is both playing an important role of a company. It is also a long term strategy to pursuit the balance between price and brand. It needs to be adjusted all the way.
   In other words, how to build a brand is the same with how to build personal image. Good image is helpful to interpersonal relationship and easy to be trusted. Good brand image is easy trusted by customers which is helpful to sales in turn.

Practice result：

   Through the internship, I realized that practice is the sole criterion for testing truth, only to learn but no practice, it is useless for future work. Theory should be combined with practice. With rich experience of related work, on the other hand, can be ground to look for a good job in future. During this period, although sometimes work is a little bitter and tired, it is really helpful. I've learned how to do things, professional technology and accumulated practical experience at the same time. In the future work and study, I will learn more from the excellent colleagues modestly, continue to work hard to correct own shortcomings and insufficiency for trying to do best.