Xianyidai advertises Chinese lingerie in Times Square
August 14, 2014 by admin
Filed under Latest Lingerie News
Sola Aoi advertises lingerie on the Spakeys’ website. (Screenshot photo)
Guangdong-based Xianyidai Underwear has been under the spotlight lately for selling lingerie designed by a Japanese glamour model and advertising its products in New York’s Times Square.
Xianyidai, which is an OEM (original equipment manufacturer) for clothing, ran an advertisement for its newly launched lingerie brand Spakeys in Times Square from Aug. 8-10. The model featured in the advertisement wore Chinese-style red silky lingerie in the advertisement, which carried the slogan “Your grace will never die.”
Ding Shijin, who is responsible for marketing at Xianyidai, said that while advertising overseas, the company mainly focuses on promoting the brand and its Chinese-style lingerie designs, Shanghai’s China Business News reported.
The model, who does not show her face in the advertisement put up in Times Square, is apparently not Sola Aoi, a Japanese adult video star and glamour model, who has designed several lingerie lines for the brand.
On May 28, Spakeys rolled out a line of lingerie designed by Aoi on the company’s Weibo page with a limited offer of 528 pieces, which were sold out in five hours. Each set was priced at 1,288 yuan (US$210).
Ding said that Aoi’s designs were only one of its celebrity designs.
The advertising campaign in Times Square is a first for Spakeys, who have not previously advertised on billboards at home or overseas. It had earlier only marketed and sold its products online through social media platforms WeChat and Weibo.
Ding said the company chose to put its first advertisement in Times Square because it believes that fashion is borderless and because it hopes to make Chinese brands popular globally.
It has also been reported that Spakeys is expected to draw investment from Chinese internet giant Alibaba.
In response, Xianyidai said it has plans to collaborate with Alibaba, but the details cannot be disclosed at the moment.
Spakeys is set to hold its brand launch ceremony in Hangzhou on Aug. 18.
References:
Ding Shijin 丁世錦
Xianyidai 仙宜岱股份有限公司
