Underwear on the up

A fashion show is held in Sanya to display Triumph's new styles.

Luxury travelers

Highlights of Shanghai Fashion Week F/W 2014

"In different parts of China, the design code is different, the body shape is different, and the appreciation of colors is very different, although it's generally much more colorful here than in other markets."

The company introduced concept bras in Japan but most are never commercialized. Past examples include a baseball mitt-shaped bra, another that looks like tiny fish bowls, and the konkatsu "marriage hunting" bra.

"They are not a boutique brand, but they have innovated and come up with this range which has made them a leading and huge brand of lingerie," says Srinivasan.

"Enthusiasm for perfect quality and forward-looking design without doubt plays a key role in our success at any point in our history," says Triumph's managing director and co-owner Dieter Braun.

Sales of the company's Valisere brand, known for its fine lace and special French cups, may get a boost after Mintel released a report on March 25 asserting that Chinese consumers' definition of luxury is shifting away from price to appreciation of "craftsmanship".

Triumph claims its customers appreciate the pains it goes to, such as having its sales assistants follow them into fitting rooms to give advice. It also organizes focus groups to record their feedback.

According to Crabbe, foreign brands aiming to jump into the Chinese market should proceed with caution.

"The domestic brands are very strong," he says.

"They would need a very specific marketing message to differentiate themselves."