Etam vs. Victoria's Secret

Etam Sexy Underwear

Etam prepares for a confrontation with Victoria's Secret, injecting more dazzling elements into the design.

Etam is headquartered in Paris, with sales of $1.42 billion. It is a women's and underwear company integrating design, production and sales. Its main brands include Etam, 1.2.3 and Undiz.

Etam Women's Brand

Etam Group Director Laurent Milchior said that Etam will adopt Victoria's Secret's charisma line and will further promote the development of e-commerce, making the brand a leading position in the European underwear field.

Milchior admits that companies need to inject new content into their traditional corporate culture. This includes applying the "new concept" of fast fashion to fashion and retail.

Laurent Milchior said: “The retail environment in Europe has changed a lot in the past 10 years, such as H&M and Inditex, the price and fashion of clothing has become very important. This is a challenge for us. The current French underwear market capacity is about 3.2 billion. In the Euro, we have a market share of 10%. Despite the fierce competition in the underwear industry and the expectation of restructuring, our market share is relatively large and therefore it is relatively easy to operate. However, we feel that the challenges faced by garments are even greater because we have been in the past. There have been no big moves in years."

Etam underwear will give people more attractive feeling in the future. The former Wonderbra endorsement supermodel Eva Herzigova will launch the personal series EvaHerzigova Pour1.2.3. The former CK underwear endorsement supermodel Natalia Vodianova also renewed this month with Etam for about 3 years, cooperating to launch a signature series named Natalia PourEtam.

The company will set up a special website for EvaHerzigovaPour1.2.3 and Natalia Pour Etam, and plans to hold a show in Paris Fashion Week.