LA MIU case study





Sexy underwear online shopping site for Chinese women established by Japanese man

2 reasons for start-up
   1. Less chances of products being returned
   2. No attractive female underwear in the market at that time

Monthly group discussion
-Let women choose favorable underwear among different brands (such as Victoria secret) without tag and give feedback to next product development.

Different preference from Japanese women
-like red
-examine the number of click to see what is their preference

Strong emphasis on models and photos
-go back to Tokyo once or twice a month to talk with designers and have photographers to take attractive photos using famous models

-"sold out" -> further heated boom

However, the founder, who was the only Japanese guy among 350 Chinese employees, failed to control its brand and employees amid anti-Japanese movement in China. He resigned in 2012.


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