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Lattice slim body underwear global features underwear pilot
In 2010, Lattice launched its "Global Functional Underwear Pilot" as a strong and stable market entry. The brand opened over 800 stores nationwide, with an average monthly sales of more than 350,000 units per store, establishing itself as a benchmark in the functional underwear industry. However, as fashion continued to evolve and permeate every aspect of daily life, Lattice recognized the need for continuous growth. The brand's metabolism pushed it to look ahead and redefine its strategy.
As part of its 2010 strategic planning, Lattice focused on enriching its product lines and expanding its target consumer base. This move aimed to capture a larger share of the market among 20- to 25-year-old consumers, as well as the traditional undergarment segment. Additionally, the brand began targeting mature, upper-class women—expanding its reach beyond previous demographics.
To support this expansion, Lattice not only raised its product price range but also emphasized health as a core value across all its offerings. While incorporating more fashionable elements into its designs, the brand remained committed to its identity of "fashion, elegance, and health." This balance between innovation and tradition helped Lattice maintain its unique position in the market.
Through these efforts, Lattice positioned itself as a leader in the global functional underwear space, continuously evolving while staying true to its brand essence.