He said China is the leading power on women's empowerment and gender equity now compared to many regions. Moreover, Chinese women have become freer, confident, and certain when picking their lingerie.

"Therefore, it's an opportunity for us to communicate on women and values. But showing that in the product are not enough, we want to convince customers with our real values," he added.

Since understanding the requirements of the market in terms of product and local customers are also important besides introducing the brand, La Perla also does fitting sessions with local customers to make sure its collection corresponds to the right position.

In addition, Chinese customers are young compared to many other countries and since the technologies are mostly used by young people, e-commerce is an important strategy for La Perla, including cooperating with  celebrities, exhibitions, and collaborations, according to Perrier.

While many sectors were hit by the pandemic, La Perla recorded uptake.

"When the customers were forced to stay at home due to the pandemic, they wanted to treat themselves. So they wanted quality loungewear, nightwear, bodywear for themselves at home," said Perrier.

Perrier said lingerie is the next new trend for sure.