What Happened: From June 29 to July 30, shoppers who purchase the latest sustainable underwear series from domestic lingerie label Bananain can also redeem flower seeds. This innovative move sees the group embark on a sustainability journey — and it’s calling on shoppers to join it.
Co-developed by the brand, the 301P Modal pants series uses the environmentally responsible fibermaker Tencel and reduces CO2 emissions at each stage of production. To celebrate its carbon-free strategy, the firm has initiated an interactive activity for its customers, “Planting Flowers Together.”
The Jing Take: Bananain may be a “latecomer” in the underwear sector but it’s also a dark horse. Founded in 2016, the brand (positioned as a “somatosensory technology company”) has made it into the top classification of Tmall’s underwear category, ranking second after Ubras in terms of sales. By leveraging tech to improve intimate comfort, it has opened up a new gap in this near-saturated sector. Now, it is venturing into a new space to further cement its position and perhaps even overtake Ubras.
Favored by young shoppers, it smartly taps a growing demand from Gen Z for green and guilt-free products. A report released by sustainable fashion laboratory R.I.S.E. found that over 89 percent of the respondents expressed a willingness to purchase sustainable products, but only half of the survey participants had actually bought a green item.
Today, simply being green is not enough. In a dynamic market like China, where people are surrounded by sundry promotions, capturing attention is crucial. Education, interactive activities, innovative marketing campaigns — anything that can arouse people’s interest in sustainability is key.
Bananain is creatively tapping the growing outdoor trend by giving away something as simple as flower seeds. It’s poetic and effective. And just the kind of effort businesses need to be making if they want to capture consumers’ imaginations.
The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.