Branding strategies in transitional economy: The case of Aimer

The purpose of the study was to investigate the branding strategies implemented by the Beijing Aimer Lingerie Company Ltd. that support its success. A case study method was used which included on-site visits and in-depth interviews with Aimer executives, mid-level managers, and frontline employees. Additionally, a review of the company’s website and internal documents, as well as an extensive external search of relevant news reports, social media contents, industry information, and academic literature contributed to the data source. The study adopted a deductive content analysis strategy by integrating Balmer and Gray’s (2003) C2ITE framework and the luxury fashion brand dimensions, and used triangulation as a validation strategy. The most important element of Aimer’s success is strategic planning and continuous brand development. In every step of Aimer’s business development, the executive team strategically planned its next step and had a clear vision for the future. Aimer executed well for each dimension of the analytical framework (Cultural, Marketing Communication, Tangible Branding, Intangible Branding, and Commitment) except one: brand signature (Cultural dimension). The findings provide valuable implications for other Chinese apparel manufacturers striving to establish their own brands, as well as global companies that compete in the Chinese marketplace.