The French brand has switched from its previous positioning as a value-oriented high street fashion chain for its return next month.
The retailer disappeared from the UK high street in 2005 to focus on its businesses in continental Europe and China after a decade of mixed performance in the UK.
Etam Group co-chairman Laurent Milchior says there is a market of young women “looking for fashionable lingerie with a French twist” in the UK.
Milchior adds: “The [new] positioning is of a far more premium brand, offering high quality and design for great value, and with a strong brand and marketing content.
“Previously, Etam was a value retailer. Price was a priority and design was secondary.”
Etam plans to rebuild its presence in the UK by leveraging its design partnership with model Natalia Vodianova, and build engagement through social media, blogs and fashion-led events.
Etam relaunches online on 1 December and it could eventually return to the high street.
British lingerie retailer La Senza is poised to overhaul its marketing strategy and reposition as a more upmarket retailer. US lingerie chain Victoria’s Secret is also set to launch in the UK in 2012.