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Overseas Marketing Strategy Of Jiangnan Buyi Women'S Wear

2011/9/2 11:07:00 44

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Overseas Marketing Strategy Of Jiangnan Buyi Women'S Clothing

Since its establishment in 1994,

Jiangnan cloth

(JNBY) to prove to China and the world the strong potential of Chinese brands as fashion pioneers.

Through the light style, soft design and high quality cloth, Jiangnan cloth clothing quickly came out of its birthplace of Hangzhou, and successfully entered the international market, the first pnational boutique in Moscow, which soon led to its wider international expansion.

Shortly afterwards, Jiangnan Buyi opened stores in Tokyo, Hongkong and Singapore, and later threw the "Hydrangea" to North America and Europe.

How do we succeed in Jiangnan cloth? In our view, the rapid entry into the market and the in-depth understanding of the target market may be the two important factors for the success of the brand.

Jiangnan Buyi's first pnational boutique in Moscow soon led to its wider international expansion.

Shortly afterwards, Jiangnan Buyi opened stores in Tokyo, Hongkong and Singapore, and later threw the "Hydrangea" to North America and Europe.

How do we succeed in Jiangnan cloth? In our view, the rapid entry into the market and the in-depth understanding of the target market may be the two important factors for the success of the brand.

Fashion brand: Women's clothing in Jiangnan

Jiangnan cloth has been in New York SoHo business district for a year and a half, and the Chinese brand is fulfilling its mission. It will introduce the elements of contemporary Chinese fashion style to the whole world, and strive to make the brand localization and become a part of New York fashion.

Recently, I interviewed MeganMaguireSteele, the American PR representative of the brand, on Jiangnan's overseas expansion strategy and New York fashion industry.

Author: can you briefly introduce the cloth in the south of the Yangtze River?

brand

How was it founded?

MeganMaguireSteele (MMS): Jiangnan Buyi Garments Co., Ltd. was formally established in Hangzhou in 1994.

In the same year, the company launched the brand JNBYSINCE1994 of the main women's wear market.

The team of Jiangnan Buyi is jointly built by 11 students majored in art and design.

Our brand motivation is motivated by the constant stimulation and cultivation of individuals' unique interpretation of modern life styles.

The inspiration of Jiangnan Buyi team is from all aspects of culture, such as music, art and architecture.

The diversification of the design of Jiangnan cloth clothing further reflects the theme of its brand satisfying consumer personalization.

What is the popularity of Jiangnan Buyi abroad?

MMS: as early as 2003, the south of the Yangtze River has already been wearing cloth.

China

It has 400 branches.

In 2005, Jiangnan Buyi set up its first overseas shop in Moscow.

After that, the company continued to expand overseas and set up new stores in Tokyo (2006), Hongkong (2006), Singapore (2007), Canada (2007), Bangkok (2007), Georgia (2009), Barcelona (2009), Seoul (2009) and New York (2010).

Nowadays, Jiangnan cloth clothing has 600 branches all over the world, most of which are concentrated in China.

Nevertheless, the expansion of the international market will continue to be one of the main strategic objectives of the south of the Yangtze River.

The author: Jiangnan Buyi pays more attention to the Canadian market than the United States. Why?

MMS: is far too far away, but there are four branches in Canada, but only one in the United States.

market

Four years, and only a year and a half in the US.

However, judging from the growth rate of business, the two countries are equally divided.

Because of cultural differences, the marketing strategies of Jiangnan Buyi in Canada and the United States are also different.

In the United States, Jiangnan cloth will pay more attention to the expansion of the wholesale market, while in Canada, it will prefer the expansion of the independent flagship store.