How Did The Tide Of INXX Enter The US After "Sea"?

According to the women's wear daily, INXX, a Chinese street apparel retailer, is planning to enter the US market.

In addition to setting up offline stores, the brand will also launch an online official website for the millennial generation of the United States.

The new US website now only offers INXX brand products, ranging from 54 dollar Logo hat, 359 dollar tie dye Hoodie, to 1180 dollar back embroidered black leather windbreaker and so on.

The brand INXX, which was born in China, was founded in Hangzhou in 2013 by Henry Mao and Sam He. It belongs to Hangzhou Ying Fashion Co., Ltd., which is under British Hongkong.

It is worth mentioning that INXX's offline store is positioned as a collection store of high street fashion buyers. Besides INXX, its stores also sell more than 100 international brand products such as HBA, KTZ, Rick Owens, Yeezy and so on. The annual customer price can reach about 2000 yuan.

There are two other combinations in INXX's store portfolio, which are priced at 600-1200 yuan between customers, targeting the INXXSTREET fashion street collection store for young and medium income groups, and a more high-end X Concept Stage concept buyer store, which combines the most high-end designer brand from the world.

"We hope to create a broader market, develop a more forward-looking and global design path and form our own logo," Henry Mao said. "The vision of INXX is to create a truly multicultural style of the world by integrating traditional oriental elements and new western contours."

Although this is the first time that INXX has announced its entry into the US market, the brand has already built a specialized logistics center in New York, and all goods sold in the US will be shipped at the logistics center in New York.

Not only that, as a frequent visitor to Shanghai fashion week, INXX also joined the designer incubator Vfiles on the stage of New York fashion week in 2018, and announced that Japanese actor and musician Kubozuka Yousuke should be hired as a brand ambassador. He used to be an important promoter in helping the street tide brand Supreme open the Asian market.

According to the previous public data, by the end of 2018, INXX had operated more than 110 stores in China, and its sales in 2018 increased by 49.3% over the same period. Its online Tmall store's turnover in 2018 also reached $13 million 840 thousand.

It can be said that since Lining launched the first shot of "going to sea" in the fashion week of New York in February 2018, the tide of the country has become a hot topic in the recent year.

Whether it is the trend brand CLOT created by Edison Chan, a domestic artiste, has worked with many famous international brands and designers such as NIKE, Adidas, CONVERSE, Kaws and so on. It was founded in 2007 before and after MYGE as the first batch of domestic original street brands in 2017 to join hands with RANDOMEVENT to show the international trend exhibition Complex Con.

More and more Chinese brands are beginning to enter the consumer's perspective.

But with the rise of the national tide, there is a huge public opinion controversy.

For example, the tidal brand NPC, created by Chinese artistes Li Chen and Willber Pan, was recently discovered that its trademark MLGB, "the existence of negative meaning and low style", was found to be invalid, causing many consumers to question the cultural connotation of the tide brand in China.

In addition, the most challenging question is the plagiarism of European and American tide brand designs.

Because the tide of China is hard to find a foothold in culture in the local market, many designers are eager to succeed after creating the tide card, and redesign the established design.

For designers, such small "creation" does not involve infringement, but also satisfies consumers' demand for cost performance, but it is a kind of trust damage to the real tide consumers.

From these points of view, the tide of national tide is still long.