Source: The Business of Fashion
Summary
Chinese fashion brand Gufajin is expanding its presence through store openings, along with its competitors Jemper, Lamchiu, Baowangfu, and Kering-backed Borland. This strategy aims to increase brand awareness and boost sales simultaneously. The brands are investing in physical stores to reach a wider audience and create an immersive brand experience. This approach is part of a larger trend in China’s fashion industry, where brands are focusing on omnichannel retailing.
Our Reading
The trend returns with a new name. Gufajin and its competitors are reviving the age-old strategy of brick-and-mortar expansion. Jemper, Lamchiu, and Baowangfu are following suit, while Kering-backed Borland is also investing in physical stores. The focus on store openings is reminiscent of the early 2000s, when luxury brands first expanded into China. The cycle of retail expansion continues, with brands hoping to create an immersive experience for their customers.
Author: Evan Null
