In the world of women's fashion brands, Shanghai is well-known, but Guangdong also stands out as a strong region. Thanks to its unique geographical position, the fashion scene there has become more globalized. Within this vibrant market, thousands of women's brands compete, with most positioning themselves in the mid-range price segment. This strategy targets the broadest consumer base, making it one of the most common and effective business models in the industry.
Recently, a French brand named CROBI made its way into the Chinese market. Instead of following traditional high-end strategies, CROBI chose to adopt a more affordable pricing model, aiming to connect more closely with the majority of female consumers in China. This move reflects a growing trend in the fashion industry—offering stylish yet accessible products to a wider audience.
The fashion landscape is constantly evolving, shaped by trends that influence culture and consumer behavior. As a key player in the clothing industry, brands continuously innovate, though true revolutionary ideas are rare. In today’s competitive environment, casual wear has taken center stage, leading many brands to rethink their identities. While some focus on improving product designs and store aesthetics, others try to create a unique identity through "concepts" to stand out in the market.
Their methods may differ, but the goal remains the same: to capture and expand market share, boost performance, and increase visibility. Ultimately, only time will tell which brands truly succeed. The final verdict lies with the market, and only those who adapt and thrive will be considered the real winners.
CROBI, positioned as a low-cost fashion advocate, is making waves in the Chinese market. Unlike other domestic brands that simply offer cheap clothes, CROBI blends affordability with style. According to Mr. BADEN, the brand’s local representative, CROBI is not just imitating international giants like ZARA, H&M, or Uniqlo. Instead, they take inspiration from these brands and tailor their approach to fit the Chinese market.
For instance, while ZARA introduces new collections weekly, CROBI launches new styles every two weeks. In terms of pricing, while ZARA might sell items for $99, the equivalent in China would be around 699 yuan, which is still relatively expensive for many consumers. CROBI adjusts its pricing to match local purchasing power, offering items ranging from just a few dollars to a couple of hundred, making fashion more accessible.
Despite its low-price strategy, CROBI doesn’t engage in price wars with other budget brands. Mr. BADEN explains that CROBI is the first brand in China to openly promote the concept of low-cost fashion. It combines affordability with style, standing out as both more fashionable than most budget brands and more affordable than high-end labels. This unique positioning sets CROBI apart in an increasingly crowded market.
Shaoxing Zhaofeng Velvet Co., Ltd , https://www.zhaofengvelvet.com