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Chinese garment brand ramps up global presence

02
Apr '12
Jiangnan Buyi Garment and Finery Corporation Ltd (JNBY) has proved its strong potential of establishing a Chinese brand in China and the world.

JNBY was formally established in Hangzhou in 1994 and launched its brand JNBYSINCE in the same year to mainly cater for women's market.

The initial JNBY team was made up of 11 graduate students from art and design specialty.

As early as in 2003, JNBY had 400 outlets in China. It set up its first overseas store in Moscow in 2005 and since then stores have been opened in Tokyo, Hong Kong, Singapore, Canada, Bangkok, Georgia, Barcelona, Seoul, and New York.

Today, JNBY has 600 outlets in the world; albeit most of them concentrated in China. Nevertheless, expansion into global markets will continue to be one of JNBY's main strategic objectives.

JNBY has four stores in Canada, but only one in the US, as it entered Canadian market four years back, while it has been in the US since just two years.

However, business growth in the two countries is neck to neck and due to cultural differences, but implements different marketing strategies for Canada and the US.

JNBY will pay more attention to expansion of wholesale market in the US, while it is in favor of expansion of independent flagship stores in Canada.

Fibre2fashion News Desk - China


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