Intima Asia - N°30 - 2/2009 - (Page 58)

Launching Memose the new brand The Shanghai GuJin Underwear Co., which was awarded “The old and famous Chinese enterprises” accolade bythe State Department of Commerce, is determined to keep on developing and is adding a third new brand to its portfolio to target the higher-end market. Ms. PU aLing, Y President and General Manager answers Intima Asia’s questions. , With a philosophy of care, respect and understanding, and a company culture based on “Wishing All W omen Better Health and More Beauty over the years ,” GuJin has developed a nationwide network that includes 12 regional agents and over a thousand independent stores throughout the country. Today, besides its 2 existing brands - GuJin, which is MS. PU YALING more classical and Sassy, which targets younger consumers - the company is about to unveil Memose, its brand new luxury line for the high-end market. Memose is already displayed on the 2 nd floor of their superb flagship store in Shanghai, a space that combines captivating color and exquisite style and can highlight the ultimate appeal of women in elegant, luxury, sexy and trendy apparel. Congratulations on the launch of Memose! First, can you tell our r eaders what this new line consists of and what its theme is? When did you star t to conceive this new pr oduct line? And what made you finally confir m and car ry out this campaign? With the improvement of living standards in recent years, women tend to seek quality to address their needs and they have a growing sense of their own aesthetic appearance. Being a supplier that serves the mainstream of women, we started planning this new product line a couple of years ago in order to meet the needs of this changing market. How would you position it on the market and how dif ferently will Memose ser ve the clients compar ed to your other 2 brands, GuJin and Sassy? Memose has a unique style based on elegance and individuality . The range comprises bras, briefs, corsets, as well as chemises. Memose is aimed at women aged 30 to 45, who have purchasing power and like to dress tastefully. They pursue quality of life to escape mediocrity with their own interpretation of fashion. In how many stores do you plan to intr oduce the brand at first? What is the r etail price point of the new line and who is it aimed at? As I said, we position Memose on the high-end lingerie market and will place it in shopping malls or boutiques with a corresponding image. The differences between Memose and the other two brands lie in three aspects: in the first place, the design caters more to women’s pursuit of outstanding characteristics; secondly, the types of fabrics, which originate from domestic and overseas suppliers, and lastly, the price, which is evidently more expensive than GuJin and Sassy. Lingerie is a consumer product. Memose is intended to cater to a specific group of consumers, Around 10 throughout China to start with. as identified by market demand. We believe that Are you also launching a new merchandi- our customers will love Memose as much as sing layout for the new brand? they love the GuJin brand. Yes, we are making seasonal adjustments to the Are you going to enrich Memose by devemerchandising layout for the new products, in loping more products in the near future? Indeed, we are. line with fashion trends. Like the r est of the market worldwide, China is unexceptionally experiencing a recession this year Do you think it will af. fect the Memose launch and how ar you e prepared to cope with it?

Table of Contents for the Digital Edition of Intima Asia - N°30 - 2/2009

Cover
Index
Contents
Editorial
SHOP SCOUTING WORLDWIDE
NEWER NOTABLES
RETAIL NEWS
TÊTE À TÊTE
PHOTOSHOOT
COVER STORY
LINGERIE TRENDS S/S 2010
LAUNCHING
THE GUEST
INTERVIEW
BEACHWEAR TRENDS S/S 2010
MARKET FOCUS
EVENT
EXHIBITION UPDATE
CALENDAR
NETWORK NEWS EXPRESS
EXPO
FABRIC NEWS
FABRIC TRENDS F/W 2010 -11

Intima Asia - N°30 - 2/2009