![]() ![]() The streamlined portfolio of products is a reflection of the brand’s positioning as it demonstrates simplicity, minimalism, and product and style innovation for consumers with a global fashion sense. Currently, the brand also targets young Asian millennials as means of international growth. This was in contradiction with the original brand focus on autumn/winter collections, which was driven by the UK-aimed market positioning. ![]() Throughout the years, the company has continuously added new products to its lines to diversify them and make them more appealing to both men and women living in warmer climates. This solidifies the accessibility of the brand while keeping a degree of exclusivity.
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