Fashion brand looks to expand

Understanding China's strategic importance as a market, the US-based fashion brand Anine Bing aims to create an omni-channel experience for local customers.

"We are seeing that our brand mission and approach to design are resonating well with local consumers. Our Chinese consumers are sophisticated, becoming savvier, and always seeking high-quality, timeless yet stylish pieces that the Anine-Bing collection stands for," said Olivia Gentin, chief operating officer of Anine Bing.

"We believe the key strategy to serve our customers is to meet where they need us.

"We have diversified channels to gather customer feedback from China consumers, from social listening to wholesale networks. We also have a local team and trustworthy partners that provide timely market and consumer insights. And of course, we closely monitor product-level performance to navigate through her interests and feedback each season," Gentin added.

Inspired by Scandinavian simplicity and American energy, Anine Bing was established by Anine and Nicolai Bing in 2012.

Preparing to integrate into the local market, Anine Bing held the 2023 Fall/Winter brand campaign in Shanghai last month, partnering with iconic British supermodel Kate Moss to serve as the face of their new collection.

The campaign paid tribute to timeless silhouettes with '90s-inspired details, including a modern take on rock 'n' roll dressing, which remains a central theme of the brand and met with local models and celebrities.

"Kate Moss has been an inspiration for the brand from the very beginning. She is the epitome of timeless beauty and iconic style, embodying everything that Anine Bing stands for as a brand." Annika Meller, co-founder, said.

"She's a powerful female who is a businesswoman, entrepreneur, mom, and much more – she reflects our modern-day consumer who leads a very busy life –– between work, family, and kids. Yet she looks for quality and craftsmanship in her wardrobe everyday to make her look and feel her very best," Meller added.

Gentin further pointed out that the brand plans to launch the first retail store in China by early 2024.