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Wei color brand clothing story: cheap brand name era has arrived
In the past, branded apparel was often seen as the ultimate symbol of status, largely due to its high price tags that made it inaccessible for the average consumer. However, with the growing maturity of online shopping, a new trend has emerged. International fashion designers have started to collaborate with the "Wei-color" brand, offering affordable yet stylish women's clothing. This shift has led to a rise in budget-friendly branded fashion, especially during the financial crisis.
Online shopping has become a dominant trend, particularly after the global economic downturn. Consumers are now more conscious of their spending and are turning to online platforms for cheaper options. According to a report from the China Internet Network Information Center (CNNIC) released in December, by June this year, the number of online shoppers in China reached 87.88 million, a 38.9% increase compared to the same period last year. The total online shopping expenditure in the first half of the year hit 119.52 billion yuan, with estimates suggesting it could reach 250 billion yuan by the end of the year.
Taobao's performance report also highlights this growth, showing that the platform's sales in the first half of the year reached 80.9 billion yuan, nearly matching last year’s full-year revenue of 99.66 billion yuan. This demonstrates how online shopping has become a powerful force in the retail industry.
Wei-color, known for its "first-class design, first-class materials, third-rate prices," has gained popularity among young people who want to keep up with fashion trends without breaking the bank. While they may not afford luxury brands like LV or Gucci, they can easily purchase trendy pieces from Wei-color for just hundreds of yuan. This affordability has attracted many top designers, including pioneers like Kawakubo Rei and Matthew Williamson, who have partnered with the brand.
The fast-paced nature of fashion trends means that even high-end items can quickly lose value. By following these trends through affordable brands like Wei-color, consumers can update their wardrobes more frequently without the high cost. This makes fashion more accessible and democratic.
Wei-color focuses on the latest international trends, combining simplicity, elegance, and classic styles with a modern, urban casual aesthetic. Its designs emphasize functionality and comfort, appealing to contemporary women who seek both style and practicality. The brand aims to offer a lifestyle that is stylish, elegant, and romantic, helping women express their unique personalities.
In 2010, Wei-color expanded rapidly, both through physical stores and e-commerce. With a strategic goal of "being based in Fujian, reaching the country, and going global," the brand has established offices in major cities across China and set up after-sales service centers in Hong Kong. It also exports products to Taiwan, Southeast Asia, Europe, the Middle East, and Central Asia.
In terms of chain stores, Wei-color opened its first store in Fuzhou in January 2010, followed by additional locations in Yongding, Lianjiang, and Changle in February. In March and April, stores in Quanzhou and Xiamen were launched, while preparations were underway for expansion into Zhejiang and Jiangsu provinces.
On the e-commerce front, Wei-color launched online stores on platforms such as Taobao, Pat, Ah, eBay, and others, making its products more accessible to a wider audience. This blend of traditional retail and digital innovation has helped the brand grow and thrive in the competitive fashion market.