Background of the project:
Shanghai Shenda (Group) Ltd. has total assets of 5.48 billion yuan, net assets of 1.25 billion yuan, in 2002 achieved sales of 5,455 million yuan, total profit of 118 million yuan, is large enterprise groups of Shanghai textile system. Shenda group after several years of adjustment and development, has been included in the national top 520 Industrial enterprises and the State Economic and Trade Committee of 33 households key support one of the enterprise groups. Group in textile manufacturing and import and export trade as the main business, the main production varieties have high count yarn, high density fabrics, fine wide printing and dyeing, worsted fabrics, all kinds of clothing and other high-grade traditional textiles and with non-woven cloth, geotextile, filter cloth, screen, papermaking blanket mainly industrial and automotive carpets, textiles and all kinds of wire, with automotive interior, rope etc..
Facing the challenge:
The clothing market has entered an intense competition pattern. The market price trend is steady decline, the market competition to brand, quality, comprehensive strength includes service competition, relying solely on price competition firms tend to profit. The current market profit rate significantly, can get high profit rate companies mostly is the embodiment of comprehensive strength, and low profit or loss companies reduction ability is insufficient.
After the adjustment in recent years, Chinese clothing industry has had certain change: appeared gradually become bigger and stronger enterprises, competition is more intense. Domestic brands generally lack of cultural identity, brand cultural identity must be synchronous development and other aspects, the lack of brand identity cognition, sales will be out of the question.
Wevin named its new brand as MISOKA Misuoka, positioning between 25 years old to 35 years old, with high-income white-collar female fashion. MISOKA brand uphold the young, lively, fashion, self-confidence of the idea, the maneuver in simple and complex; between spread and conservative, join the present the most modern details in the classical contour, cater to the needs of modern women all-weather. In the modern metropolis quick rhythm life, women need a positive, clear attitude to life, especially for fashion, MISOKA represents a modern young girl has a highly confident of fashion attitude, lively with some grace. In this quarterly series, MISOKA is dedicated to showing the awakening of female self-consciousness and the acme of quality, the pursuit of personality, the perfect interpretation of the young women's fashion attitude in modern society.