Officials Washington State Cougars 2025 Famous Idaho Potato Bowl Champions Runway Shirt
One of the factors converting the curiosity of international buyers into loyalty is the strong storytelling credentials of Chinese labels. Despite the challenging economic climate, brands like Shushu/Tong and Markgong are still growing, as they continue to invest in high-impact shows to establish clear identities and attract media attention. To help boost his brand awareness in South Korea, Mark Gong held a pop-up in Korean boutique Boon the Shop in August 2024, Xu says, and in the seasons that followed, he was able to pick up even more Korean store opportunities. But nothing is guaranteed, explains Xu. “Brand popularity in overseas markets is unpredictable,” she says, “but with Shushu/Tong and Markgong, it’s been a natural [evolution].”Officials Washington State Cougars 2025 Famous Idaho Potato Bowl Champions Runway Shirt
Some brands are looking further afield to Western retailers. For the first time, ICI Showroom created an exhibition and street pop-up in Paris for AW25. While these types of activations can be costly, the brand took a “down-to-earth approach”, says ICI manager Sam Wan. Wan and his team directly selected passers-by, inviting them into the pop-up store and offering carefully prepared gifts in exchange for photos and Instagram posts. In the end, they not only attracted dozens of fashion bloggers, including some with more than 100,000 followers, but also triggered a chain reaction on the buyer side, with buyers from the likes of Dover Street Market inquiring about the brand. “There is an information gap between China and foreign countries. Take, for example, Yiwu, a city in Zhejiang Province, known for its robust international trade and business. They can effectively drive people to come in groups to pick them up,” Wan explains. “The offline popularity is combined with the spread of online social media, and one person tells 10 people, and 10 people tell a hundred people. This has leveraged international influence at a low cost, and is a very cost-effective way to create a communication hotspot.”
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