March 20, 2012 § Leave a comment
‘Is it possible for a Chinese company to build a worldwide brand?’ is the title of many marketing papers and is a popular topic for deliberation. Indeed with the overwhelming negative attitude surrounding ‘Made in China’ label, many assume that it would be a while before a truly popular brand can emerge out of China. Surprisingly, it might be the realm of fashion that sees the above claim overturned. Indeed for the last year one high street fashion brand from China has been experiencing very fast growth by looking for support from style bloggers, support that it has been receiving in bundles. Indeed if you read a few street style blogs you must have come across Romwe – fashionable and affordable online brand that designs and manufactures its range in China and offers free worldwide shipping. A tempting proposition indeed since the quality of Chinese production is higher than many assume – most of the technologies used in clothing manufacturing are identical to expensive European designer items, some of which have a portion of its production in Asia.
I decided to explore the website to see what the style blogs loved about the brand: I was on lookout for truly trendy items that fit an international fashionable customer and I found a bundle. For example I absolutely love the range of shirts with contrasting detailing (collars and cuffs) and here are my top six picks, all in a very affordable price range:
- Montage PU Lapel Silver-Tone Blouse, £22.22
- Paillette Embellished Fake Twin-Set Nude-Pink Shirt, £22.88
- Leopard Print Chiffon Shirt, £17.65
- Off Shoulder White Shirt, £20.92
- Oversized Splicing PU Star Black Shirt, £24.18
- Paillette Lapel Black Chiffon Shirt, £20.26
I have to be truthful though, while level of trendiness of the clothing is high there are a few things that Romwe should work on to satisfy high demands of international consumer, which of course requires a large financial investment (possibly unachievable at the time yet important enough to be prioritised in the future): items photography is not uniform or of the highest quality which leads to underselling the garments, product names are slightly misleading (second shirt in my selection is referred to by ‘fake twin-set’ leaving me to guess what it’s meant to mean), ‘about us’ page needs major work – it’s not doing the idea or the website justice and requires a few reads to gasp the content leading me to an overall point about the need to work harder on any written material as words like ‘stuff’ should not be used when referred to products, let alone in the description on the home page.
All in all I have to say a very good effort, the kind that can be easily seen in growing sales figure. I have a feeling the brand will do very well in the future, especially if some alterations to the website are made to ensure even the toughest international customer is satisfied with the experience.