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Outdoor

Everyone’s piling into outdoor for the snow season — only The North Face can outdo itself

Pricier yet snapped up: how Kailas toppled Arc’teryx to top China’s outdoor market

‘Cool-white’ skin even under blazing sun? Camel redefines professional sun-protective wear

Beneunder unveils China’s first sun-protective clothing white paper and industry standard

¥10B+ in China: Decathlon’s Rita rethinks the circular economy from the user’s view

Up 49.73% in nine months — Sanfo Outdoor’s Sun Lei on growing against the tide
Sportswear

Why lululemon chose now to open its Douyin e-commerce store

In conversation with Skechers China's GM: doubling again in three years, confident in the China market

Topping Shopee, surging across SEA: how Xtep makes Chinese running shoes win globally

No more shrunken-adult gear: how moodytiger reinvents kids’ leggings
Innerwear

Pushing localization hard: how Victoria's Secret China seizes ‘fashion's last slice of cake’

Soft-support underwear, upgraded: Bananain refuses to let ‘comfort and tech’ ring hollow

4,000+ stores and back to profit after a ‘second startup’: Cosmo Lady's turnaround

From ¥6B to ¥18B in three years — Miiow’s You Lin on seeing the greatest hope in the winter
Down

Quality with warmth: how Bosideng’s “good down” became a new voice of domestic pride

China’s premium rise: Gaofan’s pro tech powers polar-sailing gear leadership

From down-jacket veteran to outdoor dark horse: the transformation of Tonlion

¥10B in a down market — YAYA’s Liu Yongxi on building a new national brand
Apparel

UNIQLO's 'magic' pants series launches: how to effortlessly style endless looks?

Partnering with “Call Me By Fire”: how Lilang tells the new story of men’s consumption

Peacebird at 30: courage and resilience through the storm

From logo worship to emotional resonance: how did Baoxiniao become China's new benchmark in suits?
Accessories

1,600+ stores, profit set to double — CHJ’s Cai Zhonghua on why young people buy gold

China’s first diamond in 1963: how DEINO opens a sustainable diamond-brand epic

3M pairs a year: how LOHO’s “four pairs per person” took off in scene-based consumption

From emotional resonance to shared value: Haichang breaks the deadlock with long-termism

From passion to cultural mission: a Chinese luxury brand’s 15-year epiphany


