We Must Know That Chinese Brand MO & Co, Who Can Enter The Mainstream Fashion Market In The UK.

In the high-end pedestrian street in the shopping center of London, brand MO&Co. is emerging side by side with Sandro, The Kooples and Maje retail store.

But unlike other brands, MO&Co. comes from China, and brands are striving to expand their domestic influence and attract more international consumers.

MO&CO. was launched in 2004, focusing on fashion oriented millennials and young female professionals.

In 2010, the company added a more high-end product line Edition 10 than MO&Co.

In 2014, a cosmetics brand named REC was built and expected to earn 2 billion yuan in 2020.

In 2016, the company launched the children's series Little MO&Co., and finally launched the men's wear series Common Gender in 2018.

Various products show the wide appeal of MO&Co in China.

MO&CO. now has more than 900 stores in China. In the eyes of the fashionable millennials, it is a substitute for Theory or Maje.

The brand is now in the middle and high-end fashion market in London.

In 2015, the Guangzhou based brand conducted a franchise test in Selfridges&Co.. After accumulating strong local customers, it decided to set up an independent store in the autumn of 2018.

"The company has huge opportunities. It is already very large in China, but in Europe is still in its infancy, it is very happy to grow with the brand," said Eleftherios Dimitriou, a British manager at MO&Co.'s flagship store in South Morton. "At present, many people like this brand, their brand evaluation is positive, and London has international background customers."

The story of foreign brands entering London's vibrant and international fashion world is not new.

However, unlike its European counterparts, MO&Co. has to fight against the inherent bias of Chinese handicrafts.

According to a survey conducted by Qualtrics in 2016, 38% of British respondents questioned the credibility and authenticity of Chinese brands.

This makes MO&Co.'s growth even more difficult.

Negative attitude towards China's global influence: in 2017, a Broadcasting British Corporation poll showed that the overwhelming majority of 58% of the British respondents had a negative attitude toward China.

Therefore, aspiring Chinese fashion brands must be cautious when promoting themselves.

Although there is no formulaic strategy for Chinese fashion brands to enter the UK or European fashion, it is helpful to develop a clear action plan.

"You don't need to emphasize the Chinese source of its brand," says Luc Besnier, chief executive of Reflex Group. Reflex Group is a boutique marketing organization with rich experience in helping Asian brands succeed in the European market.

"The general audience usually does not care about the specific sources of the brand, such as South Korea, China or Singapore.

On the contrary, Besnier believes that high-end Chinese brands that want traction in the western market should use the energy of local Chinese communities and use localized marketing campaigns to attract audiences.

"To find a Chinese audience," Besnier suggests: "by naming similar groups or clubs or schools on social media, and showing them your products, telling your stories and inviting them to visit your store, it may increase from 1000 to 10000."

MO&Co.'s British strategy relies on traditional marketing techniques rather than KOL and social media campaigns to promote London store information.

"We do not choose ambassadors to do [advertising at bus stops or subway stations].

"Ask KOL to come to the store for publicity," Dimitriou said.

"We gave them the whole body to create the MO&Co shape, the effect is very good.

We have chosen many KOL from Europe and the UK; at present, the response is very good. We notice that the flow of people has increased significantly.

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Although optimistic at the moment, we should also be careful when we are at a bad time.

Bosideng, a huge Shanghai clothing brand, was considered a failed attempt to enter Europe and the US market in 2012.

Drawing on the attitude of foreign consumers to Bosideng, MO&Co.'s name, product and foreign models used to cover up the origin of the brand.

"With the trend of Chinese brands, it is hard to tell whether they are domestic brands from pricing to models," explains Jian Wenqian, a fashion management major at University of Manchester.

"Therefore, London stores are more suitable for high-end [fashion brands], especially those Chinese consumers who really like luxury brands."

Although Chinese companies have invested heavily in the global fashion industry, the phenomenon of Chinese consumers' luxury consumption has become common. But it is difficult to ascertain whether MO&Co. will lay out its own territory in the high street of Britain.

However, by creating high-quality production series, carefully selecting target audiences, and building brand awareness through social media and influence activities, MO&Co is likely to seize a successful opportunity in other people's failure.

Author: Jing Daily