Shortly after a year, the sale of Rampage in China market surpasses 100 million. This successful cooperation between American fashion brand Rampage and the largest online apparel seller MecoxLane surprises Iconix group. It also offers a good example for those foreign brands which want to enter China market and those which don't develop well in China market.
Rampage is a fashion brand under Iconix group which has many popular fashion brands like Badgley Mischka,London Fog, Candies, Rockwear and so on.
Like other foreign brands, Iconix also pays attention to this large China market. But Iconix is concerned about how to introduce Rampage into China. It still worries about how to develop its sales channels in a strange market since many foreign brands don't perform well in China market.
In 2009, Iconix China noticed MecoxLane, which combines the traditional catalogue sales with emerging E-commerce. What's more, it opens entity shops. All these enable the promotion and fast expand of Rampage.
For Rampage, the cooperation with MecoxLane is delightful. MecoxLane improves some products based on Chinese consumers' habits. Moreover, MecoxLane takes charge of production, storage, sales and delivery and so on.
For many foreign brands or even local brands, cooperation with enterprises like Mecoxlane can improve their popularity and reduce cost when their brands are in early development. It is no doubt that the future of retail lies in E-commerce. Cooperating with leader in E-commerce like MecoxLane can help traditional enterprises develop well.
