C/MEO Collective, the Australian-based women’s fashion label, has started selling its fashion products on the popular Chinese online marketplace Tmall.
The decision is being viewed as a part of business strategy of C/MEO Collective’s parent firm Australian Fashion Labels to expand further to China.
More on expanding to China, Dean Flintoft, Founder and Chairman, Australian Fashion Labels, said that China is today at the forefront of retail innovation and his company sees localisation of channels as key to being relevant in Chinese market.
It is important to note here that before launching its products on Tmall, C/MEO Collective had stocked its products in nearly 300 stores all over Greater China.
This apart, several other brands of Australian Fashion Labels like Finders Keepers, The Fifth and Keepsake The Label had also found their place in these stores.
In a statement released by the company, C/MEO Collective’s quality fabrics, approachable price as well as innovative signature style were the factors that had enhanced its appeal in China market over the years and therefore there wasn’t any hesitation for the brand to get selected.
On 8 March, the brand had showcased its collections for Tmall at VAMFF, Melbourne.
“With C/MEO already having gained such strong traction in China via social media and via its marketplace presence, we wanted to respond to the enthusiasm for the brand and make it more accessible to our customer base in China.” – Mei Ping Doery, CEO, Australian Fashion Labels China
