This year, Guvet, a domestic down jacket brand, expands its retail presence by opening pop-up boutique stores in Beijing and Shenyang, Liaoning province, to improve consumer engagement. [Photo provided to chinadaily.com.cn]
Guvet, a high-end outdoor and down jacket domestic brand, is advancing its market position through product innovation, targeted consumer engagement and global expansion.
Recently, the brand expanded its offline retail presence by opening pop-up stores in Beijing SKP and a leading department store in Shenyang, Liaoning province, to improve consumer engagement.
Guvet also introduced its Nature craft series, an innovation that combines cashmere and goose down. The brand aims to meet the growing consumer demand for quality, functionality and sustainability, said its executive.
"We are focused on delivering high-quality, timeless products that offer long-term value," said Qi Peiwen, chief marketing officer and overseas business manager of Guvet.
"Our innovation responds to consumers who value sustainability and classic design."
The brand has also capitalized on the growing confidence in Chinese domestic brands, particularly among younger consumers.
"The post-90s and post-95s generations are more open to Chinese high-end brands, and Guvet is gaining recognition within that demographic," Qi said.
This year, Guvet, a domestic down jacket brand, expands its retail presence by opening pop-up boutique stores in Beijing and Shenyang, Liaoning province, to improve consumer engagement. [Photo provided to chinadaily.com.cn]
Guvet's international expansion took a step forward in September 2024 with its debut at Paris Samaritaine during Paris Fashion Week.
"At overseas markets we are establishing branding awareness first, through events like Paris Fashion Week and media partnerships, before we start selling products."
The brand differentiates itself from traditional outdoor apparel brands by emphasizing quality and comfort that transition from outdoor activities to social settings, said Qi.
The brand said it has set the target of annual growth between 30 percent and 50 percent, focusing on maintaining a balance between market expansion and the integrity of its supply chain, quality control and customer service.
Qi said, "Our aim is steady, manageable growth, ensuring we can continue delivering consistent quality and service."
The art of conveying a better brand story is a priority for the brand. To that end, Guvet has started integrating Chinese Intangible Cultural Heritage (ICH) elements into its designs.
The brand has supported ICH artisans through economic and promotional initiatives since late 2023, with plans to expand these efforts in the coming years.
"Our involvement with ICH is a way to preserve cultural traditions and create meaningful products that resonate with our consumers," she said.
In addition to its core offerings for adults, Guvet has developed a kids clothing line, which now accounts for about 20 percent of total sales.
