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JOEONE's 35th Anniversary: A New Chapter of Fashion Driven by Youthfulness

On October 12, the high-profile 35th anniversary autumn and winter show of JOEONE landed in Nanning, and brand spokesperson Wei Daxun came to help. This national brand with a history of 35 years has comprehensively demonstrated its changes and breakthroughs in the field of men's pants with a big show.

JOEONE's 35th Anniversary: A New Chapter of Fashion Driven by Youthfulness

With 35 years of industry accumulation, men's pants experts continue to lead

According to the National Bureau of Statistics, in the first half of 2024, the total retail sales of consumer goods increased by 3.7% year-on-year, and the retail sales of clothing, shoes and hats, and knitted textiles of units above designated size increased by only 1.3% year-on-year. It can be seen from the data that clothing brands are facing certain pressure, and consumers' purchasing power and demand are becoming more rational and quality-oriented.

Despite this, in the first half of 2024, JOEONE still achieved revenue of 1.576 billion yuan, a year-on-year increase of 12.5%, and stood at the forefront of the challenging market environment. This is also due to the continuous promotion of the strategy of "the world's leading men's pants expert".

Since the launch of the strategic transformation in 2020, JOEONE has met the diversified scenario needs of consumers by focusing on the product innovation of the "five-pants matrix". At the same time, it links five brand spokespersons and the five-pants matrix to continue to promote the rejuvenation and fashion construction of the brand, and attract the attention and recognition of more young consumer groups. Under the multi-dimensional measures of continuously optimizing products, channels and consumer experience, JOEONE has seized the minds of consumers with the brand proposition of "Mr. Quality has JOEONE" and "Mr. Quality has five pairs of pants", achieved a hard-core breakthrough and a bumper harvest of sales and word of mouth, and also laid a solid foundation for the sustainable growth of the brand.

The dual drive of "five stars and five pants" realizes the potential energy leap in multiple dimensions

In April this year, JOEONE signed five celebrity spokespersons at the same time, including Fan Chengcheng, Li Yunrui, Wei Daxun, Zhang Yunlong and Zhu Yawen, which once aroused heated discussions on the Internet, and the subsequent launch of the "Quality Five Pants" spring and summer series also quickly won warm praise from consumers. Entering the autumn and winter, JOEONE has once again comprehensively upgraded the "quality five pants" from the dimensions of fabric, version and craftsmanship to create an autumn and winter series that is more in line with the needs of the season, bringing consumers both quality and fashion, and covering business, leisure and outdoor scenes to wear better solutions.

Mr. Lin Congying, Chairman of JOEONE Co., Ltd., once said: "We hope to attract consumer groups of different ages, know and understand JOEONE, help the brand to be younger and more fashionable, and make the JOEONE brand visible in the hearts of consumers." The grand occasion of the 35th anniversary autumn and winter show of JOEONE held in Nanning undoubtedly confirmed the success of this initiative.

On the morning of the big show, there were fans waiting in line at the event. After the start of the evening event, with Wei Daxun wearing Joeone's new free denim in autumn and winter 2024, the scene was even more lively and lively. As the star product of this season, the free denim series improves the pain points of traditional denim such as heavy and tight, breathable, impermeable, and crotch jamming with the newly upgraded "five senses of comfort (sense of freedom, breathing, U jump, skin-friendly feeling, and sense of quality)", bringing a comfortable and comfortable wearing experience. Compared with the daily versatility of "five pants", free denim shows unique fashion vitality, which has successfully refreshed the public's perception of the JOEONE brand and made the brand gain more attention and recognition among young consumer groups.

JOEONE's 35th Anniversary: A New Chapter of Fashion Driven by Youthfulness

The "35th Anniversary Autumn and Winter Show" in Nanning is one of the stops of the 35th anniversary series of activities of JOEONE. In addition to holding fashion shows in many cities, since September this year, JOEONE has also actively tried to strengthen the interaction with mainstream consumers, enhance brand influence and affinity, and build momentum for the opening of new offline stores. At the same time, a large number of discussions about JOEONE's new products and new store activities have also emerged on online social media, and JOEONE's fashion image and market position among the new generation of consumers have been significantly improved.

Fearlessly continue to write the brand legend, 35 years of ignorance

The optimization and upgrading of channels is another important measure for JOEONE to promote the rejuvenation and fashion of the brand. In 2024, JOEONE will add a number of directly operated stores and continue to expand the area of offline stores. The brand invited well-known Italy space designers to create a new terminal image, with a fashionable and youthful design style, to bring consumers an immersive shopping experience, not only attracting more young people, but also fully demonstrating the brand competitiveness of JOEONE as a men's pants expert.

JOEONE's 35th Anniversary: A New Chapter of Fashion Driven by Youthfulness

At the same time, JOEONE is also actively integrating with the international market, not only joining hands with former Zegna designer Louis-Gabriel NOUCHI, but also appearing in Paris and Milan Fashion Weeks for four times; As the official dress supplier of the Chinese sports delegation, it has escorted Chinese athletes to pursue their dreams of major events such as the Paris Olympics and the Tokyo Olympics for six years.

In the face of the slowdown in the growth of the textile and garment industry and the general pressure on enterprises, JOEONE has always broken through the situation with a fearless attitude. It is believed that in the future, JOEONE will continue to show its strength, continuously launch products that meet market demand and consumer expectations, and go all out to the brand vision of "leading China's men's pants and becoming the global king of pants", leading the industry into a new era of quality development.