Fung partners with French fashion label Ikks
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French fashion label Ikks has launched in Mainland China after forming a partnership with Fung Kids.
Four stores have been opened in Shanghai and Beijing focusing on the brand’s new childrenswear line, with more planned on both the mainland and in Hong Kong in advance of a wider Asian expansion.
Ikks Group has 3600 outlets in 45 countries and reportedly plans to open 50 Ikks Paris Junior stores across China within the next four years.
Childrenswear is a new category for Ikks, founded in 1987, which has previously specialised in womens fashion. The new range was launched last month, after being developed with the help of Fung Group.
Ikks Group CEO Pierre-Andre Cauche said he hopes the Fung JV will help the brand expand its awareness in greater China.
“Developing children’s clothing in China is a long-term project. We are certain that Chinese parents will appreciate the brand’s disruptive positioning which – it should be remembered – was the first label 30 years ago to have re-imagined kids fashion to copy the adult wardrobe,” he said.
Questions & Answers
Q.Which specific product category is Ikks focusing on for its initial launch in China?
Which specific product category is Ikks focusing on for its initial launch in China?
Ikks is initially focusing on its new childrenswear line for its launch in Mainland China. The first four stores opened in Shanghai and Beijing primarily feature this product range, indicating a strategic entry point.
Q.What is the long-term expansion goal for Ikks childrenswear stores in China?
What is the long-term expansion goal for Ikks childrenswear stores in China?
Ikks reportedly plans to open 50 Ikks Paris Junior stores across China within the next four years. This ambitious target suggests a significant investment in the Chinese market for their new children's clothing category.
Q.What was Ikks's primary specialisation before venturing into childrenswear?
What was Ikks's primary specialisation before venturing into childrenswear?
Before developing its new childrenswear line, Ikks primarily specialised in womens fashion. The brand, founded in 1987, has a long history in adult clothing before expanding into this new category with Fung Group's help.
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