$298 $m
As a homegrown Chinese apparel brand, Semir has enjoyed steady growth since its launch in 1996. Its retail network has expanded to over 7,000 stores in China. Semir defines its brand personality as “Youthful Vitality” through its store design and modern, interactive marketing tactics, such as the use of SNS (Simple Notification Service). It also capitalizes on the influence of young celebrities by having them serve as brand ambassadors; most recently, it hired Korean heartthrob Lee Min Ho. Impacted by the market slowdown and the competition from e–commerce players, Semir has suffered weak selling and profit decline over the last year. Semir is taking a series of actions to adjust its retail structure, improving individual store performance and increasing investment in e–commerce.