JJL Kids adopts fast fashion strategy in China

New designs for children every season.

Catalist-listed investment holding company CCFH Ltd.'s children's wear brand, JJL Kids, has unveiled its new fast fashion strategy that it believes will drive growth for the brand.

Recognising the changing consumer needs and preferences, JJL said it began a review of its retail business in 2012 and embarked on consolidating its operations with the closure of unprofitable outlets.

JJL then mapped out a new business strategy that includes championing the fast fashion concept. As a result, the number of JJL’s point-of-sales (POS) has grown from 110 prior to the implementation of the new strategy, to 325, as at November 2013 across China.

JJL has also unveiled a new brand mascot, “Koala Jenny”, a cartoon Koala figurine that seeks to appeal to children and raise JJL’s popularity.

Cumulatively, the company said "these efforts are expected to elevate JJL as a premier and profitable children’s fashion brand in China."

In adopting the fast fashion concept, which is widely adopted in contemporary adult’s fashion, JJL said it hopes to stay ahead of the latest fashion trends through its product offerings.

"Parents and children can expect new designs to be introduced for every season, offering them a dynamic product range to appeal to their fashion needs," the company said.

Mr Xu Rongsen, Chief Executive Officer of CCFH revealed, “JJL has always sought to be a brand that brings joy to our young customers and accompany them as they grow and learn. Cartoon figures are closely tied to children and Koala Jenny can be a good role model to walk into the hearts of these children. Moving forward, this new brand mascot is part of our new integrated approach to grow our retail business as we carefully select dedicated sales partners to widen our retail presence and establish the JJL brand across China."

JJL also plans to open more stores in China. The new stores will be managed by dedicated sales partners.

Mr Zhang Zhize, Chief Operating Officer of CCFH said, “JJL has entered an exciting phase of growth where we are seeing the effects of the new integrated approach improving our operations and branding. In terms of operations, we have on board sales partners who understand the JJL concept and are driven to grow the business. Our new outlets are expected to maximize our input costs and be aesthetically catered to local demand. Furthermore, we are working to improve our e-commerce platform to complement our existing physical store offerings. These efforts have also helped the JJL brand to reach out to more consumers.”