Fashion briefs

Trendy International to bring UK brand

Chinese fashion giant Trendy International Group recently announced that it would tie up with British company Supergroup to bring the fast fashion brand Superdry to China. The two companies will invest a total of 18 million pounds ($28 million) in the joint venture. Trendy International Group has brands like Miss Sixty, Energie, Ochirly and Trendiano. It has more than 3,000 retail stores in China. The company will be responsible for managing Superdry in China while Supergroup will give guidance on global brand promotion.

Jefen gives shoppers online boost

Chinese fashion brand Jefen has opened a new store in Beijing Modern Plaza. The store's design is inspired by a museum. It incorporates Internet into the shopping experience. Jefen's fall/winter 2015 collection was shown at the store recently. Cashmere, silk and fur dominated the collection. Customers can now shop with an iPad in the store and an app informs them of the latest offerings. Jefen has also collaborated with hair salons, nail salons and fitness clubs to provide more services to customers.