Guvet expands market position through innovations

Guvet's international expansion took a step forward in September 2024 with its debut at Paris Samaritaine during Paris Fashion Week.

"At overseas markets we are establishing branding awareness first, through events like Paris Fashion Week and media partnerships, before we start selling products."

The brand differentiates itself from traditional outdoor apparel brands by emphasizing quality and comfort that transition from outdoor activities to social settings, said Qi.

The brand said it has set the target of annual growth between 30 percent and 50 percent, focusing on maintaining a balance between market expansion and the integrity of its supply chain, quality control and customer service.

Qi said, "Our aim is steady, manageable growth, ensuring we can continue delivering consistent quality and service."

The art of conveying a better brand story is a priority for the brand. To that end, Guvet has started integrating Chinese Intangible Cultural Heritage (ICH) elements into its designs.

The brand has supported ICH artisans through economic and promotional initiatives since late 2023, with plans to expand these efforts in the coming years.

"Our involvement with ICH is a way to preserve cultural traditions and create meaningful products that resonate with our consumers," she said.

In addition to its core offerings for adults, Guvet has developed a kids clothing line, which now accounts for about 20 percent of total sales.