Zihan women's brand profile: let freedom and casualness become the dominant, let the elegance and art become a trend. In 2013, the new sub-brand of Haibei Apparel, Zihan, was launched. On the one hand, it continued the fashion concept of Haibei fast fashion, and at the same time, it had the Japanese Mori style imprint. Its appearance is not only the rebirth of the "flower girl" when the hippie wave became popular 40 years ago, but also the product of this era. Zi Han felt that today's young women appeal to relaxed and happy lifestyles in the face of high pressure. They advocate a simple, elegant, laid-back and free-living attitude and return to the concept of slow life in life. Zihan's core consumers are positioned as young women with a mental age of 20-30 years, satisfying their dress quest for simple, elegant, laid-back and free-living attitudes.
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