China's counterpart to Zara introduces a sister label, abandoning denim in favor of athletic yoga pants
In the world of fashion, a new player is making waves in China. The Benlai brand, established in 2022, is expanding its casual wear offerings, thanks to the support of China's Fashion Momentum Group (FMG).
Originally published by Nikkei Asia, this article highlights Benlai's unique approach to apparel. The brand's summer lineup includes stay-cool, wrinkle-free shirts for men and ultraviolet-blocking outerwear for women. This focus on functionality sets Benlai apart from rivals like Uniqlo and Gap.
Benlai stores, which can be found in Beijing, Guangzhou, Chengdu, and other major cities, offer a distinct selection of clothing. T-shirts, jackets, stretchy pants, and other apparel are available, mostly in simple, unadorned styles. The brand carries minimal cotton wear and jeans compared to typical casual clothing lines, a decision that seems to resonate with its customers.
Li, a representative from FMG, believes Benlai has more potential for growth than Urban Revivo, a competitor with about 430 stores, mainly in China. Benlai attracts a higher share of male customers and more middle-aged and older shoppers compared to Urban Revivo.
Xu, a 35-year old woman who works in education, appreciates Benlai's "natural designs." A woman in her 40s working in the apparel industry in Hong Kong also shops at the Guangzhou Benlai store and finds the clothes to be both functional and fashionable.
Customers spend an average of RMB 300-400 (USD 42-56) per purchase at Benlai stores. The brand, which competes with Uniqlo and Gap, currently has 16 stores in China and plans to open 30-50 stores a year starting in 2025. Li plans for each Benlai brand to have 2,000 stores eventually.
Benlai is also looking to expand overseas. While the location of the first overseas store is yet to be determined, it is set to open by the end of the year. The brand is also aiming to compete with Lululemon by offering yoga pants for women in the 100-yuan range.
Interestingly, FMG collects customer feedback in a detailed manner, using voice-recognition artificial intelligence to analyze useful information from complaints and suggestions. This focus on customer feedback and the brand's unique approach to functionality may be key to Benlai's success in the competitive fashion market.
The partnership between 36Kr and Nikkei allowed for the republishing of this article. Despite the lack of information about the first overseas location for the Benlai store or its expected opening date, it's clear that this brand is one to watch in the world of fashion.
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