Cases

KK Teenagers

Introduction (Picture 1):

JTW apparels was established in 1996 and is one of the earliest children's clothing companies in China. The JTW brand has been consecutively ranked among the "Top Ten Children's Clothing Brands in China" and has received praise both domestically and internationally. Starting in 2010, the company began exploring development. In 2019, they collaborated with Hua & Hua, successfully completing their strategic transformation and brand upgrade. The brand name was changed to "KK Teenager," shifting from children's clothing to "teenager's clothing," focusing on consumers aged 8–18, and embarking on a rapid development path. Currently, "KK Teenager" has become the leading brand in China's teenage clothing industry.

Brand Proverb:

I wear my KK Teenager

Business Activities:

Leveraging strong production capabilities, targeting consumers aged 8-18, providing high-quality and affordable teenage apparel products, tapping into the blue ocean market of "teenager's clothing," and effectively addressing the social problem of "difficulties in buying clothes for older children."

Strategy Direction (Picture 2):

Focus on expanding retail stores in lower-tier channels, continuously enhancing store profitability, and becoming the top brand in China's teenage clothing market.

Product Science:

KK Teenager's target audience is boys and girls aged 8-18, who have different dressing needs in various life scenarios. Product designs highlight trendy elements while taking into account the physical characteristics and psychological preferences of teenagers during their adolescence. The developed products not only keep up with fashion trends but also offer versatility and durability to meet diverse styling preferences.

Product Structure (Picture 3-4):

Considering that teenagers primarily wear school uniforms in their daily lives, the product line has been expanded to include basic styles, particularly focusing on essential layering pieces. Additionally, the development of "National Trend" and "College Style" series caters to the dressing needs of teenagers in different contexts.

Product Naming (Picture 5):

"China Teenager" National Trend Series.