Chinese Retailer Trendy Targets ‘Mature’ Women with New Coven Garden Label

on May 29 2014 | in Fashion Retail | by | with No Comments

Coven Garden, trendy group international

Trendy, a popular Chinese fashion retailer, is making its foray into the 30 to 45 year old women’s clothing market.

Though the Trendy International Group already owns a myriad of brands, they are looking to expand their clientele and reach beyond the teenage crowd they currently attract. Coven Garden, their newly released brand, held a runway show earlier this week to debut its first fall collection.

The new line, which features pencil skirts, cropped and patterned pants, and tops accented with feminine details like pearls and rhinestones, was shown amongst a digital background of Princess Diana and Audrey Hepburn photos. The show was held inside the Shanghai Post Museum, a converted post office that is now a museum.

Mirror Zhang, the general manager of Trendy, told Women’s Wear Daily that the new line is an attempt to connect with a more mature consumer base, saying that the target population is “consumers who are successful in their lives and in their careers and have knowledge of how to live better.”

The first Coven Garden store is set to open this summer in Guangzhou, the same city Trendy is based. The brand’s initial stores will be opened inside of larger department stores before they unfurl their own locations. As of now, Trendy plans to open Coven Gardens  in Beijing, Shenzhen, and Shanghai. The company is hoping to open 10 to 20 stores by the end of the year.

Coven Garden is filling a gap in the market as it is not quite mass market, but also not full-blown luxury (their prices are between $320 to $1600). All in all, the goal of Trendy’s new venture is to connect with a more mature client base. Zhang said this is reflected in the brand’s name, clarifying that coven refers to “a woman with wisdom.”


image credit: coven garden weibo

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