Monochrome Impressions

AIMISS's marketing strategy focuses on brand values and emotional resonance, leveraging a collaboration with fashion influencer Justin Xu to deepen and expand the core brand philosophy of "designing for women and empowering authentic self-expression." This co-branded project combines AIMISS’s high-quality down with Justin’s bold style, balancing aesthetics and functionality in a way that encourages women to embrace their inner needs and express themselves freely. The collaboration emphasizes not only the emotional significance of the product but also aims to build comprehensive brand influence through modern marketing channels.

AIMISS strategically utilized key social and e-commerce platforms, including Xiaohongshu, Douyin, and Tmall, employing influencer recommendations, pre-launch videos, splash screen ads, and regular monthly prize draws on Weibo and Xiaohongshu to capture user attention. Additionally, the “father-son legacy” of this domestic brand was highlighted through features on prominent sites like China Wealth Network and Consumer Daily, which further bolstered the brand’s credibility and emotional connection with consumers. This integrated approach successfully enhanced online recognition and consumer awareness, resulting in a 20%-35% increase in sales and a 65% boost in brand exposure. Furthermore, the successful execution of these marketing strategies has stimulated subsequent supply chain partnerships and new offline opportunities, revitalizing this 27-year-old brand with renewed energy and setting it on a promising path for expansion in the digital age.