Brand Expansion from China to the US, with NEIWAI's Hailey Xue
This week, we discussed Chinese clothing brand NEIWAI's recent expansion from China to the US with brand director Hailey Xue. NEIWAI made waves in 2020 for its viral "No Body is Nobody" campaign, and has recently launched an online presence in the US, taking on established competitors like Victoria's Secret. Hailey discusses how she led her team to create the popular 2020 marketing campaign, and what lessons NEIWAI has learned through its expansion from the East to the West.
We also discuss the evolution of China's clothing retail market and how it compares to the US. Finally, Hailey talks about how NEIWAI is carving a niche for itself in the US and what advice she has for other brands looking to make the leap from the China market to the US.