Introducing the Leading Solution for Digital Transformation to a Rather Traditional Fashion Design Manufacturing Industry

China has one of the biggest fashion and garment markets in the world. Although with great potential, fashion 3D design in China is not widespread. Many local brands and factories are using the traditional methods of making and testing out their patrons manually on paper.  

The pandemic has encouraged people to do things virtually and digitally. Browzwear – a very experienced 3D solution for apparel design, development & merchandising was looking to tap into China market. The company had been present in China for a few years but was just getting ready to ramp up its investment. However, in recent years, competition for 3D solutions in China became fierce with local competitors. So Browzwear needed a strong marketing & communication strategy to develop the Chinese market and differentiate itself from its competitors.  

Influence Matters proposed a multi-platform strategy for Browzwear to build awareness and reach its target audience in the garments industry efficiently.  

With rich experience in supporting global tech start-ups to raise awareness in China, Influence Matters proposed a three-prong approach for Browzwear’s renewed focus on China. In the first 6-months, Influence Matters prioritized social media with the re-building of WeChat account by enriching content assets in different angles and designing a brand-new WeChat menu with more interactive features.   

Then, Influence Matters supported Browzwear with its first step on video platform Bili Bili and proposed to launch a WeChat Channel as a tool to further widen its reach on the WeChat ecosystem widely used by the younger generation of fashion designers 

Finally, Influence Matters would assist Browzwear in building a lasting relationship with top-tier Chinese media in tech, business, vertical media for fashion, garment, and textile, positioning executives and the company as thought leaders as the leading and most accurate 3D design solution.  

Each announcement or trade show became an opportunity to develop media, social and influencer campaigns. These included Browzwear’s new funding round & Indie (independent designer) program launch. The agency also leveraged Browzwear’s participation in CHIC (China International Fashion Fair) as its first large scale media event in China to demonstrate the company’s new focus on China.  

In just a span of 6 months, the Influence Matters team successfully grew Browzwear’s WeChat official account by 450% and a total view of over 11K. Also, the China Influencer Marketing by Influence Matters generated over 2000 interactions on RED (小红书) and among them, fashion design influencer Bowen Tian’s content exceeded 120% of her past average interactions and attracted 30 individual users to register for Browzwear’s individual user project.  

Interviews and press events generated a total of 180+ media coverages were generated by many top-tier media including 36KR, Technode, CFW, GEEKPARK, Jiemian, and many more, making a strong case for Browzwear’s rapid growth and investment in the Chinese market, ideally positioning them as the more experienced choice.