Following the news that Urban Revivo is coming to UK stores, Drapers takes a closer look at the Chinese fast fashion giant.
Urban revivo womenswear
Chinese fast fashion retailer Urban Revivo will make its UK debut in March 2018, opening on the upper level of Westfield’s White City extension. The 22,000 sq ft store will be its first outside of Asia and marks the start of ambitious European expansion. The US, Japan and the Middle East are also in the retailer’s sights. So what do we know about this newcomer?
Founded in 2006 by Leo Li, the company now employs more than 10,000 people and plans to create an “international empire of fashion”. It has more than 150 stores in 60 Chinese cities and aims to open 60 to 100 per year globally over the next three years, to reach a target of 400 stores by 2020 – and turnover of RMB10bn (£1.1bn). In January this year, Urban Revivo opened its first international store in Singapore’s Raffles City shopping complex, marking the start of its global push.
Urban Revivo will be targeting the fast fashion market in the UK, where it will be competing with established players such as Zara, Topshop and the growing stable of H&M group brands. It prides itself on providing 12,000 new pieces each year, which translates to between 50 and 200 new styles on the shop floor each week.
Urban Revivo takes a trend-focused approach, offering everything from sleek tailoring to feminine chic. In addition to its women’s and men’s wear ranges, it also sells accessories and kidswear. Prices are kept competitive, ranging from RMB139 (£15) for a T-shirt to RMB269 (£30) for an embroidered jacket. One Drapers commentator compared Urban Revivo to Zara, but questioned whether the brand would find its place in the price-driven UK market.
Urban Revivo prides itself on offering quality at affordable prices and has grown rapidly in its domestic market. However, it is entering what is already a saturated market in the UK. The sector has several big fast fashion players who are competing for customer spend. Winning customer’s loyalty against the might of retailers like Zara will not be easy.