Just one year after entering the Chinese market, RAMPAGE, a young American fashion brand under the Ikonics Group, achieved sales exceeding 100 million yuan and reached impressive levels of profitability. This success was made possible through a strategic partnership with McCawlin, China’s largest online clothing retailer. The collaboration not only surprised the American Acorns Group, which owns RAMPAGE, but also provided a solid foundation for future expansion or potential challenges in the competitive Chinese market. Multinational brands often learn valuable lessons from their experiences in emerging markets.
RAMPAGE is known for its bold, youthful style and premium pricing, making it a favorite among young Americans. As part of the Ikonics Group, which also owns well-known brands like Badgley Mischka, London Fog, Candies, and Rockwear, RAMPAGE stands out for its unique identity and strong appeal. With the growing interest in the Chinese market, Ikonics sought to bring RAMPAGE to this vast and dynamic region, but faced the challenge of adapting an American brand to local tastes and consumer behavior.
In 2009, Ikonics China conducted extensive research and discovered that McCawlin had a distinctive business model that combined traditional catalog sales with e-commerce and physical stores. This hybrid approach allowed brands to reach a wide audience quickly and efficiently. Recognizing the potential, Ikonics partnered with McCawlin to launch RAMPAGE on its e-commerce platform.
Within a short time, McCawlin’s platform became one of the largest women’s e-commerce sites in China. Thanks to McCawlin’s established network, RAMPAGE generated hundreds of millions in sales within a year. McCawlin’s deep understanding of Chinese consumers, along with its large customer base, efficient marketing strategies, experienced design team, and nationwide logistics system, played a key role in the brand’s rapid success. The e-commerce model also reduced costs significantly, avoiding high overheads like rent and utilities, allowing RAMPAGE to achieve high profit margins quickly.
For RAMPAGE, the collaboration with McCawlin was smooth and beneficial. According to the head of Acorns China, once the partnership was signed, McCawlin took full responsibility for localization, production, photography, inventory, sales, and distribution. This allowed RAMPAGE to focus on branding while McCawlin handled all operational challenges. The rapid growth of RAMPAGE in China surprised the Ikonics headquarters.
In 2010, McCawlin expanded further by entering department store collaborations. Alongside its own brand, EUROMODA, and RAMPAGE, McCawlin partnered with multiple other brands, leveraging its popularity and platform strength. Through this strategy, McCawlin evolved into a leading online fashion department store, expanding beyond its original brand channels.
For many multinational and local brands, partnering with an established e-commerce platform like McCawlin offers a cost-effective and efficient way to enter the market. As e-commerce continues to reshape the retail landscape, brands that adapt to this trend and collaborate with industry leaders will gain a competitive edge. Such partnerships not only boost visibility but also provide a strong foundation for long-term success in the evolving Chinese market.
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