ME&CITY
Metersbonwe · China
ME&CITY is a Chinese fashion brand launched by the Shanghai apparel group Metersbonwe as its upmarket sub-brand. It sells European-styled casual fashion for men and women.
| Parent group | Metersbonwe |
|---|---|
| Country | China |
| Positioning | Upmarket sub-brand |
| Parent founded | 1994 by Zhou Chengjian |
What is ME&CITY?
ME&CITY is a fashion brand created by Metersbonwe, the Chinese apparel company founded in 1994 by Zhou Chengjian. It was launched as the group's upmarket sub-brand, positioned above the core Metersbonwe line and aimed at more style-conscious shoppers.
Products and positioning
The brand offers casual fashion for men and women. It initially built a strong following with European-inspired styling and campaigns featuring European models. Because many shoppers saw ME&CITY as an extension of Metersbonwe, the group set out to reposition the brand to distinguish it more clearly from the parent.
- Upmarket casualwear
- European-inspired styling
- Part of a multi-brand group strategy
Distribution
ME&CITY has been sold through dedicated stores in China within the parent's retail network, which at one point exceeded 3,600 stores.
Why it matters
ME&CITY is a frequently cited example of the challenges Chinese mass-market groups face when creating premium sub-brands that consumers still associate with the parent label.
Frequently asked questions
Who owns ME&CITY?
ME&CITY belongs to Metersbonwe, the Shanghai apparel group founded by Zhou Chengjian.
What is ME&CITY?
ME&CITY is Metersbonwe's upmarket sub-brand, selling European-styled casual fashion for men and women.