OLIVE des OLIVE
OLIVE des OLIVE is a Japanese womenswear brand that started in 1984. It sells cute, trend aware everyday clothing, shoes and accessories aimed mainly at young women.
| Founded | 1984 |
|---|---|
| Country | Japan |
| Concept | Living cute |
| Core customer | Women aged about 15 to 20 |
| Website | olivedesolive-ec.jp |
What is OLIVE des OLIVE?
OLIVE des OLIVE is a Japanese fashion brand that began in 1984. Its concept is "カワイイを、生きる", or "living cute", and it focuses on kawaii style combined with real clothes that mix current trends with the brand's own look.
Products and positioning
The brand mainly offers womenswear, complemented by shoes, accessories and goods. It is organised into shop formats that address different age groups:
- OLIVE des OLIVE: aimed at customers aged roughly 15 to 20
- Red Lover Concept: aimed at those aged roughly 20 to 25
- Red Jam Concept: a broad format for ages 15 to 50, including licensed items such as stationery, gift towels, kids' wear and carry bags
The brand's long term ambition is to be supported by women up to around 70, extending its cute aesthetic well beyond its teenage core.
Distribution
OLIVE des OLIVE runs its own online store and has opened an outlet shop on the Qoo10 marketplace.
Why it matters
With roots in the 1980s, OLIVE des OLIVE is one of the longer running names in Japan's kawaii fashion market and an example of segmenting a single brand identity into age based formats.
Frequently asked questions
Where is OLIVE des OLIVE from?
OLIVE des OLIVE is a Japanese brand that started in 1984.
What does OLIVE des OLIVE sell?
It sells mainly womenswear in a cute, real clothes style, plus shoes, accessories and goods.