Yishion

Yishion is a Chinese fast fashion retailer operated by Dongguan Yishion Group in Guangdong province. It sells affordable casual clothing for women, men and children through a large network of stores in Asia and beyond.

What is Yishion?

Yishion is a mass market clothing brand from Dongguan, a major garment manufacturing city in Guangdong, China. The brand is run by Dongguan Yishion Group and sells casual womenswear, menswear and childrenswear at accessible prices.

History

Yishion was founded in 1997 by a textile manufacturer and began expanding outside mainland China in 2001. Brazilian business magazine Exame described it as the "Zara of the East" when the company prepared to enter Brazil, its first South American market, in 2013. At that time the brand reported more than 5,000 stores, mostly in Asia, and a presence in more than 20 countries.

Products and positioning

The brand works in the fast fashion segment, offering a broad and frequently refreshed assortment of basics and trend pieces, with around 4,000 items per season reported in 2013. Prices are pitched in line with large high street chains.

Distribution

Yishion grew largely through franchising, with franchise partners opening stores under the brand name. Outside China the brand has a visible retail footprint in Southeast Asia, including shopping malls in Singapore, and it also sells online.

Why it matters

Yishion is one of the Chinese apparel chains that built scale through franchised physical retail long before the rise of cross border e-commerce, and it illustrates how manufacturing clusters such as Dongguan produced their own consumer brands.

Frequently asked questions

Where is Yishion from?

Yishion is a Chinese brand based in Dongguan, Guangdong province, where it is operated by Dongguan Yishion Group.

What does Yishion sell?

Yishion sells affordable casual clothing for women, men and children in a fast fashion format.

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