Recently, Hong Kong fashion brand strategy company Global Brand Group revealed that it has established a joint venture with Fruit Sister. Last month, Fruit Sister announced the launch of a shoe series, and now Libiao wants to help her gradually expand her fashion territory to other areas.

Sister Fruit always gave people a very "colorful" impression in the past. She has 100 million fans on Twitter, so the brand's mass base is already good enough. Talking about entering the design field, Sister Guo said: "People have been asking me over the years, 'Will I enter the fashion circle?' ’Music will always be my roots, but I also have a creative side hustle and I like things that are very feminine. ”

This is indeed the case. Before starting the shoe business, Fruit Sister had already cooperated with the perfume company Coty Inc. and also launched a beauty line with Cover Girl. As for the shoes, she said it was an idea that had been gestating for a long time. "I have two garages of shoes. My dream is to bring all kinds of personalized shoes to the market so that women aged 16 to 40 or even longer can buy them at the right price." "Sister Fruit said that her ideal price range is US$59 to US$299, which is approximately RMB 380 to RMB 2,000.

The shoe designers that Fruity Sister likes include Charlotte Olympia, Sophia Webster and Kurt Geiger. It is obvious that these designers are good at exaggerated designs with childlike interest and bright colors. This preference may help fans foresee that Perry's design may also be biased towards this route.

As for the joint venture partner she chose, Global Brand Group, is already a senior investor in the fashion industry. Currently, Global Brand Group owns franchise rights for Juicy Couture, Joe's, Coach, Jones New York and other brands. In recent years, it has also signed a global licensing agreement with Kate Spade New York and acquired the sock company PS Brands to extend its business to children's clothing and other fields. Last year, the group's net profit reached 113 million yuan.

According to Women's Wear Daily, Fruit Sister began to contact partners three years ago. Fruit Sister hopes to leverage the experience of Global Brand Group to develop new business in the next few years. She said, "This is a real business for me, different from those brands that I endorse." I trust Target and need their expertise. ”

However, by the end of 2017, Fruit Sister's focus will only be on her feet. She admitted that if she wants to start a clothing business, there is still a long way to go. “I am not Anna Wintour, nor Karl Lagerfel, I am not in that world, but I will pay attention to it. ’ she said.