Core Insights - The article highlights the decline of the Jeanswest brand, particularly in Australia, where all stores have closed, while in China, the brand is attempting a transformation with significant discounts [1][4]. Company Overview - Jeanswest, founded in Australia 53 years ago, was once a global leader in denim fashion, with a peak of 3,156 stores worldwide [2]. - The brand was introduced to China in 1993 by the Sunrise Group and became a popular choice among young consumers [2]. Sales Performance - From 2013 to 2016, Jeanswest's sales in Hong Kong dollars decreased significantly: 46.8 billion, 39.7 billion, 28.1 billion, and 19.3 billion respectively [2]. - By the end of 2017, the number of stores in mainland China had dropped to 1,219, only 40% of its peak [2]. Business Strategy - The Sunrise Group announced a restructuring of Jeanswest Australia to adapt to changes in the global retail landscape, focusing on e-commerce [4]. - From 2020 to 2024, Jeanswest's e-commerce sales in China are projected to grow over 13 times, with a forecasted total sales exceeding 6 billion yuan in 2024 [4]. Market Position - The brand is currently offering clearance sales in its stores, with prices as low as 59 yuan for T-shirts, reflecting a significant shift from its previous market position as a premium brand [6][7]. - Despite the low prices, the brand struggles to compete with fast fashion giants like UR, Uniqlo, and Zara, which have faster supply chains and more frequent product updates [8]. Consumer Sentiment - Many consumers express nostalgia for Jeanswest, associating it with their youth and past fashion choices, despite its current low-price strategy [10].

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