Offside Youthwear, like many other clothing brands, has adopted a franchise-based marketing strategy to build its own distribution network by expanding the number of sales outlets. After four or five years of growth, the brand has successfully established over 300 retail stores across China, achieving significant market success and brand recognition.
In terms of franchise operations, Offside Youthwear has always followed the principle of putting the customer first. Many of its franchisees are housewives who are new to the business, often facing challenges such as limited capital and lack of experience. The main challenge in market expansion is how to quickly build basic brand awareness among these customers and help them gain confidence in running their businesses.
To address this, Offside Youthwear has taken several practical measures to support its franchisees. It has lowered the entry barriers and provided comprehensive customer support. The company also offers high-quality training programs to help franchisees develop their skills. To reduce financial pressure, Offside does not require an initial large purchase. Instead, order quantities are determined based on the size and needs of each store. Customers are encouraged to "try" first, with a guarantee that the entire stock can be replaced if needed. This allows them to take risks without fear, as the company absorbs the initial risk.
Additionally, before opening a new store, professional staff from the headquarters will visit the location to provide guidance and support. The company has also developed a detailed and systematic training program, enabling franchisees to learn and operate independently. With these strategies in place, Offside Youthwear continues to grow and empower its franchisees, making it easier for them to succeed in the competitive retail market.
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