JWT wins China jeans brand Jasonwood

The agency is tasked with helping the brand set a clearer strategy for expanding its market share from China's tier-two and three cities, nationwide.

It is the first time local brand Jasonwood has used a 4As agency. “Our task is to help them set up a clear brand strategy for further growth and advise them on their seasonal promotion campaigns,” said Oliver Xu, MD of JWT Beijing.

The jeans and casual wear market is cluttered with homegrown brands, which are competing in the lower-end price bracket.

“Building up fashion brand is different from FMCG brands, as we need more persistent brand experiences to engage with the younger demographic,” Xu added.

JWT Beijing has experience working with Chinese apparel brands like Li Ning and Meters Bonwe.