Miswear Asia expansion

MISWEAR (from “Made In Spain” + “Wear”) is an online platform selling fashion and footwear from Spanish brands in Asia-Pacific, with Taiwan as its initial market. It was created with a clear objective: to drive the digital transformation of Spanish textile SMEs and bring their brands closer to Asian consumers through the “New Retail” concept.

Many Spanish fashion and footwear brands lack the resources to enter such a distant and different market on their own. They need to determine whether their products are a good fit, adapt the brand to another language and culture, and sell to end consumers, retailers, and importers all at once.

MISWEAR sought to expand its reach in Asia-Pacific, starting with Taiwan as a test market, with China, Japan, and South Korea as nearby markets.

Together with Ecommedia, a multichannel e-commerce platform was implemented based on the “New Retail” concept: direct online sales to consumers (B2C), sales to retailers and importers (B2B), and replenishment for physical stores (O2O). The operation is supported by the Elche headquarters and Ecommedia’s Asia branch, with an administration and customer service office in Taipei.

• Brand validation: we reviewed style, sizing, pricing policy, and certification of origin.
• Product selection: we selected the products best suited for the Asian market.
• Brand adaptation: we translated each brand’s profile, story, and values, as well as product descriptions, into the local language.
• Web platform: launched miswear.tw as an online store for consumers.
• Logistics: a logistics warehouse to serve the region and customer service from Taipei.
• Digital marketing: brand exposure and sales campaigns on local social media, Facebook, search engines, newsletters, and an Asian influencer network.

MISWEAR is now serving as a gateway for Spanish brands into the Asian market, with a model that combines online sales, wholesale, and support for physical stores.

• 3 sales models integrated into a single platform: B2C, B2B, and O2O.
• Taiwan as the initial test market, with a view toward China, Japan, and South Korea.
• A local team in Taipei for administration and customer service.