Thinking Mu in Asia

Thinking Mu is a leading sustainable fashion brand in Spain that has been working since 2009 to reduce its impact: less waste, less stock, and less marketing, with the conviction that in fashion, less is always more. Its commitment to certified organic cotton and a more conscious way of dressing is a clear value proposition with which to make the leap to Asia.

Opening an e-commerce site in Asia is not just about translating the website. Japan, South Korea, Taiwan, and Hong Kong are four markets with different languages, currencies, shopping habits, and sensibilities, and customers expect a store that speaks their language, charges in their currency, and delivers with guarantees.

Thinking Mu's goal was to lead its international expansion in these key markets with an e-commerce strategy specifically designed for Asia, without losing the brand identity that makes it recognizable in Spain.

For Thinking Mu, we designed ecom Asia360, our comprehensive e-commerce expansion plan in Asia. It is not a translated website: it is a single plan in five phases covering product, logistics, brand, platform, and marketing, executed by a team with a presence in Taipei and Hong Kong that knows the Asian consumer firsthand.

• Product identification: we selected the products from the collection that best fit each Asian market.
• Hong Kong warehouse: we consolidated stock in Hong Kong to serve the region's markets.
• Brand identity adaptation: we adapted the brand to local sensibilities, with the store, texts, and messages in each market's language.
• Shopify optimization: we optimized e-commerce for these specific markets, with prices in yen and shipping and return conditions clearly visible.
• Digital marketing in the local language: we launched digital marketing campaigns in each market's language, starting with Japan and extending them to South Korea, Taiwan, and Hong Kong.

The Shopify checkout is also adapted to each market: local language, local currency, and payment methods that customers already use, such as WeChat Pay or payment at 7-Eleven and FamilyMart convenience stores (konbini).

Thanks to this collaboration, Thinking Mu has successfully established itself in these markets, increasing its presence and resonance among Asian consumers.

• 4 Asian markets: Japan, South Korea, Taiwan, and Hong Kong.
• 1 Consolidation warehouse in Hong Kong.
• 5 Phases of the ecom Asia360 plan, from product selection to local marketing.