Lativ is a Taiwanese online clothing brand founded in 2007. It is conceived with the affordable fashion brands of Uniqlo and GU in mind. Designing clothes suitable for Taiwan's subtropical climate, adding diverse graphic elements, and making its fortune through online shopping rather than physical stores.[1] The name of the brand comes from the abbreviation of Life should be attractive in various ways.[2] In 2011, the sales volume ranked first among online clothing brands in Taiwan, generating a revenue of NT$4 billion (US$133 million).[3][4]
| Product type | Casual lifestyle clothing |
|---|---|
| Owner | Mego Co. Ltd. |
| Country | Taiwan |
| Introduced | 2007 |
| Markets | Taiwan |
| Website | www |
Controversies edit
On 2 February 2012, Lativ announced the removal of the Country of Origin label. Some netizens believed that Lativ's founding brand value was the clothing made in Taiwan.[5] Due to production capacity, some clothing was transferred to be manufactured in China or Vietnam. This disappointed some netizens, who even launched a campaign to boycott the brand.[6] On 13 February 2012, eleven days after the incident, Lativ decided to resume publishing the Country of Origin label on its website.Li, Yi-Yun. "Where should MIT go?—Through the case of Lativ removing the Country of Origin label". Retrieved 23 June 2023.
See also edit
References edit
- ^ 盧昭燕 (2011-06-28). "lativ張偉強 要做就做第一名". Commonwealth Magazine. Retrieved 2024-04-09.
- ^ CK Wong (2015-07-01). "6 secret formulas behind Lativ's TWD 6 billion revenue". ecinsider.my. Retrieved 2024-04-09.
- ^ Oscar Chung (2012-06-01). "Nurturing the Fashion Industry". Taiwan Today. Retrieved 2024-04-09.
- ^ 吳長諭 (2023-12-24). "年終曾破40個月！他見lativ售價嫌貴 買家反讚1服務". China Times. Retrieved 2024-04-09.
- ^ "MIT悲歌？ lativ：要買台灣製請不要下單". ETtoday. 2012-02-03. Retrieved 2024-04-09.
- ^ 謝莉慧 (2012-02-03). "「要買台灣製別下單」 網友砲轟lativ". NewTalk. Retrieved 2024-04-09.
External links edit
