Located on the 2nd floor of the Xinhua Shopping Mall, Aniya Apparel now offers its winter collection on sale. This fashion brand, which aims at the young office ladies, has opened more stores in Beijing.
At the shop I visited, a melon-red shirt caught my attention immediately. According to a shop assistant who could speak a little English, this long-pattern shirt (priced at RMB 289) was a popular model, matched a blue short skirt. A close examination showed me this shirt was well made. I tried it on, and saw its fit would make a girl look slimmer.
Aniya¡¯s displays are orderly and neat. Outerwear and cotton coats are shown by the entrance door, while sweaters and trousers are placed on racks. The garments offered at the time of my visit were sold at 40-60% discounts for the coming Spring Festival. Aniya organizes discount sales on a regular basis.
This brand of woman apparel originates from Shanghai, and its customers are aged 20 to 35. The shop assistants insisted their clientele of office ladies seek to look refined and elegant.
Prices ranged from RMB 150 to RMB 550. Bargain is not customary at Aniya stores.
What I appreciated:
The melon-red shirt
What customers appreciate:
Elegant design, low discounted prices
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