Mini House brand upgrade in 2010 marked a bold step toward redefining the modern children's lifestyle. Faced with fierce competition in the children's apparel industry, where numerous brands were vying for attention with flashy appearances, Mini House aimed to break through by offering something unique. The company sought to build a distinctive identity, not just through products, but through a comprehensive brand experience that included product innovation, marketing strategies, and exceptional customer service.
After over a decade of dedicated effort, Mini House gained deep market insights and positioned itself firmly with the "All" strategy—offering a full range of products, services, and an innocent, child-friendly atmosphere. This approach helped strengthen its brand image and value, setting it on a path to differentiation and success. In 2009, the brand took a decisive step by launching a new brand identity, creating a compelling brand story, introducing the cartoon character "Mini Bear Family," and updating its slogan from "Mini Kids Are Cuter" to "Let Love Warm a Child’s Dream."
The product positioning of Mini House is centered around "exquisite, stylish, cute, and simple" designs inspired by European and Korean trends, targeting the high-end children's clothing and product market. To better serve customers, the company implemented a "Self + Plus" dual-channel strategy, focusing on franchise models to expand its reach.
One of the most innovative moves was the introduction of the "360-Degree Children's Living Museum"—a groundbreaking concept that transformed retail spaces into immersive storytelling environments. Launched officially in the 2010 Spring and Summer collection, this idea was both a bold experiment and a strategic move to elevate the brand to a leading position in the industry.
The museum concept is designed as a "storytelling space" where every child entering the area becomes part of a mini-story. The layout includes not only clothing and shoe displays but also a simulated living area featuring beds, home textiles, furniture, toys, and more. This approach allows children to interact with the brand in a fun and engaging way, making the shopping experience more memorable and meaningful.
The terminal image was also upgraded to reflect the "360-Degree Children's Living Museum" concept. The design focuses on creating an emotional connection with both parents and children, using warm colors like orange, blue, and white to create a welcoming and joyful atmosphere. The layout emphasizes storytelling, functionality, and visual appeal, ensuring that the brand remains consistent while delivering a fresh and exciting retail experience.
This transformation has not only enhanced the brand's visibility but also deepened its emotional connection with customers. With a focus on storytelling, interaction, and a child-centered environment, Mini House is well on its way to becoming a first-tier brand in the children's fashion industry.
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