From Market Leader to Trendsetter: UR Sets a New Global Narrative as China's No.1 Live Fashion Brand

GUANGZHOU, China, Sept. 24, 2025 /PRNewswire/ -- On the evening of September 23, URBAN REVIVO (UR), China's leading live fashion brand, teamed up with Tmall for the third time to launch a spectacular Super Brand Day fashion gala at Shanghai's 1862 Fashion and Art Center. Breaking away from the traditional fashion show format, the event created an immersive, avant-garde experience by blending global music and fashion in a groundbreaking crossover.

In a historic moment, UR was officially certified on-site by Euromonitor International as China's No.1 brand in both retail sales and store count for trend-driven fast fashion. Achieving this in just 19 years, UR became the first Chinese fast fashion brand to surpass international giants in these two core metrics on the mainland—marking a pivotal milestone in the evolution of the fast fashion industry.

Elevating the Experience: Redefining Fashion Retail with "Global Design" and Bespoke Store Concepts

UR's achievement of being recognized as "China's top brand in both retail sales and store count for trend-setting fast fashion" reflects the brand's systematic innovation beyond the traditional fast fashion model centered on "speed and imitation." With visionary design and customized store experiences as dual engines, UR is redefining how consumers engage with fashion—shifting the industry's competitive focus from mass production to creativity and value-driven innovation.

Founded in 2006, UR has consistently centered its brand around "play fashion",  accurately discerning the fashion needs of Chinese consumers and leading shifts in trend directions. In terms of design strategy, the brand has established dual design centers in Asia and Europe, building a global design team of over 500 designers. The overseas design center focuses on product development for the European and American markets, effectively enabling the synergy between global creative resources and localized market strategies.

Moving away from the standardized, mass-market store model of traditional fast fashion, UR has embraced a strategy combining luxury flagship stores with bespoke, localized concepts to elevate the offline shopping experience. With over 400 stores worldwide, UR approaches each location as a distinctive fashion destination—from site selection and architectural aesthetics to product curation and display. Through the seamless interplay of space, music, and storytelling, each store offers an immersive, one-of-a-kind experience, strengthening the emotional bond between consumers and the brand consumption scenarios, enhancing consumers' brand perception across diverse contexts.

From product innovation to spatial experience, UR continues to strengthen its global aesthetic discourse system and brand distinctiveness. It has not only secured a leading position in the Chinese market but has also established a new business paradigm marked by "design-driven" and "experience-first" approaches worldwide, offering fresh perspectives for the transformation and development of the fast fashion industry.

Starting from "No.1": Forging a New Global Paradigm

For UR, reaching the top as China's No.1 is not the culmination of its journey, but rather the starting point of a new chapter—one aimed at reshaping the future landscape of the global fast fashion industry. From day one, UR has carried an international DNA, consistently connecting with global consumers through its inherently global vision and aesthetic philosophy.

Guided by a strategy of steady expansion and focused investment in core markets, UR has been methodically advancing its global footprint. This year marks a milestone in its globalization journey: the grand opening of our flagship store in New York's SOHO district and the consecutive establishment of two stores in London's core business areas. These strategic moves underscore UR's determination to enter mainstream global fashion markets and reflect our strategic evolution from "brand globalization" to "aesthetic globalization" that weaves seamlessly into local culture.

To date, UR has successfully entered markets including the United Kingdom, United States, Singapore, Malaysia, Thailand, and the Philippines, with over 20 overseas stores. Its online sales network extensively covers Europe, North America, and other international markets, steadily building a retail ecosystem with genuine global influence.

Following the certification as China's No.1 brand in both retail sales and store count, UR has begun to export a new, innovation-driven model for the fast fashion industry worldwide. .As our international footprint grows and our global influence strengthens, UR is achieving a multidimensional transformation—from brand globalization, to aesthetic globalization, and ultimately to the globalization of our business model. By blending global design sensibilities with deeply localized cultural integration, UR is setting new benchmarks for how fashion brands connect with diverse markets.

*Data source for "China's No.1 Brand in Both Retail Sales and Store Count for Trend-setting Fast Fashion": Euromonitor Information Consulting (Shanghai) Co., Ltd., based on the retail sales revenue (RMB) of each trend-setting fast fashion brand in mainland China in 2024 and the number of stores as of the end of 2024. Trend-setting fast fashion brands refer to apparel brands that focus on quickly capturing and translating current fashion trends, offering diverse styles at affordable prices through rapid iteration (development-to-launch cycle <3 weeks) and high-frequency new arrivals (>1 time/week). Research was completed in July 2025.

SOURCE URBAN REVIVO