Lativ is a Taiwanese clothing brand founded in 2007. Inspired by brands such as Uniqlo and GU, Lativ designs clothes suitable for Taiwan's subtropical climate while incorporating diverse graphic elements. The brand has built its success primarily through online shopping rather than physical stores.[1]
| Product type | Casual lifestyle clothing |
|---|---|
| Owner | Mego Co. Ltd. |
| Country | Taiwan |
| Introduced | 2007 |
| Markets | Taiwan |
| Website | www |
The name "Lativ" is derived from the phrase "Life should be attractive in various ways."[2] In 2011, Lativ ranked first in sales volume among online clothing brands in Taiwan, generating a revenue of NT$4 billion (US$133 million).[3][4]
Controversies
editOn February 2, 2012, Lativ announced the removal of Country of Origin labels from its website. The movement sparked controversy among customers as the brand had initially built its reputation on producing clothing in Taiwan, which many viewed as a core brand value.[5]
The decision to remove origin labels was prompted by Lativ's gradual shift of production to countries such as Vietnam, Indonesia, and China since 2010. Lativ cited challenges in the local textile industry, including an aging workforce and difficulties in quality control for small-scale production.
The announcement led to significant backlash from consumers, with some calling for a boycott of the brand. Critics accused Lativ of betraying its initial commitment to supporting Taiwan's textile industry, especially after the company's notable success.[6]
On February 13, 2012, eleven days after the initial announcement, Lativ reversed its decision and resumed publishing Country of Origin information on its website.[7]
See also
editReferences
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.
- ^ Li, Yi-Yun. "Where should MIT go?—Through the case of Lativ removing the Country of Origin label". Retrieved 23 June 2023.