Abstract
Frenchy Yummy is a well-known French company specialized in the ready-to-wear industry for children. The company targets essentially middle class category mums, by offering wide clothes collections dedicated especially for children aged between 0 and 12. In France, the company met with success and has entered into its growing phase. The brand has already become an internationalization process but is not yet implanted in China. Frenchy Yummy was founded in 1999 by Christel Vizioli who had followed fashion studies at the famous French Stylist School ESMOD PARIS. At the beginning, the company focused on the creation of dress for women. The clothes were well-manufactured with top-quality materials which aroused the enthusiasm of luxury clothes buyers, especially the Japanese. In 2003, the strategic orientation of the company changed, it began to create products dedicated for babies, which gave birth to the brand 'Frenchy Yummy'. Frenchy because the clothes are exclusively made in France; Yummy because the materials used are luxurious such as hackle cotton or Swarovski crystals. The brand offers expensive fashion clothes for 0-10 years old children.
