This project focused on establishing a strong brand presence in the U.S. market rather than pursuing short-term performance gains.

MXN Commerce USA stabilized Shopify-based D2C operations, managing payment processing, order handling, customer service, and logistics coordination. At the same time, product storytelling and material-focused content were enhanced to highlight the premium quality and craftsmanship of cashmere, supported by seasonal collection curation aligned with brand mood.

Marketing efforts centered on brand building rather than aggressive performance acquisition. Through localized community engagement and social channel activation, the project emphasized Pure Cashmere NYC’s premium identity and New York–based sensibility. The objective was to strengthen brand credibility and long-term equity within the U.S. market.

Leveraging accumulated brand assets and D2C operational data, MXN also facilitated B2B sales linkages with local retailers and buyers. This allowed the brand’s online positioning to translate into wholesale expansion opportunities, diversifying revenue channels beyond direct-to-consumer sales.

The project demonstrates how stabilized D2C operations, brand-focused marketing, and B2B alignment can function as a unified growth framework for premium fashion brands entering the U.S. market.