Septwolves focused on design innovation, inviting three international designers to create distinctive menswear styles. The company also shifted its media emphasis to interactive marketing aimed at improving brand experience, although it increased traditional advertising at key airports to enhance brand image and reach business travelers.
The company advanced these initiatives as it continued to struggle with slow growth and excess inventory, the same challenges facing most apparel brands. Septwolves ended the first half of 2014 with 3,155 stores. Its online sales improved 20 percent year-on-year. The company also produces clothing for several major international brands.
Net income dropped 41 percent to $25 million on a 28 percent revenue decline to $164 million, in the first half of 2014. For the full year 2013, net income dropped 31 percent to $62 million on a revenue decline of 18 percent to $447 million. Fujian Septwolves Industry Company, Ltd. was listed on the Shenzhen Stock Exchange in 2004.