AIMISS is en exclusive fashion brand founded in 1998 and focuses on the down coat collections. For the target consumers who are urban fashion females from 25 to 45 years old, what they wearing determines the different conditions. So, AIMISS provides more choices to them which showing the personal styles and experiences. The core concept of AIMISS is the lifestyle of imagination and confidence. The style of it follows the latest fashion trend and uses delicate elements which changes the traditional understanding about down coat, it will not be heavy and old-fashion, instead, AIMISS represents the new fashion style of winter stage.