Mavi has built a strong reputation with its unique brand and quality denim products. The brand has built success on products of superior quality and on the “Perfect Fit” strategy. Mavi’s “Perfect Fit” strategy allows the brand to understand and track the customer needs and offer customers high quality for the best value. The Company’s products are positioned between the upper end of the ‘core’ and the ‘premium’ section of the jeans market, with the ability to offer premium products. Mavi’s brand image translates into product innovations, which Mavi reinforces through collaborations with leading designers, such as the cooperation with Adriano Goldschmied for the Indigo Move collection in 2016. The brand collaborates with top celebrities including Adriana Lima, Elsa Hosk, Barbara Palvin and Lucky Blue Smith for global campaigns and has a strong digital presence with 3.3 million global followers.