Israeli clothing, a fashionable clothing brand that pursues "indulgence", is increasingly showing the personalized pursuit of "self-freedom" in the clothing field. Fox from Israel catered to this trend and began to show its unique and distinctive brand culture to the younger generation in China. In Israel, Fox is synonymous with personalized fashion, which represents youth and embodies a rebellious, confident, powerful, free, conscious, cool or interesting personality. According to the survey, Fox is the most popular leading fashion brand in Israel, which is not only sought after by young people, but also widely praised in other target markets. Young people express their love for foxes as "a cultural totem". Now, the younger generation in China is beginning to enjoy this unrestrained happiness. From 65438 to 0945, the Fox clothing brand was founded by the Israeli Fox family and listed in Tel Aviv stock market in 2002, with a market value of 350 million NIS. Starting from 1995, Fox began to provide consumers with one-stop services in fashion design, product production and marketing, and sold them directly through its chain stores. In addition to the chain store business, Fox also serves as a wholesaler to supply products to more than 500 independent stores nationwide, and also sells products to overseas markets through suppliers and subcontractors. In China, FOX chose the famous clothing brand agent, Mian International Trade (Shanghai) Co., Ltd. (UCCAL) as the exclusive distributor of the Fox brand. Only a few months after its opening in Shanghai Southern Mall, Xujiahui Pacific and Ganghui Plaza in March, the sales outlets have spread all over the bustling business districts of large and medium-sized cities in China at an alarming rate and achieved satisfactory sales results. Fox's great success in Israel stems from the correct interpretation of the younger generation by Fox brand culture, and the psychological understanding and understanding of the younger generation. Fox understands that young people's lives are free of worries and full of fun. Procrastination-not only applies to young people who are carefree and eager for freedom and independence, but also to middle-aged people who want to go back to the good old days. Fox established their dreams for the younger generation and people of other ages, and created a completely free, interesting, sexy and attractive clothing culture. Fox's strategic goal is to change people's fashion consumption habits. This goal is achieved by establishing a "new brand". On the basis of strong humanization, the younger generation enjoys the happiness brought by personalized choice. Fox combines expectations with reality to make consumers' dreams come true, which is also the difference of Fox. Fox brand includes men's wear series, women's wear series, children's wear series and baby clothes. In addition, FOX also specializes in producing fashion accessories, including watches (FOX TIME), socks (FOX SOCK), underwear (Fox Underwear), sunglasses, bags and so on. It is no coincidence that these derivative brands swept the market overnight, because Fox has always given consumers a clear concept: unrestrained, Fox is a brand of the younger generation. After sweeping across Israel and the Middle East, Fox turned its attention to the China market with great potential. The combination of Fox and UCCAL clothing has injected fresh blood into the clothing market in China, brought brand-new cultural concepts and the most personalized fashion clothing to the younger generation in China, and more importantly, became the bridgehead for spreading contemporary Israeli trend culture.