History of the aPure Brand
In 2003, the aPure brand was founded by Simon because of the supposedly simple issue of foot odor. Hence, to fix that issue, he started manufacturing health socks, that had a particular focus on correcting odors. The black and white deodorant-specialized socks, at the time, were promoted through e-mail. And that strategy definitely got him a lot of connects in the form of orders. One in every 120 people that got his mail ordered a pair of these socks—and as time went on, he sold over 10,000 pairs of socks within his first year of doing such business. At that point, Simon had fully acknowledged the fact that other people had foot odors as well (due to the high demand for his socks). So, he continued doing what he did best. That is, he made sure that the quality and overall effectiveness of his deodorant socks never ever reduced. Thus, the aPure brand was born.
The Journey so Far
By the second year of manufacturing deodorant socks, the aPure brand already had an exceptional reputation as a functional fiber expert. So, they had expanded their reach by creating various other kinds of socks, with different functions. These socks could be worn by children, women, and men, spanning different sectors (think students, specialists, athletes, etc). The deodorant health socks produced by the aPure brand received a lot of positive reviews from customers over the years. This led to increased orders, up to a point where their available stock couldn't keep up with the various demands. Due to that, the brand was expanded with more employees to sate the needs of users. Ever since then, the aPure brand has introduced over 30 kinds of socks into the market. Additionally, the socks have patented moisture absorption and sweat-releasing insoles. Naturally, the insoles are great for customers that sweat a lot, since they help maintain a dry, but comfortable environment around the feet. Moving on, after the sixth and seventh year in business, aPure started creating distribution centers to allow easy reach on the parts of users. They set up a department store counter in the Shin Kong Mitsukoshi Station Store in Taipei and its very first physical storefront in the Shihlin Night Market. After that, Simon the brand owner entered a partnership deal with TOYOBO CO., LTD—top makers of fibers and textiles in Japan to develop fabrics that could generate and maintain heat. This development was the starting point of turning aPure to a leading functional fiber brand in Taiwan. Now, by 2013, aPure faced the full impact of the introduction of different other brands in the apparel/clothing industry. We mean, foreign trade market was opened and tariffs were reduced. So from Europe, America, and Japan, competitors flooded the Taiwan market. In response to this, aPure had to switch up their strategy. They first reduced their production speed, after which, they started investing their new available time in making only products that are bound to be used. This new method commanded a lot of quality, which was despite the intact affordability.
What Lies Ahead for the Brand?
Since 2003, aPure has experienced over a decade of changes in market demand. Still, their quality as at their starting point is the main goal that must be made constant. In the words of the founder, Simon,“The last ten years of hardening will ensure the next ten years of perseverance”. He has always been of the opinion that customers will always buy a product as long as its quality is exceptional. And the evidence that he constantly referenced, which are also living examples of the matter of quality are brands such as Mercedes, Rolex, and Patek Philippe. As a matter of fact, he has been right so far, since old customers and friends have been supporting aPure’s products. Many customers even claim that the aPure brand is the Pride of Taiwan. Simon and his colleagues acknowledge and appreciate this support to the extent that they liken it to a vote. Wherein, each one counts and acts as the building block of an empire. So, with such backing, their presence, and hence rise in the market is not an issue, to say the least.