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Lativ为2007年创立的一家台湾网路邮购服饰品牌，其以UNIQLO的廉价时尚为构想，但是由网路购物发迹，而非实体店面。名称由来为Life should be attractive in various way的缩写。
产品规划
在产品设计上Lativ相对弱化时尚设计思想，强调细节化的产品品质。其产品主要拓展全年长销款。Lativ从不盲目追逐流行新品，不跟风设计添加所谓时尚元素。仅在颜色、版型、印花等方面做调整。因此便能将时间精力专注在服装及运营上。
为了保障服装的质量和舒适程度，Lativ主动走访北部大小代工厂，把握生产线的第一关，据悉其80%都在台湾当地制造。并且，Lativ确实以消费者的体验为着眼点，为了保障消费者穿着后不会大幅缩水，其衣服必须经过“水洗”，真正从细节把控服装品质。
线上线下销售渠道协同
Lativ的销售模式相对宽阔：线上与台湾Yahoo！奇摩合作，线下与各种露天拍卖活动合作。Lativ充分利用包括台湾7-11在内的超市、便利商店等销售系统。
推广宣传
Lativ的业绩中80%源自老顾客的贡献。其中10%依靠广告创造。在相对较少的广告投放中，Lativ更强调综合利用优势媒体资源，利用明星代言效应进行品牌推广。
与传统电商强调“低价”诉求不同的是，Lativ更注重与顾客的情感诉求与沟通。在语言上采用更富有情感化、亲和力的表达方式。
Lativ is a Taiwan online mail order clothing brand founded in 2007. It is based on the idea of UNIQLO's cheap fashion, but developed by online shopping rather than physical stores. The name comes from the abbreviation of lifeshouldbeattractiveinvariousway. In product planning, lativ relatively weakens the fashion design idea and emphasizes the detailed product quality. Its products mainly expand the annual long-term sales. Lativ never blindly pursues popular new products and does not follow the fashion design to add so-called fashion elements. Only in the color, version, printing and other aspects of adjustment. So we can focus our time and energy on clothing and operation. In order to ensure the quality and comfort of clothing, lativ actively visited large and small factories in the north to grasp the first pass of the production line. It is reported that 80% of them are made locally in Taiwan. Moreover, lativ does focus on the experience of consumers. In order to ensure that consumers will not shrink significantly after wearing, their clothes must be "washed" to truly control the quality of clothing from the details. The sales mode of online and offline sales channels cooperating with lativ is relatively broad: online and Taiwan Yahoo! Qimo cooperation, offline cooperation with various open-air auction activities. Lativ makes full use of the supermarket, convenience store and other sales systems including Taiwan 7-11. 80% of the promotion and promotion of latv's performance comes from the contributions of regular customers. 10% of them rely on advertising. In a relatively small number of advertising, lativ emphasizes the comprehensive utilization of advantageous media resources and the use of star endorsement effect for brand promotion. Unlike traditional e-commerce, which emphasizes "low price", lativ pays more attention to emotional appeal and communication with customers. In terms of language, it adopts a more emotional and affinity way of expression.
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