Sicem is one of the reputable and popular brands operating in the children fashion industry. The company was established in Florence, Italy. The company started its operations to create exclusive children clothing of the superb quality. The company always paid a lot of attention to the quality control because its primary concern was the customer satisfaction which is hardly possible to achieve if the quality of products supplied by the company to the market is low. Sicem is very popular among children because the company designs children clothing with Walt Disney characters and other famous and popular fictional characters invented by the contemporary mass media and adored by children. No wonder children enjoy wearing knitwear created by Sicem which depicts their favorite character from a popular Walt Disney animation film. At this point, it is worth mentioning the fact that Sicem employs psychologists to create products that are attractive for children. The company attempts to understand the psychology and motivation of its potential consumers and, on the ground of the analysis of consumers’ needs and expectations, the company designs products to supply to the market. In addition, the company uses modern technologies, such as internet to get closer to its customers.