Lui Chantant, the world's women's clothing, sells well in China

World Fashion (China) Co., Ltd., a subsidiary of the world fashion company, started selling its women's brand “Lui Chantant” (LC) in the Chinese market since autumn and winter last year. As soon as he entered, he was extremely hot in the domestic department stores, causing a frenzy of fashion shopping.

Lui Chantant Fashion Store

World Fashion (China) Co., Ltd., a subsidiary of the world fashion company, started selling its women's brand “Lui Chantant” (LC) in the Chinese market since autumn and winter last year. As soon as he entered, he was extremely hot in the domestic department stores, causing a frenzy of fashion shopping.

Lui Chantant store display

The brand's customers are locked in 25- to 40-year-old women. The development concept is slightly different from the existing ones, and the new plan is specifically formulated to address the needs of the Chinese market. The World Production Partners (WP2) of the world fashion company will be responsible for the entire production process of the product to achieve the same production quality as the Japanese domestic product. On the other hand, the use of all materials, including fabrics and auxiliary materials that can be deployed within China, will ensure that the “price of the products will be competitive in the local market”.

Lui Chantant store display

Based on traditional suits, elegant dress collections are added to enrich the product range. Compared with traditional brand products such as the Korean brand “E-LAND” that are extremely popular in domestic department stores, the strength of LC lies in the size of the more elegantly selectable series. In addition, the combination of easy-to-use colors, colorful accessory groceries, etc. will further promote the composition of the sales package. Through consultation with the company's Chinese employees, the company explores the consumption habits of local Chinese consumers, and strives for perfection in the use of color (Chinese consumers prefer darker shades compared to Japan) and the location of zippers.

In order to strengthen the brand's sense of belonging and unique texture, the LOGO badge of LC is used as the decoration of the jacket; the surface of the button is engraved with the brand LOGO; the fabrics of the brand LOGO printing are used in many places. The checkered red tone is the image tag of the LC brand.

The current monthly sales plan is mainly targeted at salesable areas such as north of Shanghai. Considering that the size of consumers in the northern region is too large, the specific size may vary from product to product, basically 5 types. In terms of sales channels, sales of planned direct sales stores accounted for about 10%, agents 20%, and wholesale sales 70%. The average price of outerwear is RMB 700 and the number of sweatshirts is more than RMB 300.

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