Development for a new lingerie brand in Chinese Middle Market
Wacoal China has launched a new, original lingerie brand, “La Rosabelle,” as part of their expansion into the Chinese marketplace. This follows a trend of Japanese apparel companies eagerly expanding their businesses to China. At CIA Inc., based upon the data of competing brands in the Chinese market and from a brand concept standpoint including the naming, logo, store environment and communication materials, we have produced this brand in its entirety. Prior to the development of stores throughout the country, a careful study using prototypes as a vehicle for understanding the relationship between the target market and store design was conducted in collaboration with NY based designer Jun Aizaki of crème design. Going forward with this project will include the continued development of a strong brand image with lasting appeal, the careful curation of VMD and similar prototype development.
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