Shanghai La Chapelle Fashion Co., Ltd. Officially Launches "La Chapelle" Brand Upgrading Scheme

Enhancing Brand Image and Product Design

HONG KONG, June 17, 2015 /PRNewswire/ -- Shanghai La Chapelle Fashion Co., Ltd. (the "Company", together with its subsidiaries, the "Group", stock code: 6116.HK), a fast-growing multi-brand fashion group in the PRC, today announced that the Group has officially launched the brand upgrading scheme for its La Chapelle brand ("La Chapelle"). The scheme reinterprets its brand image as "Elegant, Classic and Romantic" by using new logo design, product design and store interior decoration. Upon completion of the upgrade, La Chapelle will offer a wide range of products including ladieswear, menswear, childrenswear and accessories. This more outstanding brand image and effective brand positioning could reinforce the Group's multi-brand strategy.

New La Chapelle Logo and Retail Store Design
New La Chapelle Logo and Retail Store Design

In order to demonstrate the exquisite style of La Chapelle, the Group has redesigned the logo of the brand. Meanwhile, the classic arch element in French architecture has been integrated in every detail of interior design of the stores under the principle of minimalism. Influenced by European temperament, the simple and luxurious style, together with the contemporary and artistic postmodern design, create a romantic and refined ambience in the store and offer a new shopping experience to customers. For products, the Group's design team has introduced a series of elegant and simple products that covers ladieswear, menswear, childrenswear and accessories. The Group has also cooperated with new suppliers to provide more fashionable and quality apparel products to customers. The upgraded stores have already gained favorable recognition from customers. The Group will progressively renovate existing retail stores and prepare for new store opening through the brand upgrading scheme to strengthen the Group's retail network.

Mr. Cai Junjian, Vice President of the Group, said, "As the differences in shopping behaviors and preferences among consumers are becoming more significant, the Group has strategically launched multiple brands to build a wider customer base. The Group strives for brand differentiation through introducing different styles and elements to every brand, so as to better cater different target groups. La Chapelle has the longest history and greatest customer loyalty among all of the brands and contributed to the majority of the Group's revenue. The brand upgrading scheme could enhance brand image and recognition of La Chapelle, while meeting the consumers' demand for clothing that reflect personal, social identity and lifestyle. Following the brand upgrade on La Chapelle, the Group will start to launch new images for other brands without altering their current brand positioning, so as to keep pace with the evolving needs and tastes of customers and maintain stable business growth."

About Shanghai La Chapelle Fashion Co. Ltd.

Founded in 2001, Shanghai La Chapelle Fashion Co. Ltd. is a fast-growing multi-brand fashion group in the PRC, which designs, markets and sells apparel products with a focus on mass-market ladies' casualwear. The Group strives to offer customers the latest fashions at competitive prices through a wide range of apparel products under 8 brands (5 ladieswear brands, 2 menswear brands, 1 childrenswear brand), namely La Chapelle, La Chapelle Sport, 7.Modifier, Candie's, La Babite, La Chapelle Homme, Pote and La Chapelle Kids. The Group sells its products to retail customer through online platform and nationwide retail network, which is directly controlled and operated by the Group. As at 31 December 2014, the Group's extensive nationwide retail network comprised 6,887 retail points located in approximately 2,200 physical locations, comprising mainly department stores and shopping malls, in cities across all 31 provinces, autonomous regions and municipalities in the PRC.


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Source: Shanghai La Chapelle Fashion Co., Ltd.
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Keywords: Fashion Retail Textiles