Retail in Asia

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Shanghai La Chapelle Fashion launches “La Chapelle” brand upgrading scheme

Shanghai La Chapelle Fashion Co., Ltd, a multi-brand fashion group in China, launched a brand upgrading scheme for its La Chapelle brand on Wednesday. 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.

The group has also cooperated with new suppliers to provide more fashionable and quality apparel products to customers. The upgraded stores have already gained favourable 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.

"As the differences in shopping behaviours 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," said Cai Junjian, Vice President of the Group.

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, according to Cai. 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," he added.