Shanghai La Chapelle Fashion, the multi-brand retailer with 6,887 stores across greater China, has rebranded itself with an “elegant, classic, and romantic” new image.
The company unveiled a new logo inspired by French architecture, a motif that will influence the brand’s in-store design and product branding, according to Inside Retail Asia.
“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,” the group said in a statement.
“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.”
The stores that have undergone upgrades have received a favorable response from customers.
Along with the rebrand, La Chapelle is introducing new brands and product lines in womenswear, menswear, childrenswear, and accessories. The company currently has eight brands: La Chapelle, La Chapelle Sport, 7.Modifier, Candie’s, La Babite, La Chapelle Homme, Pote, and La Chapelle Kids.
“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,” said company vice president Cai Junjian.
He added, “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.”
image credit: la chapelle