World Fashion (China) Co., Ltd., a subsidiary of the global fashion giant, launched its women's brand "Lui Chantant" (LC) in the Chinese market during the autumn and winter season last year. Since its debut, LC has quickly captured the attention of local consumers, creating a wave of excitement in department stores and sparking a shopping frenzy.
The brand targets women aged 25 to 40, offering a unique approach that caters specifically to the preferences of the Chinese market. In line with this strategy, World Production Partners (WP2), a division of the parent company, oversees the entire production process to ensure quality comparable to Japanese-made products. Additionally, all materials—ranging from fabrics to accessories—are sourced locally, helping to keep prices competitive in China.
In terms of design, LC has expanded its product range by adding elegant dress collections to its traditional suit offerings. Compared to other popular brands like E-LAND, LC stands out for its more refined and versatile sizing options. The brand also emphasizes color choices that align with local preferences—darker tones are favored over brighter shades—and carefully considers details such as zipper placement to better suit Chinese tastes.
To enhance brand identity, LC incorporates its logo prominently in various elements, including jacket embellishments, button engravings, and fabric prints. The iconic red checkered pattern is a signature element of the brand’s visual identity.
Currently, LC focuses on sales in regions north of Shanghai, where size variations are more common. Each product typically comes in five different sizes. In terms of distribution, about 10% of sales come from direct retail stores, 20% from agents, and 70% through wholesale channels. The average price for outerwear is around RMB 700, while sweatshirts start at over RMB 300.
With a strong focus on quality, design, and customer experience, Lui Chantant is making a bold entry into the Chinese fashion landscape, aiming to build a loyal following and establish itself as a premium yet accessible brand.
Bamboo Fiber Jacquard Velvet,Dyed Chiffon Jacquard Fabric,Fabric Rayon Stretch Velvet,Solid Color Microfiber Towel
CHANGZHOU CHAOYANG KNITTING CO.,LTD , https://www.cychaoyangknitting.com