New look for Shanghai La Chapelle

Shanghai La Chapelle Fashion has unveiled a new look and positioning for its namesake stores and brand.

The Hong Kong listed retailer, with a massive 6887 store network across greater China, says the change 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 company says the more outstanding brand image and effective brand positioning should reinforce the group’s multi-brand strategy.

A new logo with its classic arch element inspired by 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,” the group said in a statement.

For products, the group’s design team has introduced a series of elegant and simple lines that cover ladieswear, menswear, childrenswear and accessories. The group has also cooperated with new suppliers to provide more fashionable and quality apparel products to customers.

La Chapelle says initial stores to feature the new look have already gained favorable recognition from customers.

La Chapelle redesign May 15

“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.”

VP Cai Junjian says 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,” he said.

“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.”

Founded in 2001, Shanghai La Chapelle Fashion Co 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 has eight brands (five ladieswear brands, two menswear brands, and one childrenswear): La Chapelle, La Chapelle Sport, 7.Modifier, Candie’s, La Babite, La Chapelle Homme, Pote and La Chapelle Kids.

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