Post-modern fashion brand "THEORY" Hangzhou Tower opens

The famous fashion brand "THEORY" Hangzhou Tower opened

Introducing the fashion brand "THEORY"

Theory LCC (New York), a postmodern fashion brand founded in 1997. The founders of Theory are Andrew Rosen and Israeli Elie Tahari. Elie was known for designing the strapless tube top in the 1970's Disco Fat Age; Andrew Rosen was born and his grandfather Arthur Rosen was 1910. Years of Puritan Fashions was established, while Andrew himself served as president of another famous brand, Anne Klein. The two set up Theory in 1997. With "Simple and Elegant" as the design theory, all costumes are made of elastic fabrics, so as to make the guests more comfortable and show a sexy side. In addition, Andrew once stated that women are no longer blindly following advertisements, but instead they are looking for the advantages of their own brands. Therefore, Theory is also very simple and elegant with its marketing promotion. It has never brought costumes to the footbridge and used its own name. The designers, but simply launch a new series, explored by customers themselves. Another feature of Theory is to name women in different styles, such as Suzi, Gillian, Annabel, Van T., etc. Each season, a dictionary is also introduced to explain the style behind each name.

The market targeted by Theory is mainly a family of working people. It is a group of smart, active and fashionable women. It is also a white-collar worker who is looking for high quality and classic design, but also requires close attention to trends and new fabrics. Theory hopes to dissolve personal taste, temperament, and elegance in sexy and neutral designs, so that OL no longer only expresses the man's toughness from the clothes to show the ability to work, but can put personal thoughts and personalities into work clothes. To work clothes can also be worn during holidays and leisure activities to make life more uniform and comprehensive. At the time of its establishment, Theory was welcomed by customers because of its distinctive and concise design and comfortable fabrics. Moreover, such designs can be set at a reasonable price. Theory is the first in the United States. In addition, Theory's response to the market is also very fast. When we find any popular designs on the market, Theory's designers will design a new series of counterattacks and immediate production by their own factories.

Theory currently has 16 stores around the world, including seven in the Asia Pacific region, while most of the other businesses come from department stores. Theory's style is deeply loved by Asian markets, especially in Japan, and many OLs also chase this brand. The theory of Theory's desire for the Japanese market can be seen in Theory's earlier approval of the Japanese company Link International for the production and development of its own business in Japan as early as in 2000. In September 2003, Andrew formally sold Theory shares to Link International and another Japanese company, Fast Retailing Co., and the two companies each own 44.5 percent of shares, while the remaining 11 are left. Next to Andrew. Andrew’s move is to hope that the profits of Theory in Japan and the United States can be normalized and the company’s internationalization can be increased. At present, Theory has expanded into places like China and South Korea. Looking at retail experiences, Fast Retailing Co., which has more than 600 retail stores in Japan, can help Theory firmly establish its position around the world.