The latest survey report released by Nielsen shows: Currently, China's consumer market is quietly changing. Consumers have reduced their spending on dining out, traveling, clothing, and even food and beverages, and are increasingly investing their money in savings, Education and health.
Take the clothing industry as an example. Due to the decrease in per capita disposable income, consumers no longer gain satisfaction from excessive "wardrobe" consumption, but gradually return to rational consumption. But the reduction in consumption frequency does not mean the reduction in clothing quality. New women in the workplace are eager to meet the clothing needs of multiple age groups, multiple career levels, multiple scenes, and multiple roles through clothing with more "quality" and "cost-effectiveness".
Therefore, for clothing brands, only by making timely strategic adjustments according to changes in Chinese consumer demands can they succeed in the "new reality" and inject new vitality into brand development.
Thanks to the in-depth perception and resonance of new women in the workplace and the capture of consumer needs, LILY continues to drive organic growth through innovation and create product series that match the clothing needs of new Chinese women in new consumption scenarios. In July 2020, LILY completely refreshed its product line matrix, with SHARP, FRESH, BASIC, and JOY multiple product lines running in parallel, and using differentiated definitions, style designs, IP cooperation, etc. between different products to create products suitable for new women of different ages. "Must-have" outfits for the workplace bring an upgrade to the quality of clothing in the era of normalized control.
LILY Business Fashion’s new Basic series
Four major product lines cover “must-have clothing for new women in the workplace”
Must-have for advanced workplaces Prepared--
SHARP:
The SHARP series is designed with geometric lines to outline a high-end and neat style, representing mature women in the workplace who are relaxed, intelligent and confident. They are 30-35 years old and in an advanced state in the workplace. They fully understand themselves, are full of workplace experience and life wisdom. They have the courage to express themselves and show calmness and confidence in everything. They are in a relatively advanced state at work and also have a higher outlook on life. pursuit of quality. Their interpretation of the SHARP series product line is the perfect combination of pursuing quality and practical aesthetics. LIThrough in-depth research on international fashion trends and business scenes, LY has pondered the dressing needs of women in this professional status, and uses high-end color matching and calm and restrained matching to show the confidence and elegance of advanced women in the workplace.A must-have for the fashionable workplace --
FRESH:
The young and diverse FRESH is more suitable for young women who desire to express themselves in the workplace. Their future is full of differentiation and diversity. Designers draw creative inspiration from culture and art around the world, and integrate it with product positioning through joint cross-border cooperation involving popular IP, human geography, artists and designers. In September 2019, "LILY | Longdi Artist Cooperation Series", as a representative of the FRESH product line, debuted at the 2020SS New York Fashion Week. Through the depiction of urban female portraits, the "free spirit and quality of love" are presented in clothing. On the collection, the young colors, smooth brushstrokes, and free and unrestrained style have once again refreshed the fashion industry's understanding of the charm of urban women.A must-have classic for the workplace--
BASIC:
As the basic series without workplace status among the four major product lines, BASIC is extremely cost-effective, with colors and The style is also more "versatile". The design and matching of classic styles and high-quality fabrics allow women at all stages of the workplace to easily control it. The simple and elegant tailoring maintains the "workplace feel" without losing the "fashion sense". It is a must-have classic in the workplace. Based on the needs of working women, we launch high-quality, good-fitting and super cost-effective workplace items.A must-have for the new generation in the workplace--
JOY:
As the unfettered and diverse "post-95s" young women begin to enter the workplace, "Generation Z" has created new possibilities for workplace dressing. They are young and fashionable and unwilling to set limits. They are restrained yet fashionable and fun. They keep up with the times without being swallowed up by the trend. It can be said that "Generation Z" is redefining fashion and business. The JOY series, specially created for the new force in the workplace, uses bright colors, lively retro style and fashionable silhouette to construct a new product line exclusively for the new force in the workplace born after 1995, showing the freshness and happiness of entering the workplace. In addition, in order to adapt to the consumption habits of "Generation Z", LILY has set the JOY series to be sold online to keep up with the pace of retro fashion.
LILY business fashion new Sharp series
Brings "fashionable and cost-effective" to the "new women in the workplace" in the era of normalized control
As a business fashion As a representative brand, LILY's previous brand upgrades and precise grasp of nodes are all due to the brand's constant insight into consumer groups. In recent decades, Chinese women have undergone subversive changes. With the changes of the times, professional women have become more diverse "new Chinese women". They can be fashion bloggers, VLOGGERs, independent painters, and supermodels. etc. The business atmosphere they live in extends from traditional office buildings and conference rooms to cocktail parties, art exhibitions, fashionable social occasions, etc. This group is accelerating to get rid of the constraints of traditional social roles, and is increasingly showing the characteristics of being straightforward, fashionable, diverse and current.
In 2019, LILY completed its third brand upgrade. Incorporate more innovative and cross-border attempts into clothing design, and create new sparks with the integration of different textures, different styles, and different fields. Use fashionable interpretations to express the characteristics of "Chinese new women", and use fashionable and modern new postures to show the self-assertion and unique color of "Chinese new women". After reshaping the brand concept in 2019, the new LILY brand perspective has shifted from the single image of "young OL" in the past to a wider group of people, focusing on the "new Chinese women".
From "Shaoshu Hanfu" to "suitable business fashion" to "let each role of #中国新女# have the right workplace expression." Each iteration of LILY's value proposition is closely related to the changes in Chinese women.
With the arrival of the era of normalized control in 2020, the "new lifestyle" and "new consumption needs" developed by consumers are continuously driving the development of China's apparel consumer market in terms of channels, demand, product mix and New changes occurred in pricing strategy. How to adapt to the changes in the clothing consumer market and bring more suitable and cost-effective workplace expressions to new women in the workplace is the original intention of LILY's new and advanced product line. To this end, LILY has a product line matrix composed of four major product lines: SHARP, FRESH, BASIC, and JOY. It focuses on the dressing needs of different ages, different career levels, different career scenarios, and different female roles to create "new women's workplace essentials." It has brought clothing quality upgrades to more new women in the workplace, and also demonstrated LILY’s views and clothing inspiration on “new women in the workplace”. In addition, the prices of the four advanced product lines will be reduced by 15% at the same time, allowing more consumers to obtain "fashionable and cost-effective" at lower prices.
Being aware of changes in consumer groups and their needs at all times is the driving force behind the continuous upgrading of the LILY brand and also the continuous transformation of LILY.basis for strategic rhythm. From consumer perception to product innovation and iteration, from market fit to market-leading brand strategy, today, LILY has grown into the number one brand of women's business fashion in China, and has become an irreplaceable "right place for the workplace" in the hearts of "new women in the workplace" Express".
LILY business fashion new Fresh series