LEAH brand is a "global design + China Edition" designer Underwear brand, the main high-quality, strong sense of design, the theme of the mid-range European and American style underwear. What does this brand experience bring to us?
"Why young people always can not find a fit underwear and looking good brand?" I think this is the common urban young women in China's troubles.
With the continuous improvement of quality of life, external dress gradually meet the needs of self state, the inherent needs of the dress but few brands to meet different needs of users. Fashion design of overseas brand underwear is often based on the characteristics of European and American women to design and development, is not suitable for most Chinese women. Due to the version problem, it is hard for overseas brands to become rivals of local brands. Although the domestic version of the underwear brand comfortable version, but the old style, the product has been marking the way, it is difficult to come to the fore, the brand has little difference. Therefore, the basic underwear is the development of the garment industry the most backward areas.
With the rapid economic development in China, elites who go abroad for study gradually choose to go back to their homeland and bring the essence of Western culture back to China for implementation. Many local brands have successfully transformed and revived their vitality. In 2016, William, who returned from New York City, has been discussing with the founding team how to improve the quality of life of Chinese people and help traditional brands find the right market position. Having accumulated several years of capital and Internet experience, she returned to the traditional real economy and established a brand specializing in the design of quality underwear for young Chinese women. LEAH designer underwear was born.
LEAH brand is a "global design + China Edition" designer underwear brand, the main high-quality, strong sense of design, the theme of the mid-range European and American style underwear. Most local Chinese underwear brands pay great attention to the product's version, technology and fabrics, but most of the styles are normal and are not favored by young women. However, the fashionable European and American brands can not meet Chinese consumers in their version. The birth of LEAH so that you no longer have to worry about this, in the version of the model with the fit of Asian women's design, but also enhances the product design style and color value, products from major global brands together overseas designers senior local plate division Joint research and development, to create Yan value and comfortable coexistence of Asian women's exclusive underwear. Most of LEAH's invited collaborators come from top global design schools such as Parsons and FIT in New York, Esmod in Paris, Polimoda in Italy and CSM in London. These designers work for major brands around the world, such as Burburry, DKNY, Michael Kors, Etam, Victoria's Secret and Princesse Tam Tam, who have deep insights on branding and themed development.
LEAH user orientation mainly in the urban economy is relatively independent, higher quality of life demanding 20-30 year-old young women, the main product pricing between 200-500, light design, sexy, elegant, the main product categories Fashionable underwear for everyday urban women.
LEAH to light-cooked, sexy, elegant design style, the economy is relatively independent, while the pursuit of high quality 20-30 year-old young women to redefine the daily wear of fashion underwear.
Most of China's underwear brand conservative, relatively simple design, style and style of girls mix and match-based. LEAH pinpoints economically independent young women and meets the needs of women of that age with high brand and design requirements, a strong sense of quality, and a love of diversity in style.
China's first "buyer" underwear brand
LEAH has a large number of outstanding designers, is now working with overseas lingerie design studios including New York, London, Paris and Florence, the team has a number of European senior returnees designers. Every month, LEAH launches new themed underwear products, each designed for designers based on a feminine and feminine scene. Maintaining the overall style of the brand, each series has its own unique characteristics and specific wearing scenarios, so that users have a fresh experience of each shopping experience.
In each series, the category basically covers all users, such as the first series of Inside-out series, the bra categories include the ultimate comfort, no rims underwear, create the perfect breast shape gather bra, thin and natural thin cup. Everyone who likes this style of series can find the right style for themselves.
In April of this year, LEAH specially developed a series of high-value underwear with strong adjustment function, specifically for furs, drooping, expanding more serious female users. Design, LEAH retains functionality at the same time with a lot of detail. Fabric, the bra interior with high-grade upright cotton, the product more flexible and breathable, the use of imported artificial silk wings, so that different users can have a high body shape of comfort.
LEAH's underwear version of the shape of Chinese women in full reference to the development and design. Each version of the product often need several times through different stature of women try it out after the promotion market, and strive to be absolutely comfortable and personal.
LEAH lingerie extensive use of high-quality lace fabric at home and abroad, all fabrics undergo a rigorous review, to ensure its quality and quality.
Fast iteration and efficient supply chain
The strength of LEAH lies in the flexibility of its supply chain, with a large pool of underwear and fabric mill resources owned by team partners. Founder William, with his professional operational management capabilities, keeps the company's inventory at a low level, with each of the products being held at a minimum of 300 units, and is also able to respond quickly to production. The advantage of LEAH lies in its ability to reduce MOQ from the fabric side in the early stages and to cope with rapid factory production, greatly reducing brand iteration time.
LEAH's name comes from the pre-Star Princess Leia, founder William believes Princess Leia represents a new generation of urban women, full of charm, strong, responsible and confident characteristics fully fit the image of Chinese women. Hope to Princess Leia's character as a brand concept to convey to the user.
At the beginning of brand building, William had the most troublesome product problems and co-operated many local big-name designers. However, due to the general lack of thematic design training for big-name designers in the country, the design work lacks creativity and diversity. Forcing William to give up at the last minute of placing the order. To start looking for designers, however, it is difficult for garment designers to transition to underwear designers. Through his own designer resources in New York City, William looked for designer resources among alumni from top design schools and eventually found a great selection of lingerie designers and overseas lingerie design houses, as well as lead designer partners ROSA and Michelle. ROSA is a graduate of Polimoda in Italy and has been working in top designers' studios in Europe. As head of the studio in China, ROSA is solely responsible for the entire business in China. She is also very familiar with underwear design business. ROSA's design style and William's philosophy Coincide Graduated from Esmod, a top underwear design school in Paris, Michelle has double-underwear design experience both at home and abroad. She has a deep understanding of domestic women's preferences and patterns, and masters the design of overseas lingerie.
Visually, since each quarter of LEAH focuses on scene design, each season's product is developed and designed in accordance with the appropriate scene. Let the women wear, can have immersive feelings, at the same time better self-expression and self-awareness.
This overalls has a good touch, sweat-absorbent, breathable, anti-static, anti-wrinkle, wear-resistant and thick. It is a garment specially designed for work.
Multi-functional work clothes, soft texture, suitable for outdoor workers to wear, has a certain sun protection function, secondly, it is dirt-resistant and easy to clean. It is specially designed for outdoor workers.
The color is versatile and the size is sufficient. If you have any needs, you can contact us, and we can customize it according to your needs.
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