The Lois brand enters China's "Five-Year-Old Legend" and interprets cowboy style

Lois brand holder, Mr. Joaquin Seth Merino, Chairman of Lois Corporate Headquarters in Spain, Mr. Miguel-Guyad, General Manager, and Mr. Ye Moutong, Chairman of the Board of Directors of Malaysian Enigma Co., Ltd. Mr. in person at the press conference. This marks that the European brand that produced the world's first denim jacket has made a high profile in the Chinese market.

Lois Headquarters in Spain Signs Tripartite Agreement with Malaysian Investor and China General Agent

Lois was born in 1962 in Spain, and was named one of the four major jeans brands in the world by magazines such as “Financial”, “Times” and “Fortune”. It is also the most influential jeans brand in Europe.

Mr. Ye Moutong said that it is no accident that Lois, the national treasure brand of Spain, chose to force China at this time. On the one hand, the traditional European market is deeply affected by the European debt crisis and it is difficult to boost confidence in the short term. On the other hand, mainland China has further clarified the medium and long-term development plan, and foreign investors are more confident in investing in the Chinese market.

Cowboy Brand Lois "Five-Year-Old Legend" Press Conference

The brand's Chinese agent Liu Zhiyong believes that today's China is not the same as it was 10 or 20 years ago. The Chinese have long been commonplace in foreign big names and have become important buyers of all kinds of fashion brands in the world.

This is both good and difficult for foreign brands. If foreign brands want to succeed in a highly competitive China, they must maintain their own design style and continue to innovate. More importantly, they must maintain their own quality inspection system and product safety awareness in their home countries in order to achieve excellence and advancement. The products convey advanced culture. This is the fundamental advantage of foreign brands for a long time.

Cowboy Brand Lois "Five-Year-Old Legend" Press Conference

Lois advocates the matador culture and encourages consumers to be 'brave and determined people'. The premise is that Lois is also a brave and determined brand. He is bold in accepting fierce market challenges and steadfastly implementing his own. Brand strategy.

Lois is no stranger to China with the marketing slogan “Only brave and firm will match”. Since the 1990s, Lois has been sourcing raw materials and processing garments in China.

In 2000, Lois started using natural plant-friendly antibacterial agents that are harmless to humans, as well as natural materials for dyeing and washing jeans. The toxic substances in wastewater discharged from factories can be eaten by bacteria to achieve pollution-free emissions. The world’s first technology has been and is being put into use in China.

Cowboy Brand Lois "Five-Year-Old Legend" Press Conference

In terms of promotion strategy, unlike some current “fast-fashion” brands with different strategies, Lois insists on the sense of design while also adhering to the soul of Spanish clothing, trying to create a low-key, pragmatic, brave and active European appearance. Classic fashion brand image.

The person in charge of the brand stated that he hopes that Lois can become a brand that accompanies the growth of Chinese young people and a brand worthy of the long-term trust of consumers, and that it can be associated with the Spanish matador brand.