On March 26, 2013, Lonsdale’s “Set Off to Travel” Fashion Outdoor New Collection Launch and 2013 Autumn/Winter Order Fair successfully concluded at Hangzhou Taihu Lake Holiday Inn.
The event attracted an unprecedentedly large audience, including Shi Jianqiang, Chairman of Zhejiang Tea Group, Huang Guosong, General Manager, Stanly, Head of Lonsdale Asia-Pacific Region, the Korean design team from Lonsdale, as well as over 200 dealers and suppliers from across China and nearly 10 well-known media outlets.
Themed “Set Off to Travel,” the exhibition hall integrated travel culture and British street elements. A 5-meter-high, distinctly British-style train station and an exquisitely elegant recreation of the ancient town of Lijiang created a strong visual impact, effectively conveying the concepts of British outdoor living and travel. The entire exhibition space radiated a fashionable atmosphere, with well-arranged and rich displays, dynamic lighting, and every detail aligning with Lonsdale’s fashion outdoor positioning—embodying a bold and positive “Set Off” attitude.
At the opening ceremony of the order fair, Zhou Jihong, General Manager of Zhejiang Longshisheng Garments Co., Ltd., and Lai Guocheng, CEO, delivered speeches expressing their strategic vision and brand aspirations for Lonsdale to become the “No. 1 Fashion Outdoor Brand.”
The brand microfilm “Set Off to Travel,” produced with investment from Lonsdale, became the highlight of the order fair. The microfilm visually communicated Lonsdale’s deep-rooted brand culture, product style, and corporate spirit, earning widespread acclaim and high praise. On its first day online, the microfilm surpassed 1 million views, generating a strong social response.
Compared to the previous season’s order fair, the product offerings this time showed significant improvement. Over the four-day event, Lonsdale showcased a wide range of novel 2013 Autumn/Winter styles, providing dealers with abundant choices in both product categories and designs. Within the frameworks of the Golive, Beaklive, and Prolive series, the coherence of the clothing lines was enhanced, and the variety of products became more comprehensive. The footwear selection saw a substantial increase, featuring over 150 models across seven categories including hiking, trekking, camping, and stream tracing. Accessories also matured significantly, with complete offerings including belts, wallets, sleeping bags, tents, and camping gear.
The innovative brand concept, outstanding products, reasonable pricing, and effective ordering guidance led to a surge in orders. Compared to previous years, the total order volume increased by 50%, achieving a breakthrough in both quantity and value—far exceeding expectations and marking an encouraging development. Lonsdale is once again setting off with strength.