Ms. Chen Yan, General Manager of L’Avenue, Mr. Wang Daqiao, General Manager of Lafuma East China Region, Mr. Li Neng, Sales Director of Lafuma China, Ms. Wang Xiaomei, Brand Director of Lafuma China, along with other senior executives, as well as brand ambassadors, brand enthusiasts, and media friends, witnessed this important moment for the brand together.
With nearly a century of French outdoor heritage, Lafuma, with its sharp market insight, set its sights on the vacation travel market. In 2018, with its fresh brand image of “Light Outdoor, Joyful Travel,” it seized the blue ocean of the travel and vacation market, sparking a trend in travel and vacation apparel and filling the gap in the Chinese market for “vacation travel” clothing.
Stepping into Lafuma’s first brand image store in China, pure white walls paired with spacious display racks highlight the “light” vibrancy of outdoor apparel; the simple and bright layout further showcases French elegance and style. Breaking away from the traditional and rigid designs of outdoor brands, the refreshed store image offers a more fashionable and diverse new retail experience.
While updating its store image, Lafuma also refreshed its product offerings, creating apparel that captures fashion trends and meets the needs of vacation travel. It launched the Travel series, the French Garden Impression series, the Urban Fashion series, and the Holiday Leisure series. Upon their debut, they quickly won the love of consumers, and the slogan “Look great in Lafuma when traveling and taking photos” was widely embraced, generating significant buzz on social media.
A spontaneous trip has become a lifestyle modern people aspire to. Lafuma perfectly embodies the attitude of modern travelers with its more fashionable, lightweight, and comfortable clothing. And meeting the style needs of different travel scenarios has become an inspiration and commitment for modern vacation attire.
Lafuma has gradually expanded into the travel and vacation apparel field and now enjoys high market recognition and a broad audience of mid-to-high-end consumers, bringing boundless vitality to the travel and vacation apparel market. In Lafuma’s first brand image store in China, more lightweight luxury products from the travel and vacation series will be introduced in the future, which is definitely something to look forward to.