Chinese Fashion Brand Supports Growth With Lectra PLM

1/28/2014
ELLASSAY has chosen Lectra Fashion PLM to support its brand management and global business strategy.

A top womenswear brand in China, ELLASSAY creates elegant, haute couture-level fashion, developed using sophisticated fabric and apparel technologies. The company insists on a very high level of product quality and thus invests heavily in technology as well as in international design talent.

ELLASSAY's goal is to grow into a Chinese fashion brand that influences both the domestic and international stage. It is the first Chinese haute couture brand to participate in New York Fashion week, presenting at the event's main venue.

The motivation to adopt Lectra Fashion PLM stems from the drive to optimize management processes and support growth. "With our overseas activities, we needed a unique collection development management solution," says Xia Guoxin, ELLASSAY Chairman. "We chose Lectra Fashion PLM because of Lectra's unique and global project implementation approach, as it takes into account the challenges we face and is supported by 40 years of fashion expertise. We speak the same fashion language," he explains.

Lectra Fashion PLM also convinced R&D director Fu Gang. "We believe Lectra Fashion PLM can help us improve R&D collaboration and better control our process, increasing speed while also bringing high quality products to market," he adds.

Lectra Fashion PLM enhances collection planning and enables early decision-making
ELLASSAY designs and develops 80 percent of products in-house and manufactures their entire range themselves. Lectra Fashion PLM will help ELLASSAY improve collaboration between its design, development and production teams. With Lectra's Fashion Platform, each department will be able to work with the same information in real-time. Xia Guoxin is directly in charge of planning, design and development so having a consolidated view is particularly important, especially for early decision-making.

Lectra Fashion PLM will also help the company better control workflow and collection planning. As the company goes global, producing more styles while mastering margins is a critical issue. By allowing ELLASSAY to manage the entire fashion development process with a comprehensive solution, Lectra Fashion PLM will help the company optimize costs. "Sixty percent of our fabric is imported from European countries. To remain competitive we need to better anticipate any issues within our development process. I am confident that Lectra Fashion PLM will support our global strategy while also ensuring cost control," continues Gang.

"We really believe Lectra is the best partner to help us preserve our brand DNA while continuing to innovate and stay a step ahead of our competitors," adds Xia Guoxin.

In the future, ELLASSAY plans to extend the footprint of their Lectra Fashion PLM project by deeply integrating design, product development and production to reinforce their international business development.
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