Creation of a new French fashion brand targeting young Chinese females living in second and third-tier cities. Execution of qualitative studies and focus groups to validate concept. Creation of the name, brand universe and brand book, e-boutique site in addition to the various labeling, packaging and bagging applications (see Design section). Definition of the communications strategy and creation of the advertising signature.

Paris by Lili is a new fashion brand inspired by French style and targeting young chinese women from 18 to 25 years old, living in the second & third-tier cities.

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