While most of the women's business-wear brands were producing traditional black, gray and white suits and skirts, limiting the personality and individual beauty of women, Lily analyzed a targeted consumer group-business women from 26 to 32-dividing them into three groups.
The brand developed three lines: Art, concise clothes for senior white-collar workers and management echelon women; Modern, a mix-and-match style for those who have been working for five or six years; and Smart, offering a sense of preppy style for workplace freshmen.
"With the rise of the internet, female consumers, especially those who are financially self-sustaining, began to develop their own personal tastes. As a result, the old wardrobe urgently needed to be replaced," Sun says. "Women have rules to obey, work environments to fit into, but deep down inside, they want to be seen as individuals. Lily grabbed the chance and offered the proper difference they needed."
"Maybe too serious, maybe too modern, or maybe Lily"-became the official slogan of the brand.
This year, Lily has started to strike up a dialogue with the businesswomen of today, someone who has multiple identities and unlimited potential.
I used to spend half of my monthly salary on buying clothes from international brands," says Ma Yilu, who graduated from university and began working in 2017, "but after my family stopped supporting me, I found it impossible to continue that lifestyle."
"However, as a workplace newbie, I needed to present myself in clothes that make me look smart and professional," she laughs, "so I started paying attention to local businesswear brands, and that's when I discovered Lily. It offers the right kind of clothes at a fair price, which perfectly meet my needs."
Ma claims that Lily provides decent business suits for less than 700 Yuan ($100), and she no longer faces financial turmoil after a shopping spree.
