SHANGHAI, November 10, 2016 – Embark on the journey of a leading kids clothing brand as The Children’s Place, the largest specialty retailer in North America, officially enters China. Witness the strategic collaboration with Labbrand, unveiling its Chinese name 绮童堡 (qǐ tóng bǎo). Explore the intersection of global brand expansion and localized resonance, marking a significant milestone for The Children’s Place in the dynamic Chinese market.
Founded in 1969, The Children’s Place designs, sells and licenses to sell fashionable, high-quality products under the brands “The Children’s Place”, “Place” and “Baby Place”. As of April 30, 2016, the Company had 1,064 stores worldwide, 110 international points of distribution open and operated by its 6 franchise partners in 16 countries.
Labbrand, the leading China-originated global brand consultancy, worked closely with The Children’s Place to create the Chinese brand name 绮童堡 [qǐ tóng bǎo]. 绮 [qǐ] refers to wonderful colors, while 童 [tóng] simply represents kids. The third and last character 堡 [bǎo], meaning “castle”, builds a nice linkage with “place”. Moreover, it is a connotation that is always welcomed by kids. Together, the three-syllable brand name is full of vivid colors and childlike emotions, as if it is a wonderful castle in fairy tale, conveying a colorful and graceful brand image.
“We believe the name 绮童堡 [qǐ tóng bǎo] will help The Children’s Place to build its leadership in kids wear industry despite the keen competition, bringing kids in China a happy, colorful and fashionable childhood,” states Judy Wang, Associate Creative Director of Labbrand.
Labbrand is the leading China-originated global brand consultancy, helping brands create, grow, and disrupt to be strong and resilient in dynamic markets. We are multi-cultural in approach and cross-disciplinary in research, strategy, naming and design. Together this gives us the foresight and ability to build brand equity.
The Children’s Place is the largest pure-play children’s specialty apparel retailer in North America. The Company designs, contracts to manufacture, sells and licenses to sell fashionable, high-quality merchandise at value prices, primarily under the proprietary “The Children’s Place”, “Place” and “Baby Place” brand names. As of April 30, 2016, the Company operated 1,064 stores in the United States, Canada and Puerto Rico, an online store at www.childrensplace.com, and had 110 international points of distribution open and operated by its 6 franchise partners in 16 countries.
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