Last Updated: 2008.08.01
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Brand Introduction
Theory
Theory caters to the needs of contemporary women who are looking for everyday clothing that is comfortable, modern and sexy. Theory began as a merchandising brand in New York in 1997. Theory's NEW BASIC silhouette incorporates comfortable, simple and unpretentious trends and is much loved by sophisticated, women living and working in the city. Perfect fitting pants and sexy shirts made from the top quality stretch fabric have become a trademark of Theory.
Growth Strategy
Already a leading brand in the contemporary market in Japan and the United States, Theory is working to strengthen its foundation in Europe. LTH set up a Theory marketing office in London in 2007 and opened a directly-managed store in Paris. The aim is to attain sustainable growth by improving efficiency in the U.S. and Japanese markets and accelerating the growth of LTH’s European operations. LTH is developing brands such as Helmut Lang and Premise as follow-ups to Theory to become a global enterprise and a leader in the contemporary market.
