Robert, Tan & Gao oversees market entry branding for Lafayette 148 New York

The brand just had the 'soft opening' of its first store in China, at the Sogo department store in Shanghai.

RTG gained this new account through a past client’s referral. The agency is tasked with developing the brand’s China market entry strategy, and eventually ongoing execution. 

The scope of work includes conducting a qualitative research study on the brand’s target consumers and developing a brand positioning that ensures execution consistency across their communications, retail, and product categories.

Kinsen Siu, managing director of the brand said, “We believe that it was necessary to first establish a strong brand strategy for long-term development in this key market.”

Founded in 1996, Lafayette 148 New York is sold through more than 400 stores in North America, including leading department stores such as Saks Fifth Avenue, Neiman Marcus, Bloomingdale's, and Nordstrom.

The founders of RTG previously handled the China entry of Tory Burch in Beijing last year, and in the luxury fashion category, they have worked with Trussardi, Gucci and Versace.

RTG was established last April by Angelito Tan and Jude Robert, managing directors of the PR agency Proximity Live in 2007, along with new partner Eddie Gao and newly appointed general manager Simon Tung. Its retainer clients include the Platinum Guild International, Tag Heuer, Fiji Water and Tory Burch.