Yi Lian was born in 1980. Before entering Chinese mainland, the clothing of this brand had been exported to the United States. The main target is American college students. The brand logo is a cute bear dressed as a college student, with a handout or book in his hand, or a backpack, a baseball cap, a plaid shirt, khaki pants and basketball shoes.
E-land is a brand rooted in the traditional American New England culture. It is based on the Ivy League schools composed of eight famous universities in New England in the eastern United States: Brown University, Columbia University, Dartmouth University, Cornell University, Harvard University, Binzhou University, Princeton University and Yale University, emphasizing classics and traditions and positioning itself in the campus style of American universities.
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By the end of 2004, Elegant China had more than 180 stores in Beijing, Shanghai, Shenyang, Chengdu, Wuhan, Kunming and Shenzhen. In 200 1 and 2003, the company introduced SCOFIELD and ELANDKIDS.
It also acquired the DECO brand and continued to launch SCOFIELD menswear, TEENIEWEENIE and EBLIN3. In 2003, the company invested in the establishment of Yu Xu Fashion (Shanghai) Co., Ltd., and plans to set up Dike Fashion (Shanghai) Co., Ltd. again.