Link Theory CEO Ricky Sasaki

Although the company's expansion into China is still in its infancy, Ricky Sasaki, CEO of LTH, sees a great fit between the company's philosophy and the Chinese market:"Theory has a seemingly simple philosophy: making great clothes with a focus on fit, fabric quality, and integrity. Clothes that seem simple though are, in fact, very intricate with attention paid to every detail. Our philosophy is that these clothes have to work for the customer's everyday lifestyle.

"Theory is not about an age or a demographic. Our customers are united by an aesthetic and a sense of style. We believe that customer is here in China - just as much as she is in Tokyo or New York."

LTH was established in Tokyo in 1999 as a joint venture between Tokyo-based Link Theory and New York's Theory, an already successful women's fashion brand launched in the US some two years earlier. In 2003, Theory was fully acquired by its Japanese partners and the combined company re-launched under the LTH brand.

Theory has remained the merged company's core brand. It has also adhered to Theory's founding principle of introducing innovative brands and contemporary styles to highlyfashion-conscious markets.

Theory's core demographic remains contemporary women with demanding and versatile lifestyles. LTH characterizes these women as: "sophisticated, urban and highly discriminating". Its own research indicates that many designer brands have neglected this growing niche for contemporary clothing.

Its belief is born out by the success of the company - with "contemporary" styles now the fastest-growing sector in the multi-billion dollar fashion industry. It has also seen the company now employing more than 1,800 staff in stores and affiliates throughout North America and Asia - including the key style capitals of Paris, New York, Tokyo, London, Beijing and Shanghai.

Sasaki believes that Theory's simple design philosophy - clean silhouettes, quality, craftsmanship and fit - have been the key factors in building the brand, rather than traditional marketing techniques: "The brand was inspired by a vision of modern fashion and the way fashion businesses should be run. The company remains committed to innovation, passion and inspiration. In the beginning, we spent zero dollars on advertising, relying instead on word of mouth."

It is a strategy that now sees countless women around the world finding their favorite black trousers or most comfortable pair of jeans through a Theory outlet.

www.link-theory.com/en_US