 GUANGDONG SILK-TEX CO.LTD. is the first one among the country's foreign trade enterprises to introduce CI strategy. The corporation invited the U.S. well-known design company SIEGEL&GALE to carry out the CI design. The new brand name “SILIQUE” was selected from 548 names, originating from the elegant “Silk” and combining the word “Silk” with “Sleek”(delicate and fashionable). SILIQUE expresses the characters of silk: beautiful, fascinating and attractive textile and garment. The English word “Silique” means “fruit”. The usage of French spelling makes the brand name more elegant, romantic and fashionable.
The corporation registered the brand in China and HongKong in and held a branded products launching conference in the Autumn Canton Fair in 1997, which announced the SILIQUE brand as an overall representing image of GUANGDONG SILK-TEX CORP.LTD. and promoted by the corporation's CI strategy. The corporation finished the registration of SILIQUE brand in European and U.S. in the succedent years.
SILIQUE branded high-quality dress syncretizes Chinese, French, Italian and Spanish designs and combines eastern and western styles to achieve its elegant and romantic designs. The brand slogan is “ENERGETIC AS YOU ARE”. The brand is designed and developed basing on the concepts of “Reputation ”, “Honorary”, “Loyalty” and “Brand Association”. The corporation uses SILIQUE as the major brand in its products including garment, fabric, home textile and silk products. The garments focus on medium and high class lady dress; other products are designed according to the domestic or international high quality standards. SILIQUE raw silk has high quality with the general grade of 3A and above. The production of raw silk has strict quality control and gained ISO 9001 certification. The SILIQUE products are very popular in international market. When building up the brand, the corporation concentrates on the building good reputation internationally, developing high-tech production and utilizing Canton's good geographical location. The corporation tries to drive the development of the whole enterprise by the building up of an international brand and brand culture. |
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