SHANGHAI (September 2024) – Leading luxury multi-brand digital platform Mytheresa officially announced its own Chinese brand name 美遴世 (Mei Lin Shi), demonstrating Mytheresa’s commitment and further investment into the Chinese market. 

To advance the brand awareness and influence in China, Mytheresa partnered with Labbrand to create this new Chinese brand name. 

Mytheresa’s Chinese brand name “美遴世” is layered with desirable meaning and embodies Mytheresa’s unique value proposition by offering a highly curated assortment of the most coveted luxury brands as well as exclusive collections for a community of true luxury enthusiasts and their lifestyle. “美” is a direct expression that draws customers into the world of beauty and the desirability of a pleasurable lifestyle; “遴世” can be interpreted subtly as “selecting the best from all over the world’ which is a precise reflection of Mytheresa’s brand core by offering the finest edit in luxury and unique, personalized shopping advice. 

At the initial stage of naming creation process, Labbrand’s naming experts reviewed and analyzed the Chinese naming trends of 21 competitors and luxury brands, and conducted a comprehensive study in terms of phonetic association, brand attributes, emotional connection and other dimensions. Based on the analysis, Labbrand provided Mytheresa with multi-dimensional naming guidelines in six aspects: Chinese spelling, naming associations, tone of voice, trademark registration, creative techniques and name length. After several rounds of creative exploration and linguistic testing, the new Chinese brand name “美遴世” was finalized. Once the name was settled, we assisted Mytheresa in completing the legal check and trademark registration to ensure that the new name was legally available and culturally resonant. 

With the launch of Mytheresa’s Chinese brand name “美遴世,” the Mytheresa WeChat Mini Program has been introduced, offering customers a seamless and convenient shopping experience with access to over 180 luxury brands. 

Dede Chan Brignoli, Mytheresa President for Greater China, says, “We are delighted to unveil the Chinese name 美遴世 (Mei Lin Shi) for Mytheresa which perfectly captures our enduring quest to find the finest edit in luxury, through carefully curated selections from highly coveted brands and special access to exclusive capsules & limited editions for our consumers. With the launch of our new WeChat mini program, we will continue to boost our reach to Chinese consumers in innovative ways as we strive to cater to their ever-evolving needs. This marks a new and exciting Chinese chapter for Mytheresa and it is just the beginning.” 

Gareth Locke, Chief Growth Officer & Managing Director of Mytheresa continues, “Creating our Chinese Name shows Mytheresa aims to further integrate into China and strengthen our commitment in the region. We are actively part of the Chinese luxury ecosystem, not just an ordering platform. In a period where several western retailers are closing their presence in the region, Mytheresa underlines our long-term engagement in China. Finally, the name “美遴世” (Mei Lin Shi) is an important way to explain our unique positioning to Chinese customers.” 

Labbrand’s CEO Vladimir Djurovic replied:” The swift global expansion of Mytheresa 美遴世 exemplifies the brand’s success in delivering exceptional luxury shopping experiences to customers around the world while establishing distinctive ecosystems within the luxury sector. The Labbrand teams have dedicated their efforts alongside Mytheresa’s China and Global teams to develop a Chinese brand name for Mytheresa. The Chinese name “美遴世” serves as a local representation of the brand’s culture, values, personality, and vision. Our primary objective has been to encapsulate the brand’s vision and reflect its unique universe. Through our naming methodologies and systematic brand development principles, we have crafted a Chinese name for Mytheresa that will enable the brand to fully realize its potential in the Chinese market.” 

Alva Lv, Labbrand’s Associate Director, Verbal Branding Strategy, commented, “The collaboration with the Mytheresa team has been exciting and memorable, and both the German and Chinese management teams were deeply involved in the selection and creation of the Chinese name, marking the importance of the Chinese market to Mytheresa. With the birth of Mytheresa’s own Chinese brand name “美遴世”, we look forward to Chinese consumers being able to further experience and enjoy the exquisite and luxurious experience Mytheresa brings. 

ABOUT MYTHERESA 

Mytheresa is one of the leading luxury multi-brand digital platforms shipping to over 130 countries. Founded as a boutique in 1987, Mytheresa launched online in 2006 and offers ready-to-wear, shoes, bags and accessories for womenswear, menswear, kidswear as well as lifestyle products and fine jewelry. The highly curated edit of up to 250 brands focuses on true luxury brands such as Bottega Veneta, Brunello Cucinelli, Dolce&Gabbana, Gucci, Loewe, Loro Piana, Moncler, Prada, Saint Laurent, The Row, Valentino, and many more. Mytheresa’s unique digital experience is based on a sharp focus on high-end luxury shoppers, exclusive product and content offerings, leading technology and analytical platforms as well as high quality service operations. The NYSE listed company reported €913.6 million GMV in fiscal year 2024 (+7% vs. FY23). (https://investors.mytheresa.com).

About Labbrand’s Naming Expertise 

At Labbrand, we specialize in Naming with particular expertise in Alphabetic Brand Naming, Chinese Naming and Advanced Verbal Solutions. We understand the importance of creating a name that is not only aligned with your brand positioning but also resonates with your target audience and can be trademarked. With creativity and professionalism, Labbrand has successfully provided professional linguistic strategies for about a thousand projects for global brands, helping to shape enduring brand influence and winning international awards with a steady flow of exceptional naming solutions.