Adding class to quality of Erdos cashmere

A model wears creations of Erdos' two brands－Erdos 1980 and Erdos－in a runway show in Beijing.[Photo provided to China Daily]

The strategy adjustment is based on long-term market research that includes a survey by McKinsey & Company, which covered 5,000 consumers in more than 30 cities in China.

Founded in 1980, Erdos is a well-known name in China, but it used to be more associated with quality rather than fashion.

But as China's consumers shift toward class and style, the company has been gradually diversifying.

The Erdos Group, which owns the Erdos brands, launched 1436, a luxury cashmere brand, in 2006, and it founded Blue Erdos in 2012, which targets the young crowd with its simple designs and affordable prices.

The Erdos Group, which has more than 1,000 stores in over 500 cities in China, and stores in Tokyo and Osaka in Japan, also has plans to expand into other countries.

Meanwhile, the company plans to revamp its store on the Chinese online marketplace Tmall.com in an attempt to cater to the Internet generation.

And Wang hopes that all these moves will cover all the major customer groups in China.

Wang, who grew up in Ordos in the Inner Mongolia autonomous region, was sent to Britain to study at the age of 15.

She later went to Cambridge to study engineering where she acquired a master's degree.