Lleitmotif
lleitmotif is a Singapore-based online apparel store that not only designs and manufactures clothing, but also allows fashion labels to put up apparel for sale on their website. Co-founders Chen Guimin started the company with $4000 in seed money to take advantage of the growing online shopping trend. The company's best-known apparel brands include T-shirts from both TwoPlay and Inbox plus tops from Oak. As of December 2008 the company operates as an online retail store where these clothing are sold.
Registered on January 2009 with the Accounting and Corporate Regulatory Authority of Singapore as lleitmotif, they expanded in a more traditional direction in mid-2009, selling shirts and bags designed by selected brands. lleitmotif apparel are launch in limited batches and allows customers to place a pre-order in the event that the design are sold out. However, pre-order occurs only when they are not out of print, and the decision is ultimately dependent on the individual labels. New apparel are usually release every fortnightly. With the help of various advertising channels and through social networking such as Facebook, lleitmotif has established a unique reputation in the local consumer online shopping industry.