Theory's market is dominated by working people, a group of talented, active and timely working women, and a group of white-collar women who seek high-quality and classic designs, and who are also required to stay close to the current and wear new fabric. Theory wants to integrate personal taste, quality and elegance into a sexy, neutral design, so that ol no longer merely displays the man's hardness in his clothes to show his ability to work, but can integrate his mind and personality into his commuting suit, so that his clothes can also be worn on holidays and during his leisure activities, making the dress more liveable and comprehensive。

When hillary was set up, he was very popular with his customers because of his graphic and concise design. Besides, the design can be set at a reasonable price, and theory is america's priority. Moreover, theory was quick to react to the market, and when it was discovered that there were popular designs, the designers of theory would design a new series of counterattacks and immediate production by their own factories。