Foreign Brands Compete In China

In November 13th, the famous clothing brand Gap was opened at the APM store in Beijing Wangfujing and the two shop in Chaoyang Yuecheng City, after the opening of the November 11th Hongkong Shanghai Hongkong Plaza Shop.

In recent years,

Yang Deming, President of GAP Greater China, said that by 2015, China is likely to become the second largest market outside GAP.

The GAP flagship store in APM, Beijing, has invested more than 100 million yuan and has a volume of more than 1100 square meters, covering a whole range of GAP products.

According to reports, sales of GAP on the first day of operation are about 500 thousand yuan.

Now, the US PVH, an international clothing group, has announced the introduction of its important clothing brand IZOD into China.

PVH ranks among the largest clothing group in the United States. In 2009, it earned more than $2 billion in revenue. Its brands include IZOD, Van Heusen, Bass, Jimlar, Calvin Klein, Tommy Hilfiger and so on. Among them, the latter two brands were introduced into the Chinese market through agency mode many years ago, so they are familiar with Chinese consumers.

Recently, Michael Kelly L. Kelly, the marketing executive vice president of PVH group, came to Beijing to make the final preparations for IZOD's entry into China. (Michael)

He said that IZOD is a high-end sports leisure fashion suit affordable by the public, and its products are maintained at high cost performance with high-quality fabrics and excellent workmanship.

However, unlike Calvin Klein and Tommy Hilfiger's entry mode in China, PVH introduced a Chinese partner to jointly operate IZOD brand, a partner in Weihai, Shandong.

The original group was mainly engaged in the import and export of garments. From its introduction, its strength can not be underestimated: the company has 15 thousand employees, the total assets are about 2000000000 yuan, and the annual sales revenue is more than 5 billion yuan.

Michael Kelly believes that the positioning of IZOD determines that it is a very large sales brand. Therefore, it is necessary to find a partner with very good localization production capability. Di Shang has just satisfied this point, and the strong production and capital strength of IZOD is also a guarantee for the success of China in China.

It is undeniable that, regardless of the size of sales, most of the other international brands mentioned above choose to expand their market by themselves instead of giving them to partners.

Which model is better or more worthy of observation?

However, Michael Kelly's development of IZOD in China is

In November this year, IZOD's retail outlets were unveiled in Beijing, Shanghai and Shandong.

According to Michael Kelly, di Shang has obtained the authorization to use all the brand resources of IZOD, including the picture, spokesperson and information of IZOD's name sponsor sponsored by China in 2012.

At that time, di Shang will integrate these brand elements into the shop design, especially the image data of the Indian formula racing car.

In the beginning, IZOD only put on men's clothing in China. Next year, women's clothing will be introduced in spring and summer.

After two years of market testing and research, PVH group will formulate a comprehensive promotion and publicity plan for IZOD in China, and will invest resources in the light of market conditions.

Peng Qing of the IZOD brand management center of Di Shang believes that in the next five years, IZOD will open 3000 stores and counters in all the second tier cities in China.

This is obviously a rather radical plan.

In the industry view, GAP and ZARA, H&M have similar commodity structure, close to the unit price.