Home >

Levi 'S China Shanghai Launches Its New Brand Denizen

2010/12/22 14:50:00 206

??? 日本語 Fran?ais English 中文

Denizen: a world-renowned veteran

cowboy

Manufacturer Levi 's launched its brand new Cowboy brand, Denizen, in Shanghai, China.

Tannin town.

Mainly targeted at young consumers aged 18 to 29 years in China, the cost of brand fabrics and styles is comparable to that of Levi 's, but the price is much lower than that of Levi' s, a moderate price range of 299 to 399, so as to meet the needs of Asia's dynamic generation and middle class.

Brand plans opened 1000 stores in 5 years, and sales exceeded 5 billion yuan.

In September IZOD:2010, the United States with CalvinKlein and TommyHilfiger.

PVH

The group announced that its leisure brand IZOD will enter China in the near future.

Mainly for 25-35 year old consumers to provide high-end sports and leisure fashion apparel, but the market positioning at a moderate price, to reflect the high cost performance of its products.

IZOD will take two years to investigate the Chinese market. It is expected to open 3000 stores and counters in 5 years.

Maybe readers will be doubtful. Every year, many clothing brands will be launched in China. What are the special features of the two brands? What is the relationship between them and the pition year of China's clothing market? What should our domestic enterprises do to deal with them? With these three questions, we will start the text.

In terms of brand style and positioning, the above two brands are not really special, but the brand background has a common feature, that is, the two brands are all foreign manufacturers: one is the most popular foreign Cowboy brand in China nowadays, the other is the fourth largest clothing sales group in the world.

The two foreign clothing companies have chosen to launch the mid priced high cost clothing brand in the second half of 2010 in the Chinese market. Is that just a coincidence? Some readers may disagree, pointing out that foreign brands such as ZARA, H&M, UNIQLO and other mid priced brands have already entered China.

But what I want to say is that these brands are only setting up counters or stores in the first tier cities in China, while Denizen and IZOD enter the China market and develop at least 1000 stores.

It has to be a signal that foreign leisure wear brands are beginning to enter the low-end market of China's two or three tier cities.

It is worth mentioning that in 2004, the IZOD brand was operated by high-end brands. Today, the agent has been replaced by the Di Group and the target market has been replaced by the middle end market.

According to statistics, China in 2008

Leisure clothes

The market capacity is 450 billion, and if we analyze the type of cities in China, the number of two or three line cities and the corresponding market capacity is much larger than that of a city.

Especially in the low-end market, the two or three category of cities is the main position of domestic brands' income and competition.

As of today, 2010, once foreign brands enter the market, whether it is for domestic brands or foreign brands, and even for the Chinese casual wear market itself, this is a turning point.

In the face of such a situation, how should the domestic brand deal with it?