French ELLE "Dialogue" Chinese Fashion Ladies' Wear

International fashion ladies' pronoun

France

ELLE, a popular world fashion magazine, is an international fashion brand that advocates the perfect combination of fashion and life.

The magazine named "ELLE" has become an eternal glory in the history of world fashion. What kind of infinite charm does "ELLE" brand have?

Recently, the reporter has the opportunity to "dialogue" the global vice president Anne of ELLE brand, Mr. ELLE, Asia Pacific CEO of ELLE brand, miss Valerie, the global design director of ELLE brand, Mr. Sheng Shuang, executive director and general manager of Guangzhou Yi Ni Clothing Co., Ltd., Mr. Fuyuan, Japan's Itochu trading company, Mr. Zhang Quanxi, chairman of Hongkong pcendent International Holding Co., Ltd., Mr. Li Qiming, vice president of Shanshan Group, and Wu Gang, a senior expert in clothing industry.

ELLE brand China Development memorabilia

In November 2009, Guangzhou Yi Ni Garments Co., Ltd. was formally established.

May 2010 ELLE women's clothing China regional ceremony and 2010 autumn and winter new product launches;

In October 2010, the French ELLE dialogue fashion ladies forum and the 2011 spring summer new product conference were held.

"France ELLE dialogue fashion ladies" seminar site

Brands born of magazines

Anne is the global vice president of ELLE brand. Under her description, we fully understand the fashion of ELLE development.

"ELLE brand comes from French fashion magazine" ELLEPARIS ".

ELLE magazine was first founded in Paris in 1945. "ELLE" magazine has always been a must read treasure of women with the latest trend information and advanced fashion sense.

In 1985, ELLE magazine became the world's leading fashion magazine, with 42 international versions of the world.

Today, ELLE has crossed the category of fashion magazines and evolved into an international fashion brand.

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From magazines to fashion brands, ELLE has branched out all over the world, enabling people to read the common words of the global fashion industry.

ELLE magazine has more than 20 million fixed readers worldwide.

ELLE brand has been popular with ELLE magazine and has a wealth of product lines. Its product category has covered clothing, accessories, home and so on.

The ELLE brand has more than 25000 outlets in the world, including specialty stores and department stores. There are more than 1000 counters in the US and Kohl 's department stores, and more than more than 7000 outlets in the Asia Pacific region and Europe.

It is no exaggeration to say that the influence of ELLE has penetrated into many parts of the world and penetrated into every aspect of fashion.

China is the most important thing to ignore.

Guangzhou Yi Ni apparel executive director and general manager Sheng Shuang attended the "French ELLE dialogue fashion ladies" seminar

In 2010, ELLE brand landed in China.

As a global brand, why did you choose to land in China at this time? ELLE brand Asia Pacific president

Mr. Anthony gave such an answer.

"China is one of the most potential fashion markets in Asia, and China is a huge business opportunity for the ELLE brand."

After a period of market cultivation, ELLE brand has made a good market reaction in China.

As an international brand, it has already integrated into the local market of China, and is gradually expanding its own field to expand the influence of the brand.

Mr. Anthony said that the ELLE brand already has a very complete sales network in China. For example, there are about 155 sales outlets for shoes, accessories and accessories have 159 sales outlets, and women's handbags and suitcases are 82 sales outlets.

These achievements have further strengthened the confidence of the brand in deepening the Chinese market.

Anthony said: "I believe that the ELLE brand will soon become a part of Chinese women's wardrobe.

ELLE will be more cosmopolitan for China's fashion industry. "

Brand integration into China {page_break}

If an international brand wants to enter China successfully, the operation experience of local companies is undoubtedly an indispensable element.

The success of ELLE's dress depends on its cooperation with Guangzhou Yi Ni Fashion Co., Ltd.

Mr. Sheng Shuang, executive director and general manager of Yi Ni clothing company, also expressed his views.

Mr. Sheng believes that the cooperation between the two sides is a strong and win-win choice.

ELLE brand has a long history and has business outlets all over the world. It is a very influential international brand. ELLE itself is a French "she" meaning, is a feminine brand; "ELLE" magazine has always led the fashion trend of women in the world, is a timely brand; ELLE in China has other authorized products have a good market performance, which is enough to prove the charm of ELLE brand.

Sheng Shuang has spent a lot of time thinking about entering the ELLE brand in China.

He defined the target consumer group of ELLE brand as a fashionable woman between 25 and 35 years old. They have certain economic foundation, fashion sense, pay attention to the taste of life, and have certain cognition of brand.

More importantly, Mr Sheng knows that these groups are in line with the ELLE magazine consumer groups.

"The style of ELLE is fashion women's clothing. Of course, the understanding of fashion is not necessarily the same among consumers everywhere. For example, the fashion in French eyes is competent and simple, while Chinese's understanding of fashion is partial and sexy.

And the style of ELLE should be described in a sentence as a Chinese fashion dress with French romantic characteristics.

Such positioning undoubtedly captured the eyes of the most fashionable women in China.

Clear positioning, product segmentation.

ELLE brand is divided into fashionable and elegant series and fashion leisure series.

Two series products account for 50% of ELLE women's clothing.

Fashion and elegance series its overall style is classic and generous, focusing on fabric and tailoring, compared with Europeanization.

The fashion and leisure series is fashionable and rich in its overall style, focusing on popularity and mashup.

In design, the ELLE brand owns the French design team, the Hongkong design team and the Chinese design team. Each of the three teams has their own strengths and unique design advantages.

The French design team of ELLE brand can always grasp the popular colors, popular fabrics and popular styles according to the popular press conference in Europe and America, so as to provide the international and the most advanced product information for the brand.

Then the Chinese design team will play the role of the Chinese market.

Finally, the design team of Hongkong adjusts and examines the layout and structure of clothing.

The close cooperation between the three links ensures the competitiveness of the products.

For an international brand that has just entered China, the construction of the channel is very important.

Mr. Sheng said that ELLE brand has three channels in China: first, chain stores accounted for 50% of the total number of channels, because its network is huge and chain operation has good market performance; secondly, urban complex or large shopping center accounts for 30% of the total number of channels, because under the slogan of advocating family one-stop consumption, it will become the main battleground for future clothing competition; thirdly, the fashion commercial street accounts for 20% of the total number of channels, because with the continuous expansion of the city, many cities have launched a commercial street defined as high-end or fashionable.

Mr. Sheng said: "in the channel, we will take Beijing, Shanghai, Guangzhou, Shenzhen, Xiamen and Hongkong as direct camp areas, establish flagship stores, establish flagship stores in various provincial capitals, and launch a strong market. At the same time, we will develop the city representative in the second tier cities with the most attractive policies, and quickly expand the network.

We have opened 30 stores in half a year, and successfully occupied Guangzhou, Shenzhen, Shanghai, Xiamen and other markets.

We strive to realize the pioneering work of 100 stores and five thousand stores in the year.

Mr. Sheng's confidence is based on the strong backing of the company.

In production, the parent company of Guangzhou Yi Ni Clothing Co., Ltd., Hongkong pcendence International Holdings Limited, is itself a factory with more than 2000 people and 10 years of experience in garment production. The technology has reached the top domestic standards.

Moreover, the partner of the company is Itou Tadamori, Japan's 500 largest enterprise in the world. They have a certain share of clothing processing in China and have a good reputation. They have more advantages to cooperate with them.

Therefore, the competitiveness of production can not be underestimated.

In the promotion, ELLE brand France headquarters has been uninterrupted brand promotion, so the brand has today's popularity and reputation.

The ELLE brand's different authorizations are also promoting the brand while promoting products.

Such a rich product line can become an example of international brand in the propaganda power of the brand.

Taking a look at Chinese women's clothing, whether it's international brand or domestic brand, it can achieve tens of billions of very few, and over 5 billion are also few. Most brands are wandering between 1~3 billion.

In the fashion layout of Sheng Shuang, ELLE will be the benchmark for International Women's clothing brand in 10 years.

Waiting for the opportunity to move China

ELLE brands enter the Chinese market, especially when they choose the present opportunity.

Wu Gang, a famous brand management expert, thinks that the choice of this time node is very appropriate and wise.

On the development of ELLE brand, Mr. Wu Gang suggested: first, the sales of the top 20 brands in the same area will account for 80% of the sales of similar products in the same area. With the trend of brand concentration increasing, ELLE brands must occupy the top 20 in the regional market, so as to win 80% market sales.

Secondly, with the increasing trend of entertainment, the whole society is developing towards entertainment. I think ELLE brand should pay attention to entertainment marketing.

Finally, fast life brings fast fashion. With the integration of China and the international community, the number of people going abroad has increased geometrically. The freshness of fashion has now been reduced to more than ten days.

The fashion trend in China is usually only one quarter difference from international fashion.

Therefore, ELLE brand should be fast fashion.

Moreover, I believe the ELLE brand has many advantages in this respect.