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170 Years Of High Street Brand

2011/9/1 13:47:00 42

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Starting from Shanghai Hongqiao Airport, it takes no less than ten minutes' drive to reach C&A's headquarters in Shanghai World Trade Center.

Their front desk is bright and white.

Wall

There are casual employees everywhere.

Compared with the fashionable brands that often set up offices in Hang Lung Plaza and Huaihai Road, it is hard to imagine the casual decoration style here. This is a family business founded in Holland and now headquartered in Germany.

Even though most of the world's garment manufacturing is originated in China, no one can shake Europe's creativity in fashion from the perspective of brand ownership.

High men's wear and women's wear are the world of tailors in Italy and France. The high street brand is dominated by Sweden's H&M and Spanish ZARA group, and the C&A TOPSHOP of the United Kingdom.

What secrets do Europeans have to sell their brands to the whole world?

What is even more surprising is why a fashion shop rising on the rise of parity has been dogged for 170 years.

In the clothing industry, there are few brands that have this number.

Mark Siezen is the new CEO of C&A China. He has a very Chinese name, Xi Zhen en.

Before becoming a CEO in China, he had worked as an adviser on investment strategy for the Swiss Cofra group holding the brand for a long time. This Dutch knows the short board of high street brand, and most of the story marketing can only be the top brands.

Marketing

Strategy, and now as a fast moving consumer goods fashion, "we must pursue the details of the grasp, no details, no success."

Since entering China in 2007, no one knows how well the brand has achieved in China.

Xi Zhenen said that the company's research on the Chinese market has never stopped, but "we are family businesses and do not need to report specific data to the outside world."

I can only say that the results are satisfactory.

When he said this, he showed 16 signs of laughter.

Since the 2003 Chinese market began by Xi Zhen en, the rise of high street fashion crazily has been around.

To be honest, in the first and second tier cities of China, fashion disappeared from the lives of the people for more than 30 years and swept the city at a flood speed.

People only know consumer brands, to the awakening of today's "fashion democracy" consciousness, and use a H&M T-shirt to match LV and GUCCI packages. Beijing and Shanghai can be seen everywhere.

High street is no longer the antithesis of luxury. In the view of more people, they can live in harmony.

Whether they are top brands or more popular fast food, they are more adept at using this change for marketing. In cooperation between H&M and LAVIN, even though the price of 1500 yuan and a dress is still not cheap, young people still stand at Qianmen Street shop door all night waiting for rush to buy.

People who have seen such a scene can understand how eager they are to have one.

famous brand

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These crazy behaviors have given H&M a higher degree of attention than usual. The story of ZARA is more than one story. Every year it plagiarize big designs to accept heavy fines, while hundreds of thousands of millions of ordinary consumers are coming.

C&A's competitors in China are the brands that are rooted in the minds of consumers through a series of crazy events. Although these brands are much younger, H&M opened its first store in the UK in 1976.

From the price point of view, C&A is more like Japan's UNIQLO, which sells almost all the basic clothing of the public, but it has become a commercial miracle.

C&A is bigger than its ambition. Its clothing has always been characterized by the sale of full line products. Children, students and white-collar workers are its audience. Clothing is finely divided. It is suitable for urban people to work, relax, even nightdress and bikini. This one-stop shopping mode for whole line products is now being studied by most retail stores.

Besides clothes, they also intend to make some.

change

When other high street brands are adhering to the "globalization" strategy, Xi Zhen en plans to make its brand more "Sinicization".

They don't sell the same clothes all over the world like H&M or ZARA. In the eyes of Xi Zhen en, people in every country and region have different requirements for styles and colors. "This should not be the same." C&A set up a design team of 14 people in China. Only 1 people came from Germany, and the rest were Chinese. They would redesign the clothes in the European design center with Chinese eyes and become more suitable for Chinese people.

In other words, they hope to maintain some international brand image to adapt to the psychology of Chinese consumers, and make some adjustments at the same time. Although this adjustment is implicit, it may also give C&A more commercial returns.

After all, for a popular clothing brand planning to open 150 stores in 2015, it is a serious matter to win more consumers.

In their base camp Europe, they also face the needs of consumers at different levels. Now, after 170 years of development, their number of stores has reached 1000.

Price is the current C&A advantage, but people's demand for high street brand quality is higher and higher.

In the past, rough workmanship and the use of cheap fabrics have attracted criticism from many high street brands.

In order to change this situation, many brands have set up strict quality control procedures internally. C&A is no exception. They have signed quality contracts with suppliers who have worked in China for 30 years, and set up quality control centers at global headquarters.

In addition, they will continue to extend the tradition of cross border cooperation with designers from 1913 and provide some more qualitative clothing.

This is not consistent with the stereotype of the Nordic people in the traditional impression.

They are more flexible and know how to attract business, but today's fast food fashion industry is not just designed for competition, but also depends on the group's financial resources, logistics efficiency, and even professional display.

C&A has changed the clothing retailing industry many times in the past. They have overthrown the fashion privilege that only the nobility can enjoy in history, and the first one to sell bikini and children's clothing in the shop.

But today's market environment is much more complicated than before. Especially in the face of the opening of China's market, can it create an astonishing move or develop rules and regulations?

At present, only Xi Zhen knows.