Vivienne&Nbsp; Westwood Speeds Up The Layout Of China

Vivienne Westwood commercial director Aragoni (left) happily accepted the author's interview. The English version of the biography of Deng Xiaoping is on the back shelf.

　　 local branding

China has vast territory and abundant resources, and every region has its unique humanistic culture and resources. Thus, Mr. Aragoni's footprints are all over China, including Beijing, Shanghai, Shenzhen, Hangzhou, Shenyang, Ji'nan and Qingdao. He himself went to know the market, visited factories, and looked for Chinese partners. Speaking of partners, he stressed that although in some other countries, the way of using authorized agents to open shops, China is a very important country and they will not adopt this way. Moreover, Vivienne Westwood is not only an international Brand Company, but also an independent designer Brand Company, which is very different from international group companies and does not belong to any group. Therefore, finding Chinese partners is only for the localization of international brands, which is conducive to the communication and integration of the two cultures. Moreover, its personnel relations are directly managed by the British headquarters, and a group of British headquarters is co operated with Chinese partners.

Vivienne Westwood China's first brand retail store is located on the third floor of Beijing's world's top luxury and fashion brand Plaza, Xinguang Tiandi shopping plaza. The store is adhering to its usual Innovation: in the more than 70 square meters of luxurious space, it sparkles the originality and individuality of Vivienne Westwood's original flavor, its dazzling lighting is scattered, and the British fashion show of the wood color shows its atmosphere and dignity. The contrast between bold water blue and paint red dress shows the uninhibited nature of the brand at the moment, and the design of the accessories is very strong, such as the cool and beautiful heart shaped brooch and the skull head stud, all following its absolute resistance to the end and adhering to the distinctive attitude. Create a personalized, rich and wonderful shopping experience for customers.

　 Multi brand culture

This time, in Vivienne Westwood Beijing Xinguang Tiandi store, the 2011 new season men and women clothing series listed in London is more like a "British crazie" long-awaited popular storm. The autumn and winter series with the famous cowboy brand LEE will bring you back to the unforgettable punk age through the wonderful use of strong colors and the addition of metal elements. The Vivienne Westwood jewelry series in the shop is combined with the mysterious folklore in the Balkan region, reflecting the strong nostalgia style of the great Russian Empire - a connoisseous personality but a steady connotation. The newly listed Reprieve pendant is made of finely craftsmanship by silver, copper and gold.

Tracing the history, in the world fashion industry, since the late 70s, Vivienne Westwood has become the symbol of London, and is the initiating brand of the new romanticism movement. In the era of punk, Vivienne Westwood is just a pure fashion designer. Her design style is mainly based on punk music, designed for the ex Malcolm McLaren band, and punk avant-garde. Of course, these subversive designs also cater for the rebellious era. During this period, the clothes she designed did not produce and sell in large quantities as a fashion brand. But then the times changed, and her personal life changed. She broke up with Malcolm McLaren. She meets Carlod Amario, a new partner in Italy fashion industry. The new partners give Vivienne Westwood new opportunities and rebuild the brand system. They realized that if we want to really enter the market, large-scale production and sales must change the situation that only focuses on creative design. Vivienne Westwood still has free creative space and unique style, but the designer team has reached a tacit understanding with the business team. The market department often studies what the market demand is, and submits this information to the designer team for reference. Of course, this tacit understanding requires time to run in. How to find a balance between art design and business success is the key to the success of designer brand.

At the same time, the company has made full use of the way of subdividing the fashion market to extend the brand. Since its development in 1993, the clothing of Vivienne Westwood brand has developed to 4 series, namely, "Gold Label", "Red Label", "Anglomania" and "Man". These brand series meet different needs of target consumers at different price levels and styles. In addition to the clothing series Vivienne Westwood has also opened up handbags, shoes, jewelry, perfume, glasses, watches and other brands. Maximize the use of different ways to express the fashion attitude of Vivienne Westwood, and maximize the added value of the brand. {page_break}

　　 Made in Italy

Italy's manufacturing industry is well known, and its handicrafts and technology are also excellent. Therefore, Vivienne Westwood has established a manufacturing base in Italy in addition to reshaping the brand. At present, the product of the brand 90% is "Made in Italy". It has been more than 20 years since they have reached a solid cooperative relationship.

As the company has many commercial cooperation with Italy, many Italians joined Vivienne Westwood, including Mr. Aragoni, brand commercial director, who also came from Florence, Italy, and entered the company in 1999. He said he attracted him to Vivienne Westwood, in addition to working closely with Italy, as well as the uniqueness and diversity of Vivienne Westwood design.

Mr. Aragoni is also responsible for developing the Chinese market. He mentioned that now, taking into account the principle of market proximity and cultural similarity, Vivienne Westwood currently has a small proportion of jewelry produced in China and Japan. Because with his frequent visits to major cities and factories in China, he thinks that the level of Chinese manufacturing has reached a high standard. Moreover, headquarters will send Italy professional technicians and management personnel to China for training and guidance throughout the year. At the same time, products will be sampled to ensure the quality of products. Therefore, we should not mind manufacturing there. The key is to see whether the quality can be guaranteed. In order to reduce costs and enable more consumers to enjoy good products and good prices, in the future, we will not rule out that more products will be produced in China.

　 Environmental protection and innovation

Over the years, Vivienne Westwood brand has never ceased to pay attention to and protect the environment. The changing and chaotic climate has also become the source of brand passion and inspiration. Neat and unordered clipping, grid and stripe stitching, Vivienne Westwood brings you beyond imagination of fashion creativity and flashing endless source of inspiration.

Since entering the Chinese market, it has been widely affirmed by consumers. According to the manager of China's marketing department, customers who had been shopping in Hongkong or abroad were also heard. The number of consumer groups increased steadily. And the opening of two stores in Shanghai will surely give consumers more hope. It is worth mentioning that the Vivienne Westwood global shoe exhibition will be held at Shanghai port Hui square in October. The exhibition will also be a landmark event in the opening of Vivienne Westwood flagship store.