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Hermes Expands Again: Its Brand "Up And Down" Opens Retail Stores In Paris.

2012/4/4 22:50:00 37

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Chen Shu Shu, the media director of the "up and down" media, has confirmed the matter to the media. "Up and down" Paris retail store is located in the street of SF, covering an area of about 80 square meters, next to Hermes's flagship store.

Since the design and decoration work has lasted for a long time, the opening time of the "upper and lower" retail outlets in Paris has not been determined yet.

Hermes

It is a famous brand of fashion and luxury goods in France.

In the early years, it was famous for making advanced harness in Paris, France. Later, it also introduced bags, garments, scarves, perfume, enamel, ornaments and household products.

After several generations of joint efforts of the Hermes family, the brand has become famous. Now Hermes has become a famous brand.

Luxury consumer goods

Typical representative.

In 1997, Hermes entered China.

With the rapid development of the market and the rapid development of China's economy, Hermes has increasingly recognized the importance of the Chinese market.

Therefore, the Sinicization of Hermes brand has also become an issue of increasing concern to the company.

The "up and down" brand was co founded by Hermes and a Chinese named Jiang Qionger.

Jiang Qionger had studied in France and returned to his country to set up his own ornament, June, and later established a connection with Hermes because of a cross border display on display.

In 2008, Chiang and the Hermes jointly established the "up and down" brand.

Ye Qizheng, a senior media man in the luxury goods industry, said that Hermes has always retained the Chinese lineage of the top and bottom brands, except that a chief operating officer who took office last year was a foreigner, and other designers and staff members were Chinese, and its creativity and production were the most traditional methods in China.

Ye Qizheng: first, the positioning of Hermes's own brand, paying attention to history, handcraft and traditional crafts, so the whole positioning is very consistent. Therefore, he is willing to invest in Chiang Chien, completely in accordance with Chinese traditional crafts. His selection of materials, including the production method, is completely restored to the ancient practice. In fact, it is completely different from other brands. It is a bit like handicraft art.

In 2008, Hermes opened its first family in Shanghai.

Up and down

Brand store.

One necktie of this brand is about 480 yuan, and the sweater is about 5000 yuan, and a red sandalwood furniture sells for hundreds of thousands of yuan.

This brand can be regarded as an out and out Chinese brand, because it is designed by Chinese designers, Chinese handmade, and the brand is also managed by Chinese teams.

Although the "up and down" sales were only sold in China, the "Sinicization" of Hermes is still quite striking because in the world luxury industry, Hermes is the first company to launch the one hundred percent Chinese brand.

Generally speaking, luxury brands take the road of Sinicization through the acquisition of brands with Chinese characteristics. Only Hermes has made a Chinese brand from scratch.