Pierre Cardin'S 30 Year Brand Myth

Moderator: today's guest is Ms. Pierre Cardin, the chief representative of Fang Fang. I am very glad to welcome you to our interview room.

It's a great honor.

Host: you have been in Pierre Cardin for more than 10 years. You seem to be involved in the fashion industry very early.

And I think you seem to be learning English literature. It's a bit far from fashion.

Why do we engage in such an industry?

Fang Fang: This is a very interesting thing. When I graduated, I came to visit relatives in China. My sister was looking for a job at that time. In fact, I would like to thank Ms. song, who recruited public relations manager at that time, that is, Maksim restaurant recruits staff, and I still want to play at that time.

Then I asked my sister to apply, and then my sister said, "you wait for me, I don't mean anything. You go with me."

As a result, when I went with her, she did not choose. I was elected.

Host: seems to be a lot of things?

Fang Fang: Yes.

It seems to be related to Ms. song and Pierre Cardin, so she came in.

Host: do you really love this brand in public relations or marketing?

Fang Fang: Yes.

Moderator: maybe you first entered Cardan's coincidence. But after so many years in so many fashion industries, how does this brand appeal to you?

Fang Fang: I think the first is Pierre Cardin himself. He is a very charming great man.

Because you can also see that fashion brands are now slowly understood in the Chinese market.

Other brands in the international market, Chinese consumers are not aware of the international push.

For example, like a big brand, I feel like Mr. Pierre Cardin has such a small personality.

Why are we attracted by this kind of personality? It is Mr. Cardin who has always said a word. He said that I didn't use the brand to reflect the style, but also expressed the brand in style.

He means that all of us who work with him understand his meaning very well.

Our style, after all, is the style of Pierre Cardin, instead of hanging a Pierre Cardin logo, which is Pierre Cardin's clothes.

This is a big difference. I think the market competition is very fierce now. I think I have my own personality. It's very rare.

Host: it seems that Pierre Cardin started from abroad at the very beginning. Its style is very different.

It is possible to do geometric tailoring. When it comes to China, it will bring fashion culture to China. It is indeed a pioneer of China.

Now the Chinese know this brand and its popularity is very high.

But there are indeed some cases. Many people may think that Pierre Cardin may say that many brands use the brand.

This is also the problem for many luxury brands in China, which are too many counterfeit products.

Especially for Pierre Cardin, what do you think of this problem?

Fang Fang: actually, there are two aspects. Why do we have counterfeit products? This brand must be successfully copied.

If you can't succeed, there's no need to counterfeit.

As far as I know, we are certainly not the only international brand that has been counterfeited.

Like France and Italy, they are being counterfeited.

Now we are saying that the situation is not just in China.

Mr. Pierre Cardin once told us that he sometimes said that this thing made you feel helpless. He knew the market very well.

He often comes to China, and China has encountered himself like these markets.

At Nanjing Fashion Festival, our counter is on this side, and the counterfeit is over there.

He was very angry. At that time, many local newspapers reported that Jepil Cardin and Gipil Cardin, Mr. Cardan, were very angry pointing at the counter.

For example, in a cool shop in Italy, when many shops store their bags, they are fake.

We do have great problems with the Chinese market now. We try our best to deal with China's industrial and commercial aspects. We sometimes take legal action to combat this fake and inferior product.

At the same time, we also need to ensure that we can unify our image and keep Pierre Cardin's style alive. These two aspects control the problem of infringement.

Moderator: why is the phenomenon of infringement so rampant, you may have very few channels to buy Pierre Cardin's genuine? I do not know if this is the reason, for example, in the Beijing market, where are the sales of genuine products?

Fang Fang: like Parkson, Wangfujing department store and so on, we have our counters.

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Moderator: counterfeit brands, they will make a small shop on the roadside.

Fang Fang: like a big shopping mall, I mean Beijing.

These big stores are more formal because of our things.

And it's been a long time. We have been in Yansha and Baisheng for a long time.

We have a new shop at Henderson just opened.

Like this larger one, I think the shopping mall should be authentic.

What you say is probably not ours, and they have many ways and means of counterfeiting. They have a lot of tricks now.

For example, a company registered in Hongkong, because Hongkong is very easy.

He will register a Italy Pierre Cardin or even French Pierre Cardin in Hongkong, and then he will be commissioned to sell a Chinese company.

Then he used the name of Pierre Cardin of Hongkong, and then found a company that completely disagreed with China's Pierre Cardin.

Because we can't register in China, we have taken all the registration.

Or he changed the LOGO a little bit and then walked beside us.

Moderator: today we teach us to go to regular shopping malls to buy, do not go to the roadside shop to buy.

Is the mall good?

Fang Fang: fight for it.

Moderator: because Pierre Cardin intervened in the Chinese market for a long time, most of us saw Pierre Cardin selling more men's clothing and more leather goods.

Many men put Pierre Cardin's belt outside.

But it is true that I know that Pierre Cardin is a very big brand in foreign countries, as well as daily necessities.

Will you introduce these things to China at the moment?

Fang Fang:

In fact, China has been introduced.

We think Pierre Cardin's men's dress is stronger, that is, it has something to do with time.

Women's wear has just started in recent years, and we are slowly pushing women's clothing to the market, so that Pierre Cardin's women's clothing will make Chinese consumers more aware.

So in fact, women's wear is in fact, other projects you mentioned just now have many partners in China.

For example, bedding has just been developed in China, but it also has good results.

Like Pierre Cardin furniture, we are now seeking partners.

There are many people who want to do this with us, so I hope that in the near future, we can see the matching necessities in the market.

Host: I personally want to go to a store. This is clothes and furniture over there. Is it so convenient to buy all the products?

Fang Fang: Yes.

Then we will open it for you.

Moderator: I think this is more convenient, let everyone know Pierre Cardin faster.

Fang Fang: Yes.

Host: do you think the clothes you wear today are very simple and also Pierre Cardin's clothes?

Fang Fang: Yes.

In fact, Pierre Cardin is succinct.

Mr. Cardin never pursued fashion. He said fashionable clothes were meant to be worn. So he felt his style was the most important.

So his cut is always very smooth and very simple.

He often uses geometric figures, and colors follow the trend of the world, but his own style is to be preserved.

User: is Cartan sold in China mainly in China or in France?

Fang Fang: both sides.

Host: is that a little more expensive abroad?

Fang Fang: we are the way of brand authorization.

For example, our men's wear is Tianjin, and leisurely clothes are Guangdong.

We give him the style, they produce and do well in the Chinese market.

They can also import from abroad. These two channels are all right.

For example, fabrics are available in two places, but like formal fabrics are imported.

Net friend: are all your underwear made by Pierre Cardin?

Fang Fang: both are.

But counterfeit ones also exist.

Host: how do you recognize this?

Fang Fang: because they are very fake nowadays.

Host: how to identify a genuine brand?

Fang Fang: our trademark is red and black silver. This is very similar.

We have a LOGO like this, some counterfeit make this thing very big, there are small words next to it.

Our LOGO is very simple. There may be two more points on the side.

And what does he get on the top of PC's P?

At that time, it was a person's head when you registered.

Host: you must have worked in France for many years, and have worked for Mr. Cardin for many years. You should know him very well.

Can you tell us what kind of person he is in his life?

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Fang Fang: he is a very funny person. He is a very energetic person.

Host: how old is he?

Fang Fang: 84 years old.

He drives and takes us everywhere.

But for him, work is his life. He is such a person.

And he is a very rich hobby, for example, when we go back this time, he just wants to make a book that is issued by Pierre Cardin furniture.

Thousands of people waited for him to sign the book. We were all waiting to sweat. He felt a little tired.

When we took him to the Great Wall, he walked faster than we did. He flew like a fly. Sometimes we were very surprised. How energetic was he at this age? He also had no jet lag and no problems at all.

Host: is he still engaged in design?

Fang Fang: Yes.

The design of our company is subject to his approval.

Although there are many things that occupy him a lot of energy, he is willing to put himself upstairs to make clothes one day, sometimes he will do two sets and three sets immediately.

Host: we have just talked about the majority of people in China watching Pierre Cardin.

You also talked about how to identify it.

So what do people think of this brand in foreign countries, especially in France and Europe? So what is Pierre Cardin's fashion?

Fang Fang: Pierre Cardin's brand is actually very well known in the world.

Because it is a very special year this year, because this year is Mr. Cardin's 60th anniversary and 30th anniversary entry into China.

So we have a big event, so it is a very high-end brand all over the world. It is a very high fashion brand recognized by all consumers.

In particular, as you said, there are many stores in France, which are different from the way of operation here. In France, there are no counters in big shopping malls. In France, there is a specialty store in our famous brand street.

There are such stores in every major city in France.

Host: why didn't we take such a way in China?

Fang Fang: domestic and foreign are different.

For example, if you want to purchase, you may have to go to the mall, maybe you can choose more.

If they are all franchised stores, we will consider doing them.

So now, many consumers are willing to go to the mall because they have everything, men's clothing, women's clothing and so on.

It is the convenience of consumers.

For example, a supermarket on the ground floor is like this now. Everything is bought in that place.

Moderator: as you have just said, this year is a very important year for cardan. He worked for 60 years and entered China for 30 years. It is also a very coincidence figure.

Maybe you can make a fashion show here, and tell us something about this.

Fang Fang: Mr. Pierre Cardin had a retrospective exhibition in Paris in July. He entered CD company 60 years ago, and he sold the fashion brand for the first time.

So he first boarded the Great Wall 30 years ago.

It is a special coincidence. Then we are in October 14th this year, Pierre Cardin. We will do the spring and summer issue next year, and this is the release of men's wear and women's wear this time.

So the site we chose is a World Trade Street on Guanghua Road. We have a very large scale.

We will invite a lot of people. Our T station rarely has such a table in China, 100 meters.

This scale is very large and has not yet been opened.

Host: you are also wearing Pierre Cardin's clothes for so many years. You are also a consumer and fashion loving woman.

How do you feel about wearing Pierre Cardin's clothes?

Fang Fang: it's very comfortable.

Host: what about the price?

Fang Fang: I think it is more suitable.

Because it is not dead, Pierre Cardin's clothes have their own style. For example, the clothes you designed ten years ago, twenty years ago or even thirty years ago are very appropriate for you to wear today.

In France, we have a very loyal brand supporter, like the government wants people to love our brand very much.

They think this dress is dead.

Moderator: is there a value preservation?

Fang Fang: Yes, yes.

Its clothes are very simple, and you can make them very convenient.

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Moderator: just now you said that Pierre Cardin had been in the Chinese market for 30 years, when he came, the whole situation of China might not be very good.

That is, people do not understand fashion. They are very plain and have no color.

Over the past few years, so many luxury brands have entered China.

Apart from counterfeiting, I think competition exists and how to share big markets with them.

Has Pierre Cardin made any new moves in this regard?

Fang Fang: some consumers like Pierre Cardin's style, he will buy your clothes, he will buy other brands, but he prefers Pierre Cardin.

Just like Paris, we have regular customers, nor are we loyal customers. We must maintain our own style.

Why do we do two big activities now? That's because in the Chinese market, some of Pierre Cardin's products, especially those of ourselves, are made by China's partners in China.

In some styles, there are deviations from the real Pierre Cardin, and the deviation is very large.

Our aim is to correct this deviation and let Chinese consumers see that Pierre Cardin is a very modern and very young brand.

It's not that the age is fixed to death. You see, the clothes I wear today are very young. Maybe it takes time. At this time, we are slowly adjusting. We are trying to integrate our image with our partners, and Pierre Cardin's style melts it into our agents' own products.

Let consumers see Pierre Cardin brand with a new look. This is the most important work we need to do at present.

Moderator: whether for the Pierre Cardin brand and you are faced with great opportunities, you just took office to face a lot of things.

Fang Fang: Yes.

Host: what do you think of the life of the fashion circle? You have worked in this fashion circle for so many years.

Fang Fang: very busy.

Host: maybe it's also a media report, that is, more activities show?

Fang Fang: Yes, he has been doing this work.

And we are going to attend the exhibition and the exhibition, flying in the sky every day.

Then I feel as if the feeling you see is actually a very empty life.

Host: tell us about bitterness?

Fang Fang: for example, models need not be talked about.

Including those of us who will smile when you are tired.

Of course, we have a lot of fun in our work, but there are also many things we just mentioned, which are very trivial and annoying.

I think each company is facing the same difficulties as we are, and I think it's a bit like a performing arts circle, as if it was gorgeous to the ordinary people and appeared on the lens every day.

In fact, in real life, sometimes it is very cruel, not as if we are not on it every day.

We are often sweaty when it comes to work, and we're going to work there without a reporter.

Host: are you still very fond of this brand when chatting with you?

Fang Fang: Yes.

Compere: he has been working in Cardan.

The problem is that you work at the new level. What kind of image do you want to bring to the Chinese people?

Fang Fang: I would like to say it again. Of course, this requires our joint efforts.

And for example, the representative office we now set up in Pierre Cardin, China, is all our joint efforts.

You said I took over. I took over with Zhang Wei.

The greatest hope of all of us is to give consumers a brand new impression, which is to erase what it was not Pierre Cardan and bring the real Pierre Cardin stuff to us.

We are now launching press conferences and publicity.

It is to know to consumers what is Pierre Cardin and not to be biased.

This job is very big.

Host: I think you are very energetic and enjoy this job very much.

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Fang Fang: our company is like this.

That is, we must be energetic in this line, otherwise we will not be able to resist it.

Moderator: we very much hope that under your leadership, let us see a real face of Pierre Cardin, let us see a truly different Pierre Cardin?

Fang Fang: we hope so too.

Moderator: Thank you very much for coming to our interview room during your busy schedule, giving us an introduction to Pierre Cardin's identification and Pierre Cardin's development in China.

Fang Fang: Thank you!

Moderator: This is the end of our interview today. Thank you, Ms Fang Fang.

Fang Fang: Thank you!