Puma Appointed Hussein Chalaan As Creative Director Of The Company

Hossain Cha ran Yan has learned that Puma, the global sportswear brand, has formally appointed the British fashion designer Hussein Char, born in Cyprus, as the creative director of the company, and Puma set up the new post, which fully demonstrates that it will continue to make progress in the fashion style.

In addition, Puma also announced that it had acquired most of the brand of Chad brand, and promised to help the brand build a business scale that matches the designer's reputation.

It is not known that the specific paction volume of the merger between Puma and Brand Company.

One day before the announcement, he had just released his 2008/2009 autumn and winter new product series.

Hussein Chalaan, chairman and chief executive of Puma, told reporters at the press conference: "Hussein Chalaan is a real dreamer in today's fashion world.

After taking the post of creative director, he will undoubtedly bring Puma's innovative technology, avant-garde design philosophy and dreams and passion.

JochenZeitz said that he was the first creative director since Puma was founded, and is also the first fashion designer to be appointed as the creative director of the popular sportswear brand in history.

Last year, Puma was just acquired by PPR group, the world's second largest luxury retail giant, which owns 62.1% of Puma.

JochenZeitz also said that after Puma acquired the Brand Company, Chalaan would still be responsible for the daily affairs management of his company.

"After buying most of the shares of Hussein Chalaan brand, Puma will have the opportunity to enter the new development field, expand the direction of development, and become the world's most attractive sports lifestyle Brand Company."

According to authoritative data, Puma has become the second largest sport equipment brand in Europe after Adidas.

Recently, Puma announced its financial position in 2007. Its annual revenue reached 269 million euros, up 2.2% from the same period last year. Its total sales amounted to 2 billion 370 million euros, up 0.2% over the same period last year.

Hussein Chalaan's works, Charles ran, said: "the evolution of Puma's brand style is quite different. It can set up a new development mode, which integrates all the management experience of Puma and PPR group."

PPR, a luxury group in France, bought most of Puma's shares in May 2007.

Chalaan said: "I feel very happy to work with JochenZeitz.

He has a learning background for art majors, and is also very interested in culture. He respects designers and has great enthusiasm for artistic creation. "

Of course, the core part of the cooperation between the two sides is to take charge of the daily design work of Puma brand, and to inject new vitality into Puma's product design. The brand is famous for its ability to turn any new idea into reality. It has a special liking for high technology elements. He has introduced a skirt that can control the form of fashion in the show. It has been completed automatically or folded together. It has also been designed as furniture and even decorated with electric light bulbs instead of crystal ornaments.

"Obviously, we are a perfect combination," JochenZeitz said.

In fact, Zeitz has recently been introduced by friends to know the brand, but immediately realized that the two sides could cooperate in depth. This would not only enhance the value of Puma brand itself, but also lay a solid foundation for the brand designer of the brand and obtain favorable conditions for development.

JochenZeitz said: "the next development trend of sportswear industry is the introduction of fashion concept."

Zeitz stressed that Puma brand is the world's first sports equipment company positioned as lifestyle brand.

JochenZeitz said: "we have introduced the concept of fashion and lifestyle into the sportswear industry, but at present there are no suitable mechanisms and candidates to complete the relevant design work to meet the dress requirements of the public. We plan to increase investment in achieving the established goals."

"We are like couples in love," market analysts said. This is not the first time Puma has entered the field of fashion industry.

JochenZeitz said Puma had worked with Jill Sander brand 10 years ago to promote the first combination of sportswear brands and fashion designers, ahead of the Y-3 brand launched by Adidas and Japanese designer Yamamoto Teruji.

JochenZeitz said: "Puma was the first to introduce the fashion concept into the development strategy in the sports equipment company, and actively collaborated with famous designers such as Jill Sander and Neil Barrett to provide fashionable sportswear products for consumers."

Puma has maintained close ties with high-end fashion designers such as Alexander Macqueen and Philip Stark, and has jointly developed a trendy sneaker with Ducati group of Italy motorcycle manufacturer.

Last year, Puma signed Holland designer Marcel Vanders design accessories series.

Puma's cooperation list also includes the Hongkong Cowboy brand Evisu, the two sides jointly launch a new subsidiary lifestyle brand, the main home twill denim cowboy products.

JochenZeitz said Puma's partnership with Mr. Zhalong will push its fashion industry to a new stage.

"I believe that the relationship between the two sides is not just a collaboration but a long-term partnership.

Chalaan and its brand are integral parts of Puma's overall industry, and Puma will also be a concrete manifestation of the expansion of the company's role.

Charles ran agrees with JochenZeitz's view.

"My cooperation with Puma is not a short-term behavior. Our marriage is like a couple in love.

With the support of PPR group's hardware and software, as well as Puma's perfect grassroots organizational structure and technology platform, we have the ability to pform some experimental creative ideas into reality, which is the same for Puma and two brands of Charles.

I hope that through the efforts of both sides, the general public will be able to get into the real fashion products with the latest fashion features, not just enjoy them in the show. "

It is reported that after taking the post of Puma creative director, he will be fully responsible for the creative design work of all kinds of clothing products, such as shoes, clothing and accessories, including Puma sports fashion products and lifestyle products.

The entire Puma new product series will be re priced, incorporating the added value of the fashion and brand concept representatives, and will be sold in Puma select stores, main concept stores and global store outlets.

Chalaan said: "I believe my design concept is very close to the characteristics of sportswear.

In fact, the pformation of sportswear power flow is faster than traditional fashion products, so designers must constantly think and practice new ideas and make use of new technologies and new fabrics to produce.

Francois Henry Pinault, chairman and President of Puma luxury group PPR, said: "cooperation with the brand of Zhalong brand marks a big step forward for Puma.

A business enterprise should be guided by the market, and the change of market environment determines the development strategy of an enterprise.

Puma chose to distinguish itself from other sports giant companies, which I think is very meaningful.

However, at present, Puma does not have an overall brand style.

On the one hand, the style of Puma sneakers is deeply rooted in the hearts of the people. In the face of a pair of sneakers without any signs, consumers can not hesitate to identify whether they are from Puma's hands, but the clothing products belonging to Puma brand are still unknown.

So even though it is not a luxury Brand Company, Puma still needs to appoint a creative director to improve the situation.

"Not only is cooperation but also a new mode," said JochenZeitz. He said he hoped that the acquisition of the brand could greatly promote the development of Puma's clothing business, and Puma's main sales revenue is still from footwear products.

In 2007, the total sales volume of Puma footwear products reached 1 billion 480 million euros, an increase of 1.9% over the same period last year, while sales of clothing products were 998 million 700 thousand euros, an increase of 5.7% over the same period last year. There is still a big gap between them.

On the other hand, after completing the acquisition, Puma will be responsible for promoting the brand of Charles brand to the international market and helping it establish global influence.

JochenZeitz said: "when the brand comes to Puma, it will usher in the best time to tap potential, expand influence and build brand. This brand can take advantage of this opportunity to improve the retail environment to the greatest extent."

JochenZeitz did not disclose whether Puma plans to help the Hussein Chalaan brand to establish an independent store in the future, but he believes that the brand can be developed quickly through Puma's complete wholesale channel in the short and medium term.

JochenZeitz said: "Puma will provide the best sales channel and marketing environment for brand products.

We will work out a sound development plan for the brand and set up a set of feasible business models before entering the new field when conditions are ripe. "

Chalaan himself said: "we want to become a global brand, but this goal needs to be implemented in a right and healthy way."

"I don't think this is just a cooperation, but rather a new development model."

Puma chairman and CEO JochenZeitz defines the handshake of the company with high-end fashion designer Hussein Chalaan.

Puma has already done a lot of work, including establishing a partnership with the world top racing formula one competition, signing a contract with the world's top auto manufacturer, Italy Ferrari, and actively involved in the football industry.

Puma has also maintained close ties with the fashion industry, such as the designer Philip Stark, who designs the new dress series, works with the former model Christie tlington to launch a fitness suit, and establishes partnership with designer Alexander Macqueen.

In addition, Puma has launched the "black series" to try to integrate into the concept of design innovation.

Pinault, chairman and President of PPR, stressed that Puma is still mainly a sports Brand Company, but the appointment of Charles ran as creative director will accelerate the pace of fashion.

JochenZeitz hopes to integrate Puma into a brand with a unified visual appearance and logo, and to introduce the latest design technology and hi-tech fabrics in the fashion industry, and to enhance the brand's artistic sense of design.

Zeitz recalled: "the first question that Chera asked me is whether Puma has any expert on carbon fiber fabrics at present."

After years of efforts, Zeitz has set up a design team of 80 people worldwide.

On the other hand, the combination of Puma and zhal Yan also has an extraordinary significance for the fashion industry. To a certain extent, it marks the end of the two luxury group LVMH and PPR, which carved up the era of world-renowned young designers since 1990s.

In the market environment where the two big groups are intensifying competition, the limited industrial resources are being robbed. It is hard for new designers to rely on their own efforts to develop their own brands, unable to establish a sound production and sales channel quickly, and most designer brands can not escape the fate of takeover at the initial stage of creation.

Moreover, today's fashion media are largely restricted by advertisers. In this field, the global advertising investment has reached 3 billion 800 million euros. The large group naturally takes the majority of the media resources, and the designer brand is inevitably left behind.

Although Italy has been subsidized by Gibo of the enterprises in the past, the company has not been able to expand to the world in the past. Now Puma has come forward to lend a helping hand, which may completely change the status quo.

If a sportswear group, such as Puma, has a certain capital strength in the fashion industry, it will attract other competitors to foster designer brand. This will strongly promote the growth of new designers and gradually break the current situation of big groups monopolizing the fashion industry.

Besides, the fashion industry should be proud of young designers who are recognized by other fields. They should also regard the improvement of sportswear design as a new development opportunity.

JochenZeitz said: "sportswear is always pursuing the latest technology elements. Now it's time to integrate into the art design concept.

We are proceeding along the right path of development, and I believe that he will bring Biao.