Women'S Shoes Daphne Goes To The Clothing Industry

Famous fashion shoes brand

Began to focus on the clothing industry.

A new life image shop opened for its first ladies' brand, Daphne life (Daphne Young), opened in May in Shanghai flower Plaza.

Daphne said that in the next 10 years, the group's business development will take the core strategy of "multi category, multi brand, multi level and multi-channel".

Launch the first clothing sub brand

It is understood that the Daphne life image store, which is located in May flower life Plaza, is specially displayed.

Daphne clothing sub brand Daphne life new store, the brand fashion clothing, and covers fashion shoes, handbags and other fashion accessories, to create a three hundred and sixty - degree lifestyle needs to care for girls.

Daphne group spokesman Huang Yingzhe told reporters that Daphne life is the first clothing sub brand launched by Daphne group in the first half of this year. On the one hand, opening a new life image store is considering that the consumer group of Daphne has such a demand, in addition to the consideration of the group, the development of the whole fashion field is the goal of the future development of the group.

"Shanghai Daphne life image shop is not the first store of this brand. The brand has several stores in other cities in trial operation. In the future, we will adjust the development of this image store according to the results of trial operation."

In addition to Daphne life, Daphne's current clothing brands also include Daphne Daphne (Collection) and Debina (D espina).

Among them, Daphne's impression is more high-end, emphasizing the elegance of women, while Debbie takes the route of European style.

Huang Yingzhe said, "the main brand Daphne has always been positioned more closely than the masses, and the sales channel is generally dominated by street shops.

And Daphne's impression is relatively high-end. In the future, it will mainly be stationed in department stores. The brand positioning and sales channels of another group of women's brands, Debbie, are still being adjusted, and we will introduce them into the Shanghai market in the future.

Huang Yingzhe said that at present, the group has 10 well-known footwear and clothing brands including Daphne, Daphne, impression, Daphne life, shoe cabinet, AEE, dulala, D espina, ALDO, AEROSOLES and Ameda Moda. In view of these different positioning and style brands, the group will also expand different sales channels corresponding to them, including department stores, stores, franchised stores, e-commerce, TV shopping and mail order.

Multi brand strategy will be implemented in the future

Huang Yingzhe said that Daphne group's goal is to develop into a diversified fashion group based on footwear, clothing research and development, manufacturing and brand management. In the next 10 years, the group's business development will take the core strategy of "multi category, multi brand, multi level and multi-channel".

Analysis of the industry, now more and more shoe enterprises to expand

In space, many brands have been created and imported, and they have been involved in many fields, striving for the market share and making more profits.

Moreover, multi-channel can also provide cross coverage for consumers and reduce the risk of business operation.

However, different brands exist at the same time. Enterprises need to invest more manpower, financial resources, material resources and energy, resulting in higher related costs. Moreover, the existence of multiple brands increases the risk of their own competition. If the distinction between brands is not obvious, one of the brand's products will be left out of the market.

All along, parity strategy and street paving mode make Daphne become the leader of single women's shoes brand, but this is a brand new attempt for Daphne. Whether consumers buy it or not is still to be seen.