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Brand CEO Says Chinese Consumers Give Minimalism A Golden Opportunity.

2013/5/16 8:52:00 19

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 Customer Orientation: be careful not to show off your wealth. 
 Beijing Business Daily: in 2012, China's economic growth slowed down. How did the brand choose to open shop in Beijing and Shanghai, and how to consider it in Beijing? 
 Alessandro Cremonesi: compared with Europe and the United States, the growth rate of Chinese market is very fast. I believe that the future Chinese market is not only a huge consumer market, but also a leader of fashion trend. Although the economic growth is slowing down, I think this opportunity is ripe. The brand will enter the market slowly and cultivate our customers at this stage. Moreover, Chinese consumers demand higher quality, fabric and details, and no longer pursue the mentality of showing off their wealth. The demand brought about by this spanformation is just in line with the brand image. When entering the Chinese market at this time, consumers will really find the advantages of our products. 
 Beijing Commercial Daily: Recently, "no LOGO", low-key "a href=" http://www.91se91.com/news/index_f.asp "dress less than /a" style has been popular in China, and many luxury goods brands claim to be "braking" in China. As a famous designer brand CEO, what do you think of it? 
 Alessandro Cremonesi:Jil Sander is a brand without LOGO. We want to tell consumers brand spirit slowly. At present, we have 5 stores in China, in Beijing, Shanghai, Macao and other places. The brand has always spent more time and energy on the details of playing, workmanship, fabric and so on. We want to keep our feet steady and let more consumers know us, and at the same time, we are also familiar with consumers' demands. 
 Beijing Business Daily: some people think that many a href= "http://www.91se91.com/news/index_h.asp" > luxury goods > /a > big brand change design route to cater for a good performance market. This practice is detrimental to brand soul. Do you agree? 
 Alessandro Cremonesi: I agree with this view. People in different countries have different physique and temperament, and there are more or less restrictions on design. But I think the so-called "amendment" should be done before design. The designer must make clear before the creation of what kind of design is more suitable for a certain market. This series will be complete and will satisfy the majority of consumers. This is also an important aspect of judging the designer's ability. 
 double shop: two stores 5 /p.
 Beijing Business Daily: what kind of new elements will the third return of brand founder Jil Sander bring to customers? 
The return of Alessandro Cremonesi:Jil Sander is one of our marketing strategies. Her return has a positive effect on brand. She has a high demand for quality and fabric, and she, as the founder of the brand, is bound to bring the most original design and spirit to consumers. The design now displayed in the China World Trade Center store is the first series of Jil Sander launched in December last year. 
 Beijing Commercial Daily: what is the strategy of Jil Sander in the Chinese market? What is your expectation or expectation of the brand's performance in China? 
 Alessandro Cremonesi: we have opened 5 stores in China in the past two years. In the next two years, we hope to open another 5 stores, increase the number of stores in Beijing and Shanghai, and open up the two or three line market. At present, the Chinese market and consumers are getting more and more mature. Consumers are pursuing fresh elements. Jil Sander is still a new brand for Chinese consumers. Our expectation is to bring fresh design and inspiration to Chinese consumers every season. 
 Beijing Commercial Daily: Recently, many international fashion brands such as Coach, Boss and Zara have set up a self operated e-commerce platform in China. Does Jil Sander have any plans in this regard? 
 Alessandro Cremonesi: at present, our concerns are not online. In the future, we hope to combine offline shopping experience with online services. We are also preparing for the online shopping experience to be synchronized. In Europe and the United States, we have already launched the e-commerce business. At this stage, we are still aware of the online buying habits of Chinese consumers. At present, the electricity providers we do abroad are other organizations doing business platforms for us. Products and services are all done by ourselves. In China, we still can not determine the mode of operation of e-commerce. 
 minimalist style: to attract Chinese taste by cutting. 
 > a href= "http://www.91se91.com/news/index_p.asp" > Beijing < /a > Business Daily: some minimalist designs are not suitable for the stature, temperament and aesthetics of most Chinese consumers. How do you think this style of acceptance in the Chinese market is far less than that in Europe and America? 
 Alessandro Cremonesi: the spirit expressed by minimalism is neat lines and exquisite tailoring. This is also the idea we want to convey to consumers. In fact, after entering the Chinese market, we will make some corresponding adjustments. We need to understand the taste of Chinese consumers and convey the advantages of minimalism to consumers. However, we are not bad in Asian markets such as Japan, so we are not worried about this. 
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 Beijing Commercial Daily: what will be the localization of the brand in the Chinese market? Will it develop a series or new products specifically for the Chinese market? 
 Alessandro Cremonesi: of course we will design according to the characteristics of the Chinese people, but we are a global brand. We hope to combine the needs of Chinese guests with the DNA of our brand. When Chinese consumers come to see other stores in the world, they will be a complete design of a series of souls rather than cut apart, which is what we want to tell consumers around the world. 
 > character sketch .
 Alessandro Cremonesi was born in "fashion capital" in Milan in 1968 and graduated from Luigi Bocconi University of Commerce. In 2008, Jil Sander hired him as chief financial officer, then promoted to CEO and served as a member of the board of directors of Jil Sander group. 
 brand file 
Jil Sander, born in Germany in P 1943, obtained a degree in textile engineering from Hamburg. In 1968, Jil Sander opened its first personal boutique, and released the first fashion show of Jil Sander in 1973. In the 80s of last century, the work of Jil Sander began to attract attention, and its personal brand was gradually sought after and eventually accepted by PRADA group. 
 Jil Sander is famous for its frugal aesthetics and simple lines. She abandoned all unnecessary details, and the zippers and buttons were completely abandoned. Jil Sander likes to wrap the body with wrinkled cloth and place a clip in the right place, using oblique cutting to highlight the lines. The color of the brand is mostly neutral, but modern cloth is not exaggerated. Jil Sander's clothing has perfect lines on the shoulders. The founder of Jil Sander was awarded the title of "Queen of Clean" by the women's wear daily.