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Roger Vivier: Refusing E-Commerce And Pushing The Order Limit To Maintain Mystery

2013/6/4 19:22:00 43

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refuse to cooperate with distributors, refuse electricity providers, refuse franchising, "we will not deliberately integrate Chinese elements into design."

Sabine Brunner has been running in China recently. As the general manager of Roger Vivier global brand, after visiting the stores in Beijing and Shanghai, she went to Hangzhou to open the opening of new stores.

This is the seventh direct store of Roger Vivier in Greater China, and as early as 2005, Roger Vivier opened its first store in Hongkong and officially entered the Greater China market.

"from the beginning of our decision to enter the Chinese market, many dealers want to cooperate with us, but they are all declined by us."

Sabine Brunner told financial weekly newspaper that Roger Vivier will open 10-12 shops in the Chinese mainland market.

if Chanel's wisdom is poured into the little black dress for love, then Roger Vivier allows women to stand on the high altitude a target= "_blank" href= "http://www.91se91.com/" > shoes < /a >, and see the whole world.

he invented high-heeled shoes for women.

Since opening his first boutique in Rue Royale in Paris in 1937, the queen Elizabeth II's shoe maker has created a dream for the "10 centimeter" kingdom until she died at the age of 90.

magic shoes, the shoes of the same name are not inferior to those of Jimmy Choo and Christian Louboutin. After being included in the Tod s group, Roger Vivier also returns to the Group CEO Diego Della Della with a sustained three digit growth.

"one refusal": declined dealer cooperation /p >

in the first quarter earnings report of Tod 's group, Roger Vivier once again extended the three digit growth last year, increasing 101.5% to 26 million euros from 12 million 900 thousand euros in the same period last year.

Roger Vivier has achieved good results in the past two years. Thanks to the help of Tod s group in 2001.

In 1998, the 90 year old Roger Vivier left the world, although he passed the classic "square buckle" to the world, but a time Roger Vivier brand was also greatly impacted.

2001, Tod s Group CEO Diego Della Valle decided to re launch the Roger Vivier brand.

After two years of reorganization, it was reborn in 2003. The newly launched Roger Vivier has not only shoes and bags, but also small leather goods, jewelry accessories and sunglasses.

July 2005 Roger Vivier opened the first boutique in Greater China in Hongkong landmark, which means that the brand is officially launched worldwide.

Roger Vivier global brand manager Sabine Brunner told financial weekly newspaper: "since we decided to enter the Chinese market, many dealers want to cooperate with us, want to help Roger Vivier sell more products, but we have been declined."

"as we all know, when a new brand wants to develop rapidly in a certain market, if it can cooperate with powerful distributors, it can effectively expand the share of the market in the market, thereby opening up the local market quickly, and the sales performance will also show a good growth rate. Even this brand of goods can form a strong fashion trend."

but on the other hand, agents seek to maximize short-term profits while luxury brands seek to maximize brand image.

Therefore, poor management of agents will cause irreparable damage to the image of luxury brands.

Ralph Lauren is an excellent example. Before 2010, it has been represented by dealers. The products sold at first in China have never been rated as high-end.

When it reclaims the agency, the first thing is to reshape the brand image and shut down a lot of stores and carry out all directional reintegration.

Such an example is common. P Salvatore, also from Europe, raised its stake in the Greater China distribution company at the beginning of the year, and said that the agency's right to recover the dealership was a Xiang Changyuan's plan. However, the expansion of the Ferragamo outlets in the two or three tier cities is imperative.

despite the fact that the interest game between luxury brands and distributors has not stopped yet, fleeing agency is no longer a secret strategy for luxury goods industry.

Roger Vivier is much more stable than many luxury brands want to quickly "encirclement" the Chinese market.

"P >" when Roger Vivier resolutely refused to cooperate with dealers, we realized that "our development is very slow. Nevertheless, we have to ensure the brand image and uniqueness of Roger Vivier, and we can not let Roger Vivier become a fashion trend at the same time, because this brand will also decline when this trend is gradually withdrawing from the fashion industry."

Sabine Brunner indicates.

> "two refusal": reject the electricity supplier, and push the custom limit series to keep the mystery /p >

"when Roger Vivier opens up 70 boutiques in the world, we may stop the expansion of boutiques."

Sabine Brunner says we need to make sure that the brand is concentrated in some areas of development rather than everywhere.

therefore, despite the diversification of distribution channels, the development of network electric business has become another weapon of Hugo Boss, Ferragamo, Coach and other brands, but Roger Vivier still maintains a refusal attitude.

The purpose is to maintain the uniqueness and scarcity of this brand.

Sabine Brunner recalled to reporters: "in 2005, we opened the first boutique in Hongkong, China. After two years of opening the shop, the shop attracted many guests from the mainland, and we found that this number is increasing year by year.

It is at this point that we feel that the time has come for China to enter the mainland market.

Less than P, April 2010, the flagship store of Hongkong landmark opened again.

In October of the same year, the first boutique of mainland China was officially opened in Shanghai Hang Lung Plaza.

As of May 31, 2013, Roger Vivier has opened 7 boutiques in Greater China, including 4 in mainland China, located in Beijing, Shanghai, Shenyang and Hangzhou.

"Shanghai is the first boutique to enter the Chinese mainland market, so the growth rate of Shanghai Hang Lung Plaza store is very stable and mature.

At present, the total sales volume of Roger Vivier has doubled in China, thanks to the excellent performance of every boutique, especially the growth of new cities.

Sabine Brunner said: "in the Chinese mainland market, Roger Vivier will set up 10-12 shops.

Actually, for Roger Vivier, opening a store is usually a very easy job. The most difficult thing is how to maintain the sales growth and maintain the brand image. "

> therefore, Roger Vivie will issue limited series in every season. Under the premise of limited number, this series must be customized.

This can effectively maintain the uniqueness and scarcity of the brand, which will always be sought after by customers.

brand revealed that in the spring and summer of 2013, the "Redenz Vous" limited series launched by Roger Vivier showed only two days in Beijing, and its total sales volume had already broken through by one million yuan to 1 million 410 thousand yuan.

> "three refusal": refuse franchising, create and improve product lines independently, reduce Logo products, /p >

for some luxury brands, < a target= "_blank" href= "http://www.91se91.com/" > clothing /a, handbags and shoes have long been unable to meet their diversified development strategy, so they began to seek cooperation with some companies to design and manufacture licensed commodities including sunglasses and fragrances.

for Roger Vivier, it also does not satisfy the single product line with only shoes and handbags, so it begins to fight for perfume and sunglasses.

But unlike many luxury brands, Roger Vivier has always insisted on independent creation.

"We do not share our design," Sabine Brunner said. "Roger Vivier will continue to enrich and expand our product line while maintaining the inherent DNA of the brand."

so far, Roger Vivier shoes and handbags have attracted more and more attention.

"But maybe we'll have a watch, a scarf, and maybe one day we'll have men's shoes to meet you."

Sabine Brunner said, "the scarf is now in preparation, I believe I will see you soon."

As to whether it will be full of the iconic "Fang button", we still have to wait and see.

from the design point of view, Roger Vivier in 60s will be a large square silver buckle on the front end of the toe, this design at that time did indeed innovate the traditional design of women's shoes.

And this has become the landmark Logo of Roger Vivier.

it is understood that now Roger Vivier has 50% of the commodities will show the landmark "Fang button."

The design with square buttons in the Chinese market is more popular.

Bruno Frisoni, the creative director of P Roger Vivier, has continued to carry on the tradition in his mind since he joined the brand.

In addition, the Prismick women's shoes and handbag series designed by Bruno Frisoni, with rhombus as the basic element, give the original regularization of the shoe bag the possibility of endless change. Since its appearance, it has been very popular, and has become the new classic trend after the brand continues to buckle shoes.

And the classic square button has quietly "run" to the sole.

Sabine Brunner said: "for us, the important point now is to tell the consumers that besides Roger shoes and handbags with buckled labels, Roger Vivier also has the works of Prismick series like iconic geometric patterns. Although there is no logo with big buckles, it still represents the essence and uniqueness of Roger Vivier."

"therefore, we will not always emphasize the design of Fang button. With the gradual maturity of Chinese consumers for fashion and luxury goods, even if they do not see the iconic buckle, they still know that it is from the works of Roger Vivier."

recall that the large area of Logo handbags in LV and Gucci can be seen everywhere in big cities, which makes them no longer unique and rare, and their sales have experienced a sharp decline. Consumers are also more inclined to buy some unusual products.

Obviously, this bad precedent has been warned by clever Roger Vivier.