Kawashima Is Truly A Successful Renaissance Brand That Is Worth Learning By Ordinary Investors.

It seems that it is very popular now to refurbish some old brands that are weak or have disappeared. No wonder that once a brilliant old brand appears before people's eyes, it has a basic advantage over creating a completely new brand. What you need to do is to remind people of the history of the old brand.

In this regard, Kawashima (cavasma) is a very successful example. In the early spring of 2001, when Ms. ViMei bought the brand, he invited Kojee to be the design director. After that, Kawashima miraculously returned to the hottest position in the fashion industry. But after all, Kawashima is a rare classic bag brand in Italy. The founder Kawashima is also one of the most influential figures in fashion history in twentieth Century. With such brand background, it is not difficult to revive a brand with a little investor.

Today, Kawashima is truly a successful Renaissance brand that is worth learning by ordinary investors.

Kawashima has been red for five or six years. At that time, everyone was fascinated by this brilliant and spiritual bag, and then tracing the origin of the brand. What some people say is the Japanese brand, some people say that it is a Korean brand, and become the focus of the hot debate of urban fashion men and women. It is more successful that the sales performance of Kawashima is developing rapidly, and the global shops are expanding rapidly.

What kind of brand is Kawashima? How did it succeed?

Kawashima originated in Italy in 1979. The founder, Kawashima, is a lively little girl who loves violin. When she was shopping in Italy, she was despised by the boutique shop clerks because of her poor clothes. She had the idea of building a bag brand, so Kawashima was born.

At the beginning of the brand building, because of the innovative material and unique design, and with the function of lightness, waterproof and anti pollution, it caters to many urban fashion men and women's preferences, so her bag brand won a great success in 80s.

Unfortunately, in the process of expansion, there is no timely response to changes in the market, nor ready to be bigger and stronger. With some counterfeit products and tax evasion scandals, the brand has gradually declined, and it has disappeared after several hands change.

In the early spring of 2001, Ms. ViMei, who had a high position in the Asian box business, bought Kawashima, which once again changed the fate of the bag brand. Ms. ViMei founded the "Guangzhou based leather goods" owned by the company.

Skull Kiss, Miss You, Model Pose, Fukeno, Chieko Sato and other brands China's proxy is that she brought many European brands to Asia, and Kawashima is probably her most proud introduction.

After buying the brand Kawashima, Ms. ViMei came to Italy. Designer Kojee serves as design director and opens the road of brand revival. First of all, in design, Kawashima continues some excellent traditions at the beginning of its creation, such as color matching and material quality. These are the invariable truths of the success of the bag brand. Also, Asian consumers are very concerned about brand logo. At the beginning of its creation, Kawashima was covered with logo on the bag, which just catered to this market demand, and its Logo design was beautiful.

In terms of sales, Ms. ViMei herself has already had quite a lot of experience in luggage and brand agency. She has opened up the operation channels of luggage and bags in China, so it is easy to push Kawashima into the appropriate sales market. Ms. ViMei is also very clever in publicity. She made full use of the influence of Japan and Korea trend in Asia, and quickly made Chinese urban fashion men and women notice this brand and follow suit to buy it. With the trend of Japan and Korea invading East Asia and Southeast Asia, Kawashima also followed the trend to these countries. At the same time, Ms. ViMei has been rapidly opening up Kawashima stores in these countries so that they can buy them in time. In this way, Kawashima's sales performance has risen rapidly.

Similarly, Ms. Kawashima has also expanded to Europe, the Middle East and the United States. In just a few years, Kawashima shops have spread all over the world. At that time, Ms. ViMei also met with the expansion problem similar to that of Kawashima, and now the Kawashima expansion is more violent and the buffer space is even smaller. Because of the rapid popularity and the high visibility of Kawashima, counterfeit products are coming like floods. The counterfeit goods of Kawashima can be seen in all streets and alleys, and the customers' choice in Kawashima has great limitations. If this continues to develop, it will inevitably destroy the brand.

So Ms. ViMei has begun a new change. She appointed Adrian, the French designer, as the new design director of Kawashima. Adrian first worked in Vivienne Westwood, London, and later worked in a Fabric Frontline company specializing in the design of fabrics for high-end custom-made women's wear (including Chanel and Givenchy). Subsequently, Adrian was in Esprit, headquartered in Hongkong. clothing The global director of accessories design has learned a lot of expertise and skills for Asian markets and other markets. These experiences helped him to become a Kawashima global art director from 2007 to 2010 to help brands become popular. Now let him be creative director, in the full understanding of the Kawashima brand development process, to seek the right way to change.

So we see that Kawashima first seeks a breakthrough in design. They introduce more and more different styles and different series, and are not limited to the performance of brand logo. They are also trying to cross border cooperation. For example, in collaboration with Australian artist Craig Redman, "Shanghai series", with the artists Craig Redman and Karl Maier, add "youth, love, sweet and romantic" elements on the bag, and launch "FALL IN LOVE" themed products "LOVE STORY" and "LOVE" series. Even in the shooting of advertisements, it is rare for us to see the logo that we used to emphasize, which is more important. At this point, Kawashima has completed a new round of image changes, enabling consumers to continue to maintain goodwill.

Brand management is a long process. A temporary victory is not a permanent victory. A successful brand will not be able to adapt to changes in the market and will be eliminated. Kawashima has come back under the successful strategy. At present, the strategy of maintenance is basically correct. These are all fashionable bag managers need to learn. Especially Chinese people are very willing to represent some fashionable clothing brands in Europe, but none of them is really successful.