Exclusive Interview With Agent Provocateur CEO, Garry Hogarth

< p > Agent Provocateur is a high-end lingerie brand from London. It was co founded by Vivienne Westwood's son Joe Corre and wife in 1994. The brand is usually plated into "big spy" in China.

< a href= "http://www.91se91.com/pioneer/ > > Garry Hogarth < /a > joined Agent Provocateur in 2006 to assist Joe Corre management company to become the Global CEO.

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< p style= "text-align: center" > < img border= "0" align= "center" alt= "" src= "" /uploadimages/201311/06/20131106105701_sj.JPG "/" < > > "

< p style= "text-align: center" > strong > C:Garry Hogarth < /strong > /p >

< p > some high-end a href= "http://www.91se91.com/news/index_c.asp" > lingerie brand < /a >, like traditional fashion brands, have begun to host their own show and fashion blockbuster.

Agent Provocateur is one of them. According to its Global CEO Garry Hogarth, underwear fashion is bringing more opportunities to the industry. The future growth of underwear companies will take place in color, interest and attractiveness.

At the same time, as more and more women begin to show their underwear in front of people, women's control over underwear is also increasing.

Lingerie brands began to design products from women's preferences and comfort, instead of satisfying the male's aesthetic standards as they did before.

Around the changes in the underwear industry in recent years and how to run an underwear brand, Garry Hogarth shared his views and experiences with reporters.

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< p > reporter < strong >: what did you do after joining Agent Provocateur 7 years ago to improve the brand's business and sales performance? < /strong > /p >

< p > H: when I came to < a href= "http://www.91se91.com/news/index_c.asp" > Agent Provocateur < /a >, the son of its founder, Jo Kerr (Joe Corre) - Vivian Westwood (Vivienne Vivienne), was very concerned about marketing, and had made it well known.

But I think I turned it into a more professional company.

I sorted out the procurement and supply chain, recruited some technical personnel, so that all links could be closely integrated.

The design of the product is really attractive, but they must be comfortable and comfortable, otherwise you will not buy it.

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< p > reporter < strong >: in your opinion, what kind of space should underwear be put in to get a better sales volume? < /strong > /p >

< p > H: for the underwear brand shop like ours, the most important thing is to enable people to enter the store.

Many people will still feel shy and nervous about entering underwear store. Therefore, shops need to have some sense of privacy, and don't have big windows to give customers a comfortable and relaxing environment.

You need to convince them to enter the store through display and display.

After testing the products, they will easily love these underwear and make up their minds to buy them.

In addition, fitting rooms are also important.

Some brands do not attach much importance to fitting rooms and make them very narrow.

But I think if you want to sell those good-looking products, you have to give people the best experience.

The sale of underwear is different from that of ready-made garments. When buying clothes, customers can buy them as long as they see the right size, but because of the fabric quality and the type of underwear, they need to keep trying to find their own products.

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< p > reporter < strong >: what is the consideration of the location of the underwear shop? What are the different requirements for the location of the shop in the mall and the store on the commercial street? < /strong > /p >

< p > H: apart from looking at the right size of a shop, whether there is a shop in an indoor shopping mall or a commercial street, there are some luxury brands around the shop that are similar to our brand temperament.

For example, my boss with Jimmy Choo and Alexander McQueen will often discuss or recommend a city to open a shop. If it feels good, we will probably choose a shop next to each other.

Our customers have a high degree of coincidence. After buying shoes, they will probably come to the underwear store.

And we are not competing brands, and we can help each other by opening together, which is particularly useful in developing the market.

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< p > there are usually more people in the stores in the mall, and if the stores are on the commercial street, people will go there more for the purpose of consumption, so the site selection needs to be more cautious.

Different cities and regions have different consumption culture. For example, in London, Paris and New York, people like to stroll in the streets.

But in Miami and other American cities, you have to shop in the mall to get popular.

However, no matter where, it is becoming more and more difficult to find a good shop in the street now.

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< p > reporter < strong >: what will the future development of underwear industry be like? < /strong > < /p >

< p > H: the potential of this industry is huge because it grew from a very low starting point.

In the past, underwear was more functional clothing, but now people are concerned about their colors and styles, and use underwear as a fashion product.

The underwear industry is getting closer to the fashion industry.

People used to hide their underwear, and now they dare to show it.

What this change brings is that underwear companies will have a lot of room for growth in the fashion industry.

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