Interpretation Of The Survival Law Of Replay Brand

Italy designers like to name their brands with their own names. This habit is influenced by the two traits of self-confidence and laziness in their character. Replay is a special case. It was born in a moment of madness and sensitivity.

35 years ago, the world cup in Argentina was very fierce. In the face of football, Italy fans were always in a state of madness. The founder of Replay brand Claudio Buziol was also one of them. When some exciting moments were completed, there would always be playback on TV. When the word "re-play" appeared on the big screen, Claudio Buziol concluded that the word would be a perfect name. Replay Filippo head Filippo Gori told the clothing Times reporter the story of the brand name. "It reminds people of the classic way of dressing with new techniques. After two years, Buziol founded the Fashion group, and its headquarters was set up in Treviso, Italy, Assoro."

According to the reporter, at present, Fashion Box group has 4 brands (including Replay), its products are sold in more than 50 countries, the market has covered the whole of Europe and the Middle East, Asia, the Americas and Africa, and has become one of the leaders of the international jeans industry.

　　 Design inspiration born on the street

Count the world famous. Brand jeans Each of them has its own label characteristics. Some are tough and handsome, some are sexy and provocative. Replay displays the fashion trend in the form of leisure and comfort in front of consumers, and brings together a group of Chaozhou people who seek high quality and appreciative.

Such a fusion seems simple, but the scale is hard to handle. In such a tricky position, there must be a continuous stream of new styles. The reporter is curious about what kind of creative team Replay has. Filippo Gori told reporters: "our creative department has 30 employees and 3 different groups: Design Group, cartography group and product development group. The product development group also includes jeans, knitwear and Garment Group." Clear division of labor, unity and cooperation are the daily working conditions of the Replay team, and their cooperation is not limited by time and space.

"In order to find inspiration and the latest trend of fashion, the design team will spread all over the world. For our brand, their main battlefield is not in the big show but on the street, because we think the street is the birthplace of the latest trend." Filippo Gori "After that, the design team will list the new series of thematic elements and main fabrics on the concept exhibition board, and select the fabric and main accessories together with the R & D team, then make the physical prototype of the single product and price the product. Every season, different ways of innovation, washing methods and new denim fabrics are our magic weapon.

After listening to the introduction of Filippo Gori, the reporter can not help but imagine what the designers of Replay look like when they are gathering in the streets. What do they feel about wearing Replay clothes on their passers-by? Have they ever been to the streets of China? But unfortunately, the reporters failed to interview these designers who were busy with collecting wind. These questions became a temporary secret.

　　 Competition in China is also fierce.

Although designers are in a hurry, Replay It has been stationed in China. Its first Chinese retail store is located in Huaihai Middle Road, Shanghai. In 2012, China's first Replay flagship store opened in Taigu, Sanlitun, Beijing. So far, Replay has 36 retail outlets in 19 cities in China, and the new store in Beijing's old Buddha's department store has just opened.

Filippo Gori said: "in China, we have 3 channels of retail, wholesale and e-commerce. E-commerce platform is developed in the near future. At present, it is mainly on Tmall, but we will also consider other e-commerce platforms. Wholesaler partners are mainly concentrated in cities without Replay retail stores, such as Chengdu, Chongqing, Changsha, Xiamen, Xi'an, Fuzhou, Guiyang, Hangzhou and Nanjing.

Despite the rapid development, Filippo Gori also admitted: "for Replay, China is still a new market, and brand competition is also fierce in the Chinese market. For example, Diesel, also from Italy, is our most direct competitor. In the face of competition, we have been constantly innovating to consolidate our strengths to meet and guide consumer demand. For example, the Laserblast technology we proposed in this season can save energy and reduce water consumption by 85% while creating a variety of effects, and in this season, we use new methods to form a brand new old effect. What we need to do now is to let more people understand the brand of Replay and its advantages.

About the specific promotion plan, Filippo Gori said: "recently, Replay signed a 4 year contract with Spain's Barcelona football club to become an official sponsor of its costumes and shoes. Not only are we seeking such cooperation, but in the future, we will strive to build more and more effective channels of communication and communication, and to move different types of customers through various channels and activities. For example, strengthening cooperation with traditional media, and communicating with digital marketing platforms, especially potential users and followers of social networks.