What Can Bosideng Learn From The Successful Pformation Of Moncler?

< p > although Bosideng has constantly introduced some fashion related concepts to the brand, people still feel that this is not a down jacket. In 2013, Bosideng went through the customs shop, and there were 344 stores closed.

< /p >

< p > a brand may provide some reference.

Originally associated with fashion, it was established with a popularity called "pnini".

< /p >

< p > this brand is called Moncler.

In 1952, three Frenchmen founded the Moncler. They reduced the thickness of the inner filling of the down jacket, while ensuring its warmth and making it very suitable for outdoor activities.

This characteristic even made them a sponsor of the French national expedition.

< /p >

< p > until the early 1980s, Moncler was associated with fashion.

Its success follows the story of the key person's tipping point.

At that time, there were a group of fashion lovers called "Paninari" in Europe. The group of young people who liked to create popular topics had once touted Timberland, Levis 501 Jeans and Vans skateboards "a target=" _blank "href=" http://www.91se91.com/ "> shoes < / a > Panini.

Later, wearing colorful Moncler down jacket suddenly became a trend among the "Pannini", making Moncler almost become the standard of the tide maker.

< /p >

< p > its origin is actually no better than that of Bosideng. Professional skiing clothing and warmth, if advanced, is technically stronger.

< /p >

In 2003, when Italy merchants Remo Ruffini became Moncler's major shareholder, P really broke through the boundaries of professional ski wear and began to develop into the fashionable clothing that they wear everyday.

< /p >

"P" Bosteng is also trying to enter the new field, and has opened flagship stores in the best locations in London, but the effect is not as good as expected.

< /p >

When p started to enter men's clothing field in 2007, their target customers were customers aged 30 to 40 years old.

By the year 2009, the age of this group has been expanded to become a fashionable casual man's suit that can satisfy a boy who has just graduated from college to a stable middle-aged man.

After coming to London to open the flagship store, Boston invited the famous British a target= "_blank" href= "http://www.91se91.com/" > the designer "/a". The bostman menswear was positioned as a high-end suit, and the price was comparable to that of Hugo Boss. The price of a shirt was between 85 and 100 pounds, and the price of clothing was between 500 and 900 pounds.

< /p >

< p > but according to a GUCCI internal personnel, the luxury products of men's wear brands in China are mainly casual wear, because the target consumers of such products think that suits are too serious and wear occasions are very limited.

< /p >

< p > "if we do not change the customer's cognition of the brand, we will produce new high priced products, and there will be both expensive and cheap in the same brand, and consumers will not accept it."

Cui Hongbo, CEO, Shanghai brand management consultant Co., Ltd. tells the first financial weekly.

Over the past year, sales of Bosteng men's clothing business has fallen by 30%.

< /p >

< p > Moncler treats the down jacket as a fashionable single character that can be matched.

< /p >

< p > Ruffini relies on his connections to dig people everywhere in the fashion circle.

< /p >

< p > the first designer to be invited is Alessandra Facchinetti.

In 2006, the Italy female designer just resigned as GUCCI creative director.

And he invited the star designer's ambition not just for Moncler's only category - down jacket.

He founded a new Gamme Rouge, which is designed by Facchinetti.

3 years later, he dug up the American Thom Browne as the design director of the Gamme Blue senior men's wear series.

Browne used to be Armani's sales director.

< /p >

< p > cooperation with designers enables many distinctive fabrics to be used in Down garments.

< /p >

< p > for example, their series of cooperation with Japan's Chao White Mountaineering are based on the theme of desert travel behavior. The series of down jacket's "a target=" _blank "href=" http://www.91se91.com/ "> cloth" /a "have texture similar to sandstone surface.

< /p >

< p > this pformation fabric is the customary method of making price difference for advanced clothing brand.

< /p >

< p > the designer brand Oscar de la Renta has revealed that the products designed for the stores and discount stores differ in that the fabric used in the former is redeveloped, while the latter uses the existing fabric.

Therefore, for relatively mature "a" target= "_blank" href= "http://www.91se91.com/" > clothing "/a" category, innovation in fabric can continue to get high gross profit.

< /p >

< p > Moncler follows the positioning of luxury goods in terms of price, as well as in production management.

From the very beginning, Ruffini has deliberately made the two top ready-made clothing brands go out in Paris fashion week and Milan fashion week. The fashion week with celebrities is a suitable marketing occasion.

But the show only accounts for a very small percentage of the sales of fashion companies, and most of the sales are contributed by the brand's "Pre-collection".

So Moncler has to produce products that can really make buyers look bright in January and June each year.

{page_break} < /p >

< div > "Moncler can be more than just a down garment company.

When I just bought this company, I thought, I need to redesign the business.

My dream is to buy 3, 4 and 5 pieces of my coat in the wardrobe, and then I can wear them every day. Each coat is durable and durable, so that you can wear it for the rest of your life.

Remo Ruffini said to Financial Times in an interview.

< /div >

< p > through the ingenious improvement and matching of design, Moncler also successfully sold down clothes in spring and summer.

Season has always been the biggest elbow of the down jacket brand.

The sale period of domestic down garment brand is usually only 9 months. From June to August every year, some brands choose to sublet the store.

In the spring and summer series of Moncler, light jackets and down vests appear together with dresses and shorts, and Moncler explains that spring is still cold in some parts of the country, and customers are likely to travel to the southern hemisphere before July and August.

< /p >

P, everyone wants to be fashionable, and the same is true of down coats, but there are great differences between them.

In 2003, Moncler's sales were less than 50 million euros.

But by 2012, this figure had reached 489 million euros.

Among them, non down garments contributed 35% of sales.

It does not lose to every fashion show in Milan and Paris fashion week every year.

< /p >

< p > if you are interested, you can go to the official website of Moncler to see their latest women's clothing 2013/2014 autumn and winter show.

On the T platform, which is arranged on ice field and snow mountain, the model is wrapped in fur and led by a white husky. Besides the down jacket, Moncler also sells fur, knitwear, dress and accessories.

Of course, the price is not cheap, each Moncler down jacket is in the thousands to 10000 yuan.

< /p >

In 2012, P launched the official online shopping mall in China in 2012.

Although this website is operated by Yoox group just like its international official website, it does not seem to be so good. "Faye Wong's black body training short" and "Fan Bingbing big Mao collar short" occupy the page.

If you want to get better, this brand should be more careful with the Chinese market. At least, the website should be more like the shop window.

< /p >

< p > of course, for Chinese consumers, Bosideng is so popular in the down garment industry, so the question it should be thinking of is whether there is a high-end brand.

< /p >