Orange Is Falling Into The Predicament Of "Declining Aristocracy".

< p > "now the orange flavor is" a href= "http:// www.91se91.com/news/index_c.asp" > juicy < /a > (Shui ren).

We hope to restore orange to the past, the cool, interesting and fashionable brand.

In an exclusive interview, the chairman and chief executive officer of Authentic Brands Group (ABG), James Salter, said.

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< p > last year, the orange juice which was in the predicament was sold by the original parent company Fifth&Pacific (now renamed Kate Spade&Co., hereinafter referred to as "FP"). Brand development and Licensing companies ABG finally bought its intellectual property for $195 million.

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< p > < strong > Kate Spade purse < /strong > /p >

< p > "we value orange marketing in the global marketing network and consumer awareness of the brand. Sales in orange juice are growing in the world's major markets."

ABG president and chief marketing director Nick Woodhouse said.

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Less than P, after half a year's pition, ABG will officially take over the operation of orange in July 1st.

Next spring, ABG plans to launch a new orange shop in the US market and plan to open 127 new stores in the world in the next 5 years.

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P, ABG, who is familiar with brand operation, is also more ambitious in Asia.

"We need to make orange more globalized, especially in Asia (Kuo Zhang)."

Nick said that 5 years later, it is expected that the global retail sales of orange will reach US $2 billion 500 million, of which 20-25% may come from Asia.

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< p > < strong > Youth > /strong > /p >

< p > 2003, when FP (formerly known as Liz Claiborne) bought orange seeds from two brand founders for $53 million 100 thousand, it attracted Madonna, Jennifer Lopes, Britney and other star fans as a new star in the fashion world.

In 2008, its sales reached US $605 million from the previous acquisition of US $47 million (according to FP earnings).

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< p > but since then, the performance of localized citrus has been declining. In 2010, the departure of the two founders brought new shocks.

Since 2012, FP has closed 11 stores, and sales of Citrus fell to $462 million last year.

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During the pitional period of P, tangerine stores were shut down.

FP2013 annual report shows that in addition to about 25 to 30 stores of orange flavor were changed to Kate Spade stores, the rest of the shops were closed (as of 2013, the total number of stores up to 126).

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< p > "when FP decides to close all the old stores, we are glad that we do not have to spend money on them, but we can use our funds to invest in new stores. We hope to have a fresh start."

James said that orange will first launch a new concept store in the United States, House of Juicy Couture, to move the store from the mall to the street.

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P, the first orange house will be located in New York. James said that ABG plans to launch a citrus home in the United States and Canada in early 2015, and each shop will invest about 2 million -300 million dollars.

"All shops choose large cities and densely populated areas.

We want to let orange flavor display a fast fashion style, but our fast fashion strategy is not to win the price, but to win by the location of the store. The consumers are very busy. One of their consumption trends is a strong desire to spend in the shops along the street.

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< p > ABG also wants to upgrade orange flavor from localized to global brand.

This year, ABG has established a partnership with the GBG and Folli Folli group (FFG). The former has obtained the exclusive wholesale authorization from orange products, jewelry and other products, and is responsible for purchasing, designing and producing related products. The latter is the exclusive partner of orange in European retail and wholesale sales, and takes over the existing orange stores in Europe.

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< p > the products of "orange" have already included "a href=" http:// "www.91se91.com/news/index_c.asp" > women's wear > /a, jewelry, children's clothing and so on. We are also considering expanding other products to promote the world. "

Nick said that its growth in the core market continued to grow last year, and the global sales volume exceeded $1 billion.

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After P ABG takes over, it will launch a more high-end "a href=" http:// www.91se91.com/news/index_c.asp "Black Label Series /a /a" on the global scale by GBG cooperation.

In the future, the new products will also include more styles each year, which will be close to the fast fashion direction of ZARA and H&M, but the location is higher than the two.

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< p > < strong > Asia and net sales expansion < /strong > < /p >

< p > "I think for many brands, if Asia can become their biggest market, it is something to be proud of."

Nick admitted that there are 84 stores in the Greater China region, and plans to continue to open new stores in the next 10 years at the same pace of expansion.

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After P ABG took over, the development of orange in Southeast Asia and greater China continued to cooperate with ImagineX.

James revealed that the launch of Citrus home in the US next year will depend on the timing of the launch in Hongkong and other Asian regions.

In terms of products, we also plan to launch special customization for Asian consumers' preferences.

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< p > although the opening of the first China store in Beijing in 2011, the decline of us business has not affected the enthusiasm of Chinese consumers. This year, the sales volume of online sales in China has increased by 500% annually.

James revealed that the total retail sales in the Greater China region, including Hong Kong, Macao and Taiwan, account for 10%-15% of global sales, and hope that the Greater China business can be doubled in the next 5 years.

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This year, ABG signed a cooperation agreement with P, the leading Onestop provider in the United States, to provide citrus online sales service in the US and the world.

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< p > "online sales now account for 7% of the total sales of orange, 20% of which come from the international market and 15% from the international market."

James said that the new network sales of ABG will also be available in the spring of next year.

Orange hopes to increase the proportion of online sales to 25% in the future.

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"P", "with the cooperation of FFG, orange has great growth potential in Europe, and other regions, including the Middle East, India and Africa, have potential for development."

James also revealed that ABG also plans to announce its partners in India in the near future.

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While P is enhancing the brand of orange, ABG is also considering its further development.

James disclosed that ABG is considering public offering, and New York and Hongkong are likely to do so. If the listing is confirmed, it is most likely to take place in the next 12 months.

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