How Was Esprit, The Fashion Breakup Master, Killed By ZARA And H&M?

Esprit is clothing The breakup master of the circle, who focused on breaking up the marriage for 46 years, did not let go of the founders, big shareholders and spokesmen.

An American couple founded the brand in 1968, with romance and love as a selling point, and they divorced 20 years later.

In the 90s of last century, Hongkong businessman Xing Liyuan bought Esprit, and then married Wen Qing godmother Brigitte Lin at the peak of his career. After 20 years, the whole world knew they were divorced, but Brigitte Lin denied that the denial of film and TV stars you did not understand.

In 2012, Esprit found Gisele Bundchen, a Brazil female model. brand This elder sister is amazing. The other models are paid by the field. She charges by step, one da da, two Da Da, three Da Da, and forty million. She takes the price of a show enough for the Chinese general model to go on a long march. At the age of 34, bang Chen is called the dew girl in the industry. What is a dew girl? A man is like a leaf in her life. Football stars Ronaldo, movie star Leonardo and rugby star Brandi are all stamps in her album.

Now, Esprit, like Brigitte Lin's marriage, is dying. As a company headquartered in Hongkong, Esprit sells less than 1/10 of its total sales to Chinese people every year. When the world is big brand When he was ready to run the Chinese to fool the fool, he dramatically reduced the number of Chinese stores from 500 to 300, with sales being reduced by 30%.

Globally, sales of Esprit continued to fall, and it lost billions of dollars in a single year. The market value of Esprit listed in Hongkong is only 1/13 of that in 2007. If you sold a 5 million worth of apartments in Shanghai in 2007 and chose to sell Esprit, you have now entered the Forbes rich list.

Esprit explains why it operates poorly: the global economic recession is trapped, and the European market is weak. Is the tone familiar? One year, a classmate Li Lei, why are you doing so badly? Li Lei explains this: it's too difficult for the trapped subjects, and the examination room is too noisy.

Where did Esprit sell the clothes? Germany! Half of the clothes were sold to Germany! That is the country that is good at making screws, buttons, sewer lines, and ensuring that there must be an oil paper wrapped in replacement parts within five meters. You must have read many posts about how handsome Germany's World War uniform is. Don't be naive. In Southeast Asia, there must be a very handsome post that praises Chinese Qing Dynasty official uniform.

The main killer of Esprit is the fast fashion brand such as ZARA and H&M. When ZARA upgraded its product renewal cycle to 10 days, Esprit still had 100 days of turtle speed. So most consumers' Esprit is actually bought at a price of half off, because ZARA had cleared forty percent off of that time.

In mainland China, Esprit has a partner in state-owned enterprises, called Huarun, which is Huarun, Huarun snowflake. Most of the Chinese stores are actually Esprit and Huarun joint ventures, and the two brothers failed to do so. In the meantime, Esprit also opened a brand barber shop, washing and blowing 200, and then all of them closed.

Esprit, like Lining, is dying. Lining was "killed". Esprit's problem was never "done". He was caressing his corpse peacefully, muttering to himself, I did nothing wrong, just as innocent as NOKIA said this last testament. When Esprit Godfather Xing Liyuan left the company, Esprit repeatedly changed management including CEO. Every executive was ambitious when he came to power, trying to make big changes, but always backfired.

Besides the speed of goods, the main difference between Esprit and ZARA is that consumers have different points of view. Although the main audiences of the two companies are young people aged 25 and -35, ZARA has been promoting fashion cutting, while Esprit has always stressed the importance of high quality materials.

ZARA mouths murmur: T, tide, walk, beauty, sexy, Fan Er, Sao; Esprit silently recite: Australian wool, northeast mink, Altai cowhide, Tieling URU grass... Both of them met in the shop on a narrow road, and they all whispered in their hearts: silly X.