How Did Esprit Lose Customers?

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.

Speaking of ESPRIT, many of today's clothing people are not familiar with it. They think he is just one of the many old brands that have fallen off. Otherwise, you may not be able to imagine her glory.

You can't imagine that the stars will go to ESPRIT's shop to buy clothes. If I hadn't seen them with my own eyes, I wouldn't have believed that in 2002, when I was in Tongluowan shop in Shenzhen, I met Richie Ren and Fan Bingbing, all of whom wore bodyguards. You probably wouldn't believe that ESPRIT had only 8% buckles in the largest department store in Shenzhen.

Today, the fast fashion brands, led by ZARA and H&M, have gone far beyond the originator of this year. 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.

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. Esprit Holdings Limited Global Holdings Limited announced that in the first quarter ended September 30th, revenue fell 16.4% to HK $5 billion 478 million over the same period.

ESPRIT can be said to be the enlightenment teacher of China's clothing industry.

The shelf structure of 1. euro X power draws lessons from ESPRIT and Europe X force to fire up, besides the product adopts the buyer mode, there is another factor, that is, the change of her shop image, and that set of image depends on the elevated shelf structure of the wall, it comes from the ESPRIT third generation stainless steel shelf, ESPRIT finally gave up the shelf.

Also on the Shenzhen fashion show, he sent him a lecture CD, which was called "the dragon eight", which was to change the name of the eight steps of the service of the ESPRIT. In addition, I wish Mr. X would also tell us about the display. When we saw the CD, we laughed at him, saying that a person who had not dressed in clothes told me about eight steps and exhibitions. Now, let's think about it, people wish Mr. X to see business opportunities, even if the simple eight steps were not seen by the domestic brands. They sold the brand to some places where they did not sell. Is that what the businessmen do? 2. wishes X Xin to start from ESPRIT's service eight steps. Before 10, I wish Mr. X Xin set up China X international.

3. the first brand of training District Chen Li Shi, in 2002, several provinces in southern China Chen Li Shi, concentrated in Shenzhen, by the headquarters of the two heads of Exhibition Department BEN and LEO to do training for everyone, for the first time saw the negative teaching materials, and learned to display training how to do; remember at that time in the evening display, ONLY beauty shop staff also told us that their display is Denmark's Chen division, come to tune, that is, ONLY was not yet exhibited in the country;

4. the first one has a large series of brands; ESPRIT has four series of COLLECTION, casual, SPORT, JEANS, and many domestic brands have also made several large series. EP used to use COLLECTION, SPORT, JEANS three series of names, and also made a series of sports like sweater, these three series of names have affected many domestic brands.

5. Tri Color LOGO design originates from ESPRIT, ESPRIT LOGO's first letter E, only three horizontal, and tri color is also, but ESPRIT is the letter "E" evolved, and three color is the Chinese character "three" evolution, LOGO color is the same;

6. the first to give customer The brand of the telephone appointment, the staff of the agent store, call VIP every day, about buying new products, then it was 2001.

7. the first quality agent Business brand; when the agent wanted to be ESPRIT, it was not that you had several good brands on your hands. ESPRIT's agents had to have a strong background in the local market to get it.

8. the first department store must have a brand. At that time, the brand itself was very small. ESPRIT became the essential brand of every department store. I think this may be the reason why the discount point is so low. At that time, CK and other brands were not popular with ESPRIT, but the performance of luxury brands was very poor.

9. the first brand that can make your employees proud. If you were working in ESPRIT at that time, it was the envy of many people. Even if you had a ESPRIT background on your resume, you would have a greater success rate than others.

Perhaps there are many advantages that we have not seen, but she has long been no longer proud. How did she become this way?

　　 ESPRIT What did you lose? Two words -- customers.

ESPRIT customers in the past were mostly 70, but now, after 70 or even 80, they have passed the age of wearing their clothes. But after 90, they are less likely to wear their clothes, because there are too many choices outside. So at this time, ESPRIT is losing the old customers and not recruiting new customers.

"Care about the mentality rather than age", this is the value of ESPRIT, perhaps they are on the spiritual shackles.