Burberry Brings Children'S Clothing Business To Its Own Camp.

Group PLC Boboli and the contract of CWF Children Worldwide Fashion SAS of the French children's wear manufacturer started in 2002 and expired in December 31, 2015.

Burberry Group PLC spokesman Bob Li said that from January 1, 2016, the group will distribute its children's clothing series directly in Europe and all the markets currently covered by CWF, which is consistent with the group's strategy of ensuring the luxury positioning of all its product lines.

The integration of authorized business and franchise is the trend of luxury brands to strengthen brand control.

In early 2012, Burberry Group PLC Boboli decided to spend 181 million euros on perfume and beauty licensing business from French perfume company Interparfums SA (ITP.PA), which will be launched from April 1, 2013.

It is classified as the fifth product department of the group.

Last September, the French luxury group Kering SA (KER.PA).

Also announced the establishment of its own glasses business team, and 2 years in advance to the world's second largest glasses manufacturer - Italy glasses manufacturer Safilo Group SpA (SFL.MI) Xia Fei Nuo group to recover the proxy of Gucci Gucci, since January 1, 2017 officially began its own operation.

CWF, which has been established for more than 45 years, is one of the largest children's clothing manufacturers in the world. At present, it has the agency of Chlo, Hugo Boss, Little Marc Jacobs, DKNY, Lee and Karl Lagerfeld, earning about 160 million euros in 2013.

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Shortly after the end of the CBA finals this year, Lining put a large posters in the window of the flagship store in Wangfujing, and wrote the words "Beijing champion! Cow!"

Three days later, in March 25th, when the clerk came to open the shop a day ago, he found that there was a big graffiti letter "B" between the "ox" and the exclamation mark on the window.

This may be the masterpiece left by enthusiastic Beijing fans when they pass by in the middle of the night. It may also be the intention of the Li Ning Co.

Soon, the clerk received the request from the urban management department to clean up the graffiti letters affecting the appearance of the city.

Now, the flagship store in Wangfujing is restored to its original appearance.

However, Lining, who is good at marketing, does not want to let go of every opportunity to advertise.

The official micro-blog immediately encouraged the fans to fill in the words of the word "cattle" to make the champion's debut.

Of course, Lining can't get an advertisement without a product. The highlight is the CBA Beijing Championship souvenir suit.

Since becoming official sponsor of CBA in the summer of 2012, Lining has been designing the championship costume for the winning team every year, and this year is no exception.

On the night of the finals, all the players in Beijing wore the champion T-shirt and boarded the podium.

Interestingly, the word "cow B" on clothing is covered by black tape, and these two words are the slogans commonly used by Beijing fans.

Afterwards, the media reported that the situation was due to the indecency of the two characters and not suitable for dissemination by the Chinese Basketball Association.

This is also the reason why there is only one "cow" in the poster of flagship store in Wangfujing.

However, in the sale of champion T-shirt, Lining did not block any icons.

The slogan of the overbearing slogan, plus the Beijing mascot thunderbolt duck and the champion trophy "supreme tripod" pattern, this dress has attracted the fans of Beijing.

Within one day, the real shop and the champion of the online mall were robbed of the T-shirt.

Lining was happy, but the problem followed.

Many fans asked the official micro-blog about the purchase of the online shopping mall. The official reply was that they had sold out and needed to go to the physical store to buy it in person.

But after the fans went to the store, they found that the T-shirts of all retail outlets were sold out, but the staff who received the consultation were not known.

A fan who ran to the air in a white race naturally disheartened on micro-blog to express his dissatisfaction.

Obviously, the lack of market forecasts and the poor communication between sales channels are the primary problems of Lining this time.

It is reported that Lining, each entity store only prepared less than 40 pieces of stock, the total volume is not known, but according to the current supply and demand situation, supply is far from enough.

According to the "Beijing daily" news, the reason for very few stocks, Lining is considering that the weather is still cold in Beijing, short sleeved champion T-shirt is not seasonal clothing, but did not expect such a warm response.

Obviously, Lining ignored the important emotional factors of fans in the sports industry in the market prediction.

In addition, even if suppliers of various channels are relatively independent, Lining should at least make basic inventory feedback.

If the customer service personnel are not sure whether they have the goods, the enthusiasm and patience of customers will be largely consumed.

Of course, some enthusiastic fans will not give up and wait for the arrival of new champion T-shirts.

When the interface reporter called the Beijing flagship store, he was told that he arrived at least ten days later.

The official mall and Tmall flagship store and other customer service providers said they are now accepting the reservation, but will be shipped in about 15 days.

It has been several days since Beijing won the championship. If consumers wait for another half a month, the market will be greatly reduced.

Champion T-shirts, which rely on short lived consumption, are not suitable for starvation marketing. Lining is probably not.

Unlike Anta, PEAK and other domestic sports brands, Lining does not have factories in her own and orders from factories. This also slows down shipments to some extent.

But the objective conditions will be difficult to solve for a while. What Lining wants to do is to urge the production while trying to maintain the heat of CBA Beijing. This is obviously not a simple proposition.

However, before that, Lining must first communicate with all the channel providers about the delivery time.

Now the customer service of different channels has different opinions on arrival time, ranging from 5 days to 15 days.

The arrival of a few days later is not a big deal, but Lining needs to give them a solid answer if he wants the fans of Beijing to wait.