Scotland Brand MACKINTOSH Was Successfully Revitalize In Japanese Hands.

　　 How did the Japanese "revive" the brand MACKINTOSH of Scotland?

Speaking of MACKINTOSH, Geek's first reaction is apple, and it is also a full English fan. Fashion brand 。 Recently, the queen of the United Kingdom has commended MACKINTOSH in particular. The Scotland brand is at the forefront of innovation in the global luxury market. In the past four years, the international sales of branded brands have increased by nearly 60%.

The official website of MACKINTOSH opened up.

Official website has two language choices, English and Japanese. If you used to know that this is an old British classic, then the information tells us that this brand must be closely related to Japan.

MACKINTOSH originated in Scotland, England. It was founded in 1823 and has a history of more than 190 years. Charles Mackintosh pioneered the development of rubber in two layers of cloth. Waterproof coat In 1830, he founded a clothing company with Thomas Hancock.

Soon, the rubber lining was popular throughout the UK, and each coat was properly added to the rubber fabric. Soon the coat was used by the British army, railway and police departments. But the rubber fabric has problems such as pungent taste, strong material and hot air. Hancock has developed waterproof. Fabric The coat slowly evolved into a modern windbreaker.

MACKINTOSH is not only a long established brand, but also regarded as a master brand in the fashion industry. It has worked with several top fashion brands such as Gucci, Herm s, Louis Vuitton and Liberty. Although the product is so excellent, the brand has changed several times in the past two centuries.

According to reports, in twenty-first Century, MACKINTOSH was dominated by the British rich group. One of the investment companies invested by Richard Thompson, one of the British billionaires, had a 95% stake in MACKINTOSH. Generally speaking, once the high-end brands are invested under the command of investment companies, they will take the initiative to expand the strategy of expansion. However, MACKINTOSH has been doing business for a long time. They do not have any exclusive stores, or supply them to the department stores in the UK, or to produce windbreaker for Louis Vuitton and Hermes. The monthly sales volume (including the production part) is barely maintained at around 20~30 million. {page_break}

Marubeni Corporation, a Japanese comprehensive large business founded by the sackcloth business, is eyeing the embarrassing brand. Trying to use its intensive sales network to develop branding business in the UK. In March 2005, Marubeni Europe Branch bought a MACKINTOSH 15% stake from the investment company of Richard Thompson, the British richest, with a total amount of 750 thousand. The implementation of the "brand composite store" rectification way: let MACKINTOSH sell with another British brand GLOBE-TROTTER (making brand, using paper as material with special technology to make strong bags and boxes) in two brand owned "brand composite store".

Because Marubeni holds 30% of GLOBE-TROTTER shares at the same time, operates two. Brand integration The operation is handy. In addition to the "product supply" measures jointly sold by the same store, two brand joint projects are also carried out, such as expanding the scope of MACKINTOSH products through GLOBE- TROTTER's bags and accessories. For a company holding several brands at the same time, it is a special case to integrate the two brands at the level of sales and capital.

In 2007, Japan's big hand business, Yagi Trading Co., acquired MACKINTOSH as its new owner. In the same year, another Japanese trade company, Sanyang chamber of Commerce, obtained the MACKINTOSH authorization to develop the project independently. In August of the same year, it began the sale of MACKINTOSH's sub line MACKINTOSH PHILOSOPHY men's wear series in Japan.

This sub line quickly won the love of the European Japanese with a younger, more fashionable and more reasonable price, and the sub line products were not only limited to windbreaker, but also developed diversified product lines such as waterproof cloth handbags. Even a lot of Japanese know the main line through this sub line.

　　 MACKINTOSH PHILOSOPHY series

This routine is the same as Burberry Black Label and Burberry Blue Label in Japan. San Yang chamber of Commerce, which is about to end the authorized distribution of Burberry, has unique conditions for the operation of the Burberry brand and the development and sale of windbreaker. Windbreaker The famous MACKINTOSH has almost copied the operation of Burberry black label and blue label. And this sub line allows more people to know MACKINTOSH. {page_break}

Of course, apart from the contribution of the sub line, Yagi merchants also devoted their efforts to the operation of MACKINTOSH itself. In 2009, MACKINTOSH Japan, a subsidiary of Yagi trading 100%, was formally established to take charge of brand operation. Soon, in 2011, the first flagship store of MACKINTOSH was set up in London, England. MACKINTOSH finally had its own exclusive store.

The establishment of flagship stores enables the brand to have more room for the promotion of brand concept and more direct contact with consumers. In addition, MACKINTOSH is also actively publishing the latest series in fashion magazines to make MACKINTOSH's fashion information more quickly and widely enter the consumer's perspective. The combination with other brands has achieved complementary advantages and further improvement in popularity. These initiatives have enabled MACKINTOSH to win the attention and favor of consumers in Japan.

Mackintosh and BAND OF OUTSIDERS joint planning products

The San Yang chamber of Commerce, which will end its Burberry distribution rights in June 2015, said that MACKINTOSH PHILOSOPHY will be followed as the backbone brand after Burberry. Moreover, the Sanyang chamber of Commerce has obtained the authorization of MACKINTOSH LONDON, which has been in operation for five years in ~2019, and runs parallel with MACKINTOSH PHILOSOPHY in 2015. San Yang chamber of Commerce President Shan Pu said that the past Burberry stores will consider the relocation of MACKINTOSH LONDON, and plans to open 200 stores at the beginning of the brand operation, and the Burberry brand staff will also be transferred to the MACKINTOSH LONDON brand department. In the 5 years authorized, the target sales volume of MACKINTOSH LONDON is 20 billion yen, and MACKINTOSH PHILOSOPHY is 10 billion yen. To this end, the company will invest heavily in promotion, publicity, shop opening, personnel and capital.

Will MACKINTOSH reproduce the prosperity of Burberry in Japan? Wait and see.