Finally, The International Big Players Will Be Forced To Give Up Their Love.

Nowadays, there are two kinds of international brand sub lines. One is the exclusive line of brand for customers who cover different industries, ages and styles. The number of brands is larger than that of brands. There is usually no independent fashion show, but the style is clear and uniform.

Such as Ralph Lauren's many sub lines, Polo Ralph Lauren, Purple Lable, Black Lable, Golf, Denim &Supply, etc., to meet the needs of business and sportswear, or like urban leisure, retro, college style customers.

Another sub line is mainly based on popularity of the main line brand, and extends the younger style, easy to accept and lower price ancillary series.

For example, the See by Chloe of Chloe, the tailoring and style of the secondary line are usually simpler and younger than the main brand. This is also the main direction for many big brands to explore the future.

In the gradually mature mainland

In the first few years to start the layout of multi brand strategy, the international front-line brand reduction, the merger and Deputy brand of thin body news continuously.

This is a lesson from the shrinkage of the international department store, or it is not known whether the environment is different and there is no need to worry about it.

But we can take a look at the international first line brand and its secondary line's "joys and sorrows" for reference.

In the first half of 2015, first

The brand decided to merge the sub line Kate Spade Saturday and Jack Spade into the main line, and then the little horse Marc Jacobs merged its own sub line brand Marc by Marc Jacobs.

In May, Victoria Beckham, the same name brand, announced the merger of its two sub line brands: Victoria and Victoria Beckham Denim.

In recent years, international first-line brands have launched their own sub line, and the most sensational one is the death of D&G in 2012.

In the past, the D&G of the second hand brand had been overshadowed by the main line brand Dolce &Gabbana, which led many people to think that D&G was the abbreviation of Dolce &Gabbana, and the annual sales volume of D&G was more than 400 million euros.

Arguably, it is a tacit magic weapon for luxury brands to use the main line brand to support the market and earn money with the help of the Deputy brand.

But the death of D&G shows us that as long as the "good Lord", even if the annual 400 million euro sub card can not avoid the outcome of being severely punished.

Earliest start

This concept is Armani, from 1981 Giorgio Armani tried to create a sub line brand Emporio Armani, Armani Collezioni, Armani Jeans, Armani Exchange and other clothing and accessories brand came into being.

Each brand has its own positioning and targeted customers, from the boss to the office white-collar workers, from parents to children they are in puberty.

Since then, most of the first-line brands have launched the corresponding sub lines, with the mainline as the keynote, designed for young consumers who cannot afford the main line. This is a portrayal of the international brand market a few years ago.

Instead of competing with a brand, it is better to create several brands and create a strong team spirit.