Where Is The Secret Of Moschino Selling So Well In China?

It's self serving. Jeremy Scott Since taking over Moschino (Moschino), the original brand that likes to make weird designs seems to be a convenience store, and from time to time it has introduced some single products and accessories to meet the needs of the fashion designers for their independence and entertainment. Aeffe group, a brand parent company, achieved a net profit of 2 million 500 thousand euros in the first half of September this year, and China's revenue rose 65%. What does Moschino sell well in China?

　　 Aeffe The investment in the first nine months was mainly focused on the Moschino brand which contributed nearly 2/3 income to the group. Marketing and advertising activities alone cost more than 2 million euros, and the new Moschino produced by the group since the autumn and winter of 2015. Men's wear The promotion of the series and the restructuring of Moschino retail network are also costly in opening flagship stores in New York, Losangeles and Milan. The return of huge investment is 14.3% growth in 2016 spring and summer series orders.

Group general manager and chief financial officer, Marcello Tassinari, pointed out that the penetration of the group in China is inferior to other luxury brands, so its brand has great potential for development, and the market has strong demand for Moschino product lines. The group will expand further on the basis of the current 46 authorized brand stores.

As early as 2009, KatyPerry used to wear the design of JeremyScott magazine on the cover of MissBehave magazine. In 2011, it endorsed the Jeremy and Adidas cooperation in the French fries bathing suit. Even in the same year, she wore a Japanese spring and summer dress when she attended the MTV award ceremony. If you pay attention to the social media of two people, you will find that they often interact or participate in parties, and the feeling is deep in the fashion circle.

Of course, Moschino can win the endorsement contract, in addition to holding a friendship card, temperament is also consistent, the popularity of KatyPerry is the most important. Today, fruit sister has more than 71 million 100 thousand fans in Twitter, and the number of people in Instagram has reached 22 million. It is definitely one of the most influential social media figures in the world.

In April this year, the collective price cut of luxury brands, so Moschino also because of the continued decline in foreign exchange rate, to coordinate the price gap in different markets around the world, in which China's new spring and summer ornaments, including handbags and accessories, were reduced by an average of 20% of the total price adjustment. The price adjustment does not include the Moschino products sold in China. The price adjustment aims to substantially narrow the difference between domestic and foreign prices, so that Chinese customers can buy Moschino products at any price at any time.