American Apparel Brand Esprit Is No Longer In Sight.

about

In fact, female consumers are more loyal and deserve more attention.

During the Spring Festival, we chatted with friends and talked to another friend of ours. She found out that she was our fashion leader. When she was a poor student in woodlouse, we introduced all kinds of clothing and cosmetics brands.

One said, "remember that when she introduced me to buy Esprit, it felt advanced."

On the other hand, "yes, that year when she went to Hongkong, she found me a Esprit discount place with seven turns."

Then, we felt that after "time flies", I suddenly realized that where the brand of Esprit is now.

Esprit has not disappeared, it is just a river, the scenery is no longer.

I believe it is similar to our feelings. For many 70 and post-80s, Esprit used to be a fashionable brand that needs some economic ability to afford it. It has its place in the memory of youth. It has also talked about its connection with entertainment gossip. For a long time, we talked about Esprit and said that this is the industry of goddess Brigitte Lin's husband.

Xing Liyuan, a garment maker in Hongkong, started acting as an American clothing brand Esprit in 1972, and acquired Australia, Europe and other businesses in 1974 with the founder of set up HK company, and became a wholly-owned Esprit brand in 2002.

Esprit has thus become the only brand controlled by Chinese people and influential in the world. At its most brilliant, Esprit has a market value of up to 170 billion yuan, and its stores all over the world. Most of its stores are distributed in mainstream markets such as Europe and the United States, while most domestic stores are located in the best location of the core business circle.

However, since 2006, Xing Liyuan has resigned from the chairman of the board of directors of Esprit parent company Si Jie global group and the position of CEO, and continues to reduce.

By 2010, it was completely empty, followed by the decline of Si Jie global, declining for several years.

Of course, on the one hand, it is related to the departure of core executives, but what is more critical is that its original mode has not adapted to the development and competition requirements of the new situation.

Nowadays, wholesale is the key to the rapid rise of Esprit in the year. But it is precisely because of too much reliance on wholesale business and the neglect of the supply chain that Esprit can not react quickly to market changes.

In the process, fast fashion brands such as H&M, ZARA, UNIQLO and so on are rapidly rising and catching up with young consumers who pursue fashion.

And although Esprit and fast fashion brands aim at the main audience of 25-35 years old, they can clearly see that Esprit's products are not old enough to keep up with the same business circle. Esprit is gradually becoming the choice of "senior consumers" to buy basic funds in the discount season, and stores are also getting farther and farther away from the gold position. Taking Tianhe core business circle, it can only be seen in the corner of the two best floor and the Yong Wang supermarket in Tianhe City.

In the past two years, Esprit began to adjust. According to the recent earnings report of Si Jie global, the income in the first half of fiscal year ended December 31, 2015 fell 13.1%, a net loss of 238 million yuan, of which retail business was driven by 6% growth in the development of European market and the growth of women's clothing, but wholesale channels were still weak, down 11.4% compared with the same period last year.

The Asia Pacific region, led by China, continued to slack and mainland revenue fell 11.6%, resulting in a 6% decline in Asia Pacific revenue. According to its strategy, it will further close in the mainland in the next 1-2 years, and there is no new store plan in Hongkong.

Today, Esprit, who is unable to sit on the table, is finally learning from the fast fashion brand that takes away its consumers and market share. It is launching fast clothing and shortening the shelf time.

Whether it can really get up quickly is still unknown, and it is not fast enough. The style should be fashionable and attractive. The brand image should be young and attractive. There is still a lot of work for Esprit to do, and can we catch up with it?

First, try to narrow the gap.