Push Hart Marx, YOUNGOR Will Build A Chinese Gentleman With A Hundred Years Of American Brand?

Following the high-profile launch of the MAYOR brand with the five major international textile and garment giants last year, YOUNGOR group has made new moves in this year's clothing festival: its acquisition of the US Centennial brand.

It will force the Chinese market once again to provide more diversified choices for the shaping of Chinese gentlemen.

As we all know,

Under the leadership of the YOUNGOR group, as an important force in the domestic garment industry, its operating characteristics can be described by two key words: "nationality" and "robustness".

The so-called "nationality" refers to the fact that the whole YOUNGOR group emphasizes itself as a domestic garment manufacturer and is proud of it. While "robustness" means YOUNGOR is acting low key and seldom tries to compare the risks in the process of enterprise operation.

It is precisely because of this, in 2007, when the brand landed in the Chinese market, Li Rucheng and group management did not carry out large-scale market operation and investment like many other agent companies. Apart from opening up sales areas in a considerable number of YOUNGOR stores, the operation of Hartma brand in the Chinese market seems to be very consistent with YOUNGOR's low-key style of action, almost completely without shock.

In 2014, YOUNGOR acquired the right to operate Hart and Marx in China, which is also the first clothing brand YOUNGOR acquired.

The annual report shows that in the past five years, the brand's annual growth rate has reached over 35%.

This makes some observers of the clothing industry very surprised. According to the current operation rules of the clothing industry, products without shouting are almost impossible to sell.

After Hart and Marx landed in China, they did not raise public awareness. Could it generate consumer awareness and further generate sales?

At the launching ceremony of the October 18th Ningbo Fashion Festival, YOUNGOR chairman Li Rucheng unveiled the answer to this question: in the absence of large-scale publicity, the sales of products sold by Hart Marx brand in China in 2017 are expected to achieve a new growth rate, which is far more than that of Hart Marx in the US market.

This achievement is partly due to the power of YOUNGOR's own sales network.

After the formation of brand cooperation, YOUNGOR has opened a considerable display area for Hart and Marx in all the sales areas of all the leading stores. Sales personnel have also actively recommended this brand to the customers who enter the store. At present, the brand has already laid 447 shops in the whole country, so although there is almost no mass media channel of public opinion, Hart Marx has formed a highly targeted word of mouth communication through sales staff and customers.

And secondly, because YOUNGOR and Hart Marx reached a comprehensive cooperation, YOUNGOR designers can make concrete pformation of specific products on the basis of Hart Marx's brand style through the recognition of the domestic consumer market for many years, and through YOUNGOR's production system to be implemented.

The products of Hart and Marx, which appear on the domestic market, are similar to those of Native American products, and are more in line with the Chinese characteristics. Therefore, Hart Marx's clothing has retained fresh and bright and unique brand style in YOUNGOR stores, which has been sought after by consumers.

During this period, the management of YOUNGOR group has fully recognized the role of Hart and Marx in the one hundred years of the US brand in the Chinese market. Li Rucheng believes that Hart will become an important investment target when YOUNGOR will re invest in clothing products. Because the consistent image of the American brand passed to consumers is the next hot spot in the domestic market men's dress - the gentleman image.

At the news conference of YOUNGOR, Li Rucheng explained the hot spot in detail.

He believes that in the first thirty years of reform and opening up in China, the clothing industry has gone through the diversification stage of clothing. Before the reform and opening up, domestic men's wear was the same as old men's clothing, military uniform and military uniform and Chinese tunic suit, and there were only three kinds of blue, gray and black colors.

Since the reform and opening up to now, domestic men's clothing has completely completed the diversification process, and the form of clothing is numerous.

And as the government and academics estimate for the future development of domestic consumption, the next step will be the differentiation of consumption in the Chinese market. In the clothing industry, the results of diversification will be preserved to meet different consumers, and the mainstream clothing enterprises must complete the upgrading of consumption together with the mainstream middle class consumers.

Li Rucheng believes that this stage of consumption upgrading of clothing products can be summed up by "quality".

The middle class's demand for clothes will shift from early functional demands to personal expression.

YOUNGOR's experiment on Hart Marx's brand products is a low-key attempt on this future trend.

As a brand personality, Hart and Marx are an Americanized gentleman.

The typical consumer image of this brand has the bravery and pioneering spirit of American men, but it may not be as rough and adventurous as Western cowboys. It is not only the goal of power and money, but also the tradition of innovation, but also the willingness to innovate.

It can be said that in the US market, there appears to be a somewhat mediocre Hart Marx brand, precisely because the core role of the group of American gentlemen represented by the rise of the whole country has become the key brand in the field of clothing in the United States for one hundred years.

In addition to shaping a gentleman, there is an important difference between Hart Marx and many European traditional men's clothing brands, that is, the innovation and openness in the American spirit.

Unlike traditional European menswear brands, Hart Marx is one of the most willing to adopt innovation in brand clothing. In its more than 100 years of brand history, it has created many such as the first zipper, the first to establish fabric testing laboratory and so on. Therefore, it can be said that the American gentleman and the traditional European knight and gentleman, in addition to men's role and responsibility spirit, there is also a clear difference.

This low-key test, in the market recognition of products, the consensus formed by YOUNGOR management is that after China's reform and opening up has passed the first thirty years of industrialization, it will obviously enter the process of national rise. This process will inevitably be accompanied by the formation of a gentry middle class.

YOUNGOR's management believes that the shaping of Chinese gentry will also have a process from imitation to self styling.

Men who take an important role in China's economic development will start with gentlemen who imitate the traditional European and American countries and gradually form the values with Chinese characteristics. This concept will become the mainstream values of the society and profoundly affect people's choice in many consumer fields.

Clothing, as the external image of people, will be highly influenced by such values.

YOUNGOR management thinks that this kind of change in Chinese society is actually taking place, and Hart Marx has been recognized by the domestic market. The external cause triggered by this is that the trend of society is coming.

At a news conference, Li Rucheng said that if YOUNGOR promoted the high-end brand of Chinese men's clothing such as MAYOR in exploring the style of Chinese gentlemen, enterprises should also take the opportunity to take the lead in introducing more high-end European and American men's wear brands, so that the domestic middle class men will have richer choices when forming their own dressing styles.

At the same time, he also believes that this introduction will speed up YOUNGOR design department's recognition of the final Chinese gentlemen's dress style, so that YOUNGOR's clothing design can lead the future China.

The trend.