Design Does Not Sell According To Common Sense, Thom Browne Sales Hit A New High.

Thom Browne, who has the experience of actors.

Never play the game according to common sense. The picture is Thom Browne 2018 spring summer series.

No doubt, redefine the suit.

Thom Browne has become the best designer in the world.

One of.

According to the world clothing and shoe net, Thom Browne reached a record high of $100 million last year, of which 30% came from the United States and Canada, 30% from Europe, and 40% from the Asian market including greater China. Sales growth is expected to be between 25% and 30% to 125 million dollars this year.

At present, brand men's clothing sales account for 67% of total sales, while women's clothing business accounts for 1/3 of total sales.

Thom Browne was founded in 2001 by the 52 year old designer Thom Browne. With its unique cut "shrink suit" suit and "red, white and blue striped shirt", the brand has rapidly red in fashion circles.

As a matter of fact, Thom Browne was a young actor who ran a dragon in Hollywood when he was young. He liked old style suits. He began to learn fashion design after he met the designer Johnson Hartig.

After moving to New York, he had unique aesthetics and taste. He soon got the opportunity to work in Giorgio Armani showroom, and was appreciated by Ralph Lauren. She was later appointed as the designer of Club Monaco.

Thom Browne, a personal brand, has won the CFDA best men's wear designer award two times. In 2008, GQ was named the best designer of the year.

In 2007, the first Black Fleece series was released by Brooks Brothers of American menswear brand and Thom Browne.

In 2009, Thom Browne began to be the creative director of Moncler Moncler Bleu, a luxury luxury brand high-end men's wear series.

However, Thom Browne has concluded the two cooperation relationships at the end of 2015 and in November this year, so as to focus on developing personal brands.

The picture shows the designer Thom Browne.

It is noteworthy that, compared with other American fashion brands, Thom Browne's tailored design tailored by Asian consumers.

In 2009, Japanese company Cross looked at its development potential and bought 67% of its shares for $6 million 300 thousand to become the largest shareholder.

Last March, Thom Browne was eyed by Tommy Hilfiger's private equity fund Sandbridge Capital, and Sandbridge Capital acquired most of the Thom Browne share.

Sandbridge Capital was founded in 2012. Most of the members of the company are top figures in the fashion industry, including designers Tommy Hilfiger and Gucci CEO Domenico De Sole.

In addition to Thom Browne, the company currently owns Derek Lam, Tamara Mellon, Topshop and Karl Lagerfeld brand shares.

In order to further globalisation, Thom Browne opened the first independent store in the European market in Milan, Italy in April 7th this year. In addition to selling the brand's main men's wear series, the store also sells women's wear series.

In June of this year, Thom Browne opened its second independent stores in Europe in London.

In the Greater China region, following the flagship store in Hongkong, Thom Browne opened a new boutique in Shanghai IFC Mall in October 25th, which continued the design style of the brand store, and was responsible for ASA Studio albanese architects Flavio Albanese, and integrated into the unique design elements for the Shanghai market.

In December 1st, Thom Browne Chengdu store was also officially opened.

Thom Browne has emphasized that China has always been a very important key market for its personal brand.

In the past year and a half, Thom Browne has added 15 retail outlets, with a total number of 29 stores in the world, and plans to open 5 new stores in Tokyo, Osaka, Miami and Beijing next year.

But Thom Browne's main revenue comes from wholesale channels.

Up to now, Thom Browne has more than 300 men's wear sales outlets, women's clothing has more than 150, and will increase to 200 next year.

Rodrigo Bazan, who took office last year, said that the success of Thom Browne was mainly due to high quality products, highly unified design style and clear brand positioning.

In order to further improve the quality of products, Thom Browne began to pfer its production base from Japan to Italy in recent years, and custom business was also outsourced to Caruso, a high-end menswear manufacturer in Italy.

In addition to men's wear, the brand will continue to expand the size of women's clothing business in the future.

In October this year, Thom Browne first held a fashion show for its women's wear series in Paris, further hinting that it will pay attention to the determination of women's clothing business.

Rodrigo Bazan pointed out earlier that the sales proportion of accessories has also increased market space. It is estimated that the turnover of women's accessories in Thom Browne will increase by at least two times in the next few years.

According to him, after the debut of the first fashion show, the sales of women's clothing brand increased by 30%.

In the positive layout of the retail network at the same time, Rodrigo Bazan believes that digitalization is very important for the long-term development of Thom Browne. In March this year, the brand has launched the online purchasing service in Japan's official website. In the future, it plans to build a special website with the global luxury shopping shopping platform Farfetch, and only sell products from Browns and Thom Browne from Farfetch's buyer's shop.

Rodrigo Bazan stressed that with the support of Farfetch technology, Thom Browne will achieve full channel retail through integrating online and offline resources.

At present, the number of Thom Browne headquarters staff has increased from 80 to 130, and about 33% of its revenue comes from brand Direct stores and e-commerce channels.

Thom Browne said earlier in an interview that Sandbridge Capital's most moving place is his vision of brand business, so that he can concentrate on product design.

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