LVMH Shirt Brand Pink Reborn: Product Store Upgrade

from French luxury goods giant LVMH acquired Britain in 1999 Top shirt brand Pink With the support of the group, new students will be reborn.

In order to make the brand return to its peak glory, LVMH group has appointed Christopher Zanardi-Landi, the senior jewelry brand Cartier, the British senior men's wear brand Dunhill, the French luxury brand Lanvin and LVMH flagship Louis Vuitton, as the president and CEO of Pink, and has also hired the Scotland designer, Mr. Hu, who worked in the company of the designer of the brand, the designer and the director of the brand.

Pink was founded in 1984 by James Mullen, Peter Mullen and John Mullen three brothers. The brand was named Thomas Pink. Brand distinctive Striped shirt It was once the symbol of success of the financial circles in 80s when Mrs. Thatcher was in power, and it soon became popular in the financial industry all over the world. Later, as the demand for shirts decreased and the quality of the brands also declined, Pink declined gradually in the market.

In November 15th, the store on Jermyn street in London reopened as the pioneer of Pink store reform. The store is full of new John Ray dresses, and the retro series also retains the characteristics of 80s. In order to improve consumers' shopping experience, commodities are no longer placed in boxes as before. Consumers can try them on at will. In December, the store at Duke of York Square will also be followed shortly after the completion of the renovation.

After the reform, there are great changes in brand product packaging, raw materials, retail mode and shopping experience.

Strive for excellence in products

Christopher Zanardi-Landi said he had always been confident about Pink. Pink is a very popular brand in the most prosperous period of the financial industry. The founder of Pink subverts people's solemn concept of shirts through colorful striped shirts and storehouses full of positive energy. Pink products will not only fill the gap of the current garment industry, but also bring unprecedented shopping experience to consumers.

Although the product is bright and colorful, Pink still keeps the values of the old British brand. Brands have almost stringent requirements for the quality and service life of goods.

Christopher Zanardi-Landi believes that Pink's shirt is not only nice, but also powerful. He said that products are the key to brand success. Good products are not only of good quality, but also suitable for all social occasions.

Over the past year and a half, Christopher Zanardi-Landi and John Ray have discussed closely the sewing methods and prices of shirts. Finally, they decided to set the brand business white shirt priced at 130 pounds. They also agreed on the sewing and appearance of the shirt. Pink's shirt will have strong seams, sewn instead of adhesive collar, and the original design of the Gusset can also be retained at the bottom of the shirt.

John Ray said that the collocation of shirt and tie looks simple, but there are many knowledge. When the match is good, the overall impression is very different.

In order to make the consumers do not need to take off their jackets in their daily life and keep their gentlemanly manners, they have made the shirts very frivolous. John Ray also designs products that match with different occasions. These include the Shetland Wool or the velour. Five layers of cashmere Knitted sweaters, well tailored cashmere coats and soft corduroy trousers. All Pink pants have buttons that match their straps, retaining the design features of John Ray. Besides, Pink's products include neckties, socks, handkerchiefs and other accessories.

In order to achieve the ultimate goal, Christopher Zanardi-Landi and team search the world's best supplier of raw materials, selecting Fritillaria buttons from Italy, linings from Holland, and fabrics from Switzerland and Italy.

Female sex shirt The category will meet with consumers in 2019, and full customization will be provided.

　 Green packaging

In addition to product reform, Pink's packaging also uses environmentally friendly materials that can be reused.

The products are packed with cotton zipper bags and hangers made of plant roots. They do not use any traditional packaging such as plastic packaging, clip, pin or cardboard. The box is made in England by 100% Recycled materials It is made from dyeing and is very durable.

Christopher Zanardi-Landi also worked with John Ray for months to deploy the logo of Pink in 80s. They said that the color used before was more focused on the orange red of salmon meat, and the color of the blend was more saturated, which was very similar to the original color of the brand in 80s.

　 A meticulous observation of consumers

Christopher Zanardi-Landi believes that the consumer experience of the physical shop in the shirt industry has been imperfect, and he will gradually increase the consumer's shopping experience from 2019.

Christopher Zanardi-Landi found that people usually decide whether to buy products in the fitting room. Therefore, the arrangement of fitting rooms should not cause consumers' anxiety and should be more relaxed.

He said that although Pink stores at Heathrow Airport's terminal four are small, the fitting rooms are always very spacious. The data show that 30% of the customers entering the store try to wear clothes, so they want to install comfortable and comfortable fitting rooms in all the stores as possible as possible, so as to enhance the possibility of consumers buying goods.

The fitting room not only needs gentle lighting, but also has very sound effects.

Christopher Zanardi-Landi has been a senior executive in Louis Vuitton China and France. He said he had worked with the famous architect Peter Marino for many times in his work. Although often ignored by people, the voice and smell in stores often affect people's senses. Because of the noise, it is very difficult to create comfortable and relaxed store environment in many marble shopping malls.

In order to create a comfortable and relaxed shopping environment, all the stores inside Pink will be converted into a more spacious and bright design from 2019.

In addition, Christopher Zanardi-Landi has also integrated Pink retail network. They closed some stores, retracted franchises, and established wholly-owned companies in China, which will open two stores in the future. Next year, the brand plans to open the first store in Tokyo, and they are also very optimistic about Sydney, Mexico City and some American cities. Online platform Business opportunities.