The Past European Tide Brand Has Now Become A Three Line Brand.

Speaking of the clothing brand of JACK&JONES, it can be said to be a generation's youth memory. In those days, shopping centers spread all over the big cities, which was a fashionable fashion brand, even more than the current UNIQLO, Hai Lan's home and Semir. However, in recent years, it seems to be slowly forgotten by consumers, even by some young people.

Let me give you a brief introduction to this old men's clothing sales champion: JACK&JONES (Jack & Jones) brand, founded in the late 80s of last century, and is headquartered in Denmark. The parent company is the Bestseller of Denmark fashion group. Its brand is mainly divided into three series: business leisure, urban sports and cowboy pioneer. It is mainly based on the international brand concept and the simple and pure design style of northern Europe, and has been in China for more than 20 years.

In 90s, JACK&JONES's first store opened in Trondheim, Norway. With its European style and rich products, it was sought after by fashionable male consumers. Soon, a European style fashion for men's wear was launched in the industry. With the brand's reputation four, they brought their products to the Chinese market.

Apart from the special style of the product, JACK&JONES also has a unique style in its display. Therefore, it is different from other brands in the display of the store, but in a novel way, hanging with a hook, that is, random and neat, and it reflects the brand's style just right, so many customers come to buy it. In that era, the domestic market was in short supply of strong competitive rivals, so it earned a lot of money and became the most representative and well-known European style men's clothing brand.

Later, with the rise of the electricity supplier, JACK&JONES sniffed business opportunities, so it came out of the first online flagship store. It happened to welcome the first double 11, which sold millions of dollars on that day, and then created the highest sales record for a single store. It also pressed Mester's competitors, including seven pairs of wolves, camels, and so on to become the men's wear sales champion on the line.

But with the changing times and the improvement of people's living standards, the aesthetic requirements have also changed. Many foreign fast fashion brands have begun to enter the market. With their fashionable and innovative products, a lot of market has been seized. This has made JACK&JONES's hard product design hard hit, and development has entered a bottleneck period.

Soon, JACK&JONES's market share in the first tier cities was gradually divided. In order to avoid confrontation with ZARA, UNIQLO and other strong rivals, it was forced to retreat to the two or three tier cities, but still could not get out of the difficulty. In the absence of recruitment, JACK&JONES wants to reverse the situation with the electricity supplier channels, and increase sales with discount sales. This action has lowered the brand's status in the minds of consumers, but on the contrary, it is just the opposite.

In recent years, JACK&JONES has been actively making major changes and playing a new role. In 2019, the opportunity for cooperation between the brand and IP was set up to make a series of T-shirts for young people. In order to cater for the younger market, we also invited Bai Xing ting and Deng Lun as the brand spokesmen. At the same time, in order to satisfy the consumers' need for experience, we collaborated with the Danish headset brand to build the first offline immersive experiential shop, playing a new retail concept store. In the new store's display mode, design, product and dress style, all have made some adjustments.

The industry commented that: at present, we can see that many clothing brands have gradually developed from shopping mall to shopping mall, franchised store and three wings. The market environment is changing, the consumers' aesthetic tastes are changing, and how the old brands can meet the more diversified and personalized needs of the new generation, what we need to do is to insist on constant attempts and continuous self renovation.