But The Three Line Brand Of JACK&JONES Is Now Coming Back Together.

With the development of the times, new brands are coming into being, and old brands are falling down. Especially in the field of fashion which is closely related to fashion, once they fail to keep up with the aesthetic appreciation of consumers, they will inevitably be submerged in the long history. For example, Baleno, JEANSWEST, La Natsu Bell, Forever21 and other brand names are all going to decline or even go bankrupt. JACK&JONES, once popular among consumers, has been gradually forgotten by consumers in recent years.

What extent did JACK&JONES fire to that year?

The biggest sponsor of the TV series "watching meteor shower together" is Metersbonwe. In the drama, Chu Yu Hun has such a line: "today, Duan wood took me to Metersbonwe, picked lots of clothes and shoes, and stood in front of the mirror. I didn't know who the girls were inside." With the popularity of this drama, Smith Barney became the brand that young people pursued at that time.

In the same period, JACK&JONES was even more expensive than Metersbonwe. When there was a JACK&JONES brand, it was worth showing off. Put it this way, put on JACK&JONES can be arrogant to the same as Huang Bo in the movie "Crazy Stone" - "brand, Baleno". JACK&JONES, brand goods!

On the day of double eleven in 2013, JACK&JONES reached a record high of 173 million yuan in sales, far exceeding other brands as the sales champion of clothing. But after Gao Guang, it began to go downhill and closed many stores. Today, it has become a three line brand.

Back in the 80s of last century, JACK&JONES (JACK&IONES) was formally born under the banner of Danish BESTSELLER, which mainly consists of three series: business leisure, cowboy pioneer and urban movement. Two years later, the first store opened in Trondheim, Norway. With its European style, diverse styles and good marketing, it quickly became popular all over the world and had a European style market trend.

At the same time, after years of vigorous opening up, our huge market has become a battleground for all major international brands. In 2000, JACK&JONES landed in the Chinese market. However, due to the influence of Korean dramas at that time, the style of dressing was biased towards Korean style, so JACK&JONES did not start a big splash at the beginning.

After several years of development, JACK&JONES gradually adapted to the rhythm of the domestic market, and at the same time, the aesthetic of consumers gradually shifted to European and American styles. As a result, JACK&JONES became the tide brand because of its main European style. It was a unique existence at that time. At the time of its development, ushered in the bonus of the rise of the electricity supplier, actively layout online channels, and achieved excellent results.

However, what level of domestic consumers has been improving, and the speed of market upgrading has accelerated, while JACK&JONES's product style and design have not been significantly breakthroughs. More importantly, the fast fashion brands, led by UNIQLO and ZARA, are rapidly rising in China, which has brought huge impact to JACK&JONES. The first tier market has been constantly carved up, so it can only passively withdraw to the two or three tier cities and increase investment in online channels. However, these measures did not seem to bring good results, but they lowered their status in the minds of consumers.

Fortunately, JACK&JONES has not given up and has been seeking change. In May this year, it co operated with man Wei to customize a series of T-shirts based on the trend of youth. In addition, in today's traffic is king, the company invited the famous stars as brand spokesmen, aiming to take the road of younger transformation.

Nowadays, domestic consumption is upgrading obviously, and the aesthetic standards of Chinese people are also changing. Under such circumstances, old brands need to constantly innovate themselves and speed up product iterations, so as to attract consumers' attention and occupy a place in the competitive market.