The Loneliness Of A Generation Of Kings

Speaking of fashion brand ESPRIT, many people may think that it is the brand of movie star Brigitte Lin's husband. ESPRIT used to be the tide card. What I never expected is that ESPRIT recently launched 3 80 percent off, 10, 95% off clearance sales promotion on the Internet and offline stores. A dress is cheaper than a rag.

ESPRIT's parent company, 00330, was once a "stock king" of the Hong Kong stock market. It was listed in 1993, when the listing price was HK $3.7. In 2002, Si Jie became a constituent stock of the Hang Seng Index. In 2007, its stock price was HK $133 and its market value was HK $171 billion 500 million. Today, the shares of Si Jie Hong Kong stock have closed at HK $0.71, the market value is HK $1 billion 340 million, and they are still looking for the bottom. Compared with the peak period, it is a long way to go. In the heyday of 80s, ESPRIT has branches in more than 40 countries. Many of the local stars are fans of ESPRIT, including Danny Chan, Leslie Cheung and so on.

Unfortunately, it didn't last long. After the financial tsunami in 2008, the shares of sage began to fall. Until 2013, Si Jie was listed as a blue chip company, and its business has been going downhill. With the rise of the same type of clothing brands such as Zara, H&M and Uniqlo, it gradually faded out of the public view. On the 27 day of last month, Si Jie said that according to section 270b of the German bankruptcy law, 6 Affiliated Companies of the group had applied for the initiation of property protection litigation procedures, that is, to manage the reorganization procedures on their own. In other words, the European business of Si Jie has come to an end.

ESPRIT this discount sale is actually cleared. It is reported that ESPRIT will close all the stores in the mainland in the near future. ESPRIT's official website micro signal also posted a notice that the membership project will end in mid May, and the cumulative points will cease as early as February 28th, and the existing member projects will be terminated in May 31st. ESPRIT Tmall flagship store started buying 80 percent off sales promotions of 3 units as early as April 3rd. Below eighty percent off, the original price of 199 yuan (RMB) the T-shirt reduced to 40 yuan, the original price of 359 yuan sweater reduced to 72 yuan. But most of the goods are sold out now, and only 6 items are still on sale. And in the part of the brand of Beijing and Shanghai, some 10 "95% off" clearance activities were reported.

Mu Shang: will reshape ESPRIT brand

In December last year, in December, ESPRIT, a joint venture with Si Jie global and 01817 mainland business, said that all the stores in the mainland will be closed in the middle of this year, and the sale will end before May 31, 2020, so as to reshape the existing brand positioning, channels and goods of ESPRIT.

It is not known what the future of ESPRIT will be in the market. The co founder and CEO Yu Yong of Mu Shang Group at that time indicated that it would make a reshaping of ESPRIT and overturn it. It will show a completely different ESPRIT from the present. The store will be adjusted to 100 to 200 square meters in the future, and will be the main shopping center channel for the new generation.

The terms "fashion" and "trend" are changing rapidly, and ESPRIT will not be changed by the times. Even if the trend is Vintage, in 80s, Ralph Lauren, Tommy Hilfiger, and even Nautica will all have a market price, but the ESPRIT of the old section is rarely asked. Although the trend is the main factor, caters to the public's aesthetic is the way to build the world.