Changing Hands Is Not As Good As Changing Levi'S'S Asian Sales.

"P > Asia Pacific performance decline makes Levi's have to change to get rid of the handsome. However, in the background of" a pair of trousers worn for several years "era, how to make the impression of" 70 after "Levi's is the biggest theme of the" 90's "shopping list, Levi's is better than changing the design.

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< p > < strong > Asia's performance decline, change sales president < /strong > /p >

< p > who says that the days of big fashion in China will be better than that in Europe? < /p >

In the first quarter of the year, the sales of jeans giant Levi's dropped by 11% in the Asia Pacific region and 2% in the European market.

Officials say sales in the Asia Pacific region are related to retail and wholesale business, which is obviously related to the existing economic environment, especially in the Chinese market.

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P > Levi's's sales decline in the Chinese market makes it easy to associate with its "Denizen" sub brand, which was released in high profile in 2010.

The brand that Levi's started outside the United States is known as the brand of the 18-29 year old consumer group in China. But it didn't get the best results as expected. Instead, it withdrew from the Chinese market last year due to poor performance.

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In order to reverse the declining performance in Asia, Levi's group has chosen an executive from a target= "_blank" href= "//www.sjfzxm.com/", "clothing /a" and "fashion industry" to rescue the market. "P"

It is reported that Levi's's New Asia regional sales president, Roy Bagattini, has served as senior vice president of Asia and Africa in Carlsberg beer group for four years.

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< p > < strong > a pair of trousers has worn away for several years and has gone to < /strong > /p >

< p > however, in the context of the employment sector, Levi's's Asia Pacific sales may be a drop in the bucket in the context of the idea that "one pair of trousers has worn for several years" has been eliminated.

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Ye Qizheng, editor in chief of the P, told the Beijing Commercial Daily reporter that Levi's always adheres to the classic way of making the brand image aging.

"When jeans are popular, the brand is too loose and the design is not flattering. Compared with the match of the competitors, the design of Levi's is too heavy."

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< p > in terms of channels, Ye Qizheng only believes that the price of tannin town is not cheap, and most of the counters are in department stores, which are not the main places for young customers to shop.

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< p > and the whole industry of jeans has encountered a "bottleneck" in terms of the whole jeans industry.

Lin Yi fan, director of Research Center for brand research, said that the current trend of new leisure trends is "fast fashion". What people are pursuing is "buying often new".

In the past, the "campus wind" represented by T-shirts and jeans is out of date.

At the same time, jeans brand positioning itself is also getting lower and lower, and the products are less fresh. Although the market still has great potential, demand has been diluted by fast fashion brands.

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< p > < strong > Fashion Jeans lose "after 90" < /strong > /p >

< p > with the change of fashion trend, jeans have become standard "student clothes". Levi's has a strong sense of "80 after" has entered the workplace, jeans are fading out of their shopping list.

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< p > Lin Yifan pointed out that under this premise, Levi's urgently needs to activate the brand image and associate with the "90's" mainstream consumer groups.

We can try to diversify the layout and explore new business areas. While insisting on the main category, we should try to "cultivate the whole generation and cultivate a generation", so as to gradually reduce the inherent impression of consumers' "Levi's equals jeans and Levi's equals 75."

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< p > besides, making jeans into fashion is also a good strategy to attract young consumers.

Levi's can learn from the fast fashion brand and launch a joint brand or limited product with some famous fashion brands to enhance the tonal and attention of the brand.

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< p > Ye Qizheng believes that Levi's also needs to make adjustments in the overall planning.

At present, in Levi's's counters, there is no obvious distinction between the grades and prices of many series. Consumers can not quickly clarify the advantages of the high-end series priced at 3000 yuan, and the advantage of the 800 yuan series of popular products.

"If consumers feel at a loss, they will not be happy to pay the bill."

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