Brand New Stores Open Overseas

When the financial crisis left many enterprises at a loss, women's clothing enterprises in Hangzhou chose to exert their strength.

Recently, a women's clothing store called "FIRST VIEW" (new vision) appeared frequently in commercial streets such as Wulin Road.

This is another upgrade brand launched after the successful operation of "COCOON" (coconi).

So far, in just one year, the two upgrading brands of "autumn and water" have opened 15 stores in Hangzhou.

In fact, after the completion of the original capital accumulation, in recent years, many early Hangzhou women's clothing enterprises have achieved upgrading through brand diversification.

"COCOON" and "FIRST VIEW" are out of the market positioning of Hangzhou women's clothing.

The director and chief designer of the "autumn water" person, design director, should be Cui Jian. From the point of design force, the two upgraded brands are completely in sync with the product design and the world fashion trend of the famous international design companies, but "COCOON" is elegant and fashionable, while "FIRST VIEW" is an avant-garde leisure, and fabrics and materials are also purchased from abroad.

Of course, the added value of the two upgraded brands is much higher than that of the original ones.

"The woman in the autumn is positioned as a mid-range dress. The annual retail price of clothing is 300 yuan to 500 yuan, and the average price of two upgraded brand winter clothing is about 1500 yuan."

According to the sales forecast of "autumn water people", the overall sales of the three brands increased by 55% this year, and the sales of single stores increased by 15%.

In 2005, Jiangnan cloth dress founded the menswear brand "CROQUIS" (from French and sketches). At present, its two brands, "JNBY" and "CROQUIS", have opened their stores to foreign countries.

Even in this year's general economic downturn, it is estimated that the annual sales of the two brands will increase by 10% to 15% year-on-year.

Li Lin, director of company design, said that the operation of "JNBY" is very mature now, and the main force will be placed on the "CROQUIS" brand of men's clothing in the future.

"In recent years, Hangzhou women's clothing enterprises founded in the early years have gradually upgraded their products and brands."

Meng Ping, Secretary General of Hangzhou Hangzhou women's wear trade association, said, for example, "OTT" and "blue sentiment" created the "EOTVOS" (A Taqi), which helped women's clothing enterprises successfully achieve industrial upgrading.

After challenging the international market and following the successful entry into the Russian and Japanese markets, last year, "JNBY" opened its own store in Hongkong and Vancouver, Canada, and began to challenge the new heights.

Meng Ping said, Hangzhou women's clothing enterprises initially completed capital accumulation, more and more hang Pai women's clothing enterprises began to integrate resources in the world, for example, design from the top of France, Britain and Italy, CI (enterprise image recognition system) used in Hongkong, fabrics and materials from Korea.

"From sales, in recent years, with the successful upgrading of women's clothing products and industries in Hangzhou, and the success of domestic sales, some clothing brands began to extend their tentacles abroad."

Meng Ping said.

At present, "JNBY" and "CROQUIS" have developed to ten stores in countries such as Japan, Russia, Singapore and Hongkong, China.