Sanlitun Esprit, Mango Relocation Many Reasons For Brand Survival

< p > the Esprit store in Taigu, which occupies the gold position in Sanlitun, has been closed and blocked. The site of Mango in Sanlitun will be replaced by Starbucks.

These "high-end" brands of consumers in the past are now under the impact of fast fashion, independent a target= "_blank" href= "//www.sjfzxm.com/" and "designer /a" brand.

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< p > < strong > break away from fashion first tier < /strong > < /p >.

< p > in Zara, H&M, UNIQLO and GAP, they became one of the most fashionable brands in shopping malls and consumers' minds. The fast fashion brand Mango that first entered China and the market entry in China's a target= _blank _blank href= //www.sjfzxm.com/ were also falling behind in the design, price and supply chain.

In the new plan of Mango, the Chinese market was deliberately omitted, while Esprit's new three year savings plan also intended to reduce some expenditure.

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< p > nowadays, these brands that have taken up the gold position of the mall have been evacuated.

Mango has closed one shop after another, leaving only half of the ten years spent.

Esprit is the same. After closing the flagship store in CITIC Pacific Square last year, Esprit flagship store, which has been active in Sanlitun for five years, will also be closed.

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< p > apart from the factors that prevent the rent from rising, according to people familiar with the matter, because of the loss of brand scenery, these brands have limited ability to gather customers.

"Shopping centres need fresh and fashionable" blood "to attract fashion lovers. These brands are obviously unable to meet the requirements.

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< p > many consumers feel the same way.

Ms. Chen said that Esprit and other brands had been the "high-end" brand in her mind. The price of a garment after folding was about 500 yuan.

Ms. Chen stressed that two or three years ago, Esprit rarely participated in holiday promotions in the form of discount.

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< p > "when I met Esprit's discount activities, I felt very happy and wanted to buy more.

However, this brand has not attracted much interest to me now, and Esprit often has a low to 80 percent off activity.

Ms. Chen believes that compared to the past, although the current Esprit price is more affordable, the position of Esprit brand has changed in her mind.

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< p > < strong > brand "soul" gradually lost < /strong > < /p >.

< p > in the view of the director of the brand research center, Lin Yi fan, consumers have gradually divorced from the consumer psychology of pursuing brands, paying more attention to the quality and style of clothing.

Beijing commercial newspaper reporters know that Gucci, LV and other luxury brands have also announced the weakening of brand imprint, more emphasis on quality, style of grinding.

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< p > in fact, Esprit's former chief executive has also realized that the soul of Esprit brand has been lost.

Esprit's parent company is also improving its clothing design by reshaping its brand image. However, Esprit has been rejected by the current chief executive, Ma Hao Si, for its 18 billion 500 million yuan "three yuan" pformation plan.

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< p > industry insiders believe that in the new three year plan with Esprit as the theme of saving, closing some stores with high manpower and high rents will be the first step in implementing the plan.

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< p > data show that as of last December 31st, there were 371 stores in mainland China and 27 new outlets.

In spite of the previous investor relations day, Ma Hao Si has deeply reflected the failure of Esprit for several years, but the fact that Esprit will still record substantial losses in the second half of the fiscal year has not changed.

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< p > < strong > multiple reasons for brand survival: < /strong > < /p >

< p > independent a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > Service commentator Ma Gang said Esprit needs to find the pilot ahead of schedule before the new plan is fully implemented.

Esprit's previous plan was based on high-level experience.

"Frequent changes at the top level have forced the pformation plan to be changed repeatedly, not only damaging the brand image, but also making it more ambiguous."

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< p > in the fast fashion attacking China market, a number of independent designer brands with more quality, design and originality are also emerging.

At the same time, the fashion trend card with star effect has also won many fashion hearts.

From design to price, Esprit's performance price ratio is getting lower and lower.

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< p > now Esprit is once again announcing the improvement of brand, channel, business mode and product.

In a report released recently by Macquarie, it is said that Si Jie is not a completely haggard brand, but the market has not improved.

In Macquarie's view, the change of Si Jie world can no longer be assessed by traditional revenue performance.

Although the three quarter is still negative growth, but the decline has narrowed. Macquarie also raised its target price by 29% to 18 yuan.

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