ISSY&Nbsp; MASON Opens China's Journey

When more and more Chinese urban white-collar workers are becoming more and more brisk because they are wearing international brands, more and more fashion Nouveau brands are becoming more and more popular as a result of attending the first-line brand reception. Italy's brand ISSY MASON has also opened its own China journey in order to get its share in the campaign.

Chinese magic

In recent years, by the relaxation of the Chinese government's policy and the rapid rise of the middle and high-class class, international first-line brands have come to China to set up shop. By the end of December 2009, about 226 retailers in 44 large and medium-sized cities in China had given their prominent positions to these first-line brands. The top 100 top fashion players in the world have opened 1344 stores in China and have successfully won sales figures that surprised them.

In April 28th of this year, Louis Vuitton opened two flagship stores in Shanghai on the same day. The total area of the two shops reached 1736 square meters and 1475 square meters respectively. Cartier4 opened at 3 stores in Hongkong square, IFC and Hang Lung square in May 20th. In May 20th, Hongkong set up a special store in Guiyang, and its franchise stores in China had reached 34, while Burberry decided to increase the number of stores in China from 44 to 110 in 2012.

"It is better to understand that the transfer of big cards to the market since the financial crisis is better understood as the outbreak of long-term accumulation of power, because their desire for China has been suppressed for many years, and they are well prepared, and some brands are ready for this day for several years." ISSY MASON, vice president of Italy headquarters, Daniele said.

ISSY MASON is no exception. It has already had a solid market position in Europe and America, and has been preparing for ISSY MASON for many years. As early as 2002, ISSY MASON began to expand its market in China, because they had long noticed the change and rise of China. Clothing brand The consumption enthusiasm is increasing day by day.

"The world's top high-end brands are rapidly shifting to China. The Chinese market is full of tremendous growth opportunities. ISSY MASON's entry into China will not only follow the trend, but will also bring different fashion experiences to high-end Chinese female consumers." Daniele thinks so.

In fact, with the rapid rise of China's economy, "China magic" is attracting more and more international clothing brands. Therefore, although the impact of the financial crisis has not yet completely dispersed, ISSY MASON has regarded China as an oriental country playing an important role in the global market economy as an important part of its global market strategy.

development strategy

The ISSY MASON will be very strong in the Chinese market. As one of the development strategies, the company will only deploy Shenzhen in 2009. In 2010-2011 years, it will set up a retail network in Beijing, Shanghai, Chongqing and other cities, and the store will reach 50. By 2013, the number of shops will reach 120, and the sales volume of each store will exceed 20 million yuan per year.

Speaking of confidence in the future, Daniele said the company is very optimistic about China's growing strength. Middle and high end Consumer groups, and they have accumulated nearly 30 years of brand spirit and the brand characteristics that have been invincible for a long time, "our fabric, style and products behind the history, technology and culture support the high quality of products".

In fact, the development of ISSY MASON brand in China is full of confidence from the head office of Italy to China. Joe Chan, general manager of Shenzhen Guanming Clothing Co., Ltd., a subsidiary of Hongkong Xing Long group, which is responsible for ISSY MASON operation in mainland China, has introduced the development of ISSY MASON in China. From design to team to channel, it already has a strong material foundation, so this brand is full of confidence in its domestic development.

When landing in China, ISSY MASON has made full preparations, will continue to take the middle and high-end line, maintain the connotation of ISSY MASON brand and keep the brand style of "elegance and fashion together" unchanged, and maintain its brand connotation which has been deposited by culture and history for many years. It will also promote the concept and culture of ISSY MASON on a higher platform.

This entry into China includes ISSY MASON's clothing, bags, jewelry and other products. The company will focus on the consumption crowd in the annual income of more than 100 thousand yuan, the age of 25-38 years old, keen on fashion, like the elegant image of people, can complete the product distribution in the completion of the "consumer upgrade".

Although the company is confident, " Not acclimatized "Every foreign brand coming to China must be considered." For this reason, ISSY MASON has made many attempts to localization in China.

On the product design, all products of ISSY MASON are designed by Italy headquarters, keeping their original fashion and elegant style unchanged. But every year, designers team will be assigned to investigate the market in China, understand the Chinese body characteristics and consumption habits, and develop a new European version suitable for Chinese people's body shape and consumption habits.

In the design of the store, the company will specially transport furniture, lamps and lanterns and decorative paintings from Italy in eighteenth Century, and will be more close to Chinese characteristics in the decoration style. "Chinese people are more curious about our products, stronger in demand and more open in thinking. To do so is to highlight the purpose of an artistic life. Joe Chan said so.