Fashion business wants to revive his spirits
Shop is the fact that it a tough competition in the modern
Yueqi Wang, a man 28 years Shanghai white-collar, visited a brand Esprit store in Shanghai in August, but left empty-handed.
"The design has been exceeded, and the colors were not very good. Some of these garments, I think, have been designed for the elderly, no longer young," said Wang. "In comparison to other fashion brands, the price is not competitive. For these prices, I think I can better" "get fashion stores" quickly
Wang was a fan of Hong Kong-listed fashion and fashion brand since she was in high school. In recent years, she has visited the spirit stores several times a year in order to buy clothes for the seasons to come. But she says now his interest in fashion brand is in decline because they "can not find something that is distinctive and unique." Often it is simply out of habit and do not want to buy anything more.
Wang said she would prefer to buy in Zara or H & M to the latest models. Wang balinghuo as typical, which in the 1980s, described born faithful used to his mind, but now moved on to other brands.
Many people in Shanghai may remember the opening of the flagship store in Shanghai Citic Pacific Spirit Place on West Nanjing Road, in 2001, attended by many celebrities. He closed with little fanfare in August without official explanation.
"The main problem of the mind is confronted aging and lack of brand image trendy. Customers are tired of so many similar designs and models a year, year after year. This makes it difficult to attract customers back," said Zhu Meng, a consultant Management Consulting Adfaith.
Ronald van der Vis, former Chief Executive Officer of the Spirit, who resigned in June, highlighted in its 2011 annual report that the spirit "and the cultural heritage in the process of rapid growth and expansion has been neglected."
The advent of "fast" fashion brands such as Zara and H & M also took custom shops spirit. In Shanghai, you can Shops near Zara stores to find spirit.
"These fast fashion brands to customers a wide range of opportunities and maintain a good relationship of turnover, it is difficult for competitive spirit," said Zhu.
Spirit saw its sales decline in recent years in the world, although the company is trying to no effort, to lure back customers spared. From 2011 to 2012, Group sales declined by 10.5 percent to HK $ 30.1 billion ($ 3.88 billion) in the 30th June. Sales in the Chinese market fell by 3.3 percent over the previous year.
"To the problem of mind must be overcome new elements of the brand and add the design and modernization of the existing stores," said Zhu Adfaith.
The company has announced that it. Transformation plan to call him a "wake Kiss" in 2011 Covers a wide range of changes, including the renovation of existing stores, closure of unprofitable stores and create the most popular collections.
In addition, the company will continue with its expansion plans in China. He said in its latest annual report that "will accelerate our efforts to the growth be our first priority in this country."
On 18 October Esprit has its first store in Solana Lifestyle Shopping Park icon in Beijing, started to create a more exciting shopping experience for customers.
"Under the new leadership to China, has a lot more efforts were made to save productivity, improve capacity important organizational initiatives and develop short-term and long-term support for the transformation," the company said in its most recent Annual Report on 17 Published in October.