Esprit- a middle-class lifestyle.docVIP

 PAGE \* MERGEFORMAT 9 Esprit: a middle-class lifestyle The past three years, Esprit China has continued to maintain a 50% increase, and in mainland China has over 300 stores. In addition to Shanghai, Beijing, Dalian, Guangzhou and four outside the city to carry out retail business, but also the rapid development of Shenzhen, Chengdu, Wuhan, Xi’an, Wenzhou, Hangzhou, Nanjing, Tianjin and other cities hundreds of franchises. As a fashion apparel brand, Esprit 1992 years before they route through Hong Kong into mainland China, put in the kind of marketing brands, and not too much, then she is driven by the rapid development where it? Targeting adults over the age of 25 Since 2004, Esprit started strongly in advertising to establish a new image: Esprit is no longer a youth brand, but the target audience is 25 to 40 years old, have a certain economic base, pleasant people who love fashion casual clothing brand . Esprit to make this adjustment was not accidental. The U.S. retail consulting firm NPD Group Port’s weekly survey found that year in February to July, the U.S. retail sales of juvenile products declined by 6%, while the 25-year-old to 34-year-old consumers, retail sales increased by 9%. Cohen, chief analyst at NPD, said, Esprit will be targeting the population over 25 years of age is very wise. In addition to display ads alone, casual series of clothing, the company has also taken measures to dilute its her former youth brand image. Esprit selection of print and outdoor advertising model looks at the 25-year-old to 29-year-old is a reflection of the company’s ‘mature fashion brand’ positioning; Esprit print ads only option for adults to read Lagardere’s ‘Elle’ and contemporary Chinese satisfied that the company’s ‘In Style’ published; in the use of color, Esprit is also a successful seasoned, and she abandoned those often used by people suitable for 12, three years old girl’s baby pink, while the choice of even more mature dark pink, which makes her bo