Esprit#39;s fast fashion of Shame.docVIP

 PAGE \* MERGEFORMAT 9 Esprit#39;s fast fashion of Shame In 2007, the U.S. fashion brand Esprit first flagship store in Guangzhou Tianhe City opened. Esprit was full of confidence and hope to expand the channels flagship stores, the introduction of a ‘global fashion ideas.’ However, eventually arrived, but ‘The Seven Year Itch.’ , in 2014 became Esprit flagship store in Guangzhou closed shop ‘domino’ in a. statements show, Esprit stores in China last year, a decrease of 38. 1992, Esprit to enter the mainland through Hong Kong, with stylish design, less investment and quick mode of agents, to grow up quickly, for three consecutive years to maintain 50% growth thereafter, subject to Zara, H amp; M and other fast fashion brand impact, Esprit decline in performance. 2012 Esprit turning fast fashion, invested heavily to hire executives from Zara, rebuild the brand image, integrated supply chain, but their efforts do not seem to bear fruit in 2013, Esprit into a ‘closed shop tide.’ Esprit, is how to descend from a fashion pioneer who is lost? Positioning swing Esprit positioning in the mid-20s in the upscale consumer, before entering the mainland market in the 1990s, in Europe, Hong Kong and other markets leading fashion pioneer, who is younger mainland ‘go to Hong Kong to buy a certain brand of clothing.’ Early Esprit rapid development in the Mainland market, and then the apparel industry background a close relationship early .1990, the brand gradually formed the idea of #8203;#8203;Chinese consumers, but behind the fashion trend in Japan, Korea and Europe, the choice is mainly local brands, as well as one of the few Hong Kong brands, design style more boring. Esprit brings fashion elements appear to mainland apparel market, it advocates the brand meaning is ‘the American way of life’, the design concept, ‘care attitude rather than age.’ bright colors favored by the white-collar family. In 1992, Esprit conduct retail business in mainland China, we hav