esprt发展史.pptVIP

* ??????????????? ?????????????????? San Francisco native Susie Russell, 21, slows down to pick up a hitchhiker near Lake Tahoe, California. Doug Tompkins, also age 21, is a hopeful Olympic skier. Six months later, they marry. ??????????????? The Plain Jane Dress Company be gins. Doug and Susie sell 40s inspired dresses out of their station wagon. An order for $15,000 worth of merchandise sets the stage for future successes.  ???????????????? The company is incorporated as Esprit de Corp. The first group of designers starts work on the first Esprit collections. ?????????????????? Esprits San Francisco headquarters, located at 900 Minnesota Street, burns to the ground in an arson fire. Grand scale rebuilding begins immediately. Constructed of salvaged Douglas fir, the space was created to be an exhibition space for Dougs Amish quilt collection, as well as the heart and soul of the company. ?????????????????? San Francisco graphic designer John Casado creates the Esprit logo using a stencil effect. Everyone worries the triple-bar E wont be legible to customers. Doug and Susie take the risk. The logo becomes one of the most recognized and memorable in the industry. ???????????????????????????????????????????????????? ??????????????????????????????? The first Esprit catalog is launched, breaking stodgy mail-order design conventions. It gets record response rates and makes Esprit a household name. This happens without the use of advertising of any kind. ??????????????????????????????????????????????????????  ????????????????? Esprit Kids is launched with its own mail order catalog. No one understands why Esprit doesnt call its new line Girls. ??????????????????????????????????????????????? ?????????????????? While looking at photos from a company party, Doug realizes the style of Esprit employees is the style the company wants to convey. Employees are used as models in the catalogs. Customers get their turn in later season