Di Shang Joined Hands With PVH&Nbsp; IZOD&Nbsp; International Fashion Clothing Brand Entered China.

Michael Kelly, vice president of marketing, PVH group

In recent years, China

Now, the US PVH, an international clothing group, announced the introduction of its important clothing brand IZOD into China.

PVH ranks among the largest apparel group in the United States. In 2009, it earned more than $2 billion in revenue. Its brands include IZOD, Van Heusen, Bass, Jimlar, Calvin Klein, Tommy Hilfiger and so on. Among them, the latter two brands were introduced into the Chinese market through agency mode many years ago, so they are familiar with Chinese consumers.

Recently, Michael Kelly, vice president of marketing and implementation of PVH group, came to Beijing to make the final preparations for IZOD's entry into China.

Zhu Lihua, chairman of Di Shang Group, has carried out in-depth communication on the details of sales of IZOD brand in Greater China.

The two sides agreed that in December, they opened brand stores in many cities and regions such as Beijing and Shandong, and planned to open about 3000 stores in China in the next five years.

The specific task is to carry out the implementation of the dis group.

He told fortune (Chinese) that IZOD is a high-end sports and leisure fashion suit affordable by the public. Its products are maintained at high cost performance with high quality fabrics and excellent workmanship.

However, when Calvin Klein and Tommy Hilfiger entered China, they adopted a different agency mode. PVH introduced a Chinese partner to jointly operate IZOD brand.

This partner is Shandong Weihai Di Shang Group.

Originally, it was mainly engaged in clothing import and export and production. From its introduction, its strength can not be underestimated: the company has 15 thousand employees, the total assets are about 2000000000 yuan, and the annual sales income is more than 5 billion yuan.

Michael Kelly believes that the positioning of IZOD determines that it is a very large sales brand. Therefore, it is necessary to find a partner with very good localization production capability. Di Shang has just satisfied this point, and the strong production and capital strength of IZOD is also a guarantee for the success of China in China.

It is undeniable that, regardless of the size of sales, most of the other international brands mentioned above choose to expand their market by themselves instead of giving them to partners.

Which model is better or more worthy of observation?

However, Michael Kelly is full of confidence in the development of IZOD in China: "I am very optimistic about the development of IZOD in the Chinese market, not only because of its success in the world, but also because of its own quality of a successful brand.

What's more, we have a partner who knows the local market well, and it knows all the elements of success in the local market, understands product design, market positioning and retail strategy for the local market, and knows how to approach young consumers in big cities in China.

After the meeting, Mr. Mike was interviewed by some well-known media in China.

He said that China is a dynamic market with great potential. PVH needs a strong partner to help IZOD enter the Chinese market. The group has a large capacity of independent production, excellent design team and abundant financial resources, and can take a quick response mechanism to the whole market situation. It is the partner needed by PVH and IZOD brands.

He has full confidence in the prospect of future cooperation.

In November, IZOD's retail stores will be unveiled in Beijing, Shanghai and Shandong.

According to Michael Kelly, di Shang has obtained the authorization to use all the brand resources of IZOD, including the picture, spokesperson and information of IZOD's name sponsor sponsored by China in 2012.

At that time, di Shang will integrate these brand elements into the shop design, especially the image data of the Indian formula racing car.

In the beginning, IZOD only put on men's clothing in China. Next year, women's clothing will be introduced in spring and summer.

After two years of market testing and research, PVH group will formulate a comprehensive promotion and publicity plan for IZOD in China, and will invest resources in the light of market conditions.

Peng Qing, director of the IZOD brand management center of Di Shang, told fortune (Chinese version) that in the next five years, IZOD will open 3000 stores and counters in all the second tier cities in China.

This is obviously a rather radical plan.

PVH and IZOD

The PVH (Philips-Van-Heusen) group is a clothing group that manages men's wear, women's wear, children's wear and footwear products. It was founded in 1881, and its original business is shirts, with annual sales of over $three billion.

PVH sells its products in 15000 US Department Stores (such as Federated, Kohl 's, Belk, JCPenney, Stage Stores, etc.), and has established a lasting partnership with some major customers in the apparel industry.

IZOD (Ai Suode) brand was founded in 1937 by the famous British tailor Arthur James "Jack" Izod founded A.J.IZOD company.

The company mainly made shirts at the beginning of its creation.

A.J.IZOD has been authorized by the royal family to make costumes for Prince Welsh, Duke of Windsor, George VI, and the king of Greece and the king of Iraq. He is known as the king's tailor.

In 1966, the original owner of IZOD brand David Crystal won the LACOSTE brand's proxy in North America and the Caribbean, and the LACOSTE IZOD brand came out.

In 1995, PVH acquired IZOD brand.

Today, IZOD has become a successful lifestyle brand, and has become the main brand of PVH company with Calvin Klein, Tommy Hilfiger, Van Heusen, Bass, Jimlar and other brands.

{page_break}

In 2010, the dis Group acquired exclusive sales rights of IZOD brand in Greater China and formally introduced IZOD brand into China.

Di Shang's domestic strategy

A few years ago, the group put forward the focus of "strengthening domestic brand building".

Over the past few years, the group has pushed its own brand management as a promoter, strengthening its own brand publicity and promotion, and striving to expand the popularity and reputation of "Di Shang" brand.

On the basis of investing 20 million yuan to establish a modern garment research and development center and signing a contract with the China Fashion Designers Association for 10 years, the title sponsorship of the China Fashion Design Grand Prix has greatly enhanced the popularity of Di Shang.

The group's Beijing Mei Heng Da Clothing Co., Ltd. successfully "FERAUD" (Fei Luo) brand has also accumulated rich experience for the development of domestic sales.

In June 2010, di sang, a wholly owned holding company, was founded by a professional design and marketing team. The company was the first company to carry out the all-around brand promotion on the domestic market. It was also the first time that the group adjusted resources, really decided to adjust the company's strategy, and should take both internal and external approaches in the future development.

For the future direction of development of the group, Zhu Lihua, chairman of the board of directors, gave such development ideas: domestic sales and exports, focusing on the expansion of overseas companies and the construction of overseas processing bases.

The development direction of domestic sales is to constantly implement and promote multi brand operation.

We plan to promote a brand in the past 2 years, focusing on agent brand, and gradually develop into the multi brand operation mode of agent brand and its own brand.

In the process of making good agents and independent brands, the tooling is launched and finally entered the tooling market.