Why Are There So Many Brands?

"The rapid development of the 80 and 90s of last century, through the brand authorization to various channels (such as stores, department stores, supermarkets), launched different product lines, and thus obtained the fastest development, such as CK, CK Calvin Klein, CK Jeans, Calvin Klein Collection and other brands Calvin Klein."

Ye Qizheng, founder and editor in chief of FTD fashion network, pointed out in a column.

In fact, Calvin Klein is not the most high-end brand series, Calvin Klein COLLECTION is the fashion week series.

"In the past twenty or thirty years, with the rise of global integration, there are a number of

Relying on the introduction of the two or three line brand quickly become a global brand, such as Donna Karan, Ralph Lauren, Marc Jacobs, Michael Kors......

Ralph Lauren has been most incisive.

To see the world's outlets, the best business, the longest queue must be Ralph Lauren, almost everyone wants to buy a Polo shirt.

"

It is a rising star. Michael Kors Collection and Michael Michael Kors are sold in a shop. The consumers who are not there will feel very cost-effective, thinking that they can buy them at a low price.

The first line series.

Donna Karan is relatively conservative, only DKNY and DKNY Jeans. "

"In Europe, experts in this field are Giorgio Armani, whose brand lines include Giorgio Armani, Armani Collezioni, Emporio Armani, Armani Exchange, EA7, Armani Jeans, and children's clothing, cosmetics, hotels, flowers and furniture, etc.

Among them, Armani Exchange has not been completely assigned to its own account, so it is almost the same as Emporio Armani, and no obvious difference can be seen.

Initially, the Emporio Armani (top) for department stores and the more high-end Giorgio Armani (lower) shop "painting style" are not quite the same.

Prada repositioned the original two-line brand Miu Miu as the sister brand of Prada:

Ye Qizheng observed that "a single brand has to rely on generations of efforts to become a global brand, such as Hermes and Prada. The founder of the brand has long since passed away, and more brands have not been under the control of the founding family, and are under the command of several luxury groups.

Most of the high fashion brands whose founders are still alive can only grow stronger by relying on the approachable sub line.

Eve Szentloran had also taken the authorization route, and even reached thousands of items at most, including cigarettes and slippers.

Unfortunately, under the environment of the unified garment industry, Saint Laurent, who had taken the advanced customization route, failed to retain the brand control right.

Fortunately, the brand owners Kering group has sufficient capital strength to recover all kinds of empowerment to build the main brand.

Pierre Cardin, a senior French custom designer, continues to sell trademarks to various product categories.

"I even saw Pierre Cardin's DVD.

The designer, who is nearly nine years old, is proud to have thousands of authorized lines of category, and 200 thousand people around the world work on Pierre Cardin's trademark.

Ye Qizheng wrote.