The IRO Store Opens Next Month In Shanghai.

Committed to building the home of China's high fashion group.

brand

We are sparing no effort in developing our flag.

Expand sales and promotion channels, and promote the coordinated development of online and offline.

Reporters today learned that the French luxury fashion brand IRO, which was purchased by the song, is about to open its first store in Shanghai Port Plaza in January 2017. The company said that IRO will enter the Chinese market and operate through direct operation. The pace of opening stores will be slow in the first 1-2 years, and the goods will run in the middle, and its standard will be converged in France. The latter will be further accelerated, and the number of shops should also be referenced by Sandro, Maje and other brands.

According to the world clothing shoes and hat net, the singer thinks that the main brand has 20 years of history. The brand positioning will not change easily, and the positioning is at the top end. It is also the focus of future consumption trends. From the consumption trend, the middle class will choose something suitable for their style with the increase of age, social status and purchasing power, and will gradually focus the consumption on light luxury to high-end.

In terms of cultural identity, the singer also said that in the future, there should be a brand that is easily recognized by the middle class in the light to the high-end, and the layout of the singer and the brand of the acquisition are in this range.

In Song's view, the problem facing the big women's wear department is that the homogeneity is more serious and the similarities between different brands are increasing. Therefore, the pformation in the future is to make themselves more special and more iconic.

Prior to this report, in June this year, in June this year, in 79 million this year, he bought 16% shares of Shanglin, which was held by Fuxing long song, and accumulated 65% stake in Qianhai Shanglin, and indirectly acquired IRO holding rights (57% stake of IRO parent company in Shanglin, Qianhai).

IRO aims to create excellent quality daily clothing and create a simple and natural taste. Through the use of old leather, cashmere and silk to create a series of street punk style and Paris fashion inspiration, brand positioning for high-end clothing, leather jacket for its star products, accounting for 40% of the total sales.

According to the world clothing and shoe net, IRO has become one of the favorite brands of supermodels and fashion designers (KateMoss and VanessaParadise), and its star promotion resources are abundant.

AnjaRubik, the world's top supermodel, is a signer of many luxury brands. It cooperated with IRO and promoted IRO's new products.

IRO has successfully entered the Americas and European markets. The world has 16 direct outlets, 32 shops, and 40 high-end counters. Currently, it is in a high-speed expansion period. The average annual composite rate of IRO brand income is about 34% in 2013-2015 years. The average daily sales of new stores in New York reached 10000 US dollars, and the factors that led to a slight decline in the performance in 2015 were no longer the same. The brand image of IRO in the European and American markets has been initially established, and the future growth trend is worth looking forward to.

At the same time, the IRO brand is intended to expand further into the Chinese market. The industry believes that the performance of the Chinese market expected by IRO is expected to increase with the performance of IRO's direct brand Sandro and Maje entering the Chinese market.

According to the world clothing and shoe net, IRO achieved 63 million 920 thousand euros in revenue and 6 million 510 thousand euros in net profit in 2015.

Up to now, IRO is mainly operated by Bai Qiu electric business in the country, and the company has acquired the business data of IRO through the acquisition of Bai Qiu electric supplier. According to these real-time data, we have opened shop and operation plan. In the future, the company will also reintegrate the IRO production line. Most of the products will be produced domestically, effectively accelerating the supply speed and reducing the production cost.

Chen Tengxi, a Galaxy Securities researcher, said that with the 80 and 90s becoming the main consumers of consumption, the pursuit of unique personality and the shift from a single pursuit of cost performance to a focus on quality consumption began to lead the clothing market in China. It is this trend of personalized consumption that makes the Chinese clothing market gradually develop towards diversification.

It is precisely the development trend of this personalized demand that puts forward higher requirements for Chinese fashion enterprises in terms of product quality, design style, and store management.

In recent years, the emergence of many distinctive brands is also the result of meeting the unique personality demands of the younger generation of consumers.

Chen Tengxi believes that when this personalized demand arises, mobile social networking and the emergence of electricity providers will enable consumers to buy goods through other channels, bringing a great impact on the traditional department store brand.

Due to the gradual excavation of the current mobile social networking providers and big data on the personalized needs of consumers, a series of channels such as net red began to sell personalized products to consumers, which greatly diverted the flow of the original high-end department stores.

Under this background, overseas scarce high-end brands can have historical accumulation and niche personalization tone through long-term accumulation, and become an important way for shopping malls to attract tourists.

Apart from having historical accumulation, overseas brands also have the ability to design products far superior to domestic brands, overlaying the advantages of overseas light luxury brands in China, which are expected to attract domestic consumers into department stores for consumption.

In addition, shopping malls have more power to attract overseas brands to maintain the high-end image of the overall channel. Therefore, they can often give overseas brands more favorable conditions at the point of discount and location.

He also revealed that the rent of Shanghai Port Plaza is very high. The monthly rent of 100 square meters is around 60-70 yuan. If there is a better location, plus a lower level, it will go in.

{page_break}

Chen Tengxi said that Chinese clothing companies hope to attract more customers through the acquisition of well-known brands in the mall, while enhancing the bargaining power of the group.

Therefore, when they buy overseas brands, they are more concerned about brand influence, historical positioning, sales and profit status, and brand promotion, which can reflect brand awareness and grade.

At the same time, brands will also get the popularity of overseas brands in shopping malls through communication with shopping malls.

Wu Xiaoyu, a textile analyst at Tianfeng securities, believes that through the acquisition of IRO, the brand lineup of the singer has been expanded, combining punk street style with the elegant women's dress style of self employment, expanding the design style to attract young female consumers who pursue individuality.

In addition, with the international influence of IRO, he can gain channel and sales resources in the international market and achieve the goal of 1+1>2 with synergy.

Since its listing in the Shanghai Stock Exchange in April 2015, she has actively deployed multi brand acquisition strategy, taking high-end women's clothing as the core, extending to the advanced women's clothing and advanced lifestyle related industries one after another. In the next five years, the target will expand the brand to 10.

Wu Xiaoyu also said that in recent years, the group of Laurel joined EdHardy and IRO, which had different styles and high growth overseas brands. EdHardy grew rapidly, and the net profit in the 2016 quarter of two was over 2015. The IRO three composite revenue growth rate was 34%; Laurel is still in the incubation period, and it is expected to grow rapidly in 2017.

These brands are positioned in advanced to light luxury stalls, and have mature operation teams. Their channels, design research and development, supply chain and VIP resources have a good synergy. GEIs also acquired hundreds of autumn's online resources, and plans to push EdHardy and IRO on line.

More interesting reports, please pay attention to the world clothing shoes and hats net.