Innamorato: How Do Children Adhere To Tradition And Actively Respond To Market Changes?

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We can think a lot about brands.

But the French children's wear brand Bonpoint, founded in 1975, is different from Dior and other luxury brands. It only regards children's clothing as an extension of the product line, but focuses on children's wear since its inception.

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The founder of Marie-France Cohen chose to Christine Innamorato as her successor when the brand developed to thirtieth years.

Taking advantage of Ms. Innamorato's visit to China's Suzhou, the reporter and her launched an in-depth interview full of interesting details to understand how she persevered in tradition and actively responded to market changes after receiving the brand from the founder, so that the French luxury children's wear brand with a cute little cherry pattern logo was evergreen.

(above: Bonpoint creative director Christine Innamorato)

After more than 40 years of history, Bonpoint, after its 80s glory and heavy losses from cheap clothing in 90s, has been trusted by the founder of decades to give Christine Innamorato the brand of her own hand. It is not only because of her shining academic credentials and experience, she graduated from the famous French Academy of fashion, ESMOD, and designed the women's clothing and children's clothing for the French high fashion brand Cacharel, but also because she had the unique ability and belief of the founders.

Let children dress like children, not adults.

Talking about design, Innamorato said, her trick is to "always imagine clothes being dressed by children when creating."

Today, we still see that children are wearing fashionable labels in their diminished versions of clothing, but the idea of Bonpoint was founded on the idea that children should be dressed like children, not small adults.

There is no doubt that the balance between quality and design of children's clothing is more subtle than that of adults.

Every parent wants their children to be comfortable and beautiful, but it is difficult to reach every particular garment, because the design of each garment is faced with countless details and choices.

Innamorato's view is that "practicality" is extremely important in the design of children's clothing, which is never conflict with exquisite tailoring or strict selection.

She said, "you will see the special design and professional skills shown in our children's clothing. The premise of these elements is always to make the children in this suit feel comfortable."

Behind this sentence is Bonpoint's attention and persistence to the countless tiny details of each garment, such as the precise six stitches per centimeter, manual embroidery, and each sample are tried on children of different ages.

In mass production today, it is very valuable to insist on asking people to try on this model. This is also one of the reasons why Bonpoint's children's wear can guarantee practicality.

Every season, Christine Innamorato creates a series of future releases in the creative studio, and the design drawings are handed to the Paris workshop.

After that, the print designer finished the template making of each style accurately and accurately.

Every Wednesday, a sample of a 6 month old baby and a 6 year old child with a standard height is put on trial. Then children of all ages are tried on, so that samples can be perfected continuously and eventually Bonpoint products will be produced.

10 years after the founder left

Christine Innamorato has been leading the brand for 10 years. When asked about the changes in her brand in the past 10 years, she said, "in my memory, the" revolutionary "major changes in these 10 years include: adhering to the spirit and values of the brand, making the brand development more internationalized, pushing out the YAM series for girls and young mothers, online boutiques opened in 2009, creating brand skin care products in 2010, and launching the first quarter of the series in 2014.

Bonpoint has been extending the product line since 1986.

The founder of Marie-France's sister is also the legendary perfume master, Annick Goutal, who has blended the classic fragrance L 'Eaude Bonpoint' which combines orange blossom fragrance and bitter orange flower essential oil. In 2010, Bonpoint launched a special skin care product for mothers, which further enriched the brand's smell identification.

It is believed that the introduction of children's skin care products is not a safe choice for brands, but perhaps it is precisely because of the stringent requirements of quality that the brand is confident.

(above: historical advertising materials around -1990, Bonpoint1988)

Speaking of introducing skin care products, Christine Innamorato admits: "in order to develop high-quality skin care products, we need to ensure the most accurate interpretation of the brand image, continue our high standard of clothing product research and development, and Bonpoint set the strictest quality standards for ourselves and our partners.

Skin care products must be super natural, hypersensitivity and suitable for most sensitive skin.

As a result, we did it, and it was very successful. It made me very excited.

With the help of capital, internationalization is realized and autonomy is maintained.

In 2003, Rothschild bank bought the stake of Bonpoint70%, becoming the important promoter of Bonpoint's founder Cohen couple to build the world's largest boutique concept store. In 2007, Bonpoint joined the French luxury brand group EPI.

Christine Innamorato believes that EPI has made Bonpoint an important milestone in the history of brand development, especially in the area of internationalization.

Bonpoint today can reasonably rely on group support in the field of luxury goods, while maintaining autonomy in creativity.

Now, there are more than ten designers in the brand design team, including designers, computer graphic designers, and some people who are responsible for visual image.

Christine Innamorato and the team, Gao Ding studio, responsible for product and procurement team maintained close cooperation, followed by a unified main line is the product team together with the moodboard and a series of dress plans.

China market in the eyes of Innamorato

This year, the French luxury clothing brand Bonpoint entered the Chinese market for tenth years.

When asked how to view the Chinese market? Christine Innamorato shared a lot of interesting ideas:

"Bonpoint as a children's clothing brand has a long history. We insist on conveying the exquisite and life art to our customers.

The Chinese market is extremely important to us. Every one of us can feel deeply that the Chinese market is changing or happening.

Fortunately, Bonpoint has a very good customer base in China and hopes to continue to develop it in the next few years. "

"I am glad to see that China no longer implements the one-child policy. I think this not only means the expansion of children's clothing market, but also a good opportunity for China to cultivate children's values. Bonpoint created such a long history and life's art on the basis of such values."

(above: Bonpoint Paris new store)

Bonpoint is not fast enough to open stores in China. At present, Bonpoint has 12 boutiques and 1 outlets stores in China.

Christine Innamorato also quietly revealed that she was concerned about some old customers (including several Chinese customers) on Instagram, and of course the main channel was to get customer feedback through store managers.

Secondly, brands are very active in social media, from which they can get a better understanding of customers' reaction to products.

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Joining the Chinese elements? The time is not yet ripe.

Lenovo thinks that every year, the luxury brands are designed to cater for the Chinese market. We can not help speculate whether this trip to Suzhou is also a trend. Christine Innamorato firmly said, "we defend the idea of French life art and French elegance. Our brand will not be designed specifically for a particular country.

In terms of style, Bonpoint only offers a series of products that are suitable for sale worldwide.

(above: Christine Innamorato (middle) and CEO ChristianPiat in the Asia Pacific region (right) in the Suzhou Museum.

At the same time, we know that Christine Innamorato is a loyal fan of Mr. Ieoh Ming Pei, and this is also the main motivation for her visit to Suzhou.

"My inspiration has been continuously drawn from various discoveries, explorations and various artistic creations.

The Museum of Suzhou, designed by Mr. Ieoh Ming Pei, gave me a lot of inspiration from its architectural style, landscapes and artistic treasures.

She shared.

When asked how to integrate these Chinese elements into children's clothing design, her reply is quite rigorous and modest: "Chinese culture has a long history, extensive and profound, at present, I have learned very little.

In terms of creation, I never make any anticipation or prohibit anything.

I believe that Bonpoint will have more possibilities in the future, and we have not yet added the Chinese element to the brand for the time being. "

(above: Suzhou Museum)

(above: Suzhou flower and bird painting master Pu Jiansheng (middle) and Christine Innamorato (right).

There is no doubt that China's brand children's wear market has become more and more popular. There are domestic brands with the increasing proportion of children's clothing to occupy the market. Besides, the international luxury / light luxury brands continue to exert efforts to brand the high-end children's clothing market with brand awareness. For example, in 2015, the Italy knitting brand Missoni launched the new children's wear line Margherita; in 2016, the luxury brand Balmain plans to launch the Balmain Kids children's wear series.

French luxury brand Bonpoint in the hands of creative director Christine Innamorato, whether it can reproduce the glory of the European market in the fierce competition in the Chinese market is not yet known. But decades of ups and downs of the accumulation of operation mode and competitive strategy, coupled with the brand's own positioning and values adhered to, may be Bonpoint's response to the changing rules of the Chinese market.

Bonpoint 2017 spring and summer series children's wear show:

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