The Decline Of The Old Casual Wear Brand Espri

The clothing brand Esprit, which has been seen as "international famous brand" by consumers after 1980s and post-90s, seems to have been left behind by the market.

Last Tuesday, the parent company of the brand announced its first half performance in 2018, with a loss of over 2 billion 500 million yuan.

Brand counters in business are hard to find.

Esprit in

There was a special store in May 1 store, Lok Ho City, Yue Fang ID Mall and Tongcheng Oteri J.

In October 5th, the reporters went to the three stores of Yue Fang ID Mall, Ping Hun Tong, Le He City, and did not find the brand.

According to the customer service officer of ID Mall, a customer service center of Yue Fang, "there is no such store in February this year when we work here."

However, the staff of Ping Hon Tong service desk made it clear that the department store had been partially modified in the first half of this year, and Esprit had withdrawn.

This means that Esprit is in.

At least 4 or more of the counters had been operated by 3.

During the interview, a young woman who was born in 1997 bluntly said, "I have never heard of this brand."

And a "85 after" male consumers said that in high school, passing a counter always thought it was a little luxury, but now occasionally on the electronic business platform to see again, feeling very few favorite styles.

Brands need to capture market changes

He once gathered in Changsha, such as Lok Ho and Yue Fang.

Young people's first batch of urban integrated body occupied a larger appearance, even the first floor gold location of Mango, also began to lose the battle array, frequently face the embarrassment of withdrawal.

In sharp contrast, in addition to the relatively high reputation of UNIQLO, Zara and other brands, such as foreign fast fashion Bershka and other domestic brands such as fast fashion, such as MJ Style, are expanding rapidly.

And for this old brand

The decline of the brand, the industry believes that, because the brand in the process of value remodeling is not able to capture the market changes, and no matter how fast the brand design and style update speed can not meet the market demand, the vertical integration supply chain system which brought the Zara brand didn't seem to have succeeded in hiring Zara executives.