ENERGIE is the only men's clothing brand owned by Miss sixty Inc. It is one of the three top denim brands in Italy along with Diesel and Replay. In Paris, even in large department stores such as Galeries Lafayette and Printemps, ENERGIE usually occupies a large area of ????the sports and leisure men's clothing department. ENERGIE's store design is very cool, with streamlined steps, weird-shaped chairs, plush carpets and equally cool brand posters. The Energie brand has a tough style, incorporating a lot of military elements and retro styles, perfectly blending the different temperaments of elegance and toughness. It uses top-notch materials and perfect craftsmanship to add a gentle temperament. At its heart, it still plays with conflict. It has a cult following around the world. They are also some of the established teams that heib has promoted in recent years.
DIESEL, which was only officially founded in Italy in 1978, is only a young man in his early twenties. In terms of age, he cannot be compared with LEVIS, the originator of jeans with a history of more than 100 years. Not to mention that the United States, which has the largest market, has an inseparable relationship with jeans. However, DIESEL has successfully captured part of the denim market in just a few years. This cannot be easily achieved without two or three.
The founder and president of DIESEL is MR. Renzo Rosso. Before the DIESEL brand was established, he specialized in sewing the most exquisite and fitting jeans for the Italian royal family, which made the royal family extremely satisfied. It was well received, but in fact, the money earned was not much. After all, the source of customers from nobles and royal families was scarce. Therefore, RENZO and his two friends decided to set up a company to provide jeans with fitting styles, high quality and reasonable prices. To all the common people.
Not using the name as the brand name, but replacing it with the word DIESEL contains historical background considerations. In 1972, the world was facing a serious energy crisis, and the efficiency of diesel engines was higher than that of diesel engines. The kinetic energy of gasoline comes from high quality. In other words, diesel was a hot star energy source at that time. It can be regarded as a trendy product, so it was named after it. The inspiration of DIESEL is derived from the bits and pieces of daily life and trend trends. Tightly inseparable, it appropriately demonstrates the youthful nature of the brand.
A pair of DIESEL jeans costs US$115 in the United States, which is quite affordable, while a pair of LEVI'S can be purchased for only US$37. Such a huge price difference still attracts consumers' enthusiastic collection. What is so charming about it? Why?
1. Tailoring that can modify the curves of legs and hips.
2. The first three-point waist-fitting pants design - when worn, the lower abdomen can be shown to be flat and fat-free without sculpting; the hip line is designed to be low in the front and high in the back, which can be avoided when squatting The dilemma of exposed underwear presents a streamlined arc; the specially developed cotton denim fabric can fit people of various leg sizes, avoiding modifications that would destroy the prototype.
With these elaborate designs, DIESEL won the European jeans sales championship for three consecutive years in 1995, 1996 and 1997, and its charm has not diminished at all to this day.
Diesel’s best dirty trick, in autumn and winter, in addition to yellowing dirt and cyan, the light-colored denim that was popular in the 1950s and 1960s, plus worn and holed trouser legs and trouser legs and After the brush marks of different shades, there is also a tendency for the scenery to return to the world.
LEE is one of the three classics of American cowboy culture. In the process of establishing American cowboy culture, LEE has gone a long way. Although there are different stages of development, LEE has always maintained a consistent attitude of being both practical and fashionable. During the evolution of jeans from practicality to fashion, LEE plays an important role. The company's founder, H.D. Lee, was originally a work clothes manufacturer. In this century, he mainly supplied daily work clothes to farmers and workers in the Midwest and West of the United States.
Some classics from that time are still popular today, such as the suspender work pants “BIB’N’BRACE” and the long-sleeved jumpsuit “UNION ALL” that became the uniform of the US military in World War I. The company's products can become a national image, a pioneering initiative in 1910.
Another revolutionary initiative of LEE occurred in 1926, when LEE’s first zip-up jeans were born, which was the world’s first zip-up jeans. At this time, LEE's promotional slogan is TAILORED SIZES, with innovative and unique ideas. After World War II, with the success of its Wild West jeans image, LEE spread to cities on the east coast and spread across the country. The western image has not only become fashionable, but also played a leading role in the jeans market. At this time, LEE's famous LEE leather brand appeared. With the success of LEE RIDER in the market, LEE has become a registered classic product.
In 1975, in addition to the western image, LEE injected a new market plan: the first plan to develop women's jeans. A series called FIT FOR GIRLS was launched, opening up a new side of the women's clothing market. Later, since 1986, LEE has developed different customer types in the entire denim industry market: LEE BASIC - a series of jeans with five-bag classic styles and tailoring with different fashion trends, as well as different styles such as casual pants and chinos (CHINOS). .
ROUGH RIDER - Traditional style, but with high quality and trendy cutting and packaging techniques, it is a symbol of LEE's product guarantee and market position as an expert jeans manufacturer.
LEE GIRLS - A women's clothing series tailored to fit the female figure, with new and contemporary designs. Today, LEE's long history has made it a mainstream jeans brand in the United States. Its products still maintain a certain level and value in terms of both traditional and avant-garde aspects, and have become the code name for jeans that are both classic and fashionable.
Lee For more than 100 years, Lee jeans have been in a leadership position, creating design trends and being the pioneer of jeans.
In 1889, Henry David Lee founded H.D. Lee Company to produce and market jeans.
In 1911, Lee launched Onion-Alls, the first pair of bag-style work pants.
In 1926, Lee took the lead in creating zipper jeans and successfully designed a particularly comfortable trouser shape across the Saddle Comfont.
In 1936, Lee Leather Brand was born. The genuine leather brand Hair-on-Hide is solid and natural.
In the 1980s, the world's largest Lee101-Z jeans were made, with a height of 28 meters, setting a Guinness record and becoming the first American brand to enter the Chinese market.
Lee jeans evolved in 2000 and are now sold in more than 200 countries around the world. With novel designs and distinctive images, Lee jeans have become the authority in denim clothing.
BVLGARI
BVLGARI is now one of the top 10 fashion groups in the world and is an out-and-out top Italian boutique! The Bvlgari family originated from Epirus in northern Greece and has a family history of more than a hundred years. Founded in Rome in 1884, more than half of the brand's shares are currently held by the family, and its stocks are also listed in Milan and London!
The founder of the family, Sotirio Bulgari, came to Italy from Greece in 1881 and opened his first store in 1884. He started by carving precious silverware and laid the foundation for the group's boutique business. Soon after, he moved the store to No. 10, Via dei Condotti, which is still the company's headquarters. Sotirio has two sons: Giorgio and Costantino. Together, father and son expanded the family business from silverware to various jewelry. At the same time, the brand was renamed Bvlgari. The group continued to open overseas branches and established a Bvlgari watch laboratory in Switzerland.
Due to his passion for gemstones, a Greek silversmith developed a huge jewelry kingdom in Italy.
Bvlgari’s jewelry has a strong classical style. The glory of Rome and the charm of the Renaissance create a unique style. Each piece of jewelry has been carefully crafted by the designer and has become a classic in jewelry, such as the Trica series, the Naturalia series, and the Chandra series, which is the first to combine ceramics, gold and gemstones. During the Second World War, BVLGARI underwent important changes and broke through the traditional academic rules. BVLGARI originally used gemstones of many different colors and used bases of different materials to highlight the brilliant colors. The first overseas branch opened in 1970. There are more than 50 overseas branches in New York, Paris, Geneva and other cities. The decoration and jewelry of Bvlgari stores are generally exquisite, and you can feel the pursuit of perfect style. Customers who love Bvlgari include members of the royal family, politicians, and film and television stars, such as the famous Italian actress Sophia Loren, who was once the spokesperson for its jewelry. Just like its elegance and nobility, it has become a coveted treasure.
The history of bercrombie & Fitch:
As early as 1892, David Abercrombie, an explorer from Maryland and an enthusiast of outdoor sports, established Abercrombie & Fitch in Manhattan, New York. ; Co. is a specialized company dedicated to high-quality camping, hunting, and fishing equipment. The customers at that time were mainly professional hunters, explorers, etc. Many celebrities in textbooks loved to use A&F's equipment and clothes, including Roosevelt's African expedition, Robert Peary's Arctic expedition, Hemingway's shotguns, Hoover and Eisen. Howell's fishing tackle and movie star Clark Gable's clothes were all from A&F. In 1900, a New York lawyer named Ezra Fitch became a partner, bringing a large amount of capital, so the company was renamed Abercrombie & Fitch Co. Unfortunately, this was a nightmare partnership, and they rarely There was no consensus. Finally, one day in 1907, Abercrombie couldn't stand the endless disputes, sold his shares and left the company he founded. However, AF's performance was not affected at all and continued to rise.
Mr. Fitch emphasized that the interior of the store should be decorated like a camping scene, with all supplies displayed as if they were being used rather than hidden behind beautiful glass displays. He placed a dirty tent in the center, and a bonfire burned in a corner of the store. All the salesmen were experienced explorers, telling their own stories to the customers. To this day the company still uses the elk as its trademark under his influence. There is no doubt that these strategies of his have achieved great success. By the time Fitch retired in 1928, A&F had become one of the largest sporting goods companies in the world.
The subsequent operations were also quite successful. A&F maintained its position as the leader of outdoor sports brands and opened more than a dozen branches in the United States. However, the company's performance was affected by the economic depression in the 1960s. Things went from bad to worse, and A&F, which was finally unsustainable, declared bankruptcy in 1977 and was bought by a sporting goods retailer named Oshman. However, A&F was still struggling in the predicament and had no improvement.
Rebirth and Rise
The turning point occurred when Aamp; Successfully operated brands such as Express and Victoria's Secret. Soon A&F regained its former glory, but this time it appeared as a youth clothing brand. In the mid-1990s, dozens of branches had appeared in high-end malls across the country.
It began to be listed on the New York Stock Market in 1996, and at the same time The Limited Inc. began to withdraw from the management of A&F. Since then, the layout style of the A&F store has been determined: when you enter the door, you can see a huge elk head, and the gray wall inside is their posters, which are basically young blond muscular men with a lot of exposure.
In November 2005, A&F completed the construction of their flagship store on New York's famous Fifth Avenue, surrounded by luxury stores such as Fendi, Prada, and Chanel. Today, A&F has about 360 branches in the United States. It opened its first branch outside the United States in Canada in early 2006. At the same time, plans to enter Europe and Asia in 2007 are also in full swing.
Lifestyle brand and constant trouble
A&F has always positioned them as a lifestyle, a casual and desirable concept. The selected music is shockingly playing in the store, and the exciting Aamp; To embody this advocated lifestyle, these children are around 20 years old. Their very athletic, charming, open and passionate appearance is unforgettable.
However, in the 21st century, the company's policy has also attracted a lot of criticism. First, someone complained that the magazine published by A&F had homosexual and group sex implications and tendencies, and then there was even greater trouble. The text from their personalized shirts smacks of racism. The most famous T-shirt, which sells for $25, features a cartoon of an Asian man with slanted eyes and a conical hat, and the slogan, "Huang Brothers Laundry: Two Yellows Can Make White" ( WONG BROTHERS LAUNDRY SERVICE: TWO WONGS CAN MAKE IT WHITE) and "WOK-N-BOWL-CHINESE FOOD AND BOWLING". It is conceivable how many Asian groups will sue them, but it is also said that the designer of this cultural shirt is Asian, anyway, it caused an uproar for a while. However, AF didn't seem to learn any lessons at all, and then started having sex with people all over Virginia. A T-shirt said "It's All Relative in West Virginia." This is not all. Another one said on the chest. Women's T-shirts with the slogan "Who needs a brain when you have these?" have drawn dissatisfaction from women's rights activists. In short they use their humor to laugh at all kinds of people.
Everyone has gradually noticed the strange phenomenon that almost all AF store clerks are white. There is no doubt that this is enough to land you in the dock in the United States. A considerable number of ethnic minorities reported that they were unfairly treated during the application process and were rejected for strange reasons. In the end, the company paid $40 million in compensation to the rejected applicants of color.
Brothers Brand
After achieving great success at the end of the last century, several new brands targeting different age groups were launched. The original AF was targeted at college students aged 18 to 22. Abercrombie kisd is almost completely AF for children aged 7 to 14 years old. Hollister is aimed at students aged 15 to 18. Hollister strives to reflect a California beach surfing style, but the style and materials are one level lower than AF, and the corresponding price is also lower.
Finally, there is RUEHL (pronounced like rule), which is aimed at people in their 22s and early 30s who are already working, especially those young consumers who have grown up with AF since the 1990s. Its style is more mature and its texture is better than AF. As you move up a level, the price will naturally increase accordingly. What’s even more strange is that RUEHL has no intention of selling online, and there are only a dozen stores in the United States
Even AF itself has a taste of maturing year by year, which is reflected in the launch of the Ezra Fitch series, which is more than 22 years old. For customers who are 20 years old, the merchants themselves probably expect that the older they get, the richer they will be.
MISS SIXTY
Miss sixty is a branch brand of the fashion brand SIXTY established in 1989. It also includes men's ENERGIE, women's YOUNG LINE's KILLAH, etc. Of course, the most famous one is Miss sixty which I will introduce this time!
Miss sixty’s products are known to show off their sexiness. In addition, this season’s fashion industry is playing MAKE LOVE POSE. Of course, Miss sixty, who puts sex first, cannot show weakness and invites “erotic photographer” TERRY RICHARDSON to take photos. The result is naturally...sexy and hot!
Advertising is advertising, and the quality of Miss Sixty has indeed attracted many female fans. Even Kelly Chen, YUMIKO and even the actresses RACE and MANDY in Stephen Chow's new advertisement are all fans of Miss Sixty. You can imagine its charm.
Miss Sixty is mainly aimed at urban fashionable women who are constantly pursuing innovation, change and individuality. It exudes feminine tenderness, sexiness, charm, and is always avant-garde and slightly ironic in artistic touch. Miss Sixty's customers are keen on expressing their self-image and style on different occasions by changing their clothes and matching them. I have always believed that the Miss Sixty jeans series is deeply loved by women for its unique and innovative design.
The product series is divided into "BASIC" and "FASHION" which represent the market trend. Jeans have undoubtedly become the leading product of the "BASIC" series, with different wash design styles changing every season. The "FASHION" series is derived from Miss Sixty's deep understanding of fashion trends, focusing on the latest and hottest styles. Miss Sixty also has product lines such as accessories, beachwear, underwear and footwear.
Miss Sixty China’s management company Sixty (China) is a joint venture established by Miss Sixty SPA (Italy) and Toppy International. Toppy currently manages other well-known brands, such as Jessica, Episode, Oxygen, Color18 and Weekend Workshop.
In today's denim market, Miss Sixty is considered the real market leader
a.v.v
Idujin has several famous brands in the world: "a.v.v", " MK KLEIN＋ iiMK", "ofuon", "C.AUJARD". In addition to these, Yidujin Company continues to absorb many fashionable and first-line brands from all over the world.
a.v.v
Simple, lively, handsome and clear-cut,
brand personality, full of modern characteristics.
Wide variety, complete specifications,
High quality guaranteed, reasonable price.
a.v.v clothing is not restricted by age and meets women’s pursuit of beauty.
a.v.v clothing not only provides fashionable clothing for adult women, but also provides clothing for babies, boys, girls, etc. for mothers who are extremely fond of fashion.
Itojin, Japan
Itojin Company was founded on August 20, 1950. Headquartered in Tokyo, Japan, its branches are located in major cities in Japan.
The business scope of Yidujin Company
includes: production, retail and import and export of men's, women's and children's clothing series, artificial flowers, furniture and furniture decoration. The company began
developing overseas markets in 1980 and set up branches in the United States, France, Thailand, and other parts of the world. In recent years, the company has become more committed to developing the Chinese market
. Currently, 26 factories and retail buildings have been established in Beijing, Shanghai, Tianjin, Hangzhou, Qingdao, Dalian, Shenyang, Harbin and Taiwan.
There are two production factories in Qingdao, one is Qingdao Silk Gold Fashion Co., Ltd., which mainly produces Yidujin brand fashion; the other is
Qingdao Silk Gold Fashion Decoration Co., Ltd., which mainly produces artificial flowers. In addition, there are also Yidujin brand stores in many large and medium-sized cities in China. There are three Yidujin specialty stores in Qingdao, including Jasic, Parkson and Hisense. The brands they operate are all from Japan, France, Italy, Spain and other world-famous fashion capitals.