1978 Disai, formally established in Italy, is only a young man in his early twenties. It really can't be compared with Levi's, the originator of jeans with a history of 100 years, not to mention the fact that the United States, with the largest market, has an inseparable plot with jeans. However, in just a few years, Dixie successfully captured part of the cowboy market, and it was impossible to do it easily without a few efforts.
The founder and president of DIESEL is Mr. RENZO Rosso. Before DIESEL was founded, it specially sewed the finest jeans for the Italian royal family, which made the royal family feel extremely satisfied and well received. However, in fact, the money earned is not much, and the customers of the noble royal family are scarce after all. Therefore, Renzo and his two friends decided to set up a company to provide jeans with good fit, good quality and reasonable price to the public.
Instead of naming a brand by name, it is because of historical background. 1972, the world is facing a serious energy crisis, and the efficiency of diesel engines is better than the kinetic energy of gasoline. In other words, diesel was a hot star energy source at that time, hence its name, and it can be regarded as a trend product. The inspiration of diesel came from the dribs and drabs of daily life.
A pair of DIESEL jeans costs 1 15 dollars in the United States, and the price is not unreasonable, while a pair of LEVI'S can be owned as long as 37 dollars. Such a disparity in price still attracts consumers' hot collections. What is the charm?
1. It can modify the cutting of leg and hip circumference curves.
2. The first three-point waist pants design-the lower abdomen can be flat without fat or sculpture after wearing it; The design of hip line is low in front and high in back, which can avoid the dilemma of underwear exposure when squatting, showing a streamlined arc; Specially developed cotton denim fabric can be suitable for people with various leg girth sizes to avoid modifying and damaging the prototype.
Thanks to these elaborate designs, Desai has won the European jeans sales champion for three consecutive years in 1995, 1996 and 1997, and its charm has not diminished.
Dissel's most famous dirty trick, taking pictures in autumn and winter, is not only yellow, dirty and cyan, but also light-colored tannins which were very popular in 1950s and 1960s, as well as trouser legs with holes and brush marks of different shades, which has a tendency of scenery reappearance.
Lee is one of the three classics of American cowboy culture. In the process of establishing American cowboy culture, Li has come a long way. At different stages of development, LEE can always maintain a practical and fashionable posture. Li played an important role in the evolution of jeans from practicality to fashion. The founder of the company, H.D.Lee, was originally a work clothes manufacturer. In this century, he mainly supplies daily work clothes to farmers and workers in the Midwest of the United States. Some classics at that time are still popular today, such as BIB'N'BRACE, and UNION ALL, a long-sleeved jumpsuit that became the uniform of the US military in World War I, whose products can become the national image, which is a pioneering work in 19 10.
Another revolutionary innovation of Li occurred in 1926. LEE's first zipper jeans were born, which is the first zipper jeans in the world. At this time, LEE's slogan is fit for tailoring, and his idea is innovative and unique. After World War II, with the success of his cowboy image in the wild west, Lee spread to the east coast cities and all over the country. The image of the west has not only become fashionable, but also played a leading role in the jeans market. At this time, LEE's famous big leather brand appeared. With the success of LEE Rider in the market, LEE has become a registered classic product.
From 65438 to 0975, in addition to the western image, Li injected a new marketing plan: the first plan to develop women's jeans. A series called "Suitable for Girls" came out, which opened a new side of the women's clothing market. Since 1986, LEE has developed different types of customers in the whole denim market: LEE BASIC-five-pack classic jeans series with different fashion trends, as well as casual pants, denim pants and other different styles.
ROUGH RIDER-traditional style, but with high quality and fashionable cutting and packaging technology, is a symbol of LEE's product guarantee and market position as an expert in jeans manufacturers.
Lee Girls-a series of women's dresses tailored to match women's figure, with brand-new design and great sense of the times. Today, Lee's long history makes it the mainstream of American jeans. Its products still maintain a certain level and value in tradition and avant-garde, and become the code name of both classic and fashionable jeans.
Lee jeans 100 has been in the leading position for more than 0 years, creating the design trend and being the pioneer of jeans.
1889 Henry David Lee founded H.D. Lee Company to produce and market jeans.
In 19 1 1 year, Li introduced the first baggy worker's trousers-onion rings.
1926 Lee pioneered zipper jeans and successfully designed a particularly comfortable trouser saddle Comfont.
1936 lee's leather brand was born. The hair on the hide is solid and natural.
In 1980s, the world's largest Lee 10 1-Z jeans were made, with a height of 28 meters, which set a Guinness record and became the first famous American brand to enter the China market.
Lee jeans came out in 2000 and sold well in more than 200 countries around the world. Jeans are novel in design and vivid in image, and become the authority of denim clothing.
BVLGARI
BVLGARI is now one of the top fashion groups in the world 10, and it is an out-and-out Italian top boutique! The Bvlgari family originated in Epirus in northern Greece, with a family history of over 100 years. 1884 was founded in Rome. At present, more than half of the shares of the brand are owned by the family, and the shares are also listed in Milan and London!
Sotirio Bulgari, the founder of the family, went to Italy from Greece in 188 1 and opened his first shop in 1884, starting with carving precious silverware, which laid the foundation for the group's boutique business. Soon after, he moved the shop to dei Condotti Street 10, which is still the headquarters of the company. Sotirio has two sons: George and Costantino. Together, the father and son expanded the family business from silver jewelry to various jewelry, and changed the brand name to Bvlgari. The Group continues to open overseas branches and set up Bulgari Watch Laboratory in Switzerland. Because of his love for precious stones, a Greek silversmith developed a huge jewelry kingdom in Italy.
Bvlgari's jewelry has a strong classical style, and the glory of Rome and the charm of Renaissance have created a unique style. Every piece of jewelry has been carefully carved by designers and become a classic in jewelry, such as Trica series, Naturalia series and Chandra series, which is the first to combine ceramics, gold and precious stones. During World War II, Bulgari experienced an important transformation and broke through the rules of the traditional academic school. Bulgari created a variety of gemstones with different colors, and used different materials to highlight the gorgeous colors. The first overseas branch opened on 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 style of pursuing perfection. Customers who love Bulgari include royalty, politicians and movie stars, such as the famous Italian actress Sophia? Roland, once the spokesman of his jewelry, has now become a treasure that everyone dreams of, just as elegant and noble.
History of berkronby & Fitch;
As early as 1892, David Abercrombie, an explorer and outdoor enthusiast from Maryland, founded abercromby & Ltd., a franchise company, is committed to high-quality camping, hunting and fishing equipment. At that time, the clients were mainly professional hunters and explorers, and many celebrities in textbooks loved to use A &；; F's appliances and clothes, Roosevelt's African expedition, robert Peary's Arctic expedition, Hemingway's shotgun, Hoover's and Eisenhower's fishing tackle, and clark gable's clothes were all made by F. 1900, a new york lawyer named Ezra Fitch became a partner and brought a lot of money, so the company was renamed Abercrombie &；; Unfortunately, this is a nightmare cooperation, and they rarely agree on anything. Finally, one day on 1907, Abercrombie couldn't stand this endless dispute, sold his shares and left the company he founded, but AF's performance was not affected at all and continued to rise all the way.
Mr. Fitch stressed that the interior of the store should be decorated like a camping scene, and all the supplies should be taken out as if they were in use, not hidden behind beautiful glass windows. He put a dirty tent in the center, lit a bonfire in the corner of the shop, and all the salespeople were experienced explorers, telling their stories to customers coming and going. To this day, the company is still influenced by him, using elk as its trademark. There is no doubt that all these strategies have achieved great success. By the time Fitch 1928 retired, A &；; F has become one of the largest sporting goods companies in the world.
The operation was also quite successful, one&; F maintains the leading position of outdoor sports brand, and has opened more than a dozen branches in the United States. However, in the 1960s, due to the economic depression, the company's performance went from bad to worse, and finally it was in the unsustainable A &；; F declared bankruptcy and was acquired by a sporting goods retailer named Oshman, but A & amp； F is still struggling, and there is no improvement.
Rebirth and rise
The turning point occurred in A &；; F has been acquired again, and the new owner is very important ―― The Limited Inc (now called Limited Brands), and he also owns successful brands such as Express and Victoria's Secret. Soon a &；; F reappeared its former glory, but this time it appeared as a brand of teenagers' clothing. In the mid-1990s, dozens of branches have appeared in high-end shopping malls all over the country. 1996 began to be listed on new york stock exchange, and began to withdraw from A & ampF management in A& Time Limited. Since then, A &；; The layout style of store F has been determined: as soon as I entered the door, I saw a huge elk head with their posters on the gray wall, which were basically naked young blond muscular men.
2005 165438+ 10 a &；; F completed the construction of their flagship store on the famous Fifth Avenue in new york, surrounded by luxury stores such as Fendi, Prada and Chanel. Now a&; F has about 360 branches in the United States, and 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 in full swing.
Lifestyle, brand and constant trouble
A & ampf has always positioned them as a way of life and a desirable concept of leisure. The selected music played in the shop is shocking and exciting. F cologne is everywhere, and every salesman should carefully choose it as a brand representative-brand agent-which is actually a civilian model. Through them, this advocated lifestyle can be reflected. These children are all in their twenties. They are very athletic, attractive, open and enthusiastic, and their shapes are unforgettable.
However, in the 2 1 century, the company's resignation policy also attracted a lot of criticism. First, someone sued A &；; There are hints and tendencies of homosexuality and group sex in the magazines published by F, and then the bigger trouble comes from the racist words in their personalized T-shirts. The most famous T-shirt costs $25, with a cartoon on it: an Asian with a squint and a conical hat, and the slogans "Wong Brothers Laundry Service: Two Wong's will make it white" and "Bowls and balls-China rice and bowling" printed next to it. You can imagine how many Asian groups will sue them, but it is said that the designer of this T-shirt is Asian, so it is a hot discussion for a time anyway. But it seems that AF didn't learn any lessons at all, and then he fucked people everywhere in Virginia. A T-shirt said, "These are all relatives in West Virginia." That's not all. Another person said, "Who needs a brain with all this?" This women's T-shirt has attracted the dissatisfaction of women's rights activists. In short, they laugh at all kinds of people with their humor.
Everyone has gradually noticed the strange phenomenon that AF is almost all white shop assistants. There is no doubt that this is enough to make you appear in the dock in the United States. A considerable number of ethnic minorities reported that they were treated unfairly in the process of job hunting and were rejected for strange reasons. Finally, the company paid $40 million in compensation to those applicants of color who were rejected.
Brother brand
After the great success at the end of last century, several new brands were launched for different age groups. The initial AF was aimed at college students aged 65,438+08 ~ 22, while Abercrombie kisd was aimed at children aged 7 ~ 65,438+04, almost primary AF. Hollister aims at 15 ~ 18 students. Hollister tries to embody a California beach surfing style, but the style and material are one grade worse than AF, and the corresponding price is lower. Finally, RUEHL (pronounced rule) is aimed at people who started working in their twenties and thirties, especially young consumers who have grown up with atrial fibrillation since the 1990s. Its style is more mature, its texture is higher than AF, and its natural price has also increased a lot. What's more strange is that RUEHL has no plans to sell online, and there are only a dozen specialty stores in the United States.
Even AF itself has a mature flavor year by year, which is reflected in the launch of Ezra Fitch series, which is a customer over 22 years old. Probably the merchants themselves expect to get richer as they get older.
Liushixiaojie
Miss sixty is a branch of Six, a fashion brand founded in 1989. It also includes ENERGIE for men's wear, YOUNG LINE KILLAH for women's wear and so on. Of course, the most famous is Miss Liu to be introduced this time!
As we all know, Miss Liu's products are very sexy, and the fashion industry is playing MAKE LOVE POSE this season. Of course, Miss Liu, who is sexy first, can't show weakness. Please shoot "erotic photographer" Terry Richardson, and the product is naturally ... sexy and hot!
Advertising belongs to advertising, and the quality of Miss Sixty really fascinates many female fans. Even Kelly Chen, Yumiko and even the actresses RACE and MANDY in the new advertisement in Stephen Chow are its guests, and its charm can be imagined.
Miss Sixty is mainly aimed at urban fashion women who are constantly pursuing innovation, change and individuality. It exudes femininity, sexiness and charm, and at the same time it is always avant-garde and slightly ironic. Miss Sixty's customers are keen to express their self-image and style on different occasions by changing clothes and collocation. It has always been thought that Miss Sixty jeans series is deeply loved by women for its unique and innovative design.
The product series is divided into "basic type" and "fashion type" which represent the market trend. Jeans have undoubtedly become the leading products in the "basic" series, and different washing design styles are changing every season. "Fashion" series originated from Miss Sixty's deep understanding of fashion trends, focusing on the latest and hottest models. Miss Sixty also has product lines such as accessories, beach clothes, underwear and footwear.
The management company of Miss Sixty China, Sixty (China), is a joint venture established by Miss Sixty SPA (Italy) and Toppy International. At present, Toppy also manages other famous brands, such as Jessica, Episode, Oxygen, Color 18, and Weekend Workshop.
In today's cowboy market, Miss Sixty is a real market leader.
Audio and video
Yidujin's world-famous brands are "a.v.v", "MK Klein+IIMK", "ofuon" and "C.AUJARD". In addition to these, Yidujin Company has continuously absorbed many fashion first-line brands from all over the world.
Audio and video
Concise and lively, handsome and free and easy, chiseled,
Brand personality, showing the characteristics of the times.
There are many varieties and complete specifications.
High quality guarantee and reasonable price.
A.v.v clothing is not limited by age, which is in line with women's pursuit of beauty.
A.v.v clothing not only provides fashionable clothing for adult women, but also provides clothing for babies, boys and girls for mothers who are extremely fond of fashion.
Itozu, Japan
Yidujin Company was established on August 20th, 1950. Headquartered in Tokyo, Japan, branches are distributed in major cities in Japan. Management of Yidujin Company
Scope includes: production, retail and import and export of men's wear, women's wear, children's wear series, artificial flowers, furniture and furniture decoration. The company started at 1980.
Open up overseas markets and set up branches in the United States, France, Thailand and other parts of the world. In recent years, the company is more committed to exploration and development.
China market. At present, 26 factories and zero factories have been set up in Beijing, Shanghai, Tianjin, Hangzhou, Qingdao, Dalian, Shenyang, Harbin and Taiwan Province.
Sell shopping malls. Qingdao has two production factories, one is Qingdao Silk Fashion Co., Ltd., which mainly produces Yidujin brand fashion; One is
Qingdao Silk Gold Decoration Co., Ltd. mainly produces artificial flowers. In addition, many large and medium-sized cities in China also have Yidujin brand stores, all in Qingdao.
Island Jiashike, Parkson and Hisense are three Yidujin specialty stores, all operated by Japanese, French, Italian and Spanish brands.
The world-famous fashion capital.