Carle Is Going To Open Up The Chinese Market And Will Open 40 Doors In The Next 5 Years.

Less than P, just now, we can't wait to expand the brand of Karl Lagerfeld this year. The European and Chinese market is the focus of expansion.

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< p > for every fashion circle, the name of "Carle the great" is like thunder. Sunglasses, leather gloves, white hair and black and white suits are the iconic and handsome costumes of this talented designer. He is Karl Lagerfeld, who is also the two position of Chanel designer and Fendi creative director.

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< p > Carle has always been wearing sunglasses. It is said that few people have seen his true colors. Even his age has become a mystery.

With the aura and personal mystery of the top two luxury goods, he seems to have been worshipped as a God in fashion circles.

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< p > 1984, the great emperor of Carle founded the brand named Karl Lagerfeld, and was bought by Tommy Hilfiger group. After several twists and turns, this year, Emperor Carle took the brand back to herself and opened the road of independent expansion.

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Carle P, who is ready for development, has delineated the expanded territory in two key markets: Europe and China, especially in the Chinese market. Carle seems to be ambitious.

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< p > < strong > test China: Shanghai, Beijing, each shop opens < /strong > < /p >

< p > for the Chinese market, Carle first focused on the first tier cities of Beijing and Shanghai. This is also the first choice for many luxury goods to enter China.

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P, August 28th, was held at the opening ceremony of the Karl Lagerfeld Greater China first store in Wukesong Zhuo exhibition shopping center in Beijing. On the same evening, celebrities such as Chinese and foreign movie stars and models attended the opening reception.

Beijing flagship store area is 220 square meters, while Shanghai is located in Jingan Jiali Center store only more than 80 square meters, "in the second half of the year we will open a larger store in Pudong."

Shanghai store salesperson told financial weekly newspaper reporter.

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< p > walk into the first floor of Kerry Center in Shanghai. Karl Lagerfeld is located on a corner. The white sign on the black bottom is especially conspicuous, especially the cartoon head portrait of Carle's tail with a horsetail and sunglasses.

The display of the shop is clear, the left side is a row of women's clothing, the right side is the bag and the men's clothing, the middle is showing watches, glasses, gift sets, shoes and other accessories.

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< p > according to the salesperson of the store, the store of Shanghai Karl Lagerfeld opened in July 23rd. "We are the same as foreign shops. They are all listed on the same account, but the goods haven't arrived yet."

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< p > although the goods are not yet arrived, the products in the shop are full of Carle's strong personal characteristics, almost all products are black and white gray, and few can see bright colored products.

Leather bags are displayed on the right side of a door, very conspicuous, almost all black and gray, some of them are rhombohedral, quite Chanel style, others are black prints, printed with Carle's cartoon head.

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< p > besides, the cartoon head of emperor Carle was also made into a necklace and a cartoon doll. "Carle's doll is limited. There are only two series a year, one is a cat hug, the other is no cat, and there are only 20 in each store."

The clerk said.

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< p > > a href= "//www.sjfzxm.com/news/index_f.asp" > men and women wear > /a > series are mainly black and white ash, leather and trousers become the main products. This is the exclusive style of Carle the great, and is also the style of Karl Lagerfeld: neutral and handsome.

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< p > "the character of Carle's great emperor" may be the intention of Karl Lagerfeld brand. As its chief executive Pier Paolo Righi has said before, he said that the company hopes to make the best use of the popularity of Karl Lagerfeld to open the Chinese market, so that Chinese consumers can buy their favorite designer products at the first time.

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< p > but according to the clerk, Carle the great hired a special designer to design the product of Karl Lagerfeld. He only occasionally participated in the design.

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< p > for the current promotion and marketing, shop assistants express the latest product information through WeChat and interact with consumers.

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< p > < strong > start European expansion road < /strong > /p >

< p > since the establishment of the "a href=" //www.sjfzxm.com/news/index_c.asp "Karl Lagerfeld < /a" brand by Emperor Carle in 1984, the development since then has been twists and turns.

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< p > 2005, Karl Lagerfeld brand was bought by Tommy Hilfiger group.

A year later, Apax Partners bought Tommy Hilfigerr group for $1 billion 600 million.

Subsequently, Tommy Hilfiger group was sold to Philips-Van Heusens (PVH) for $3 billion by Apax Partners, but Karl Lagerfeld brand is still Apax Partners, not sold as part of the Lagerfeld.

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< p > last year, after the two season of Karl Lagerfeld Paris in cooperation with Ittierre SpA, a clothing manufacturer in Italy, Ittierre SpA announced the termination of the agency agreement for Karl Lagerfeld Paris ahead of time, and said, "the next company will focus on those more profitable brands".

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< p > Karl Lagerfeld, which has been returned to its own camp, has begun a great expansion.

In March 1st of this year, Karl Lagerfeld opened the world's first store in Saint Germain Avenue, Paris. Subsequently, the Karl Lagerfeld brand moved to the home of Carle's great Germany. The first German store opened in Berlin in July with an area of 1100 square feet. In September, Munich opened another 940 square foot store in 194.

According to Pier Paolo Righi, the company is also addressing in Dusseldorf and Hamburg, hoping to set up sales outlets in the two cities with the reputation of Karl Lagerfeld.

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In addition, Karl Lagerfeld is located in Holland Amsterdam Negen Straatjes and Paris fashion center Marais area Rue Vieille Du Temple second and third brand stores opened in April and May. By the end of 2013, it will expand to 7 to 10 in P.

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The reason why P Pier Paolo Righi is so confident is that the sales of Paris stores in March exceeded expectations. He said that retail is the core of the company's future development, while Europe and China are the focus of retail expansion of Karl Lagerfeld, and the brand is also preparing to enter the Middle East and Russia.

The goal he set for the group is to develop hundreds of stores in the next three to four years.

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< p > < strong > opening 40 stores in China in the next 5 years < /strong > /p >

The P market is an indispensable part of China's market expansion plan.

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< p > Pier Paolo Righi does not hide confidence in the Chinese market: "we are very optimistic about the Chinese market. Young luxury consumers have been looking for fashion trends and not well-known brands. Karl Lagerfeld is just in line with this positioning."

His expectation for the Chinese market is to establish 40 Karl Lagerfeld stores in Greater China within the next five years, thanks to Carle's reputation.

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< p > as the first brand to enter the Chinese market, how to build China's Karl Lagerfeld team has become the primary task of Pier Paolo Righi.

It took Pier Paolo Righi6 for a month, and eventually the Karl Lagerfeld team of 20 people was mainly responsible for all preparations and planning for opening new stores in China.

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The most important core of the P is the president and chief executive of Greater China. For this reason, Pier Paolo Righi has removed its senior vice president Andrew Cai from Boboli group, and appointed it as the president and chief executive officer of the Karl Lagerfeld Greater China, leading the company's operations in mainland China, Hongkong, Macao, Taiwan and Singapore.

In the next six months, Karl Lagerfeld will add four new stores, including second sales outlets in Beijing.

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< p > according to Shanghai store clerk, now the group headquarters is located in the Kerry Center of Shanghai.

To be sure, the embryonic form of Karl Lagerfeld brand has appeared in the Chinese market, and Pier Paolo Righi pointed out that the company has high expectations for China, because China's emerging consumer class is rapidly rising, "China has the potential to become the largest brand market."

He once said so.

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< p > it is understood that at present, the first tier cities are the focus of the development of Karl Lagerfeld at this stage. The brand also intends to set up accessories shops, mainly selling handbags and footwear products.

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< p > but for many Chinese consumers, the recognition of Karl Lagerfeld designer's a href= "//www.sjfzxm.com/news/index_c.asp" > light luxury brand "/a" is not very high. How to win the Chinese market, Karl Lagerfeld still has a long way to go.

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