Why Is Pierre Cardin, Who Is Famous For LV And Sales Exceeding GUCCI, Down The Altar?

Under the attack of a large number of luxury goods, Pierre Cardin has more than ten years ahead of the layout of the Chinese market to get the opportunity dividends already exhausted, it is difficult to return to high-end brands.

You must know the brand of piercardan.

If you are 70, then in your memory, Pierre Cardin symbolizes high quality "foreign goods", which is a truly luxury brand in China in 70s and 80s. If you are a post-80s generation, then you will at least have the impression that there is a Pierre Cardin in your parents' wardrobe. If you are 90 or 00, you may have a vague impression of the brand from the two or three line small cities, those with a "clearance" brand, seemingly cheap and cramped street stores.

Pierre Cardin, the first international brand to enter the Chinese market after the reform and opening up, was sprinkled in a black and white world at the time.

Brand.

At that time, the Chinese consumers, after refuting old ideas and new trends of thought, welcomed the warm spring season.

40 years ago, Pierre Cardin, who used to teach people to play fashion, was drowned by luxury brands such as LV and GUCCI. The brand that once led the international fashion no longer attracted the attention of the Chinese people. The younger generation of consumers even knew nothing about the "Pierre Cardin" brand.

1, Louis Vuitton, 80s and 90s.

As the famous designer of France, Mr. Pierre Cardin founded the same name brand in 1950. Pierre Cardin used "popular fashion" as the brand slogan and clothing as the main product line. The unique interpretation of "fashion" made it open rapidly.

And loved by consumers.

In China, Pierre Cardin is known as "the first luxury brand in the hearts of the people after the reform and opening up", which is actually related to the earliest entry into the Chinese market.

In 1979, China was just awakened under the spring breeze of reform and opening up. The streets and alleys were dark colored clothes. People were yearning and strange for fashion brands. Pierre Cardin happened to be stationed in China this year.

。

At first, piercardan took

Xiu delivers the "aesthetic concept" of the brand.

In the first 10 years of reform and opening up, piercatan has held exhibitions, fashion shows and even fundraising activities in China almost every year to open up the popularity and sales of the brand in China.

After more than 20 years' efforts, Pierre Cardin has made great progress in the Chinese market, and more and more Pierre Cardin brand stores have appeared in various cities in China.

Pierre Cardin opens up brand marketing with fashion show.

But with the excessive authorization and imitation of the brand, the development of piercardan brand in China has been in a predicament, and its brand reputation has been greatly damaged.

2, continuously shrinking gold content

It is understood that Pierre Cardin sold more than 900 licences in 140 countries around the world before and after entering China, and over 200 thousand worked for Pierre Cardin brand. This amazing speed of development has made Pierre Cardin expand.

After entering the Chinese market, Pierre Cardan basically adopted the brand licensing mode.

Under the background of "big brands" and "big expansion", the enthusiasm of the people to Pierre Cardin brand is rising.

However, due to the uneven level of dealers, the quality of products is difficult to guarantee, especially the two or three line city fraudsters are rampant. The poor quality of products has irreparable damage to Pierre Cardin's brand reputation, which makes the high-end image of the brand seriously damaged.

3, from "leader" to "N line brand".

The double influence of marketing mode and counterfeiters is different from the initial stage of reform and opening up. The luxury brand, once popular throughout the country, has become a "bright future" in the eyes of young people. The target sales group of products is mainly concentrated in the two or three line market or working-class, resulting in a very low rate of return on brand investment.

After a glitzy splendor, Pierre Cardin's brand value has been greatly reduced due to the uncontrolled chain of franchising.

In those days, as Pierre Cardin opened up the Chinese market, all the luxury brands came to China to try to get a share.

These so-called "latecomers" have now consolidated the base soil and become strong rivals.

In 1990, Cartire settled in China.

In 1992, Louis Weedon opened the first branch of China in Beijing, and Dunhill also entered China.

In 1996, Hermes and Gucci heard the news.

Under the attack of a large number of luxury goods, Pierre Cardin has more than ten years ahead of the layout of the Chinese market to get the opportunity dividends already exhausted, it is difficult to return to high-end brands.

4, greed is the most terrible word.

Pierre Cardin's excessive mode of brand authorization cannot be separated from one word: greed.

Every company thinks that they have the ability to encroach on all markets after their small achievements. This kind of thinking is based on the view that "my brand is omnipotent".

The actual result is that the brand is seriously overdrawn, and the gains outweigh the gains. This is totally contrary to the brand's development goal.

Pierre Cardin Tianjin experience Museum

However, the latest news shows that after nearly 40 years of reform and opening up, Pierre Cardin, the big brother in the clothing industry, has come up with new strategies.

By the end of 2017, the Pierre Cardin life experience Museum of Tianjin JINDA Garments Co., Ltd. began its trial operation.

In the experience Museum, consumers can actually feel the quality of products, and then use the online tailored personal customization platform developed by the company's "excellent tailor" O2O to make an appointment with the volume division, according to the size and preferences of the consumers.

And cloth samples to help consumers to reference styles, to achieve tailor-made.

But whether this can help Pierre Cardin to fly back to the branches is not clear at the moment.

Consumers are changing and channels are changing.

Only by focusing on consumer services and gaining their recognition can they continuously enhance the added value of the brand and gain economic benefits.