2018 New York Fashion Week for the first time there has been Handbags of the figure, this historic first show won the praise of the fashion industry
October 2013, Handbags launched a Borough - New York featured in this very high-end handbags named series. It's simple atmospheric modeling walking routes, each package has a large, medium and small three, nearly $ 1,200 the most expensive. After that, Handbags flagship store in Manhattan also experienced a major renovation, in addition to men's display area opens up, it also used a new color palette and upscale wood and leather decorative materials, to make them look more like big-name fashion flagship store. More North American store refurbishment program is still in progress.
New York Stories series of themed ad video has been accompanied by a new round of Handbags products and stores transformation introduced. Commercials protagonist include Brooklyn, a brother of the famous chocolate shop owner Rick and Michael Mast, found his career in New York Danish supermodel Freja Beha Erichsen and the Scottish painter Charlie Anderson and so on. They wear wearing Handbags's full line of products, tells the story of himself and the city of New York.
But they still did not forget to curry favor with Chinese consumers in the ad. Chinese supermodel Liu Wen and Wang Lee Hom as a rare two Asian faces appear in the lens.
"Compared to traditional European luxury brands, we hope to become another choice for consumers, and I think New York fashion this positioning is very special, and very fit with Handbags." Jonathan Seliger, president and CEO of Handbags China, told the "First Financial Weekly. " In his opinion, the New York fashion means "less exclusive, more inclusive, pay attention to the connotation and it is very dynamic, open, and can be used to express a variety of ways, this is New York City style. This Handbags is also our hope to become like. "
This is not only because New York is the birthplace of the brand. Compared to Paris, Milan and London, New York, is an emerging fashion capital. This sense of distance is what Handbags needed.
Handbags represents a European luxury brand with a completely different mindset. European brand has always been a staunch defender of its nobility and exclusivity. In addition to pricing and retail experience, which is also reflected in their very taboo in Chinese manufacturing labels, even if they are sourcing from China and other metal zipper raw materials, as well as part of the production will be outsourced to Chinese factories.
Handbags contrast seems much more flexible. They will be produced as early as 2001 after the listing is transferred from the United States to China and other Asian countries in order to lower costs to deal with greater demand, and began to launch new products every month. In addition to the retail channel, Handbags began very early electronic business platform through the sale of goods.
Handbags is in the Chinese market recognizes the benefits of playing cards in New York. In China, it is from the start line from New York to the image of the big fashion was introduced to consumers. This one big reason is that when in 2009 in Shanghai, Hong Kong Plaza, Handbags decided to open a flagship store on the ground floor the first two floors, it took a very different market position in North America.
"In China, we started positioning is a part of New York fashion brands, fashion and lifestyle is positioned." Seliger said.
All China's Handbags stores and luxury brands have opened in the same layer. According to Morgan Stanley analyst Kimberly Greenberger introduced, Handbags sales in the North American market, two-thirds are from the outlet. When Handbags began to diversify in 2010 to try the product line of its new stores in China can always show the most complete product line, unlike some stores in North America by area restrictions can not accommodate the different categories. https://www.eepurse.ru
Now, Handbags want to put it in the past five years of successful experience in China's reference to global markets, including North America, including the go. By the end of 2013, when he was Handbags CEO Lew Frankfort in the retirement of the occasion but also for a new Handbags to find a good successor Victor Luis, to continue with the Handbags "transformed into a fashion accessory as the core of the global lifestyle brand" program
