March 25, the fourteenth session of Jiangsu International Fashion Festival Beijing press conference and France Shi Fei brand strategy conference was held in Beijing Great Hall of the People. As a representative of top 30 self-owned brands in Jiangsu Province, the "French poetry and feather" clothing brand from Wujiang City, Jiangsu Province, debuted at the conference, arousing strong concern from the guests.
Jiangsu Fa Shi Fei Garments Co., Ltd. is located in Taoyuan Town, Wujiang, Jiangsu. For more than ten years, from a former workshop for producing sweaters, it rapidly developed into a specialized clothing enterprise integrating development, design, production and sales , Product coverage knitted T-shirts, sweaters, cashmere sweater, fashion, mink coat, and other series. At present, the company has set up branches in 16 provinces and cities such as Beijing with sales network all over the country and more than 500 stores.
"Enterprises to long-term development, but also to develop well, we must create their own brand, with the brand counterparts can go too far." Analysis of the "French poetry Philippine" brand growth, Jiangsu Fashi Philippine Fashion Co., Ltd. Chairman Li Xinglong That only the brand building to the enterprise "life and death" strategic level, the brand can have a bigger and stronger source of power.
It is based on a profound understanding of brand building, Li Xinglong from long-term planning, in 1999 registered a "French poetry Philippine" brand. And then after a decade of accumulation, the study of tens of thousands of body data, summed up the characteristics of women's needs for the version, to create "Ruizizha" the first Chinese custom brand, so that the concept of advanced custom into the consumer public. While others are still satisfied with the profits made by the processing, the French poetry and Philippine has pioneered one step, began the layout of the brand, in one fell swoop throw off competitors.
Business development is inseparable from the brand, but the brand can not be completed overnight. French poetry is the English "FASHION" transliteration, its connotation as "fashion? Pop." France poetry and Philippine set up a design studio in Shenzhen, the full integration of fashion elements to ensure that the company's products always lead the fashion trend. The company also with France, Japan's design studio for further cooperation in order to achieve information sharing, and strive to company's products and international standards. The company also with Zhejiang University and Suzhou University Institute of Textile and Engineering to establish a product development cooperation center, with a view to product models, fabrics, etc. have been extended to provide customers with more rich and diversified quality products.
In order to ensure the uniqueness of products in the market, the company also set up a brand promotion department and set up a trademark management group. France poetry Philippine products with the iconic collar, sleeve, models, colors have applied for a patent. As of the end of 2011, France Shi Fei has applied for 977 appearance patents, 10 practical patents and 10 invention patents.
Ten years grinding sword. In 2004, France poetry Philippines by the National Center for product quality assurance as "famous Chinese brand" to promote units in 2007, France Shi Fei was recognized as China's well-known trademarks in 2009, the provincial Economic Commission and the provincial Textile Industry Association as "Top ten cutting-edge clothing brand in Jiangsu Province"; "法 诗 è²" trademark was named "Jiangsu famous brand"; 2008-2010, for three consecutive years by the National Wool Textile Industry Association as "the national wool knitwear boutique" France poetry and Philippine cashmere knitwear was named "brand-name products in Jiangsu," France poetry feather knitwear was named "brand-name products in Jiangsu"; in 2011, France poetry Philippine clothing was Jiangsu Province Economic and Information Technology Commission and Jiangsu Province Textile Industry Association as "Jiangsu Province, apparel (home textiles) own brand Top 30" ... ... After many years of product quality construction and brand building, France and France have been able to form a strong industry brand camp. Nowadays, with the "timeless charm, fashion interpretation" as the positioning of France poetry, has gradually become the preferred brand of urban mature women.
"In the next ten years, Fa Shi Fei will make a transition to the full range of brands, make the four seasons clothing brand, follow the monopoly chain, and meet the needs of individual consumers for fashion apparel. Custom brand, suitable for personalized dress needs. "Li Xinglong introduction, since 2011, France poetry Philippines began to promote the brand image upgrade, to enhance the brand level, to promote the terminal upgrade, the French poetry and Philippine will focus on the store channels to accelerate the development and promote Brand store upgrade, speed up the pace of store construction.
Fashion brand clothing samples fresh "France poetry for the clothing industry to smile curve climb provides a fresh sample." Garment Association of Jiangsu Province, the official said that in recent years, Jiangsu Provincial Party Committee and Government to actively promote the traditional industries brand , Comprehensively promote its own brand building. However, the growth of the brand is a difficult and lengthy process. If we want to get across the "trap" of the brand successfully, it is worth learning from the practice of Frances Philip.
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