"If I conquered Siberia, I could conquer Moscow. Because we produce the warmest down jacket in the world. Not only in the wild, the city has become more and more cold." Dani Reiss, president of the Canadian down apparel brand Canada Goose, accepted An interview with Bloomberg Businessweek said.
As early as in the winter of 2009, Canada Goose of different lengths and styles has been popular in the streets of major Canadian cities. Especially for the sisters, this down jacket embroidered with the “Map of Canada†is not only used to protect against cold in the chilly skies of minus 30 degrees. Even when the temperature is not so low, it is necessary to wear unlined clothes and light legs. On this hot, sweaty down jacket show logo, is so wayward!
Although most of the world's retailers are overwhelmed by the economic downturn in Europe, those high-end down apparel brands are really “hotterâ€. The uniforms of these former expeditions have successfully emerged from the image of pioneers with bloated blouses and become essential items for fashion icons.
“In many places, those down jackets are just as hot as the LV handbags 10 years ago.†Bloomberg Businessweek quoted MonaBijour, founder of JOOR, a fashion apparel wholesale platform. JOOR will handle about $2.6 billion in orders for high-end retailers and fashion brands this year.
The Italian down apparel brand Moncler has been dubbed the "high fashion" down jacket with its dazzling color scheme and sports style. In Europe, the fashionable (and expensive) Moncler down vest has long been a fashion circle in Gstaad. Part of the dress up after skiing. In fact, it wasn’t until 2006 that the company decided to launch the Women’s High Fashion Collection and the Men’s High Fashion Collection in the next three years. For the past sixty years, Moncler's down products have been sold mainly in Swiss ski lodges and other ski resorts around the world. Revenue increased by 60% from 2011 to 2013, and sales increased by 18% in the first nine months of this year.
Last year, Moncler opened stores in dozens of climate-friendly locations to promote its products into the city. Moncler even opened the store to the world luxury goods center Hawaii, because they believe that consumers will buy here, and then vacation in the cold.
Moncler really entered the fashion field with the cooperation of high-end brands such as Balenciaga, Fendi, Junya Watanabe and Beams. It also invites Alessandra Facchinetti, creative director of Valentino, designer Giambattista Valli, and others to take charge of the design of sports and fashion.
Canada Goose, Canada Goose (Chinese in Quebec will tell you this to be fashionable) The annual revenue in ten years has increased from 5 million US dollars to more than 200 million US dollars, and its hottest product, Trillium, has sold nearly 695 US dollars. . To take advantage of fashion circles, Canada Goose opened its office in New York this month. Their showrooms allow brands to establish better connections with high-end retailers and fashion buyers in Manhattan. Although the classic Parka style is a little conservative, but with the Park uniform this more and more popular style of neutral wind, plus the functionality is too strong, the purchase of people is also a continuous stream, "fashion" is so popular.
Canada Goose started from the manufacture of polar cold weather clothing, was founded in Toronto 55 years ago, and was produced only in Canada. It also used high quality white duck downs and coyotes (even Arctic foxes) collars, sold by Canada Goose. The price has remained high. Currently, Canada Goose has stores in Asia only in Hong Kong and Japan, and all Canada Goose are made in Canada, and all are handmade.
Tiger, this is President Reiss's position on Canada Goose. "Most people will never drive Land Rover off-road, but the light knows that this car has such performance has satisfied them. This is what people want - This is not Suzuki's partner," he said. As we all know, Canada Goose was a cooperative apparel supplier for multinational Arctic expeditions.
At the same time, according to Pamela Lopez, spokesperson for Nordstrom, a high-end department store in the United States, Uniqlo's Premiumdown down apparel is the fastest growing type of women's jacket at Nordstrom. "Its functionality is a huge attraction," she said. Even the vast majority of Nordstrom shoppers do not need to survive at low temperatures. People are looking for "big names" in professional fields. Moncler and Canada Goose have set up their "brand status."
Interestingly, these "hot" big down jackets are well-dressed successful people on Wall Street. In their view, these expensive down jackets can quickly add value to a wider range of consumer groups, not just those who sled on ski slopes or dog sleds.
The Carlyle acquisition group in Washington, DC, and Euraseo, a Paris investment fund, purchased Moncler shares in 2008 and 2011, respectively. Carlyle Capital helped Moncler develop the Parka children's product line, entered the Japanese market and opened dozens of new retail stores. Canada Goose re-sold its main equity to Bain Capital, a prominent private investment firm, a year ago to accelerate its expansion in the global market. At the time, Bain’s investors stated that the company’s Ryan’s Cotton finally had an “orthodox labelâ€.
With a large amount of capital injection, the two down apparel companies have performed even better in the market activity. Canada Goose presented its new jackets to hundreds of celebrities at the annual Berlin Film Festival, near Utah, the headquarters of Toronto, and Hollywood’s high-end hotels to win fashion endorsements from these “Idolsâ€. Moncler also invited Pharrell Williams and famous photographer Annie Leibovitz to shoot the latest print ads.
However, there is a problem: Some down apparel companies spend a lot of time on the catwalk in Manhattan, cultivating fashion and sentiment, but they are increasingly away from the essence of their “resisting coldâ€. To this end, analysts pointed out that brand DNA is a key asset in the expansion space of jacket manufacturers. In short, the brand's core products are always crucial to these high-end down apparel brands. This is why Moncler paid tribute to the story of the successful expedition to the top of the K2 by the Italian expedition that took place sixty years ago.
Similarly, Canada Goose has a similar strategy: the original spokesperson dog sled champion Mackey is about to come back to the Iditarod dog sled race in 2015. The loop of artificial velvet on his coat would make him look like the smart and young bankers in Manhattan.
Reproduced from: China Clothing Talent Network
Find the perfect Plastic Folding Tables for your next party or event with a range of styles from Concentric.
Browse our convenient and durable foldable plastic tables in a variety of sizes and shapes to find the right fit for every indoor and outdoor event.
Folding Tables,Foldable Table,Folding Desk,Folding Dining Table,Folding Table
jiangsu concentric internatinal ltd , https://www.jsconcentriccorps.com