The Capsule Series Launched By Balmain And Shanghai Will Be Released On The Show.

Coming to Shanghai to show America

brand

(hereinafter referred to as "Wei Wei"), recently attracted many eyeballs because of the approaching of the show.

According to reports, on the 5 th of this month, the company announced a new important decision of the company, that is, it will cooperate with the creative director Olivier Rousteing of the French fashion brand Balmain, and the capsule series launched will be announced at the Shanghai show in late November.

No matter it is sexy and exquisite style, or a gimmick of supermodel underwear, it has once been regarded as underwear for women consumers.

However, when the heat rises fast, it will retreat quickly.

Since last year, Wei has been plunged into a low tide of achievement.

In addition to the company's sales and profits have been on the decline, from the consumer terminal, Asian consumers are also beginning to find that the American brand underwear style and size are not suitable for themselves, and no longer blindly pursue the brand effect.

In addition, the annual extravagant show has gradually promoted the aesthetic fatigue. Wei's position is somewhat precarious.

In order to reverse the current situation, the management of the company has made some reforms, such as cutting off the brand swimsuit product line, but the decision later aroused the controversy among the industry that it was not a correct decision because it narrowed the profitability of Victoria's secret.

Olivier Rousteing and angel Sara Sampaio

At the moment, like many aging fashion brands, it wants to cooperate with the brand that has a strong market.

Although retail and price details are not disclosed, it is clear that after four quarters of declining sales, it will be seen as one of the strategies to revitalize the brand.

However, even though Balmain's design is very prestigious in the fashion industry, Olivier Rousteing herself is a good social network player, but retail market analysts still believe that this cooperation can not bring much long-term impact on the company.

According to the world clothing and shoe net, the reason why analysts say so is to find out the location of Lingerie. In the interview with Glossy, Cora Harrington, founder of the Addict blog, said that there was not much desire to enter the fashion industry at the beginning of the establishment, but the behavior of cutting swimsuits and clothing lines last year, though it was aimed at streamlining the category, further made the brand far away from the fashion category.

L Brands also announced the company's September earnings report on 5 th. The report showed that although net profit rose slightly by 1% to 981 million 600 thousand US dollars, the overall sales volume continued to fall 2%.

For VMS, the value of Balmain can certainly increase the gloss of the brand, but for consumers, they will not regard it as a brand at the forefront of fashion because of a cooperation.

Just like H&M's previous joint collaboration with Balmain, at the beginning of the release, the followers of the Balmain brand would coax up and queue up to buy, causing a false impression of the market. But this is only because the joint series is the only way and channel for this group of consumers to buy Balmain products. But after the end of the joint venture, H&M is still in the bottleneck stage.

Olivier Rousteing talks in the background with Candice Swanepoel

And MaryLeigh Bliss, chief content director of YPulse, a marketing company of the millennial generation, also said that Rousteing has made good use of its relationship with celebrities in marketing aspects of Balmain, but it is hard to drive the hotspot effect of "Wei Mei". "Because the joint name of luxury brands has been more than enough to make everyone tired."

Harrington feels that in this cooperation, Balmain will receive more than it does because it can bring a luxury brand into the middle end consumer group, or the "shopping brand" consumer group.

Of course, this is for the US market.

In the United States, whether it is shop area, market penetration or customer contact, weim is the leader in the underwear market. "Through such a powerful influence, Balmain can make use of weir to reach more consumers and enhance brand awareness in the US market."

Harriongton added.

However, the competition to be faced by Wei has come from many aspects. It is only the company's next expansion of the Chinese market. Besides the international and local offline retailers, the underwear business like oxygen APP is occupying the market, at a lower price and more suitable for the size and design of the Asian body, the strong competition point of the electricity supplier has also made the revival of the secret service longer.

More interesting reports, please pay attention to the world clothing shoes and hats net.