Esprit'S Road To Salvation Needs Persistence.

In order to cater to the market, some brands may sacrifice the quality of products and develop in this way of compromise.

However, Esprit has its own insistence.

"At that time, its business abroad was relatively mature, and the orders of the world were controlled by the head office. As a whole, the control of every part of the product was pretty good, and it would not be too bad."

In the minds of consumers, "Esprit is a quality brand."

Until later, the market was bad, some brands began to cut prices, Esprit insisted on self.

"Generally speaking, its compromise to the market is not so fast."

Li Ming said.

But after Ma Hao Si takes office, a kind of ZARA executive level appears in Esprit.

In addition to the three executives who were excavated from Inditex in March 2013, in October of the same year, Si Jie global appointed Rafael Pastor Espuch, who worked for Inditex for 18 years as the group product president, responsible for managing the creation and design of all products of the Esprit brand.

In December 4th last year, Inditex appointed the original chairman of the Jose, Maria Castellano Rios as an independent non-executive director and a member of the board of audit under the board.

At the latest performance press conference, Ma Hao Si also said that Esprit Si Jie world is launching fast clothing to shorten the shelf time.

Fan Deshi, the predecessor of Ma Hao Si, has repeatedly publicly told the media that Esprit will stick to its self: "we will not do ZARA!" in his view, Esprit's opponent is not ZARA or H&M, because the consumption age of fast fashion is 15-25 years old, the target group of Esprit is 30-40 years old, and the quality of products is more important.

I don't know if Fan Deshi, who left 3 years ago, will see what Esprit is trying to keep up with today's fast fashion. But we must admit that this pformation is not easy.

In Li Ming's view, people who are not invited to ZARA can make ZARA.

He pointed out that clothing enterprises have high requirements for the coordination of all links. Only a few executives are airborne. If they are disjointed in all aspects of implementation, then the role of this person can not be brought into play.

"A senior executive may have been able to create good results when he was in the ZARA team, so if he was to go to a new company, he might not be able to turn the tide."

He explained: "it is very difficult to measure the change of several executives individually, and it should be considered from the perspective of overall execution."

Zhu Qinghua also believes that there is still a gap between Esprit's current product marketing mode and its internal operation mechanism and the development trend of fast fashion. If we do not master the essence of a certain mode and blindly learn, the effect will not be ideal.

More importantly, "Esprit is in."

The stage itself is somewhat difficult, and ZARA and other brands already have obvious market advantages, which is exacerbated by the difficulty of its pformation.

He said.

Is it right to imitate fast fashion? Li Ming doubts.

In his mind,

It is a real history professional to make clothing brand, even if it is external contraction scale, and internal cost savings, it should also find the difference between fast fashion and product, and stick to its tonality.

"There is no need to follow fast fashion. If you do fast fashion, you may lose your identity."

Over the years, he has been working in women's clothing enterprises. His greatest understanding of customers is that after 90, they are slowly becoming mature. They have their own judgment on product understanding and brand recognition. "They are not simply pursuing low prices.

If Esprit persists for a few years, it will be an opportunity to wait until the user slowly returns and the market is more mature.

In any case, Esprit's road to redemption has gone by half. In the future, whether it is fast fashion or self persisting, the ultimate goal is to recover the performance and revitalize the brand.

"Although there are no special achievements yet, there is always hope on the road."

Li Ming said.