FIOCCO Fiigo will enter 10 first-line department stores

FIOCCO Fiigo will enter 10 first-line department stores

During the 2011 CHIC period, FIOCCO (Figo), a mid-to-high-end fashion business women's brand from Ningbo, will make a high profile debut to showcase its new collection of Fall/Winter 2011 collections. This is the third time FIOCCO is exhibiting in its growth period.

During the 2011 CHIC period, FIOCCO (Figo), a mid-to-high-end fashion business women's brand from Ningbo, will make a high profile debut to showcase its new collection of Fall/Winter 2011 collections. This is the third time FIOCCO is participating in the exhibition.

The founder of Fei Ge Ladies is Ningbo Feige Group. The company formerly known as Huayi Fashion Company originated in 1992. It is an OEM and ODM company of Disney, adidas and many first-line brands. Since 2007, the company has created a high-profile women's clothing brand, Fei Ge, and has invested an additional 15 million to 20 million yuan each year to train brands.

10 new department store counters insist on direct operation

In the high-profile to the clothing industry, and agents gathered from various places to Beijing and department store merchants to fully display their latest brand building results, Fei Ge this year in the field of channel development will also have new actions.

According to the expansion plan, Fiago will be stationed in the famous Shenzhen Vientiane City in April this year. Next, it will be stationed in 10 high-end department stores and shopping malls in Shanghai, Hangzhou (Hangzhou Building), Nanjing, Ningbo, and Guiyang. Center. Among them, department stores in Shanghai and Hangzhou are expected to enter in July and August. In the second half of the year, Feige will also enter the Beijing market on the basis of the existing southern market, and intends to enter the mall as Cuiwei Building and the same high-end shopping malls.

According to Yang Suhong, vice president of women's wear at FIOCCO in Ningbo, according to the brand positioning of Feige, 10 new stores will be expanded this year, mainly the first-line department stores and shopping centers in the first-tier cities in China. At present, there are several department stores in Shenzhen Wanxiang City and Guiyang and Ningbo. Each store has an area of ​​approximately 70 square meters.

According to another report, Feige, which started out in Ningbo, currently has five stores in the Ningbo market, one of which is located in the five-star hotel Ningbo Nanyuan Hotel. The area of ​​these stores is more than 100 square meters. One of the stores had sales of more than 5 million yuan last year. Together with a department store that has been confirmed, there are currently 6 stores in Ningbo.

It is worth mentioning that the stores that have opened and the ten new stores to be opened are all direct sales stores. Yang Suhong pointed out that there are good reasons for insisting on setting up direct-run stores. First of all, when the brand is still in the growth stage, the direct-operated stores can better establish the brand image, establish brand image stores for the brand in various places, and help the brand collect the most direct consumers from the front-line terminal market. Information; Secondly, in terms of the brand's mid-to-high-end positioning, insisting on setting up direct-operated stores can also more effectively control the rhythm of shop opening and maintain the brand's high-end image positioning.

Italian design style

In 2009, a well-known designer from Italy joined the Fei Ge brand. He once served on international brands such as CK and Valentino. At present, the big design ideas of Fiago's products every quarter are mainly proposed by him. For each season of spring, summer and autumn, the designer has to come to Figo. Each visit lasts about one week. Usually, after he leaves the plane, he will visit the Shanghai market to investigate the sales of mid-to-high-end fashion women's wear in various mid-to-high-end department stores. Since then, Ningbo's design team will present some design opinions based on the actual situation in the Chinese market. After comprehending all aspects of information, the Italian designer will present his design theme and direction for a particular season. In the process, senior design consultants hired by Figo in the country also need to design for a certain season. In the end, Fiigo will make a comprehensive assessment of the two design options and determine an optimal solution.

According to reports, in addition to the external design power, Fei Ge currently has its own team of designers. Its main designers have a background in studying abroad. The team currently has more than 30 people.

Yang Suhong introduced that from the aspect of style, mid-to-high-end fashion business women's clothing currently has a very large potential for development in the domestic market. Female consumers who like to purchase this style are about 30 to 40 years old. Most of them are civil servants or white-collar workers. As life and work have entered a relatively stable track, they are mature and self-confident, have intellectual beauty, and have their own understanding and persistence of fashion trends. They are more demanding on clothing and are not particularly sensitive to prices, but rather care more about superior products and designs, and the kind of identity that this design can give them. Therefore, this market has great potential to test how the company operates.

For this discriminating consumer, Fi Ge proposes that there must be two "doing home", one is to make products home, but also an important point is to make the service to home.

For example, currently in the stores, Figo will occasionally invite experts from all walks of life to provide member customers with lectures on beauty, make-up, collocation, and health; sometimes training and seminars will be conducted at five-star hotels. This kind of activity has caused a good response among members. In the future, Fiago will insist on hosting various kinds of activities for its members.

The best performance of obtaining the membership customer's approval is that in several specialty stores, the consumption of member customers is relatively large, and each member spends one or two thousand yuan each time is very common. Each season, these members will hope to buy new products in the first time.

According to another understanding, in order to ensure the high quality and quality of the brand, Fiago currently insists on importing high-grade fabrics from Europe, Japan and South Korea. The import rate of fabrics reaches 90%, and the idea of ​​insisting on importing high-grade fabrics will not change in the future.

Yang Suhong's understanding is: "Now consumers are more and more timely in their grasp of fashion information. They understand more and more things. For example, what fabrics are good, what styles and colors are popular, they all know better, so their demands are also increasing. The higher the price is, the more important it is for the brand to insist on providing customers with products that will satisfy them."

It can be found that after more than four years of experience in the market, Fijian now feels more and more. 2010 is the promotion period of the Feige brand. The company has conducted in-depth review and summary of the brand's previous development ideas, and further defined the development direction of the brand in the next 5 to 10 years. In 2011, on the basis of further clarifying the brand's development goals, the company began to accelerate the development of the market and further enhance the brand, so as to accelerate the brand's healthy development in the established direction.

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