Interview with the Marketing Director of Shanghai Ying-style Clothing Co., Ltd.

Iger brand women's clothing

Interview company: Shanghai Yingying Clothing Co., Ltd.
Interview personage: Manager Yang
Company Background: (Introduction)
Igyuan and Germany in 1916, this year, the first retail store under the name of "ETAM" opened. By 1928, the chain point network had been developed to Paris and used it as a base to gradually become a famous women's chain store in France and Europe. Paris, in 1982, already had ETAM's stores, and based on this world's most famous fashion capital, it gradually became a famous women's chain store in France and Europe.
Since the 1980s, the ETAM Group has grown its annual turnover by more than double digits and entered the Paris Stock Exchange in 1997 as a listed company.

HC Network: At present, there are several brands under the ETAM Group operating?

Iger brand: ETAM Group has two brands: ETAM and 1.2.3. ETAM is the most familiar and most intimate brand for young French girls with its fashionable style and moderate price; 1.2.3 is elegant and refined. The design has been favored by successful professional women.

Each season's ETAM and WEEKEND have sent countless surprises to consumers loyal to it. The Design Department, established in Shanghai, used French popular intelligence to create a series of costumes with different stories as the theme under the careful planning of senior designers. There are usually five sets of stories in each season. The best way to display each story is on the same wall panel. This is also a unique way of showing that ETAM Iggs is different from other brands of clothing.
1 HC Network: How did your company set up such a long time to apply the management philosophy of the French ETAM in the management marketing mode and why did you choose Shanghai, China as its subsidiary? Regardless of Beijing, Guangzhou and other cities?

Iger brand women's clothing

Igers Brand: Now we introduce the ETAM brand from France to Shanghai, China, because Shanghai is a metropolis with a high level of internationalization. There are many high-end consumer groups and fashionable young people. We will base on the Chinese consumer groups and purchasing methods. Management does not copy foreign marketing models. Although Beijing and Guangzhou are big fashion cities, after all, Shanghai is still at the forefront of fashion, and the purchasing power of the general public will be more.

HC Network: What is your business model for ETAM sales in China?

Iger brand: At present, our sales method is based on large shopping malls, mainly in the bustling fashion zone to open our shop. At the end of 1994, the French ETAM Group established a branch company in China---Shanghai Yingying Fashion Garment Co., Ltd. And opened its first store in Shanghai in January 1995. In the past five years, the company has absorbed the successful experience of French ETAM and effectively combined the characteristics of the Chinese market. In particular, it has changed its sales outlets from exclusive stores to counters in well-known shopping malls, which has enabled ETAM to quickly become a national brand. In 1998, the ETAM leisure series WEEKEND came out. More emphasis is placed on the wearability and comfort of the clothes during leisure time, so that they can comply with the fashion trends of the world fashion.