But that has suddenly appeared on Guangzhou and Wenzhou private enterprises, such as the proposed takeover to 200 million euros for the coverage of international clothing brands, many Chinese young people but a subtle impression of Pierre Cardin. In the eyes of the consumer, including LV, Dior, Gucci, Parada which quickly poured into China in recent years of brand is the symbol of high fashion. It’s no wonder – high in the big city shopping malls, Pierre Cardin clothes who had hard to find traces of the once.
Maybe soon after, Pierre Cardin would be local brands in China.
Pierre Cardin was 20 years ago, China’s most famous luxury brand in Europe and America, but now consumers have been forgotten, in the eyes of a new generation of consumers, only LV, Dior, Gucci, Parada which brand is the symbol of luxury.
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Buy Pierre Cardin: buy memories or buy a brand?
30 years ago, when the Chinese people make when I opened the window to see the world, first saw the brand name “Pierre Cardin”.
France led by fashion designer Pierre Cardin France models in the cultural Palace of nationalities in Beijing held a fashion show
On March 19, 1979, came to China as the first European fashion designer Pierre Cardin led 12 ocean models the cultural Palace of nationalities in Beijing for China’s first fashion show. Fashion model catwalk, body color on the stage looks awesome, the audience hold their breath, clothes the color of black, grey, green and blue.
This used to be the iconic images of that era, and Pierre Cardin are so closely linked together, at that time, Pierre Cardin is the representation of taste, style, elegance and luxury, but out of reach and that you want a different life.
At, AP reporter had for Pierre Cardin took had such a Zhang photos–wearing black wool coat, and neck Shang free take article scarf, and hands plug in Pocket in of Pierre Cardin go in Changan Street, he behind that group wearing blue overalls of workers, and side that wearing with liberation CAP, and cover with crumpled black jacket of farmer are like see alien as looked with Pierre Cardin…… That is a picture of that era.
As the first European clothing brands to enter China, put on almost no publicity case, Pierre Cardin brand soon became the top clothing in the minds of Chinese people representative. Although people do not know the brand of design, material, workmanship is what has meaning, but with one of the Pierre Cardin has always been one of the dream of the Chinese people.
Since then, the “Pierre Cardin” becomes in the eyes of the Chinese people’s top, luxury labels, identity, has also become a focus of counterfeiters tried to imitate. Pierre Cardin are the “bold”, so this is not a top brand in the world for several years are recognizable in the market in China “arrogant”.
Pierre Cardin fashion can be viewed as a specific historical period and a cultural symbol in a particular market–in the absence of any similar competitor markets, this represents a trend, status symbols satisfy hold personalized dressing phase gradually into the psychological demands of Chinese consumers.
In order to meet the market demand, just like in other parts of the world, like Pierre Cardin brand license of this much later questioned the business model into China. Has reported said, Pierre Cardin currently only in China on has 24 a agents, brand was authorized with to has men’s, and cowboy loaded, and kids, and bags to tie, and umbrella, and towel, more than 800 more species products on, these commodity of total sales annual has 1.5 billion dollars, through brand authorized, posted with Pierre Cardin trademark of products can directly in China completed from design, and production to sales of all link, and Pierre Cardin by to do of is from charged must proportion of authorized costs.
In relying on huge sales earning profits from the Chinese market at the same time, large numbers of “made in China” Pierre Cardin has also changed its luxury image in China. High income groups in China’s fast-growing spending power far beyond the cheap symbolism provided by Pierre Cardin, in the absence of a new brand, after the brand began to be forgotten. And as other then entered China’s luxury market have been spared through advertising, celebrity events, audio-visual content when you embed a form of brand marketing, Pierre Cardin held apart from a year in a few games only be outside the concern of the industry, product launches, absence of sound in the Chinese market.
But these have not attracted the attention of Pierre Cardin. It also fit the Pierre Cardin style. He said that when there is a problem when he doesn’t need outside guidance, or you don’t like meeting form to help make decisions, “trusting the people I don’t like, I don’t even have a Panel, because I just don’t want to waste time and money on meaningless intermediaries.” Perhaps this attitude makes Pierre Cardin gradually straggle in the luxury goods market, even in its hometown of France, Pierre Cardin is already OUT.
The brand Pierre Cardin has been sad to grow old, just as sickly, 87-year old masters.
The brand Pierre Cardin has been sad to grow old, just as sickly, 87-year old masters. Speculation that Pierre Cardin is going to as soon as possible, with the company’s assets because of the age of reason, the elderly without issue in recent years has rarely appeared. Since 2002, Pierre Cardin is intended to sell the brand, called for $ 500 million, the target buyers are LVMH, but for the serious devaluation of the brand, familiar luxury LVMH way of operation is “no”.
In 2008, he was once again considering selling his fashion Empire, plans, priced at € 1 billion, it has been European and American companies had idea, but eventually disappear because of the financial crisis. Gay modern men s fashion evolution
Luckily there are in China. Passage, 30 years Hou, dang was China fashion territories evaluation for somewhat old, and somewhat had gas, and in international fashion territories somewhat sidelined of “Pierre Cardin” was pendulum in negotiations table of another a Shi, it most familiar, also most familiar it of Chinese cannot only by feelings decision, or said, can buy have up, and buy have your not your does not important, important of is can do this brand, and worthy of this 30 years of origin.
As Pierre Cardin said, sell fashion Empire is not just because he did more than 60 years do not move, tired of because of modern fashion: “if I am fashion show was held at 3 o’clock in the afternoon, then 3 hours later someone will be based on photographs and television copying designs and sells them to people willing to copy”. If private companies want to make the once-great brand and brought it back to the world first-line, second-line, it should at least buy back of cutting-edge design concepts, or original design concept, instead of copying others even new–to let others copy it, just not our expertise. And if bought by private enterprises in China are only brand, or simply to buy out part of the product, such as shoes and leather goods brand use rights, that it more than 200 million euros deal is not cheap.
Over the years, “Pierre Cardin” operating mode is authorized, after authorization you processing, and then shop everywhere around the world, believe that Chinese private enterprises are familiar with this model, very clearly how many old brand was “Chinese” to screw up the edges. Such pieces of Chinese private enterprises have the ability to reverse, or we can do is buy some branding rights, so that “authorization”, “OEM” stabilize, continue to “Pierre Cardin” residual “capital”, especially in the Chinese market (especially Northern) remnants of the “capital” eating for years?
Various big names in the world are now Chinese market to seize, “Pierre Cardin” like declining nobility only nostalgic Chinese still full of grateful for it, and because of this, if you buy “Pierre Cardin”, they need to give it a future, rather than just using it yesterday. Otherwise, the “heart that warm spot became a mosquito blood on the wall” and “the Moonlight before the bed into clothes with a grain of rice grain”, leaving just a pity, but sad.
What people want to buy Pierre Pierre Cardin?
Pierre Cardin, according to an official in China, acquisitions are in a “sensitive period after the Home Office needs to open”, but the Chinese companies interested in buying this brand has been busy. As the rumoured acquisition of one of the main characters, Dan road, Guangzhou limited Sun Xiaofei was flown in late June, the boss of France talks. The corporate sponsors of the 2010 Guangzhou Asian Games, see Web site is specially designed for http://www.cardanro.com.CN/200901/index.htm. Their company as follows:
Founded on February 9, 2002, is a business entity registered in Hong Kong in 2002, the Zhongshan Road leather Ltd has about more than 400 pieces of “Dan Lu” trademark. “Dan Lu” brand of creativity comes from Italy, product line by Italy leather craftsman design, and in November 1994 in Italy has registered “CARDANRO” and the frog graphic trademark, registration number 634093. By let registered of 25th class “card Dan road” trademark Yu January 10, 1993 was China national trademark Council approved registered, registered, for No. 625798,, approved using of commodity for 25th class of clothing, and shoes, and CAP, by continued exhibition, the trademark validity continued exhibition to January 9, 2013 check; by let registered of 18th class “card Dan road” trademark Yu on March 10, 1992 was China national trademark Council approved registered, registered, for No. 586514,, approved using of commodity for 18th class of bags, and Handbags, purses, upon renewal, the trademark is valid continued until March 9, 2012. Original rights holder leather factory, Pierre Cardin, Zhongshan Road, from initial business “three” to gradually develop their own brands. In 2003, 2004, 2005 and 2006 respectively, “pop singer” Elva Hsiao and “longtaizi.com” Fang Zu name as the spokesperson for “Dan Lu” brand. By the end of 2006, “Pierre Cardin road” series of sales across all provinces, in addition to provincial, regional agent, but there are all kinds of shops, counter 571 2004 Pierre Cardin products achieved sales of 178847828.76 Yuan road in 2005 and achieved sales of 215632045.07 Yuan in 2006 and achieved sales of 245202492.73 Yuan, year by year.
Paradox is that the acquisition rumours of another protagonist–market, China remains the Pierre Cardin shoes and luggage products agents js Guangzhou Trade limited company chairman Liu Jianxue had earlier told media that “talks with Pierre Cardin on acquisition”, but then the company gave reporters a copy of the note, but said “the company was not involved in the plan.”
Wen private issue of 200 million euros to buy Pierre Cardin China agent right, for repeatedly admitted and denied in “the fog.” Recent news that four-wen jointly purchase decision “is this thing for two days.” And the brother of Chen Xiaofei Chen Shaolin has confirmed: “the price has been agreed upon, discuss issues of procedures and transfer of payments, next. “Chen Shaolin family name of Dongguan Connie leather” may “in Pierre Cardin’s later work. Chen Xiaofei and three other leading mobile phone the past two days has been in a shutdown state, said in France talks.
“200 million euros for buyers, is still relatively light. “Chen Shaolin, you can use the” light “to describe the economic strength of the four temperature, they are kadile crocodile Chen Xiaofei, Dan Lu (Italy) Sun Xiaofei, Jin Li Lai Pan Changhai, tedihualunhongjian a coincidence will jointly buy Pierre Cardin full 32 garment and clothing business in China.
Wen Shang acquisition France brand was able to smooth progress of Wenzhou origin France overseas Chinese play a major role. France China Honorary President of the Federation of industry and Commerce Huang Pinsong said France overseas Chinese who are concerned about the acquisition, and play a role in matchmaking. Guangdong China International Chamber of Commerce Director Liu Daosong to summarize, Yongjia, Wenzhou, four of Wen, has become “brand holder has the most” counties, brand in the industry of Wenzhou businessmen were generally optimistic about the investment.
Is currently unknown, but what is certain is, Pierre Cardin image of early engraved in the minds of consumers of luxury goods in China have faded, the once glorious era is hard to reproduce. Maybe it’s LOGO will continue to appear in China, maybe even win new consumers, but in any case, it is no longer a vague impression of Chinese in the “Pierre Cardin”.
Pierre Cardin was old. When the 87-year old more and more pressing need to sell in their own eponymous fashion Empire, who are most likely to buy? After buying, whether to continue?
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