Esprit Global Distribution Network Has Been Around The World As A Truly Global Brand.

Over the past thirty years, Esprit products have been unique in the fashion industry for its vibrant, lively and cheerful image, and are deeply loved by healthy and active people.

The spirit of Esprit is composed of three elements: excellent product design and manufacturing level, continuous improvement of enterprise and brand image, and design concept based on "people".

Today, the Esprit global distribution network is located in forty-six countries across five continents. It has more than two thousand retail outlets, two million square feet of business area and eight thousand wholesale customers. It is a truly global brand.

The image is started by Esprit's three horizontal "E" mark. This memorable LOGO can be found in Esprit retail stores in forty-six countries.

The design of the logo shows Esprit's youthful, lively, interesting and creative side.

Based on keeping the simple, clear and outstanding style of the logo, Esprit constantly innovating design ideas and matching the purpose of "often different, no change", regularly displays Esprit tags in different colors or words, giving customers a refreshing feeling.

This is a brilliant brand with a long history and details. It seems that it has been difficult to resist the tide of the times, turn losses in performance, and decline in turnover. It can hardly conceal the trend of brand growth. It is constantly catching up with the fast fashion brands such as UNIQLO, Zara, H&M and so on. Once the fashion industry faced up to the new generation leader, it gradually lost the battle, so that it had to make two big ones.

Trying to save the pattern of losses, the global management of New Zealand invited new CEO Ma Hao Si, using the "vertical mode" to follow the ZARA sales mode, changing the traditional distribution mode of Esprit, and developing faster and more cost effective development and supply chain processes, thereby shortening the design of the best time and optimizing inventory.

Meanwhile, Ma Hao Si takes "

Channel mode (online, offline, retail, wholesale), so that vertical mode can be executed more efficiently.

The two major reforms have been effectively implemented and achieved performance to some extent, but the huge backdrop of the whole brand in the clothing market is a drop in the bucket.

Too high brand price and too low brand image do not match as the culprit of Esprit performance losses.

Esprit target customers are 25~40 years old, have a certain economic foundation, like fashion and comfortable people, not just a teenager brand, but a casual wear brand. Therefore, compared with ONLY, VEROMODA and other similar brands, Esprit obviously has a wider consumer group.

However, because of the high price and frequent discount sales in recent years, Esprit has become a brand that consumers only buy during the discount period. Compared with ZARA, UNIQLO and other brands, the high-end brand image is not so expensive. It is inevitable that consumers will feel that the price is not high enough. How to rebuild the brand image has become the top priority for Esprit to recover the current defeat in Esprit.

Therefore, whether Ma Hao Si can re grasp the mentality of consumer groups, and restore the brand image, so that this once brilliant brand revitalized has become the biggest test for Esprit.