This year is the first year of GF FERRÉ in China.
Gianfranco FERRÉ is an Italian national treasure brand. Its second-line brand GF FERRÉ entered the Chinese market a bit late. When the international luxury goods have gone back and forth with the ups and downs of the Chinese market, this brand that has set its sights on young people has entered China. GF FERRÉ's Chinese first year, when it was swayed by all the brands to meet the millennial generation, came to the top and was praised by the industry.
Born in the 1940s, Italian designer Gianfranco FERRÉ founded his own brand in the 1970s. In 1989, he became the creative director of Dior and became an important part of his design career. After all, his own brand and serviced brand. It is rare to be included in the fashion history. Gianfranco FERRÉ and Giorgio Armani and Gianni Versace are also known as "Milan 3G", which shows their status.
Mr. Gianfranco FERRÉ
Gianfranco FERRÉ's design style is timeless and elegant, and the three-dimensional sense of the building is ingeniously integrated into it, becoming the love of mature women, especially the design of the shirt is classic. In 2003, he prepared a more relaxed product line for young men and women, the first flagship store opened in Milan in 2005. Unfortunately, the master Gianfranco FERRÉ died in 2007, but he left a rich design legacy for the world.
In the past two years, street brands and trend elements have been deeply loved by consumers at different levels. Foreign OFF-WHITE, Vetements, supreme and other street brands are enough to compete with luxury goods, and the trend of sports brands such as Champion has become the mainstay of the same type of products. For the competition for more young consumers, many luxury goods are also designed to be on the street. For example, Givenchy started the Vetements creative director to taste the sweetness, Louis Vuitton men chose the OFF-WHITE creative director, recently, took office. Riccardo Tisci, the director of Burberry, followed the explosion formula, launched a brand-print shirt, a rainbow T-shirt, and sold through various online channels, which is considered to please young people. The domestic “Tide Brands” in the country are also popular. With the consumption effects brought by various variety shows, the young market has become the target of chasing in the industry for a time.
It cannot be ignored that due to the overexposure of the trend elements and the over-stylization of the design, some insiders believe that the “tidal card” has reached its peak and there is a downward trend. In such a big environment, GF FERRÉ has not entered China for a long time. It has opened more than 30 stores, and the proportion of self-operated is 70%. Most of the stores are located in key business districts of first- and second-tier cities, such as Hangzhou Yintai and Changsha IFS. The Vientiane City System, the Joy City System, the Hang Lung Plaza System, etc., are close to international big names, and sales continue to rise.
How to maintain your own advantages as more and more brands compete for different consumer groups?
Mr. Ding Jianfeng, the head of GF FERRÉ China brand, first emphasized that GF FERRÉ is not a general brand! “The concept of Tide brand is unique to China, and its development has its own unique reasons. We are a young line of Italian luxury goods, and the price is moderately positioned. From the design point of view, we have adopted the punk that has appeared since the 1960s. Hippie and other elements, combined with graffiti patterns of anti-war slogans, Gothic culture with exotic sense, racing elements, etc., is a favorite part of the young group. However, we find that the current trend brands are more Making a fuss about the pattern and ignoring the structure of the garment. Mr. Gianfranco FERRÉ's design features a building structure, a silhouette and a line with obvious architectural features, which is why his work is different. 1. After our analysis and prediction of the market, it is not enough to rely on decorative patterns to attract consumers. Our designers have taken the structural and design details of FERRÉ, which are not very common in trend brands. Because any modification to the layout will inevitably increase production costs, but we want to give consumers a different product. In addition, I Inheriting the traditional Italian production process, it will not lower the quality requirements due to the trend of appearance. After all, we are an Italian brand with excellent design and exquisite craftsmanship. How to leave Mr. Gianfranco FERRÉ The modernization and integration of the design heritage will be the focus of the design.
In March of this year, GF Ferré held the first show in China in Hangzhou, and Wu Xiubo, Zhang Liang and Wang Yutian attended the event. In addition to the design of the international trend, it also contains many tribute details, such as Ferré himself is Leo, the designer to geometrically transform this as a design element, and there are many hollow, partially folded details can also be in the master's old work. Find clues. The show attracted the attention of many media and businesses, and the design that fits the trend but maintains its own characteristics may be the more vital product.
Shortly after the domestic listing of GF FERRÉ, it also launched two series of cross-border cooperation. One is Time Warner's DC comics. In the hearts of Chinese audiences, there is a strong screen cartoon image. Superman and Batman belong to DC Comics, GF. Some of the classic images were used as design materials, and the black and white comics layouts were quite interesting. The market responded well. In addition, GF FERRÉ has also carried out cross-border cooperation with the Italian trend watch brand Gaga, and jointly developed trend items and series around the all-round new generation lifestyle.
Cross-border cooperation is becoming more and more common in fashion circles. How to get products that exceed expectations of consumers is more likely to attract their attention. In this regard, Mr. Ding Jianfeng, the head of GF FERRÉ brand, said that it is not limited to the joint cooperation between well-known enterprises at home and abroad and GF FERRÉ, and emphasizes the interpretation of high-quality products and trendy lifestyles. “We have plans to work with some well-known illustrators at home and abroad. Independent designers cooperate, and are negotiating with the stars of the brand temperament, cooperating to launch joint-name models and so on.
Now more and more brands are paying attention to the trend market to attract young consumers, but GF FERRÉ believes that although the birth of the brand is for young consumers, at this stage, the boundaries of youth are gradually blurred. "Our consumers are mostly young people, but they are not only young people, they like trend culture, they like street elements, they may become our consumers, and they represent a sense of interest and exploration in subculture." Our designers are from all over the world, they have served in internationally renowned brands. In the future, we will invest more money and energy, more closely integrate with the international trend market, and develop more new forces to the brand. Add product vitality."
It is reported that GF FERRÉ plans to open 100 stores next year, mainly focusing on the key business districts of first- and second-tier cities, and opening trend collection stores, theme flash shops, and participating in the International Fashion Week in the scope of its plans. In the three-year plan, the brand even has the expectation of selling 10 billion yuan. Whether we can maintain lasting vitality in such a fiercely competitive market, we will wait and see