Chapter 1183 Maverick Fashion Brand

Clothing, food, housing, and transportation have always been the most profitable and stable areas of legal business. With a wide range of coverage and low thresholds, it is the most convenient way to start from scratch.

Of course, for people like Yang Cheng who do not have the problem of original capital accumulation, it can be regarded as a conservative investment project, because as long as people still exist, no matter what time it is, basic necessities of life will never be separated. .

People will starve to death if they don’t eat, they will freeze to death if they have no place to live, and they will degenerate into primitive people if they don’t have clothes to wear over time, so the importance of “walking” is relatively weak, and they can walk on two legs no matter how bad they are.

Therefore, regardless of the slow decline of the fashion industry today, it is caused by the overall economic downturn, but people are divided into different classes, and this high-end fashion brand will never lack a market, which is why he is willing to invest in Marc Jacobs. Even if a business loses money, it can't lose too much. The dollar can depreciate at home, let alone doing business.

After Ryze took the task, he suddenly changed the topic, "Boss, actually your thinking and Amazon have a great fit."

Yang Cheng was taken aback, "What do you mean?"

"I'm referring to the plan you want to lay out in the fashion industry. Amazon is doing the same thing. If you want to make some noise in the fashion industry, my suggestion is to find a fast-selling fashion company that is positioned at the mid-to-low end as soon as possible. Brands, so as to occupy a place in the fashion circle, just buying luxury brands is just a castle in the air without a foundation, and it can be blown down by a gust of wind." Ruiz reminded rationally that this is his responsibility as a professional manager, the boss He has no way of interfering in how to decide, but there must be no shortage of necessary reminders.

Yang Cheng nodded slowly, and Ruiz reminded him rightly, "Do you know Amazon's acquisition target?"

Now that Ryze made a point, he must know something about it.

"Yes, last year at Amazon's internal annual meeting, Jeff Bezos expressed his optimism about the fashion field.

Not long after that, there was news that Amazon would acquire a series of fashion brands that only use e-commerce to do business, including fashion rental companies Rent the Runway and Le Tote with the idea of ​​"sharing economy"; ThirdLove, as well as Everlane, about the underwear fit issue, of course, this is the news that came out in private, and the authorities have not yet admitted it. "

Yang Cheng shrugged. This is a commercial secret. Before the matter is confirmed, who would be stupid enough to spread it all over the world.

However, the news provided by Ruiz is worth paying attention to.

While it might be hard for the average person to associate Amazon with "fashion," it's actually a big deal.

"Last year, Amazon's clothing sales exceeded 20 billion, right?" Yang Cheng asked suddenly.

Ruiz was not sure, he searched the pad for a while, nodded, "It's not only approaching 24 billion, surpassing Macy's to become the largest clothing retailer in the United States.

Since the acquisition in 2006, in the past ten years, fashion and clothing have become the fastest growing categories on the Amazon platform. It is said that Amazon will launch a variety talk show about fashion, the source of the report comes from McKinsey. "

4D Space and McKinsey are long-term partners. For well-known large companies in the United States or around the world, especially companies with long-term shareholdings in 4D Space, McKinsey will send comprehensive investigation and analysis reports every quarter and at the end of each year for customers. Have a clear and definite understanding of your investment direction.

Yang Cheng is not surprised that Amazon attaches so much importance to the fashion industry. If he were to manage Amazon, he would also favor the fashion industry. In the words of his mother all the year round, "The gross profit rate of each fashion product is higher than that of the fashion industry." high."

Especially when the brand effect is formed, the profit is several times or even ten times the cost. Why can Arnott rely on lvmh to compete with Bill Gazi on the rich list? If it were in the past, one would sell clothes, while the other would be a bigwig engaged in high-tech monopoly business, the two could not be compared at all.

In the final analysis, isn't it still due to the super high profits of the fashion industry, lvmh is one of the largest cash cows in the world.

In order to get closer to fashion brands, Amazon has made a lot of efforts. It not only sponsored the first New York Men's Fashion Week, but also recruited many industry professionals from fashion magazines to specialize in fashion content and social networking. The posture of doing a lot of work on the sleeves.

However, Amazon has been unable to deal with luxury brands. First, because luxury brands are not short of money and have their own e-commerce brands, there is no need to rely on third parties. Second, luxury brands look down on Amazon a bit, after all, this will lower Their brand value, just like lvmh has publicly stated that they will never sell their own products on any e-commerce platform, and direct sales stores are the only sales channel.

Although these words seem arrogant and rude, they have to admit that this will elevate their status in disguise. What rich people enjoy shopping is the process, and they don't care much about the results. It's fun to install 13, and the product is still selling ass.

In any case, Amazon's ambitions in the fashion field also confirmed the importance of Yang Cheng's plan from the side, and also strengthened his determination to increase investment in the fashion field.

Just now Ruiz reminded him that he can acquire a fast-selling fashion brand in the middle and low-end market. his interest.

In today's fashion circle, fast fashion dominated by Uniqlo and Zara occupies a relatively mainstream position.

However, there is just such an e-commerce brand. Its clothes are not fashionable and never discounted, but they are often sold out. It is also widely loved by celebrities and has an annual revenue of more than 50 million US dollars! It is the American e-commerce brand - Everlane.

Yang Cheng's understanding of this brand is also due to her mother. Liu Yun likes to wear this brand of clothes in private. They are comfortable and simple. She is used to the gorgeousness of LV, and suddenly she is attracted by this simple and classic design It made her eyes shine. She once told Yang Cheng that if one day she established her own brand, Everlane would be the best template.

The founder of Everlane, like his family's clothes, has a very common name, Mike. In Europe and America, there must be one man named Michael in every ten men. Just like 'Li Ming' in country Z, he is a bad street guy. name.

Michael is a man of science and engineering, so the biggest feature of this e-commerce brand is that it only sells basic clothes. On this website, you don’t see fancy clothes, and some only return to traditional designs.

The style and design elements of Everlane are obviously different from other brands. It adopts a style that tends to be cold or straight, without too many decorative elements and redundant designs. In the eyes of ordinary people, some Designs that looked ugly at the time have become popular designs and trends in fashion circles.

Michael is following this style, he wants to make a difference.

On top of that, it's outrageously slow to get new items, and only one new item at a time.

The beautiful name is: its design is adjusted according to the real-time feedback of customers, so that the most classic design can be preserved, which has also led to Everlane, which has been established for several years, so far, there are only a few hundred new clothes in total.

Sometimes the more unique the performance, the easier it is to be looked at differently. You can say that it is slow, but slow work produces meticulous work, which is also a kind of respect for clothing and consumers.

One of Everlane's better-known ideas is that they disclose costs, which is also championed by its founder Michael.

What they want consumers to know is that their money is paying for the design, not just a brand.

Therefore, Michael announces the cost price of clothes every year, and divides them into three grades of lowest price, middleware and highest price for consumers to choose.

Out of trust in this brand and recognition of its philosophy, many consumers will choose the middle price and the highest price.

The positive effect of this is that Everlane has a very good revenue every time a new product is launched.

The most important point is that it never does any form of advertising, whether it is on TV or in newspapers, which will save a lot of money.

It is the same maverick, but it is regarded as a trend. Its fans range from actors and stars to bloggers and models, including Angelina Jolie, Karlie Kloss, Nata Superstars like Lee Portman and Taylor Swift.

By the way, because the price is very low, Everlane has never sold it at a discount. Even if this dress has passed the popular season, even if it meets Thanksgiving or Christmas, it will still be sold at the original price.

This alone makes this one different. The high-cold personality like its products really makes many people fall into a certain obsessive state of mind.

To be honest, if it wasn't because of Michael himself, Yang Cheng would have thought that this was a marketing strategy just launched by some marketing guru, it's too awesome!

Undoubtedly, this is a very smart approach, which will make consumers feel that no matter when I buy this dress, I will not suffer a loss. This sales strategy also shortens the distance between consumers and the brand. .

Relying on these experience strategies, it was enthusiastically sought after by consumers as soon as it was launched in 2012, and the number of registrations exceeded 300,000 in an instant.

Just one year later, the turnover has reached 8 figures. Last year, the valuation of this e-commerce brand has reached 260 million US dollars. It has more than millions of fans on many social media in the United States, including many big-name stars!

However, Everlane's fashion journey is far from over. This is just the beginning. It still has a long way to go if it wants to compete with fast fashion clothing brands such as Uniqlo and Zara. Okay, instead of catching up, they will be left further and further behind. They must have the support of capital behind them to be able to grow in a short period of time, at least they must not fall behind in terms of size.

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