HEBBOURNE Women's replica "Hepburn" elegance

“In the face of fashion, many women are full of enthusiasm, but they do not necessarily master the strategy. The appearance of HEBBOURNE (Hepburn) women's clothing is to create a full-scale image for women.” Hwa Cheng Yixiu (Beijing) International Trade Co., Ltd. General Manager Li Xinru values ​​HEBBOURNE (Hepburn) women's original intention very much.

Innovative brand business model full range of shared resources

How the traditional clothing industry faces the ever-changing consumer market in the diversified business development, innovating the brand business model, which is one of the key factors to enhance the charm of the company's fashion.

Li Xinru believes that the company has obvious advantages in channel construction and has initially possessed an important characteristic of becoming a brand apparel company. Its success is mainly reflected in the precise location of the channel, the rapid expansion of the number of channels, the increasingly rich channel forms, and the continuous improvement of channel operation quality.

In fact, since the establishment of HEBBOURNE (Hepburn) Women's Wear, the company has clearly put forward the strategic slogan of “decision-winning terminal”. On the one hand, it continues to rapidly expand the scale of channels while maintaining profitability. On the other hand, the company promotes the image of HEBBOURNE (Hepburn) women's clothing on the other hand. The reform of the channel model seeks a new platform for development. Li Xinru said that the company will develop online and offline stores over the long term. On the one hand, it will use agency affiliates throughout the country as the main sales model. On the other hand, it will implement online and offline price synchronization and style synchronization. Cooperate with HEBBOURNE (Hepburn) Women's Domestic Agent Franchisees to share headquarters online shopping mall resources, increase sales channels, reduce inventory risks, adopt multiple reward mechanisms, and gradually establish a branded apparel company image, and promote HEBBOURNE directly by strengthening channels and rapidly expanding channels. Hepburn) Women's coverage in the national market.

HEBBOURNE (Hepburn) Women's channel selection is precise and the number is expanding rapidly. According to the company's product positioning, the company's agent franchise stores are mainly located in large and medium-sized cities in China. These areas are where the company's consumer population is most concentrated. The precision of channel selection is an important factor in promoting sales. And around the construction of brand-name companies, the company's channel expansion is also accelerating. In addition to actively exploring the construction of marketing channels, the company also devoted great efforts to systematic analysis of logistics and corporate purchasing habits for consumers, and improved the operational efficiency of the channels. In the image of the store, the company drew on some successful models, such as comprehensive consideration of modern women's career, family, leisure and other needs; the space, function, lighting and other elements are harmoniously in the HEBBOURNE (Hepburn) Women's Image Store; Provide one-stop service for adult women in fashion to interpret HEBBOURNE (Hepburn) women's conscious, concise and understated luxury brand image. This strategy has already been implemented within the company. The HEBBOURNE Women's Image Store built by the company gives a good overall impression, especially the fresh color tone used in the space design is the most prominent style feature of the brand.

In addition, HEBBOURNE (Hepburn) women's clothing will also be tailor-made, from the store decoration, product display, music distribution and other aspects of the transformation of its channels to show a new look.

As a company that has long been engaged in the production of women's clothing, in response to the difficulties faced by the domestic apparel market in recent years, such as large stocks of merchandise, difficulties in returning funds, slowdown in production growth, and slumping sales, in addition to the development of multi-brand operations by some peers, they have jointly developed online and offline markets, Grasping the brand image of a high-end commercial center tree, building a flagship store, and encircling a central city with a three-tier or four-tier city market, HEBBOURNE (Hepburn) women's clothing is taking new paths, adopting greater innovation in design and fashion, enhancing the rhythm of product logistics and marketing levels. And other measures to promote the company's fashion development process.

“Currently, HEBBOURNE (Hepburn) Women’s Clothing Co., Ltd. integrates resources in all aspects, such as working with design studios. The studio is made up of Italian and French fashion design agencies and they regularly visit the company and the HEBBOURNE (Hepburn) Women’s Design R&D team. The research of market color trends, fabric innovation culture, commodity innovation concepts, etc. Fully guarantee the quality and cheapness of HEBBOURNE (Hepburn) women's clothing.” Li Xinru said.

HEBBOURNE (Hepburn) Business School Creates an Elegant Female Image

In terminal sales, it is very important to communicate with customers. The company's recruitment of shopping guides began to appear such a situation often, within a month of only a few thousand dollars of sales, Li Xinru after learning and found that because shopping guide lack of professional knowledge and skills of communication with customers, often resulting in sales Poor. For this reason, Li Xinru thought many ways to personally go to the store to demonstrate, strengthen short-term training on shopping guides, analyze the customer groups that appeared in different time periods, different age groups, and guide shopping guides to recommend different ones during this period. product. After a period of groping, shopping guide sales within a month to achieve sales of tens of thousands of sales is no new matter.

“We have also established our own business school – HEBBOURNE (Hepburn) Business School.” Li Xinru talked about the reasons for its establishment. “There is still a lack of excellent terminal retail talents. We have previously considered cooperation with professional training institutions, but we still find the following: The problem is difficult to solve: the training system is not strong, often what training is needed temporarily, resulting in the overall quality of employees has not been substantially improved; due to the resources can not be properly integrated, the training cost is relatively high, the program is weak; The open class participation in training and the training are not well-targeted; there is no professional system for the evaluation of training effectiveness, resulting in a kind of training before and after the training; the training system is separated from the corporate culture, the corporate strategic system, and the business Practice performance can not be converged; it can only focus on the improvement of individual skills, lack of team learning, system design of systemic thinking, etc."

Due to the increasing competition in the womenswear industry, the ability to learn faster than the competition may be the only lasting competitive advantage in the homogenization of products. In particular, the mid-level and senior management talents perform creatively on superior strategies, policies, and strategies. The importance of the ability and ability to promote organizational execution with its own leadership.

“The company is committed to building a good talent growth environment, providing employees with institutionalized, diverse training opportunities, and making full use of the talent potential. The company attaches great importance to employees' education and training, and continuously strengthens and enhances the theory of employees in the industry. Knowledge level and practical experience.” When Li Xinru talked about the concept of employing people, he also disclosed that the company will launch a series of innovative actions with the focus on building an elite team and improving employee value.

HEBBOURNE (Hepburn) women's wear not only creates an elite team, but also becomes a professional image designer for elegant women. Professionally-trained employees will provide free image design services for HEBBOURNE women's wear at the terminal store. According to the needs of each consumer, the image will be from head to toe in terms of color, fabric, texture and style. To create, fully meet the psychological demands of women's self-change, re-engraved the image of European elegant women.

Li Xinru believes that the elegant women's dress strategy is not limited to only loading and unloading. They will also extend their aesthetic appeal to more "supporting roles": jewelry, bags, shoes, hats, gloves, glasses, handkerchiefs, wallets, key chains. , mobile phones, belts, watches, underwear, etc. Let these supporting roles echo up and down, and form the best picture that is consistent with outside, above and below, harmonious and complete. For an elegant woman, the fundamental difference between an elegant dress and an ordinary dress is to personalize yourself, taking into account all of the above details, and pay attention to the integrity of your dress.