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China Daily (USA) - - LIFE -

ith the Chi­nese con­sumer land­scape chang­ing rapidly, homegrown brands are strug­gling to at­tract af­flu­ent young cus­tomers. But Er­dos, a Chi­nese house­hold name when it comes to cash­mere, is try­ing some­thing dif­fer­ent — cre­at­ing two brands from one.

Er­dos held a fash­ion show in Bei­jing on Sept 1, pre­sent­ing two brands — Er­dos 1980 and Er­dos. And supermodel Liu Wen and ac­tress Zhang Ziyi were on its guest list.

Theshowopened with a bal­let per­for­mance in which dancers were all dressed in cash­mere.

The col­lec­tions on show com­prised coats, dresses and sweaters, high­light­ing sim­ple lines and sub­tle col­ors.

Er­dos 1980 rein­ter­prets the clas­sic style of the orig­i­nal brand with its em­pha­sis on qual­ity and com­fort, while Er­dos tar­gets China’s well-ed­u­cated mid­dle class, which looks for both qual­ity and fash­ion.

Al­though China’s ap­parel in­dus­try is fac­ing dif­fi­cul­ties, new op­por­tu­ni­ties are emerg­ing as con­sumers to­day have more spe­cific needs, saysWang Zhen, vice-pres­i­dent of the Er­dos Group, who is also the daugh­ter of Wang Linx­i­ang, founder of the com­pany.

“This is an op­por­tu­nity that we can­not af­ford to miss,” she says.

“Our cus­tomers are chang­ing and di­ver­si­fy­ing, and we have to meet their needs.”

The strat­egy ad­just­ment is based on long-term mar­ket re­search that in­cludes a sur­vey byMcKin­sey&Com­pany,which cov­ered 5,000 con­sumers in more than 30 cities in­China.

Founded in 1980, Er­dos is a well-known name in China, but it used to be more as­so­ci­ated with qual­ity rather than fash­ion.

But as China’s con­sumers shift to­ward class and style, the com­pany has been grad­u­ally di­ver­si­fy­ing.

The Er­dos Group, which owns the Er­dos brands, launched 1436, a lux­ury cash­mere brand, in 2006, and it founded Blue Er­dos in 2012, which tar­gets the young crowd with its sim­ple de­signs and af­ford­able prices.

The Er­dos Group, which has more than 1,000 stores in over 500 cities in China, and stores in Tokyo and Osaka in Ja­pan, also has plans to ex­pand into other coun­tries.

Mean­while, the com­pany plans to re­vamp its store on the Chi­nese on­line mar­ket­place Tmall.com in an at­tempt

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