Industry insiders say that Pierre Cardin basically adopts the brand licensing model in the Chinese market. The consequence of this is that due to the uneven level of customers, product quality is difficult to guarantee, which in turn severely damages the brand’s high-end image. .
According to Agence France-Presse, French fashion designer Pierre Cardin passed away on Tuesday (29th) local time at the age of 98.
“Hermès” in the 1980s and 1990s
Borrow fashion Shows and trade fairs open up the Chinese market
The opportunity for Pierre Cardin to officially enter China appeared in 1988, the 10th anniversary of reform and opening up.
In the previous year, GFT International, Italy’s largest clothing seller and wholesaler, happened to jointly establish Tianjin Jinda Garment Co., Ltd. with Tianjin Textile Group and CITIC Group. In 1988, the second year after the company was founded, founder Pierre Cardin came to Tianjin. According to the brand, “Mr. Pierre Cardin was pleasantly surprised to find that this was the best suit he had ever seen outside Europe. production plant”.
That year, Pierre Cardin signed the largest agency contract for Pierre Cardin in mainland China – the men’s clothing agency contract with the Italian GFT International Company. As a result, Tianjin Jinda Garment Co., Ltd. became the first company in China to produce and sell Pierre Cardin’s men’s formal wear series. It was also the first formal professional production company authorized by Pierre Cardin in China.
Pierre Cardin has not stopped holding fashion shows. In 1990, Pierre Cardin held five large-scale fashion shows in Beijing and Tianjin. In 1993, Pierre Cardin participated in the first China International Fashion Fair and held a fashion show in the Temple of Heaven in Beijing. At this time, although the activities hosted by Pierre Cardin were still mainly concentrated in the Beijing and Tianjin areas, the brand’s reputation had spread to southwestern coastal provinces such as Guangdong and Guangxi.
The “highlight moment” that witnessed its market influence also appeared at this time. In 1995, the then President Jiang Zemin met with Mr. Pierre Cardin in Zhongnanhai. However, soon afterwards, the “leader” Pierre Cardin was involved in the era of melee among major luxury brands “competing in the Central Plains”.
From “only one of my own” to taking a back seat
At present, Pierre Ka Dan still has many young customers. Among them, Zhang Lei told reporters that Pierre Cardin, which has a full range of sizes and good quality, is his first choice for buying shoes. Zhang Lei bought 8 pairs of Pierre Cardin shoes in 5 years.
Although the quality of the shoes is mostly praised by customers, Pierre Cardin’s main business is suffering from controversy.
In December 2013, a consumer complained to the media that the Pierre Cardin women’s leather jacket they purchased had quality problems, and a relevant test report was issued showing that the leather had insufficient tearing strength. Meet the standards. In August 2016, the Guangdong Provincial Administration for Industry and Commerce reported that Pierre Cardin underwear produced by Qingdao Cardin Underwear Co., Ltd. and distributed in Guangdong Province failed to meet standards in terms of fiber content, labeling, etc.
Some people in the industry blame the decline in the quality of Pierre Cardin’s ready-to-wear clothing on its marketing model. In July 2009, Sun Xiaofei, chairman of China Cardin Road Co., Ltd., bought the trademark rights of “Pierre Cardin” in China for four categories of leather goods, knitting, leather shoes, and gloves for 37 million euros, and then carried out large-scale marketing through the peer network. The area is authorized to distribute goods.
After that, selling product licenses became one of Pierre Cardin’s main marketing models in China.
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