Hugo Boss: A Year-On-Year Decrease Of 6%

Famous German fashion companies

Announced in the first three months of this year

75 million 600 thousand euros ($85 million), down 6% compared to the same period last year.

although

An increase of 9% over the previous year, reaching 667 million 500 thousand euros, but operating profit fell by 5% to 102 million 800 thousand euros.

This year, the company has effectively responded to the downturn in the consumption of European apparel industry.

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The concept of "business travel outdoors" has been put forward by the industry two or three years ago, but there are not many enterprises that really land in products, channels and marketing.

Nowadays, with the continuous improvement of people's participation and enthusiasm in outdoor sports, local outdoor brands want to explore the mass market with "business travel" as the entry point.

"In the past two years, the outdoor brand of Quanzhou has basically completed the integration process of shoes and garments, and has achieved good results in the development of outdoor outdoor products.

At present, Quanzhou outdoor brand already has the strength to build a mass professional outdoor sports brand. They need more outdoor enthusiasts to enter the consumer market of commercial outdoor products.

Xu Tengda, general manager of Tianlun Tian outdoor products Co., Ltd., who can truly understand the consumption needs of outdoor enthusiasts and stick closer to them, will be able to take the lead in this market.

In his view, the outdoor brand is ushering in a good opportunity for the development of "business travel". The company is now making great efforts in promoting the business outdoor products.

The LONSDALE brand, originally put forward as an outdoor location for business travelers, is dedicated to creating fashionable travel equipment with a complete function.

After more than two years of research and development, the LONSDALE brand has developed a fashionable travel equipment tailored for Chinese travel groups, which has been widely recognized by consumers. It can be said that a new trend of differentiation has been put into the outdoor market.

LONSDALE CEO, Lai Guo Cheng, said that in the past 2 years and more in China, the LONSDALE brand's image display and product design have become more sophisticated. As the slogan of the brand "embarks on a journey", it conveys the idea that travel is not a form, but a state.

Zang cool planning Chen Zhongyi, for example, recently launched by the Pathfinder Gao Yuanyuan skin clothing is a relatively successful case.

Nowadays, outdoor lifestyle is highly sought after, and people pursuing healthy life are strongly appealing for "beautiful travel" and "fashionable travel".

The Pathfinder appropriately captured the marketing point of the market. So, together with Gao Yuanyuan, we jointly built up the fashion trend of outdoor travel. The new skin coat of the Pathfinder this season displayed the most beautiful side of Gao Yuanyuan on the stage. It also interpreted the perfect combination of professional outdoor and fashionable fashion products, printing, splicing, popular colors and other popular elements, and created more sexy clothes for people pursuing fashion trends.

"Therefore, the local outdoor brand will shift its attention from professional to life, and seek such an entry for business travel, so we need to truly find the connotation behind the market concept, which in the final analysis is the product, bringing out its own products to drive the development of the whole brand.

Chen Zhongyi said.

Business travel outdoors has formed a series of products, in terms of overall matching, have to keep up with the pace of serialization.

Besides the commercial style of clothing style, the matching shoes, trousers and equipment should go further in the style of business travel.

For this reason, Saint flee put forward the concept of "suit" product, which is more bold and innovative in technology and design, integrating fashion, and subverting people's limitations on outdoor knowledge through a series of breakthrough business travel products.

In addition, the promotion of commercial outdoor products also requires grounding activity.

Half a month ago, Tianlun Tian Jeju Island 10 km hiking race won Jeju Island's four days and three nights free activities in the circle of friends was once popular, only the first day received valid registration of 6000 people, the company finally sent 15 free travel places.

It is understood that most of the winners from Tianlun Tian designated terminal stores, a pair of lucky couples from Shandong immediately said that Tianlun gave them extra travel experience besides products, and they continued to add points to the goodness of Tianlun brand.

Xu Tengda bluntly said that in the promotion of outdoor products, Tian Lun Tian should base on the terminal to carry out some more popular activities. These promotional activities will lock some basic outdoor activities such as weekend mountaineering camping, daily running activities and so on, and this Jeju Island step is the first attempt.

Xu Tengda believes that these activities can deepen the interaction viscosity between brands and consumers, which will play an important role in promoting the establishment of membership system in the future.