Japanese famous clothing CROSS PLUS Coples company enters the Chinese market

I. Overview

GIVORS, from the famous women's wear brand of CROSS PLUS in Japan. Founded in 1951, the brand is deeply loved by Japanese women. In terms of psychological orientation, GIVORS focuses on the practicality of life and brings the expression of fashion into the details of life. Since entering the Tmall Givors flagship store in 2016, it has been loved by domestic women's groups. It is committed to providing individuality and artistic sense for fashionable women in the new era. It provides conditions for online and offline intercommunication, and is comfortable and elegant. Simple to the end.

Customer orientation: female customers aged 25-35

Founded in: 1951

Brand type: women's clothing

Design style: elegant, simple, comfortable, wild

Sales channels: online network sales, offline physical store sales

Operator: Shanghai Hao Ben E-Commerce Co., Ltd.

Number of employees: 500 or more

Second, the brand profile

As a Japanese fashion industry, CROSS PLUS has more than 150 famous brands with sales of more than 70 billion yen in one year. Women-oriented brands, physical stores throughout all of Japan's department stores and shopping streets, so far China's physical stores have dozens of places all over the country, has made a formal large-scale entry into the Chinese market.

GIVORS is one of its famous women's wear brands.

Third, the brand purpose

GIVORS clothing can reflect the comfort and elegance, add a new dimension to the majority of women, and let them be praised in the life of "intimate friends." GIVORS, they better reflect the taste of novelty, have a different sense of superiority, and become a status symbol. On the other hand, the style design is mainly customer-oriented. Its color, fabric, popular elements and other humanized and fashionable feelings are different, fully reflecting the thinking of modern women, consumers are always in the heart of GIVORS.

Fourth, the brand statement

GIVORS - move with your heart

Fifth, brand culture

A comprehensive interpretation of life in an elegant and simple manner, so that the beauty of women becomes more quality.

Sixth, brand positioning

With the brand's unique fashion style, it is a fashion woman who dares to highlight elegance and enjoy herself.

Seven, brand development channels

At present, GIVORS sales channels cover: Tmall, O2O offline retail, will continue to be in Vipshop, Jingdong. Among them, GIVORS women's clothing mainly opened the market with Tmall flagship store, the new business model of retail under 020 line has been launched, and dozens of physical stores have been built. Among them, the first-tier cities adopt direct sales and cooperate with large department stores; the second, third and fourth-tier cities will open and join.

Eight, customer positioning

Mainly for female customers aged 25-35 years old, they have their own requirements for clothing, pursue quality sense, have certain economic strength, and the quality and price of clothing are properly positioned. The company has accumulated long experience. After the market research, the style, quality standards and price system developed are expected to meet the needs of our target customers to the greatest extent.

Nine, product style

GIVORS's clothing style is mainly simple, elegant, fashionable and comfortable. It does not pursue the weird design. It focuses on the femininity and identity of the wearer. The basic style is comfortable and elegant, followed by the change of fabric texture. It is the detail processing.

X. Corporate culture vision

Color intertwined dreams