Luxury brand Calvin Klein took to the streets to "price" not to cut prices

The mainland is a market that many international first-line brands attach great importance to, and the potential contained is inestimable. With the appreciation of the renminbi, the prices of many international brands in the mainland have become more and more in line with international standards. Calvin Klein, the world's leading fashion brand, is also eager to visit Xiamen. However, taking to the streets does not mean that the luxury of civilians.

Recently, an independent store of 320 square meters of Calvin Klein Jeans (hereinafter referred to as CK Jeans) opened in Xiamen. It is reported that this store is the first and largest CK Jeans independent store in Fujian Province. According to CK Jeans, general manager of Fujian Qianyang Co., Ltd. Liang Feng revealed that, in addition to CK Jeans, there will be similar luxury fashion brands in Xiamen in the near future.

Mainland consumption capacity close to Hong Kong

A few days ago, the head of CK Asia Pacific quietly came to Xiamen to study the Asia’s first independent CK Jeans store. "The mainland market is a market that many international first-line brands attach great importance to, and the potential is immeasurable." Liang Feng said that with the appreciation of the renminbi, the prices of many international brands in the mainland are increasingly in line with international standards. “We often travel to Hong Kong on our own business. In the past two years, we feel that the price gap between the two places is getting smaller and smaller.” Liang Feng said.

It is reported that Calvin Klein (CK for short) is one of the world's leading fashion brands. Its brands include CK Collection, CK Calvin Klein, CK Underwear (underwear), CK Jeans, “CK Jeans is a fashion casual series, to the body of consumers. There is a requirement that people who are not good enough to wear can't wear." Liang Feng jokingly stated that in fact, most of China's human body is slim, which is one of the factors that CK Jeans is currently making impressive sales in China, but more is that the brand's design orientation caters to the domestic market.

"In fact, in the global scope, CK Underwear series sales are ranked first." Liang Feng introduced. Beckham's huge advertisement in CK underwear at the time made CK Underwear's global popularity soar, making it the best-selling lingerie brand. Different from the consumer culture abroad, the consumption of luxury lingerie has only recently been recognized by domestic consumers.

Taking to the streets does not mean civilians

Most of the items in the CK Jeans store are priced at more than a thousand dollars. "If you want to get a set up and down, you need about 3,000 yuan." According to Liang Feng, according to Xiamen's current wage income level, CK Jeans' position is still a luxury.

In fact, CK Jeans entered Xiamen in the form of a counter five years ago. However, the first-generation agents changed hands shortly after the operation. In 2004, Qianyang received the agency of the brand and CK Underwear brand in Fujian. "Although the strength of some international brands is self-evident, but not agents can get a good brand waiting to collect money, the operation is also very important." Liang Feng said.

“We will not attract consumers by lowering prices. This is not in line with our brand positioning.” Although discounts for many mid-to-high-end brands have been getting lower and lower over the past few years, CK Jeans, who is positioned as a luxury brand, rarely participates in the discount, even if The minimum discount for the old season is no less than 70% off. Although on the streets, but CK Jeans agents said that taking to the streets does not mean civilians.