Behind the Esprit brand: creating quality products and increasing operating efficiency

The symbolism behind the brand

Behind the continuous growth of esprit's performance is the consistent adherence to the concept of “creating quality products and increasing operating efficiency”. In the general industry, operators lack systematic management of the procurement and distribution of garments. From the concept of design to production, and finally to the distance between finished products, esprit always insists on taking care of every detail. * The product itself is not only Quality, but also to make customers feel superior.

Needless to say, creativity is very important in the company's business; however, creativity is not the whole of esprit. The Group's success is rooted in the feelings and emotions customers feel when choosing esprit products, because what customers feel from esprit is the joy and ease of life, the true feelings of the heart, and the sense of input that is in sync with the trend. The esprit brand is recognized by millions of consumers and lies in the spirit and attitude symbolized behind it. This kind of mental attitude is of course abstract, but the fashion and comfort that esprit products bring, as well as the selling points that emphasize quality and cheapness, can actually be truly realized.

Thousands of styles

As a fashion group, esprit's strength lies in its ability to provide a comprehensive range of apparel and shoes and accessories. All of esprit's product designs, sizes, styles, and even choices of materials have been repeatedly selected and certified by the Design Research Laboratory in Düsseldorf, Germany. Esprit's product experts, before 30 designers bury their heads in designing new product models, continue to examine and ensure that everything is done. Of the 10,000 styles that are designed each year, only about 7,000 models were eventually selected and put into production.

Esprit can supply high-quality products at competitive prices, depending on Italy and its Asian countries, such as Hong Kong, Japan, China and Taiwan, with an extensive supplier network. To cope with fashion trends and seasonal changes, esprit brings customers four quarters of products each year, that is, thousands of clothing styles, which are sent to various wholesale and retail channels in due course. The rigorous control of the Group has enabled esprit products to earn a reputation for value for money.

　 Uniform and rigorous marketing and procurement

The Group's unified management requires rigorous guidelines, which are seen in design and production, as well as product procurement and marketing. From Shanghai, Hong Kong to Brussels, esprit adopts consistent brand positioning, product procurement, image and market promotion strategies. The result of the hard work is: esprit has become a language without borders, full of vitality, vitality and contemporary lifestyle. The company's esprit retail store, from design and decoration, product display, music to customer service, highlights esprit's unique style everywhere, allowing customers to experience "only one" shopping fun no matter where they are located. Compassionate love of the heart.

Whether it's walking on the streets of Frankfurt or the alleys of Shanghai, whether it is an esprit jacket or any personal and household item with esprit as a trademark, esprit conveys no different information. The concept of opening a large retail outlet that displays a full range of esprit branded products is to convey this information through different media at the same time.