"From selling a single season to selling multiple seasons, from offering one product to providing a full range of fashion items." This is the vision many down jacket brands aspire to. But how can a brand evolve from being a single-product label into a true clothing brand with a strong identity? According to Hu Rong, Chairman of France Kai Shi Clothing Co., Ltd., Kai Shi has successfully made this transformation.
Two years ago, the down jacket industry faced a "warm winter crisis," leading to a major shake-up in the sector. While many struggled, Hu Rong saw an opportunity. He anticipated the shift and proposed a strategic move toward building a women's fashion brand. His success, he says, stems from his own "love for learning."
Hu Rong is often seen in various training sessions, where he spends tens of thousands of dollars on executive education programs, bringing senior management together for multi-day classes. He also invites top national trainers to conduct workshops for employees and managers. His desk is always filled with updated management books. "I want to turn our company into a learning organization," he says. In today’s knowledge-driven economy, Hu believes that knowledge is the engine of business, the core of competitiveness, and the key to survival and growth.
What kind of fashion brand does Kai Shi aim to become? Hu Rong envisions it as a Chinese high-fashion brand. Market research shows that as people's living standards rise and social activities increase, awareness and acceptance of fashion culture are growing. New fashion concepts are gaining popularity, and more high-end apparel is now appealing to consumers across all age groups.
Fashion is no longer just for the elite or the wealthy. High fashion is becoming more accessible to the masses. In response to these market changes, Kai Shi redefined its strategy: to create fashion clothing that everyone can enjoy, enhancing the image of women's fashion. The target consumer is modern urban women aged 25 to 45. Kai Shi integrates Western fashion elements with Eastern design aesthetics, introducing bold new ideas through intricate craftsmanship and attention to detail, creating a stronger sense of style.
Kai Shi also focuses on its "core" – the fur-down fashion reform. It aims to change the traditional image of down jackets, which were often heavy and bulky. Through advanced techniques, the brand has made down jackets lighter and more fashionable, turning them into a must-have fashion item. (Ash)
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