"From selling a single season to selling seasons, from offering one product to providing a full range of fashion—this is the vision many down jacket brands aspire to. But how can a brand evolve from being just a seasonal product provider into a true clothing label with a real sense of style? According to Hu Rong, Chairman of France Kai Shi Clothing Co., Ltd., Kai Shi has successfully made that leap.
Two years ago, the down jacket industry faced a 'warm winter crisis,' leading to a major shake-up in the sector. While others struggled, Hu Rong saw an opportunity. He took bold steps by repositioning the brand as a women’s fashion label. His success, he says, stems from his own passion for learning. He regularly attends various training sessions, often spending tens of thousands of dollars on executive education programs. He also brings top trainers into the company to train staff and managers. His desk is always filled with updated management books, reflecting his belief that "a company should be a learning organization."
In today’s knowledge-driven economy, Hu Rong believes that knowledge is not just an asset—it's the engine of growth, the core of competitiveness, and the key to survival and development. With this mindset, Kai Shi aims to become more than just a down jacket brand; it wants to be a high-end Chinese fashion brand.
According to market research, as people’s living standards improve and social activities increase, awareness and acceptance of fashion culture are growing. A new concept of apparel is gaining popularity, and high-end fashion is now reaching a broader audience across all age groups. Fashion is no longer limited to models or the elite—it's becoming more accessible to the masses.
Hu Rong recognized this shift and positioned Kai Shi to meet the evolving needs of modern women. The brand targets urban women aged 25 to 45, blending Western fashion elements with Eastern aesthetics. It introduces bold new concepts through intricate craftsmanship, emphasizing detail and enhancing the overall fashion appeal.
Kai Shi has also redefined its traditional down jacket line, transforming it from bulky and heavy to light and stylish. By using advanced techniques, the brand has successfully turned down jackets into fashionable, wearable pieces that reflect modern trends."
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