Underwear Brand "Small Net Red" Calzedonia

If Nanjing Road is a business card provided by Shanghai to foreign tourists, then Huaihai Zhong Road is one of the most familiar commercial streets for most Shanghai natives.

At any time, Hong Kong Plaza, Huaneng Iamp Mall, Parkson and other large Romwe Coupon Code shopping malls built around the South Shaanxi Road and Huaihai Zhong Road Subway Station attract consumers from all over Shanghai, while the streetside buildings outside the shopping center SKECHERS, trendy children's clothing ROOKIE, watch brand OMEGA and other street shops are also gathered.

From the window display and the store display, they are no different from ordinary domestic underwear stores. But the words "Italian lingerie" under the brand are still showing their identity to Chinese consumers - the Italian lingerie brand from the Italian clothing group Calzedonia.

On January 16th, Intimissimi held a preview party of the 2019 spring and summer new products of Intimissimi and Calzedonia in the flagship store on Huaihai Zhong Road. In addition to the addition of popular elements such as animal prints and flowers, the most striking thing in the store is a series of stockings, socks, and bamboo patterns on the Intimissimi silk pajamas with the zodiac "pig" pattern.

According to Matteo Veronesi, CEO of Calzedonia Group Asia Pacific, the interface fashion is designed by Intimissimi and Calzedonia for Chinese consumers.

“This is our series of capsules specially developed for the Chinese New Year. Although the special significance of this series is limited to Chinese consumers, we hope that these products can be promoted from here to the global market.” Matteo Veronesi is accepting the interface reporter Said in the interview.

For most Chinese consumers, whether it is Intimissimi or Calzedonia, it may be a strange name, but in the grass-roots lists of bloggers such as Xiaohongshu and Weibo, they often see these two brands. name.

In fact, Intimissimi and Calzedonia are not very young brands. They belong to the Italian family clothing company Calzedonia. The former was founded in 1996. It mainly sells home clothes such as underwear, sweatshirts and pajamas. The latter was founded in 1986. It is the core brand of the Calzedonia Group and is also in recent years. A brand of leggings, tights and socks that quickly became popular on social media.

Intimissimi and Calzedonia, which have opened more than 1,500 stores in more than 40 countries around the world, compared to foreign brands such as Victoria's secrets of American underwear brand, ATSUGI, Tutuanna, and Peach John, which entered the Chinese market early, until 2017. Just entered the Chinese market. “Before opening up the Chinese market, I often met many Chinese customers when I visited the Calzedonia and Intimissimi stores in other markets. Many of them would ask me why I didn’t set up a store in China,” Matteo Veronesi said of the interface fashion. “Actually, Calzedonia and Intimissimi have many franchisees and distributors around the world, but if they expand their stores in the Chinese market, they need to use a lot of resources and investment."

In 2017, Matteo Veronesi felt that Calzedonia had matured enough and had good economic conditions to support its development in the Chinese market, and he hoped to meet Chinese consumers' demand for branded products, China and Asia Pacific. The expansion of the store in the market has become the focus of Matteo Veronesi's business for the past two years.

But for Matteo Veronesi, who is familiar with the aesthetic trends in the European and American markets, consumers in the Asia-Pacific region, especially female consumers, are much different in aesthetics and size from European and American women, so that Chinese consumers can recognize this “foreign household”. Not an easy task.

“The first impression of the consumer is very important.” Matteo Veronesi knows that Calzedonia and Intimissimi, which focus on pantyhose, underwear and other categories, do not have a complete clothing system, and their style often needs to be matched with other categories of goods. Therefore, before each new product launch, Calzedonia's Italian design team will investigate the fashion trends of current markets around the world and the styles of other apparel brands. “For example, in this season's Intimissimi product, we used a lot of flower elements to make the whole series more colorful. In fact, we hope that it is more than just an underwear, you can also put it together. A good-looking jacket is paired together or worn directly as a pajama jacket."

In addition, Calzedonia has developed an exclusive capsule series for the Chinese market. Compared with the taller body of Europeans and Americans, Asian women are more petite, while women in the Chinese market are more conservative. Therefore, in this series, Calzedonia has introduced many smaller leggings and shorts, as well as Swimming suits that cover more body parts.

Matteo Veronesi also said that the beauty of Chinese women is very unique, and the Calzedonia Group hopes to provide more different sizes to meet the needs of different women.

“Chinese women tend to be very fashionable, but in terms of swimsuits or underwear, many people want to wear more body styles. Calzedonia will rely on more discoveries in the Chinese market to develop new products in the future.”

In addition to localization on the product, Intimissimi and Calzedonia are also actively expanding the digital market. In early October 2017, less than half a year after entering China, Intimissimi and Calzedonia opened their flagship stores on the e-commerce platform Tmall. Up to now, the two stores have 50,000 and 165,000 fans respectively.

According to data previously collected by market research firm Zion Market Research, the global underwear market value in 2017 was $38.9 billion, and this number will increase to $59.5 billion in 2024. However, with the trend of the multi-category trend in the underwear market today, the tradition The attractiveness of sexy underwear is declining to young consumers, and the brand outlook is not optimistic. For example, in June 2018, Vimy's net sales fell by 1% year-on-year, comparable sales fell by 6%, while Italian luxury underwear brand La Perla's annual sales in 2017 fell to 140 million euros, still losing money. status.

For Calzedonia, it is not only the competition of peers, but also the rapid expansion of brand awareness in China is particularly important. This is also the next question for Matteo Veronesi.

“We have been investing a lot of money with international celebrities, such as actor julia roberts, which is one of our strategies for development in China.” Matteo Veronesi said that the Calzedonia Group will continue to influence the influence of international markets in China to attract More new customers.

At the same time, it will continue to speed up the layout of offline stores. On January 20th, Calzedonia and Intimissmi will open their first local store in Beijing, and then expand the pace of opening stores to southern cities such as Shenzhen and Guangzhou. By the end of 2020, the Calzedonia Group will further update its existing brands, not only to increase capital investment in the electronic platform, but also to introduce some products containing Italian cashmere to the Chinese market.