Brand Lee Unique Business Philosophy

Now consumers are paying more and more attention to the quality and performance of clothing. The Eric Wiseman, the parent company of brand Lee, points out the business philosophy.

Since the group is very focused on outdoor sports business, the division is first quarter With a revenue of $1 billion 600 million, the focus of the group's focus on the division is also quite reasonable.

Eric Wiseman revealed that the group is cooperating with some universities, and there are many college elites in the innovation center. There are still many projects waiting for patent application.

The prestige group owns and operates three global innovation centers, and three innovation centers are located in the United States. The denim clothing innovation center is in Boluo, North Carolina, the clothing performance innovation center in Alameda, California, footwear innovation center in New Hampshire.

Denim brand Lee uses a new technology to introduce Jade Fusion essence jade to cool. Denim Combined with innovative technology, natural materials and exquisite tannin technology, Lee's new Jade Fusion series also has a temperature regulation function in hot weather. At present, the series has been launched in China. Another new technology is Magna Fusion, which also adopts natural materials, but the technology is to prevent cold.

According to Eric Wiseman, about 50 to 60 researchers work in innovation centers, and at least half of the researchers have doctoral degrees. Eric Wiseman also added that China's growth opportunities are still huge for the group. Although the growth rate in China is not as good as five years ago, China's GDP still maintains a 6.5% increase, which means that the middle class in China is developing and there will be more consumers in the future market who can afford the products of the group. Therefore, the Group believes that the Chinese market must keep an eye on it. At present, the brand of Wei Fu Group has opened flagship store on Tmall.

Last Friday, the group released its first quarter financial data. In the first quarter, the group's profit fell by 9.9% to 260 million dollars, and its total revenue was flat at 2 billion 840 million US dollars in the same period last year. The group's retail business performed best in the first quarter, after excluding the effect of exchange rate, retail sales recorded a 8% increase.

According to Eric Wiseman, group The advantage lies in the timely distribution of goods according to local consumers' preferences and needs, whether online sales or physical stores. If Boston suddenly becomes cold, the group will forecast and distribute the cold goods ahead to the stores.

Eric Wiseman said that the brand of the group has its own mobile products and shop strategy. The brand will see its own consumer group, and will feedback to the headquarters in the area where the online shopping is large. It is proposed to set up a physical store in the area, and then the headquarters will establish a systematic retail relationship network based on the situation.