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Li Feng Bought Sonia Rykiel To Re Adjust Its Brand

2014/1/9 13:58:00 41

Li Feng Acquisition Sonia Rykiel Brand Restructuring

Hongkong textile giant Li Feng Group acquired 80% stake in the French "a href=" //www.sjfzxm.com/news/index_c.asp "knitting" /a "Queen Sonia Rykiel company" at the beginning of 2012. In addition to the brand name of the founding designer, Sonia Rykiel also includes sub line Sonia by Sonia Rykiel, children's wear Rykiel Enfant. 
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 it is reported that the new club launched a large-scale brand reorganization after taking over. In the first stage, the following measures were taken: 
 appoint the new chief designer Geraldo Da Concei Ao, repositioning the main brand. Although in March 2013, when the new designer showed the first quarter products, the a href= "//www.sjfzxm.com/news/index_c.asp" > Sonia Rykiel < /a "lost about 40% old customers, but the management firmly believed that the new positioning would attract a wider international customer base, including South Korea, Japan and Hongkong. 
 autumn 2013, the Sonia Rykiel flagship store in Paris Saint-Germain street and the shops of Rue Du Faubourg Saint-Honor are redesigned and renovated. 
 September 2013, Sonia by Sonia Rykiel opened a new flagship store in Paris Rue de Grenelle. 
 December 2013, Sonia Rykiel closed the only independent store in Boston in the United States, and searched for the right address in New York to open another store. 
 brand official electric business website has been temporarily closed. 
 < img border= "0" align= "center" alt= "" src= "" /uploadimages/201401/09/201401091411531887W020140103532275859760.jpg "/" < > > "
 2014, < a href= "//www.sjfzxm.com/news/index_c.asp" > brand reorganization < /a > will enter the second stage: 
In the spring of P, the official website of the official brand will be restarted, which will be sold to France and other European countries, including the main line, the subsidiary line and the children's wear series. In the autumn of 2014, the US and 2015 will start the direct selling of e-commerce in Asia. 
At P end of 1, two stores will be opened in Hongkong: Sonia Rykiel brand store (located at Ice House Street), and Sonia by Sonia Rykiel (located in Times Square). 
 2 months, Paris will open a new Sonia by Sonia Rykiel store (located in Marais area Rue de Poitou). 
 Sonia Rykiel has signed an agreement with Japan Onward Kashiyama to distribute Sonia by Sonia Rykiel brand in Japan, and will open 15 stores in the next 5 years.