Olivier Strelli: Influence China and China's Influence

In June 2005, Olivier Strelli, a well-known fashion brand in Belgium who just passed his 30th birthday, demonstrated his mature charm with breathtaking gestures. He signed a cooperation agreement with MYSHEROS, a well-known Chinese women's wear company of the same age. .

Influence China

“Only some garments will be imported directly from Europe, and most of the other raw materials will also be sourced overseas and then processed in China.” Sammy Israel, general manager of the Olivier Strelli brand, gave the clearest explanation on localization issues. In other words, MYSHEROS, which owns its own brand, hopes that the Olivier Strelli brand from China will have the European flavor rather than the Chinese style of the product. Therefore, the Olivier Strelli brand that is listed in China will be added or subtracted appropriately according to the Chinese market. Design, others will not make any changes.

According to Ms. Amy Chen, Deputy General Manager of Greater China of Michelle Michelle, the first phase of the Olivier Strelli brand expansion plans to open 15 sales outlets in China, with the opening of the first flagship store in Shanghai this fall, and franchise stores in major cities. The counters will also be opened one after another. It is expected that the Olivier Strelli brand will reach 25 sales outlets in China by the end of 2006.

As the personal brand of Belgian fashion leader Olivier Strelli, Olivier Strelli Fashion enjoys a high status in Europe. The 30 years of historical accumulation has made it a customer of many celebrities, celebrities and royalty. In the global clothing industry, the Olivier Strelli brand represents a high-quality art level and also exhibits Belgian-style creativity.

“Elegant, romantic, and comfortable women’s demands for fashion are increasingly becoming common aesthetic values ​​as the global process of borderlessness accelerates, and these are exactly what we pursue in our design and reflect. Feminism The decent, sexy, European women and Asian women are now so similar to the attitude of dress. Why don't we encourage them to get closer to their inner image?” Mr. Olivier Strelli himself expressed confidence in the brand's entry into the Chinese market.

Chinese influence

It is understood that Olivier Strelli has set up numerous franchised and managed stores in the most prosperous regions of major cities in the world, and has a number of franchise and merchant agency integrated brand sales outlets in 25 countries. As of 2004, the turnover was close to 40 million. EUR. For the expanding Chinese market, Sammy Israel, general manager of the Olivier Strelli brand, said: “There is tremendous potential here, not just the anticipated increase in turnover. The 2008 Olympic Games will be held in Beijing and China will certainly become a window for Asia.”

Choosing cooperation with Michelle is a more deliberate result. Mr. Olivier Strelli believes that the most important among them is the attraction of design styles, and at the same time, they are all mature brands with certain historical accumulation. Therefore, each has very high requirements for business ethics and the control of product quality; and business leaders are in the values. The tacit understanding is also another decisive factor in promoting cooperation.

When asked how to look at China’s current fashion industry, Mr. Olivier Strelli admits that today’s China is a fast-growing country with a hardworking and hard-working attitude that allows more people to notice its existence and future. This is what appears in the fashion industry. Especially prominent, it can be expected that China will become a center that influences the changes in the global fashion industry and trends.