ESPRIT HOLDINGS LIMITED

ESPRIT HOLDINGS LIMITED

     If I mention to this brand, I think you all may know it because it’s the universal brand and has the several goods both  men’s and women’s.

     ABOUT ESPRIT

     The Esprit brand, known in the '80s for its fun and  vibrant teen style, is all grown up!   

     

Esprit clothing is perfect for modern and free-spirited young women around the world, and proves once and for all that Esprit is an attitude, not an age. The brand's innovative  international team of designers create fashion-forward, high- quality apparel and accessories, all at affordable prices. Esprit continues to resonate with modern women everywhere who were   fans of the brand when they were teens!

     

  Esprit has come a long way. In 1968, the young and in- love Susie and Doug Tompkins sold Esprit clothing out of their  station wagon in San Francisco. Today, Esprit has proven itself   with global success and continues to live up to their fashion icon

 status. Take a new look at Esprit and fall in love all over again    with the must-have looks you can't resist.

     BACKGROUND

     

ESPRIT is found in 1964 by San Francisco by Susie Russell who is the designer. Four years later, Michael Ying who became   the founder of the predecessor of Esprit Far East Group, which acted as a principal sourcing agent for the U.S. business. In those early days, the head office of ESPRIT was in the Tompkins' San Francisco apartment, and the back of their station wagon served   as a showroom. Nevertheless, the business grew fast. By the early 70s, the company was incorporated as "Esprit de Crop." And it means the common spirit existing among the members of a group and inspiring enthusiasm, devotion, and strong regard for the honor of the group.

     

     COMPANY

     

In the 2007/2008 business year, Esprit Holdings Limited reported worldwide sales of EUR 3.25 billion. Shares of Esprit Holdings Limited are traded on the Hong Kong stock market and are included in the Hang Seng Index, in the MCSI Index, Hong Kong, as well as in the FTSE All World Index for Hong Kong, The Group operates more than 835 directly managed retail stores worldwide and distributes its products via more than 15,150 wholesale locations around the globe. The company has more than 1.1 million square meters of sales area in more than 40 countries.

     

PRODUCT

     

The ESPRIT characters will be "synonymous with contemporary lifestyle and taste about attitude, not age youthful and dynamic global brand of quality products at democratic prices". Esprit    would like to serve their customer with various products. Its brand ESPRIT has been a leading international lifestyle fashion brand  name applied to an extensive range of women's, men's and  children's apparel, footwear and accessories. Licensed products bearing the ESPRIT name ranges from time wear, eyewear, jewel and fragrance, to bedding and other home products. In addition,  the Group owns the "RED EARTH" brand name and distributes its cosmetics, skin and body care products. Compare to Gap, Esprit   has more product lines than Gap, such as jewel, footwear, time wear, bedding and other home products.

     

PRODUCT LINES

1. Women Casual – sporty and fashionable indoor and outdoor styles.

   2.  Men Casual – uncomplicated sportswear with a high          wearing comfort.

   3. Women Collection – high-quality, feminine business looks.

   4. Men Collection – elegant, trend-oriented business fashion.

   5. ESPRIT URBAN CASUAL – young, urban and feminine, addresses   18 to 25-year-old female customers who are in search of a casual, urban look.

   6. Esprit Kids – current, child-oriented trends. (0 to 7 years old)

   7. Esprit Sports – skiwear, fitness fashion and street wear for women, men and kids that harmoniously combines fashion and function.

   8. Accessories – bags, leather and textile accessories for men and women.

   9. Shoes – women’s, men’s and children’s shoes from fashionable to classic, from leather to nylon.

   10. Body wear – day and night underwear, as well as swimwear for men, women and kids.

        LOGO

        In 1979, John Casado designed the famous ESPRIT stencil effect logo. Despite worries that the triple-bar 'E' would not be legible to customers, but the new logo became one of the most recognized and memorable in international fashions. And it is easily recognizable as Esprit.

        TARGET MARKET

         Until now, the ESPRIT becomes a well know brand name company in the worldwide.

         

Today, more than ever, Esprit is an international, young brand that offers its customers the smart, affordable luxury of constantly being able to enrich their life with something special and something new, which always corresponds to the current tastes and styles. This lifestyle concept is the central point of the Esprit philosophy. The brand uses this to constantly communicate to its customers the security and guidance that they want on today’s markets, which are saturated by increasingly short-lived trends. Thus, it is no wonder that Esprit ranks among the brands with the highest level of repeat purchases, i.e. those with the most loyal regular customers. And this has nothing to do with age, but is more about this joint attitude, this feeling of togetherness that characterizes the Esprit target groups.

        

BRANDING

           

A team of international designers incorporates the attributes of Esprit in various fashion line rhythms with confidence, naturalness, modernity and sensuality: from Esprit Kids, Shoes and Esprit Sports, per year and product range 12 lines are created with six order dates. The lines including Women Casual, Women Collection, ESPRIT URBAN CASUAL, Men Casual, Men Collection, Accessories, as well as the complete ranges, can even be ordered monthly. Depending on the range, Body wear provides 10 to 12 fashion lines a year with four order dates. Esprit continuously invests in quality and fit. The constant focus: the unmistakable Esprit of the products and convincing value for money. This high standard also applies in the manufacturing of the products: “our customers expect us to provide them with contemporary, high-quality and affordable products”, explains Heinz Krogner, Chairman and Group CEO. “We must meet this demand – not just in the short term, but permanently and everywhere in the world”.

        

POSITIONING

        For the consistent presentation of the image of a globally active brand such as Esprit, an unmistakable visual appearance is absolutely vital. For many years now, Esprit has operated its own image office that exclusively takes care of an internationally uniform brand presence. This image office develops and monitors all communication media for advertising, promotional activities and the point of sale. All photo shoots of Esprit’s cur-rent image campaigns are coordinated and realized by this office – in short, everything visual about the Esprit brand.  

     KEY SUCCESSFUL FACTORS OF THE PRODUCT

     Esprit Productions is a full service meeting, events and  communications company focused exclusively on engaging your audience, inspiring enthusiasm, providing clarity, building esprit de corp. and creating memorable moments for your audience.

     PROMOTION STRATEGY

     ESPRIT End of Season Sale promotion with clothing love in the event ESPRIT End of Season Sale 2011in special price.

     It also exclusive on membership card and SCB card for shopping for ESPRIT comes on top 5% and get points Voucher 200 Baht, 2,000 points on purchase SCB credit card.

     Get one’s money worth with the Promotion ESPRIT End of Season Sale 2011 from now until July, 10 2554.

     

^-^! My comment !^-^

     I think this brand is so good, there are various products such as clothing, shoes, watches and other accessories which luxurious, flamboyant and lovely styles.

        My personal favorite, I like shoes and watches because actually, I always change it, and I think this brand has several and nice designs.