PIOMBO Men's Wear: Brand Must Be Unique

The high-end men's clothing brand PIOMBO from Italy has been developing steadily and healthily since 2005 when Shanghai Biya Bo Trading Co., Ltd. officially landed on the Chinese market. PIOMBO was founded by Italian famous fashion designer MASSIMO PIOMBO. It has gained great market awareness to show modern men's life quality. Its holding company Ermenegildo Zegna, which is owned by Ermenegildo Zegna Group, is the most famous Italian menswear brand.

It has been 16 years since Zegna entered China. Its top-notch materials, outstanding design and strict craftsmanship have already made the brand known all over the world. At the same time, it has also laid a huge influence on the world and China's advanced men's clothing market. The introduction of PIOMBO is also due to Zegna's sighting that the market is now entering a more subdivided stage. A group of men who pay attention to the image of the clothes require a dress code that is both internationally fashionable and different from the mainstream in the market. It is unique to designers. There is a great demand for fashion brands. PIOMBO is precisely because it meets the needs of these consumer groups, so it has demonstrated its outstanding quality and strong competitiveness since entering the Chinese market.

In order to promote resource sharing with the holding company Zegna Group to help the brand grow further, PIOMBO re-optimized the integration and wholly invested in the parent company Zegna Asia Trading (Shanghai) Co., Ltd., and the combined Zegna and PIOMBO operating systems have retained their respective independence. Sexuality, PIOMBO hopes to have a more ideal development in the future Chinese market, providing Chinese men with both international vision and fashion choices.

The dark complexion and firmness are like those of an athlete, a fashionable dress, an exaggerated white border and sunglasses... It's hard to believe that the person in front of him has been near Lian Jia. He is Mr. Higuchi, the former Asia Pacific CEO of Ermenegildo Zegna Group, and currently serves as the marketing director of PIOMBO Menswear. Recently, Higuchi told reporters that his brand has been operating.

Accurate positioning is the cornerstone of success

"The key to doing a brand well is unique. We must have our own characteristics!"

Higuchi has been responsible for the operation of Zegna in China since 1990. By the end of 2005, the total number of Zegna stores in China had exceeded 50. Because of his familiarity with the Chinese market and the successful promotion of Zegna, Higuchi was appointed by the Ermenegildo Zegna Group to lead another men's wear brand PIOMBO into China last year.

“In Asia, everything is possible. It depends entirely on management capabilities.” Higuchi believes that Shanghai has more opportunities than Hong Kong, so PIOMBO's first stop in China is to be selected in Shanghai.

Higuchi said that the position of PIOMBO is "a luxury that can be afforded," it has the luxury of high-end quality, sophisticated design and long history of the brand, but the price of a suit of thousands of pieces is not "luxury" . In terms of design, PIOMBO boldly uses brilliant colors, and its fashion philosophy is "Let's enjoy life."

How to open more stores

Higuchi told reporters that unlike the low-profile promotion route of Zegna's mature brand, the development of PIOMBO brand awareness requires a period of time. Therefore, its promotion efforts in China will be quite large. The main promotion method is to open more stores. “Multi-stores are promoted through direct contact with customers. Of course, the amount of money spent on multi-store shops is huge, but we think this is a worthwhile investment.”

He said that the store's location is very particular about the main consumer groups, most of PIOMBO's stores will open near high-end business buildings. In terms of the fabric and size of the clothes themselves, they will also be changed according to China's climate and the Chinese body type.

"Direct + Join" Business Model

Talking about the business model of PIOMBO in China, Higuchi said that they will adopt the direct + joining model. “Affiliation is a magic weapon for quick shop opening. Our first franchise store has opened in Qingdao, but since PIOMBO has just entered China, it is worried that too many franchise stores will damage our unified image, so we still have to do as many direct operations as possible. "For the franchise requirements, he said that there will not be many restrictions, the most important thing is the image of the unity, so that customers can not see the difference between direct sales stores and franchise stores.

Higuchi stated that PIOMBO's development plan in China is to open 100 stores within three to five years. In addition to the two existing direct-operated stores in Shanghai, it will open five or six stores. He hopes that PIOMBO can become a Chinese company in China. Leading brand of similar menswear.