In recent years, more and more big fashion brands began to attach importance to the children's clothing market. ROOKIE, a collection of stores that run NIKE, NIKE ACTION, JORDAN, CONVERSE, Levi's and other iconic children's wear brands all over the world, will also target its target consumers to children and teenagers who lead the fashion trend. Brand collection landed in China According to sales director Wu Jianqun ROOKIE introduced ROOKIE brand by the United States HADDAD company founded in 2008 and is headquartered in New York. In the past four years, the brand has developed rapidly with sales outlets in the United States, Australia, China, Mexico, South Africa and other countries as well as the Middle East and South America. It is estimated that by 2015 it will open 500 stores worldwide. In 2012, the ROOKIE children's clothing brand collection shop officially entered into China and established Yongxing Dongrun (China) Garments Co., Ltd. jointly with Hong Kong Yonglian Company and the Chinese listed company Fengzhu Textile to open up the Chinese children's wear market for the ROOKIE brand. ROOKIE US headquarters team has a complete product design and global purchasing supply chain management. In China, its retail operation team is also gradually established, with offices in Beijing, Shanghai and Shenzhen. September 19, ROOKIE Asia's first brand image store opened in Beijing's Blue Harbor and achieved good sales results. According to "Clothing Times" reporter learned that, ROOKIE will also Hong Kong, Shanghai, Tianjin, Chongqing, Hangzhou, Nanjing and other cities in the flagship store, shopping center stores, department store stores way to expand the market. The future trend of children's clothing ROOKIE mainly leisure, fashion brand positioning, part of the consumer base is 3 to 7 years old preschool children's parents, the other part of the 8-year-old to 14-year-old adolescents. Product prices at 200 yuan to 800 yuan, 800 yuan mostly fall and winter installed and functional products. ROOKIE to "more fashion, more colorful, more life" for the product positioning, sports, fashion, leisure three elements, both aesthetics and practicality. Multiple combinations of multiple international brands to provide customers with a one-stop shopping dress experience, as well as clothing for a variety of occasions with. "Nowadays children are more advocating extreme sports such as surfing, skateboarding, skating, sports equipment and more professional fashion, NIKE ACTION suitable for such consumers.JORDAN positioning in basketball shoes and leisure products, CONVERSE this brand sports origin, The rise in the United States on the streets, the rock period, and later developed into a casual style, reflecting the changes in the spirit of the United States native, rebellious, individuality, the trend of integration of the spirit of the brand, graffiti, skateboarding, street, composite leisure, can wear very tide , Is also very wild. "Wu Jian-Qun this analysis. In foreign countries, brand collection stores have matured, NIKE, CONVERSE, Levi's and other brands to the children's wear ROOKIE professional children's clothing company, conformed to the market demand. "In one store, consumers can choose from different styles of brands and products, and can mix and match with other brands." The store can provide consumers with many services to meet the needs of customers. In addition, a wide range of channels also meet the Brand demand. Brand collection shop to better promote the brand and enhance market share. "Wu Jianqun that the brand collection store will be the future development of the mainstream apparel retail.
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