Redemption Of Scotland Brand MACKINTOSH

The San Yang chamber of Commerce, which will end its Burberry dealership in June 2015, said that MACKINTOSH PHILOSOPHY will be followed by the backbone of Burberry. Moreover, the Sanyang chamber of Commerce has obtained the authorization of MACKINTOSH LONDON, which has been in operation for five years in ~2019, and runs parallel with MACKINTOSH PHILOSOPHY in 2015. San Yang chamber of Commerce President Shan Pu said that the past Burberry stores will consider the relocation of MACKINTOSH LONDON, and plans to open 200 stores at the beginning of the brand operation, and the Burberry brand staff will also be transferred to the MACKINTOSH LONDON brand department. In the 5 years authorized, the target sales volume of MACKINTOSH LONDON is 20 billion yen, and MACKINTOSH PHILOSOPHY is 10 billion yen. To this end, the company will invest heavily in promotion, publicity, shop opening, personnel and capital.

MACKINTOSH originated in Scotland, England. It was founded in 1823 and has a history of 190 years. The founder of Charles Mackintosh pioneered the development of rubber coats in two layers of fabric and made a clothing company in 1830 with Thomas Hancock.

Soon, the rubber lining was popular throughout the UK, and each coat was properly added to the rubber fabric. Soon the coat was used by the British army, railway and police departments. However, there are many problems in the coat of rubber fabric, such as pungent taste, excellent material quality and hot air. Hancock has developed waterproof coat and gradually evolved into a modern windbreaker.

MACKINTOSH is not only a long established brand, but also regarded as a master brand in the fashion industry. It has worked with several top fashion brands such as Gucci, Herm s, Louis Vuitton and Liberty. Although the product is so excellent, the brand has changed several times in the past two centuries.

According to reports, in twenty-first Century, MACKINTOSH was dominated by the British rich group. One of the British billionaires, Richard Thompson, invested in an investment company. MACKINTOSH 95% of the shares. Generally speaking, once the high-end brands are invested under the command of investment companies, they will take the initiative to expand the strategy of expansion. However, MACKINTOSH has been doing business for a long time. They do not have any exclusive stores, or supply them to department stores in the UK, or wind clothes for Louis Vuitton and Hermes, and the monthly sales volume (including the production part) is barely maintained at around 20~30 million.

Marubeni Corporation, a Japanese comprehensive large business founded by the sackcloth business, is eyeing the embarrassing brand. Trying to use its intensive sales network to develop branding business in the UK. In March 2005, Marubeni Europe Branch purchased a share of MACKINTOSH 15% from the investment company of Richard Thompson, a British richest company, with a total amount of 750 thousand. The implementation of the "brand composite store" rectification way: let MACKINTOSH and another British brand GLOBE-TROTTER (manufacture brand, using paper as material with special technology to make strong bags and boxes) in two brand In addition, the "brand complex store" sells.

Because maruon holds GLOBE-TROTTER 30% shares at the same time, the operation of the two brand integration is handy. In addition to the "product supply" measures jointly sold by the same store, there are two brand joint projects, such as expanding the scope of MACKINTOSH products through GLOBE-TROTTER's bags and accessories. For a company holding several brands at the same time, it is a special case to integrate the two brands at the level of sales and capital.

In 2007, Japan's big hand business, Yagi Trading Co., acquired MACKINTOSH as its new owner. In the same year, another Japanese trade company, Sanyang chamber of Commerce, obtained the MACKINTOSH authorization to develop the project independently. In August of the same year, it began the sale of MACKINTOSH's sub line MACKINTOSH PHILOSOPHY men's wear series in Japan.

This sub line quickly won the love of the European Japanese with a younger, more fashionable and more reasonable price, and the sub line products were not only limited to windbreaker, but also developed diversified product lines such as waterproof cloth handbags. Even a lot of Japanese know the main line through this sub line.

This routine is the same as Burberry Black Label and Burberry Blue Label in Japan. Burberry is about to end. Distribution right The Sanyang chamber of Commerce has unique conditions for the development and sale of windbreaker because of its operation on the Burberry brand, so it is not difficult to understand that the Sanyang chamber of Commerce will also act as the agent of MACKINTOSH, also known as windbreaker, and almost copy the operation of Burberry black label and blue label. And this sub line allows more people to know MACKINTOSH.

Of course, apart from the contribution of the sub line, Yagi merchants also devoted their efforts to the operation of MACKINTOSH itself. In 2009, MACKINTOSH Japan, a subsidiary of Yagi trading 100%, was formally established to take charge of brand operation. Soon, in 2011, the first flagship store of MACKINTOSH was set up in London, England. MACKINTOSH finally had its own exclusive store.

The establishment of flagship stores enables the brand to have more room for the promotion of brand concept and more direct contact with consumers. In addition, MACKINTOSH is also actively publishing the latest series in fashion magazines to make MACKINTOSH's fashion information more quickly and widely enter the consumer's perspective. The combination with other brands has achieved complementary advantages and further improvement in popularity. These initiatives have enabled MACKINTOSH to win the attention and favor of consumers in Japan.