Emu was founded in paris in 1962 and initially operated mainly as a social clothing for middle-income women. In 1990 it developed into a chained brand, with more than 100 shops in europe and sales exceeding 100 million francs. In 2000, guangzhou ichigo fashion co. Ltd. Acquired the authority of the asian regional general agent for the brand and imported the visual identification of roses, recasting the brand's culture and content。

The meaning of emu in french is beautiful, young, beautiful, exciting; the chinese meaning of "sweetly" is dependent, beautiful -- all of this doesn't match the characteristics of the branded rose。

Brand interpretation

The world is not full of dreams, of laughter, of ruins. And the white, pure, pure roses of red, glamorous sights, and in a moment the dust's trimming. Thorough, aerobic, quiet and silently open to the sweetness of the spirit。

Rose, which interprets culture, art, philosophy, religion, nature... Is a metaphorical spiritual dimension of life, silent force. With a heart, a flower, you can see the solemnity of the universe, the beauty and the will of indomitable will. The brand is a flower of life, deep-rooted, and able to stand up in a cold and smooth breath. Roots are the shadow of the stem; the shadow of the leaves; the fragrance of the leaves; and the shadow of the sky full of flowers. Come to us, look at life, look at the level of the mind, build together

Emu interprets in fashion from time to time a customer's deep dreams and desires。

Brand positioning

Population location: urban white collars aged 25-35

Style positioning: fancy, soft, knowledgeable

Development positioning: responding quickly to the needs of fashionable women (work, leisure, party)

Every week, three new series of roses (white roses, champagne roses, black roses) are introduced

Colour positioning: popular colour is dominant, bright and fast

Presentation of location: a living end-to-end retail mix

Matching positioning: fashion combination

Price positioning: creating a fashion experience of excess value at a price of 300-120, between 400 and 160

Sales positioning: randomly adapted to introduce a consultancy-style whole-sales concept with "look" as a sales unit, replacing traditional single-sales sales and achieving rapid marketing and fast sales

Market positioning: level i cities, level ii business circles; level ii cities, level i business circles

Terminal location: adjacent to national and international brands such as "zara, h&m, c&a, uniqlo, guess, only, ochirly"

Area location: 120-1200 square

Service orientation: pre-sale services are advocated, and after-sales services are valued。