Lifestyle

Iconix Brands

Iconix Brands

NEW MIDDLE CLASS IS THE FOUNDATION OF CONSUMPTION

• The number of middle class consumers* is expected to reach 630 million by 2020, up from 230 million in 2012.

• According to McKinsey & Company, by 2022, more than 75% of China’s urban consumers will become middle class , up from 68% in 2012 and just 4% in 2002.

Source: McKinsey & Co. * McKinsey defined ‘middle class’ as those with annual household disposable income of between 60,000 yuan (US$ 9,500) and 229,000 yuan (US$ 36,400)

China Market Overview

CONSUMERS ARE TRADING UP

• Chinese consumers are trading up; they are more sophisticated and quality and experience driven.

• Looking for unique, better quality

and value-for-money products

• Strong demand for imported

products

• Experience driven; shopping is about

leisure and enjoyment

China Market Overview

POST-80S AND 90S BECOME THE MAJOR CONSUMER GROUP

• The Chinese millennials, or the “post-80s and 90s” consumers today have different expectation of products, services, experiences and value.

• Well-educated, have strong desire to spend on upgrades

• Save less and spend most of their income on entertainment, advanced electronics, and other trendy products

• Shop online and look for products that help distinguish their personalities

• Favor high-quality and convenient products than previous generations

• “Me” generation - they appreciate their own style and to be different with others. "What I like" is the most important criteria for purchasing

China Market Overview

MOBILE-FIRST RETAIL HABITS AND SOCIAL MEDIA CRAZE

• Chinese consumers have adopted mobile as the dominant device to access Internet and conduct product search.

• Affordable smartphones are becoming popular and have changed the way people shop.

• China consumers rely heavily on social media platforms to

discover, research brands and share

opinions on purchasing experience.

• More focus on Lifestyle

• Full Scope of Brand Categories

• Different Interactive Experience

• Integrated Marketing Strategy

‘SPORTS’ is no longer

satisfied. Consumers

expects specific, unique, and

different.

1) More focus on Lifestyle

When it comes to

‘LIFESTYLE’, it is even

more diversified.

1) More focus on Lifestyle

2) Full Scope of Brand Categories

Full Scope of Brand Categories

Sporting Goods

Brand

Footwear

Accreeories Home

Personal Care

Cosmetics

Gift & Novelty Apparel

Ed Hardy

3) Different Interactive Experience

3) Different Interactive Experience

Mono-brand shop, experiened shop, Department Store, Wholesale, Online, Social Media, Collaborations …

Integrated Marketing Strategy

4) Integrated Marketing Strategy

Case Study

• In 1924, Humphreys brothers

sets up Umbro in a small

workshop in Wilmslow

• In 1966, wearing Umbro jersey,

England team beat West

Germany 4-2 in the World Cup

Final at Wembley, creating one

of the most iconic moments in

English football history

• In 1994, Umbro with Brazil,

another champion in World Cup.

UMBRO

• Now Umbro sponsoring over

130 teams over the world,

including 3 in EPL

• Products selling in over 100

countries

UMBRO

• Brand endorsers

UMBRO

UMBRO

Umbro Asia Umbro Asia

• ‘Sports’ or ‘Football’ is always

the core of Umbro. At the same

time, the brand keeps on

expanding and evolving. It is no

longer limited to the game, but

also daily life.

• People who recognized

‘Football’ is willing to bring it to

other occasions. The outfit is a

sign telling others their

preference, self-identity, or even

attitude.

UMBRO

Umbro Asia

UMBRO

Umbro Asia Umbro Asia

UMBRO

Umbro Asia

UMBRO

Umbro Asia

UMBRO

Umbro Asia

• Collaborations

UMBRO

Ed Hardy

• Don Ed Hardy brought tattoo artistry out of the dark and into the glamorous world of fashion. He quickly became recognized for his incorporation of the Japanese art form and American style.

• In 2002, Hardy stepped into the fashion space when he licensed his art designs to be made into a clothing line. In two short years the Ed Hardy line became one of the most desired and recognizable brands of its time.

• Don Ed Hardy continues to be one of the most influential designers and his artwork has stood the test of time in the tattoo, art, and fashion world.

Ed Hardy

Ed Hardy

Ed Hardy

Ed Hardy

Ed Hardy

Ed Hardy

Since 1882, the Danskin® Brand has proudly been synonymous with femininity, innovation, quality and superior comfort and fit Starting out as a family owned business that catered to New York City’s dancers selling tights, tutus, and leotards, Danskin® soon became the standard for dancers across the USA

Danskin® is credited with producing the first nylon bodywear in the 1950s. In the late 1960s, the company expanded beyond a market that consisted of dancers, gymnasts, and skaters when they marketed their first product designed for street wear by the general female public

Today Danskin enjoys status as the ultimate female active brand, both nationally and internationally. The label has evolved with women's lifestyles for over 125 years to create the best in fashionable, functional dancewear, active wear and casual clothes as well as fitness equipment

Be it stylish activity-appropriate fitness, yoga, dance, gymnastics, or casual wear, Danskin is dedicated to meeting the changing fashion wants and performance needs of active women and girls.

The Danskin mission is simple: To offer women and girls exceptional clothes for living. This includes feminine styles and comfort-conscious designs crafted in performance fabrics Danskin continues to be a premier brand committed exclusively to addressing the multi-faceted needs of today's active women and girls. Their fitness, yoga, sports, dance, cheer, gymnastics, and casual lifestyle wear covers a variety of body types

Danskin further extends the spirit of sports to daily life. It is not just a piece of hoody or a pair socks. It is an attitude, telling others my way of living

Iconix China Chris Xu: cxu@iconixchina.com