Peak sportswear - Creative fashion brand management in China

Peak sportswear - Creative fashion brand management in China

Creative fashion brand management in China

In 2009 former creative director Ferry Schoew from fashion forecasting agency Promostyl, Paris, France, asked Richard Roelofse, fashion design director at ‘freelancefashiondesign.com’ to work on a big brand-positioning project in China.

Like the Chinese economy, the Chinese fashion market expands at an enormous pace. While some years ago Chinese clothing manufacturers mainly produced for foreign markets, they now producing massively for their local markets. Peak sportswear became one of China’s biggest fashion brands in just over 20 years. In January 2010 they proudly opened their 6000^th store.

Richard Roelofse worked from Peak’s design HQ in central Guangzhou on several creative fashion brand management projects. He redefined Peak’s main market segments - and product range segments. As well he introduced new collection development processes to Peak’ creative and commercial teams.

Nyenrode - NyMaS - Brand management in fashion

Nyenrode - Master class - Brand management in fashion - 2010

Building international fashion brands

Dutch television company RTL Z and Dutch Business University Nyenrode, organized on Thursday July 1st 2010, a master class ’Brand management in fashion’. Significant fashion and marketing experts shared some of their strategies with a crowd of professionals and students. Recurrent subjects among the experts were consumer confidence - and international expansion based on a solid brand identity.

Some statements and insights from the speakers I thought were noticeable - and some even profound. While other statements (how thoughtful they may have been) were just downright amusing. A selection of these statements you can read at the next slides of this presentation.