Although the market less than two years, but the 'low pricing luxury' as a gimmick and the introduction of the United States light luxury handbag brand Oliver Cabell, is about to make some big changes.
It is understood that it recently opened the first round of the value of $ 1.2 million in financing, and announced that this money will be used to expand the brand's brand of a new product category - footwear, which since the creation, has been in love with luggage and leather products Oliver Cabell is an extension of the business, and the most special business in the new business is the 'week plan' strategy for shoes.
According to Glossy, the new product category will be introduced in January from the start of this year, and the company's team will discuss a new style change every Tuesday or Wednesday, including the replacement of new colors or new Which is somewhat similar to the consumer's Italian luxury brand M.Gemi, which will also launch its own new business every Monday, while Oliver Cabell will launch a fresh style this week on Friday.
Oliver Cabell was founded in 2016. Scott Gabrielson, founder of the brand design, plans to operate directly in the consumer model.Oliver Cabell's products are all independently designed by the brand, produced in the Italian factory, followed by direct Online sales. Its product details, such as materials, cost structure, etc., can be found in the official website. This mode of operation to make it save the middlemen, the price is relatively lower, so as to achieve the brand Cheap and luxurious positioning.
'The most important thing we've learned in the first year is the importance of brand product updates,' said Scott Gabrielson, founder of the brand. 'We have a sense of brand awareness, but if there are no new products, we only It is hard to keep word of mouth growing.
He also pointed out that both the US warrior Warby Parkers or the US sea Amoy brand Aways, need the support of investors, to be able to quickly to the market.Although he did not actively seek external capital, but recently there is a technical category The company's entrepreneur is interested in the investment company, he also wanted to seize this opportunity.For the entrepreneur's name, Gabrielson temporarily refused to disclose.
As Gabrielson said, in order to have more opportunities, the brand shoes as the next step in the direction of development.To this end, he also deliberately visited the Italian Le Marche leather products factory, this factory has a lot of luxury brand production Accessories, familiar with the process of making high-quality shoes in the footwear industry, even if the same production process, but also because the brand effect, resulting in different price differences, so the more famous brand, price and profit more. Cabell said that their price has been about 2.2 times the cost of production, and some luxury brands are up to 12 times the price tag.
In the field of fashion, footwear has always been a huge and growing market.According to Euromonitor International data show that by 2021, the global footwear market value will reach 4.1 trillion US dollars, compared with 2016 will grow 17.6%. Shoes and shoes in the fashion industry is the fastest growing areas, the category is expected next year will reach 84 billion US dollars market value, sports shoes will be Oliver Cabell focus on the object.
'Our products will be launched in batches, so that the convenience of the brand can be quickly adjusted according to the customer's response, which also helps to build the topic,' Gabrielson said, 'products in short supply will produce a sense of scarcity, can stimulate consumption, such as sports shoes Suppose we have only 10 pairs of this series, and once they are sold out, there may never be.
In line with the release of footwear, Gabrielson will also take an incentive strategy - consumers can share friends by e-mail products to get the first look, ahead of shopping and discounts, etc. At the same time, Oliver Cabell is also starting to introduce some Co-operation, clothing, athletes, and even some media publications, are the object of brand contact, the first cooperation will be released in December.
But for such a fast new speed, there are some people raised the question, this is currently a small company with 10 people to receive new investors, there will be more pressure, but so fast update rate will not Will be beyond the speed of response to consumers, resulting in the consumer can not leave a relatively fixed brand impression, it is not known that these issues I am afraid to wait until the official sale of shoes, will have the answer.
