Chapter 1165： Get involved

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"November Design" was established in September 2001. In February 2003, in Paris Fashion Week, the "November" men's clothing brand was officially launched. It took only four years before and after, and the "November" clothing brand seemed to have already Became a representative force of the new generation, and began to launch a fierce attack on the old fashion brands. .

Of course, all this is just momentum. The "Eleven" brand is still far from a real luxury brand. Take the weakness that the "Eleven" brand currently only has men's clothing series, it can be seen that there is no small gap. . However, although the development of the "Eleven" brand has been rapid, its foundation has always been stable, and it is not in a hurry to expand. The branches in major cities are also proceeding in an orderly manner. It is hard to imagine that this is a company with an average leadership age of less than 24 years old. It has the drive and boldness of young people, but also has the sophistication and stability of adults.

In June of this year, the "November" men's clothing brand entered department stores in major cities, but they did not rush to expand flagship stores, just hoping to accumulate enough reputation, and then look at the spending power of major cities, and finally Deciding on the opening of the flagship store.

Now, two months have passed since 2005, and James Frank has just begun to plan to establish the flagship stores of the "Eleven" brand in several cities next year, but Evan Bell proposed to expand the "Eleven" brand. The types of its products, women's clothing, bags, perfumes, etc., are really a bit rash. What's more, Eleven Studios is still acquiring Pixar's levels, and it has no energy to continue to expand its territory.

Catherine Bell's first reaction was. Is this a joke? But looking at the serious look on the younger son's face, it didn't seem like he was cheating, Catherine Bell asked suspiciously. "Why do you think of this all of a sudden?"

Evan Bell knew that Catherine Bell wanted to go wrong, but also because he didn't make it clear, it was just an ambiguous sentence. Naturally, there is too much room for imagination. "I don't mean the present, but the future. For example, after the flagship stores in several big cities are opened, do you have the idea of ​​challenging women's clothing? Or, to hire some emerging The designer of the company has also established the women's clothing department. I just want to ask. Do you have any idea of ​​making the 'Eleven' brand bigger?"

Catherine Bell just woke up, Eleven Studio is now growing step by step, and Eleven Design is the same. Evan Bell is asking about the future development direction of Eleven Design, is it to continue to make menswear an empire? Or develop in all aspects, and also get involved in women's clothing.

Kathryn Bell shook her head, "I'm still learning about menswear now, and womenswear is a completely new field. I'm not going to be so eager. I'll talk about it when I'm ready." Unlike Evan- Bell, a guy who is not doing a good job, actually Catherine Bell and Teddy Bell are very focused on their own fields.

Evan Bell didn't go on, just nodded, expressing no objection to Catherine Bell's decision, "It's like this now. Do you plan to design a fragrance for the movie 'Perfume' I just finished, When the 'fragrance' comes out next year, we'll launch the fragrance together."

In fact, this plan, Evan Bell has been conceived for a long time. At the beginning, just because of the movie "Perfume", Evan Bell was thinking that he had always been very interested in the perfume described in the movie, and was curious about what that charming perfume tasted like. If there are corresponding fragrances that appear together in reality - of course it can't be as magical as in the movie - it will be a very interesting thing to launch it as a peripheral product of the movie.

Thinking of peripheral products, Evan Bell couldn't help but start divergent thinking. Eleven Studios has been working on the acquisition of Pixar recently, and has learned more about big film companies such as Disney. The most profitable thing in the film industry is distribution first, and then peripherals. The so-called peripherals include models of movie characters, comics, daily utensils, etc., which is the same as the peripherals of "American Idol".

But before that, Eleven Studios, a small workshop, didn't even have distribution channels, and naturally it didn't have any involvement in the surrounding area. At the beginning, the periphery of "American Idol" was handed over to Fox Television for operation, and Evan Bell was just waiting for dividends. But now, since you want to make Eleven Studio bigger, why don't you try to do peripheral operations yourself.

Of course, Evan Bell doesn't think it's rigid. In fact, the surrounding strictly speaking is to drain the residual value of the movie works, drain the fans' wallets, and then quickly complete the capital accumulation. Evan Bell is not too concerned about this. Interested, after all, his pursuit of money is not particularly strong.

What's more, Evan Bell also knows that this surrounding system is very large and complex. It does not mean that it can be started if it is to be started, let alone that it can be expanded if it is to be expanded. In the past life, Evan Bell remembered that after Lionsgate achieved great success at the box office, he tried to get involved in the surrounding fields, but it was very difficult, and it was absolutely impossible to do it. At least until his rebirth, Lionsgate has never been able to fully establish the surrounding market, let alone achieve substantial profits.

The real difficulty in launching a peripheral is not the peripheral itself, but the residual value of the work. At present, there is nothing more than cartoons and comics adapted movies - especially hero movies, which have the most residual value of peripherals, which also makes Disney have the ability in peripherals that other companies cannot match. And second-tier film companies do not have a deep foundation in cartoons and comics adaptations, and naturally it is difficult to move.

Eleven Studio is a workshop that started with personality and **. Even if the scale becomes larger, Evan Bell does not intend to get involved in hero movies on a large scale in order to make money, because this will make Eleven Studio lose its originality. Therefore, Evan Bell was not very keen on the idea of ​​expanding the peripheral business.

Evan Bell just felt that it would be a good thing if he could launch some distinctive peripherals with the movie to satisfy the wishes of fans. For example, the bottle of perfume in "Perfume", such as the cute yellow bus in "Little Miss Sunshine" or Oliver's glasses, it should be a very interesting thing when such symbolic peripherals are launched. .

Hearing Evan Bell's proposal, Catherine Bell couldn't help but find it very interesting, "This is indeed a good idea," to design a bottle of "perfume" to be released with the movie. Strictly speaking, it is not a peripheral, nor a A means of publicity is more like a special event, an interesting event extended after the movie is shown, "Then what do you mean, we are going to create a very special bottle of perfume, not necessarily a lot in our daily life. People like it, but people who like the movie 'Perfume' might like to have a bottle of this perfume in addition to the DVDs."

"Yes, that's almost what it means." Evan Bell laughed, "In the movie, that bottle of perfume is a scent that can make the whole world surrender, we naturally can't mix it, I just want to launch a fragrance with a strong scent. The sexy, seductive, and charming perfume seems to be able to mobilize people's most primitive desires. This kind of perfume can't be widely promoted in life, but I think it can be derived from the movie. , what an amazing thing that should be." I have to admit that Evan Bell is a guy with weird ideas. Others produce movie peripherals to make money, but he still thinks about some weird things.

Catherine Bell said after Evan Bell, her enthusiasm was also mobilized, but she temporarily suppressed her worries about Evan Bell's health and turned her attention to perfume, "But why don't you do it yourself? What? Or maybe you also joined the blending work. Anyway, both of us know nothing about perfume, so it is estimated that we need to study it slowly."

Evan Bell knew that even if he agreed, he couldn't help laughing, "I will definitely participate, but I just think this should be done under the design of Eleven, and hung under the clothing brand 'Eleven' , you are responsible for it, and it is sold by Eleven Design." Perfume is also a member of luxury goods, which can be classified in the category of cosmetics, but also in the category of clothes matching. "Of course, if you want to mix and match A bottle of perfume to go with next year's menswear collection, I think it's also a good idea."

"When you think of perfume as aftershave, you have a series of after-shave." Catherine Bell was amused by Evan Bell's casual tone. Perfume has always been about quality and not weight, look at Chanel's most famous " Chanel No. 5 has been sold for 80 years, and it is still enduring has long been the champion of perfume sales list. This is the reason. "Then are you going to match the men's or women's models?"

Evan Bell curled his lips, "Whatever. Although the bottle of perfume in the movie was sprinkled on the male protagonist later, the attraction is effective for everyone. I don't think the focus is on the men's model or the Women's models, but with that kind of seductive taste."

Catherine Bell also nodded. If you really want to mix perfume, you must study it slowly, not in a hurry. "I know about this, so don't think about it for now. Sleep well."

Catherine Bell helped Evan Bell pull the quilt, but Evan Bell had a bitter look on his face, "I've slept for most of the day today, and I'm full. Can't I read books?"

Catherine Bell looked at her son's bitter face and couldn't help smiling, "Half an hour. I'll ask Teddy to come over and turn off the lights for you in a while." Before Catherine Bell said anything, she saw Evan- A smug smile appeared on Bell's face. Without his usual demeanor, he really looked like a child. Of course, in Catherine Bell's eyes, Evan Bell will always be a little kid, forever.

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