Chapter 1942： relax your mind

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Catherine Bell is currently sitting in the studio on the second floor of Eleven Princes Street. In fact, Eleven Design has a dedicated office at No.10 Prince Street. The second floor of the house is more for Kathryn Bell's design work. room use, but the environment here is already familiar with Katherine Bell, so relatively speaking, she prefers to talk about things here.

Frank James and Teddy Bell were sitting in their studio chairs. Eden Hudson was away. He went to Palo Alto. Although neither Facebook nor YWHbe were listed, they both took on a lot. Pressure, of course, the most important thing is that after Eduardo Savalin has been silent for more than half a year, it seems to be moving again, and Eden Hudson must go there in person.

There was a "knock" on the door of the studio, and then the door was pushed open, and Evan Bell came in. "The recording is finished?" Teddy Bell asked when he saw that it was his younger brother. .

Evan Bell closed the door casually, "No, take a break in the middle." He walked to the center of the room, took a chair opposite Katherine Bell and sat down, "Why, are you still worried?"

Kathryn Bell and Frank James were discussing something on the computer, and when they heard the question, the two stopped temporarily, "No, that's just putting a few plans on hold." Some dignified expressions, but overall the spirit is still good. Compared with those investors who faced the financial crisis, Katherine Bell can even be said to be very relaxed. "Fortunately, the plan for further expansion, you called for a pause, otherwise the funds will not be able to turn around recently; it now seems that the plan to open the women's clothing department will continue to be postponed.

"November" men's clothing has developed rapidly in recent years. Last year, the year-end profit has crossed the threshold of 10 billion. If you just listen to this, people must be very stunned, Evan Bell can already be among the richest people in the world. But in fact, profit does not mean that all can go into Evan Bell's pocket. Even if Evan Bell is not taken out alone, in terms of the eleven design, the one that really belongs to the eleven design will not be Ten billion.

Just as movie box office dividends are divided into production companies, distribution companies and theater chains, production companies are also divided into producers, directors, actors and other parts, and the same is true for fashion. "October" men's clothing opens a flagship store, so the cost of rent, property tax, store maintenance, clerk employment, warehouse leasing, etc. is not a small amount; similarly, "October" men's clothing is stationed in major department stores, so the department stores also need Profit sharing is an expense in addition to fixed expenses such as store rent. In addition to the worldwide transportation, warehouse, customs, tax and other expenses, in fact, the book said that the profit in 2007 was over 10 billion, but in the end it belonged to the eleven design, and it was only 3 billion.

Three billion dollars, this fee sounds like a lot, but in fact, it requires a new cycle. Participating in a fashion week every year also requires expenses, not to mention the expenses of various parties in the fashion industry. These expenses are small; and the investment in new product development is the real highlight. Catherine Bell is only responsible for design, then design it out The subsequent production process requires an expenditure first, and once the sales are not good, these goods will even face the consequences of not being able to sell even if they are discounted. When the "November" men's clothing first came out, the design style was always controlled. Within a certain amount, that's why.

Therefore, on the whole, the funds that finally fall into the eleven design pockets each year are still some distance away from the threshold of one billion. Even so, Eleven Studio has acquired Pixar and established Eleven Publishing, and now it will continue to improve. It can be seen that the money Eleven Design has earned in the past few years is also left behind. Not much.

However, Eleven Design is currently the most profitable department of Eleven Studio. This is not a lie. At present, Eleven Design has settled in large department stores all over the world, and flagship stores have also established a firm foothold in major cities. Originally, Frank James planned to take advantage of the momentum of the Olympic Games this year to go a step further and increase the number of flagship stores of "November" men's clothing to thirty. However, this plan was stopped by Evan Bell.

What Evan Bell told Catherine Bell and the others was that the development of "Eleven" men's clothing in the past two years has been a little out of control. Although the overall momentum is still very good, if you act too hastily, it will be easy to lose more than the gains. 20 Fei Nian does not need to rush to expand, but it is more appropriate to stabilize and settle for a year.

This makes sense. After all, a top brand like Chanel has acquired its current status through time accumulation, and it has been less than five years since the development of Eleven Design, and it already has such a scale. Although it is said that Eleven Design has been controlling the speed of development, I hope not to rush for quick success, but from the current situation, it is still developing too fast. So after Katherine Bell discussed with Frank James, she temporarily put the expansion plan of the flagship store on hold.

In fact, Evan Bell remembered the global economic crisis after 20 years. In this economic crisis, China suffered the least fluctuation, and the whole development situation was relatively stable. This is why the United States has been forcing the appreciation of the renminbi. , so Evan Bell didn't feel that deep in his last life. But now Eleven Design is based in the United States, which is the whirlpool of the economic crisis, so Evan Bell still hopes to be more stable. Sure enough, the current situation proves Evan Bell's concerns are correct.

Since the plan for the flagship store was suspended, Kathryn Bell and Frank James began to discuss getting involved in the field of womenswear design.

In fact, Eleven's design involves things other than men's clothing. It has always been planned. The "perfume" was an attempt at the beginning, and Catherine Bell has also put a lot of effort into accessories in recent years. Of course, the exploration of Eleven Design in other fields is not to prepare for Eleven Production to open up the peripheral market in the future. The peripheral value of Pixar must not be underestimated. Naturally, Teddy Bell will not always cooperate with Disney, and ultimately he has to grasp it. in their own hands. Therefore, Eleven Design has been brewing and began to set foot in the field of women's clothing, mainly because Catherine Bell wants to try more, but she has not been ready, and the plan has not been launched.

Kathryn Bell originally planned to try out the design of women's clothing at the February fashion week or October fashion week in the Z fierce year, and then make further plans after seeing the market reaction, but now that the economic crisis has suddenly erupted, it is obviously not to open up a new market. It's a good time, Katherine Bell and Frank James are discussing today, whether to delay this plan a little bit, and Teddy Bell is here to come up with a plan.

"The problem of women's clothing mainly depends on the positioning problem. No matter how difficult the economy is, food, clothing, housing and transportation are always indispensable, but in the ranks of luxury goods, the market may be temporarily silent for a while." For this point, even Evan Bell Not to mention, Frank James and others also know that the big brands that are active in the market now have experienced fluctuations large and small. When the economy is difficult, the decline in sales is inevitable, so how to grasp the psychology of consumers , Even if the economy is not rich, it is still possible to allocate a cost to invest in clothing, which depends on the ability of major brands. So Evan Bell will say, the main problem is positioning.

Katherine Bell rubbed his brows, hinting to relax himself, "Men's clothing is now positioned as mid-to-high-end. In fact, in men's clothing, except for formal clothing, our prices are now relatively high in the market. However, the trend of women's clothing has not yet been determined, after all, it is not so easy to open up a new world from the field of women's clothing." In fact, in recent years, women's clothing has always tended to be simplified. Last autumn and winter began to rise strongly. Teacher Alexander-Wang is this route, and the overall price is mostly mid-range. Therefore, if Catherine Bell wants to involve women's clothing, she must have a clear idea from the beginning of positioning.

"That's why I thought, this economic crisis is a wake-up call for us, so don't be too anxious. It's not a problem to postpone it for a while." Katherine Bell didn't know whether she was persuading herself or others. However, his expression was indeed much more relaxed.

Evan Bell laughed, "Then take it slow.

There is no need for us to be in a hurry. "In fact, for a clothing brand to become really strong, there must be long-term cooperative processing factories around the world From design to clothing to transportation to sales, a complete chain must be formed. Now "Eleventh "Men's clothing is far from this level, so it doesn't hurt to slow down a bit." Catherine, relax your mind, you don't see the development speed of Eleven production and Eleven music has not been slow, you Eleven If the design runs too fast, the staff will be out of balance.

Evan Bell's teasing made everyone chuckle, and Catherine Bell also showed a rare smile, "How can there be a comforter like you." Although this is said, Kathryn Bell also wants to understand, now The Eleven Studio is at a critical moment, just like DreamWorks in its peak period. Everything has reached the best moment, but it is still a long way from the real big company. If it can break through, it will be a great road , On the contrary, if it is too hasty, it will outweigh the gains, and the ending of DreamWorks now is vigilance.

Thinking of this, the last trace of tension and worry between Catherine Bell's eyebrows disappeared quietly. She looked at her younger son, "I'm not recording an album recently, how is it going?"

Although the recent economic crisis hit, this does not directly conflict with Evan Bell's release of an album, and he has always been very comfortable at 10 Princes Street. "Everything is fine, except for Claire's screams, everything is fine." Claire Dyce, as the representative of Warner Records, learned that Evan Bell was starting to prepare a new album, and was naturally beyond excited.

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