Italian high-end Daning fashion brand REPLAY enters Jingdong

The cowboy is not only a costume, it is an eternal classic; the trend is changing, but the cowboy is never eliminated.

It seems that no trousers can be like jeans, and can capture people regardless of age, class and age, from gold mining miners to star appearances, from the upper class to the US president who is running for the election, without exception. Jeans, which originated in Italy but are popular in the United States, have left a representative design element in almost every era. In denim, from tannins to night knights, from retro to the 50s, these are the classic themes of denim, and are still popular in today's fashion world. It is through the constant reshaping and wonderful interpretation of these epoch-making design elements that the success of a top denim brand, REPLAY.

As one of Italy's top three denim brands alongside Diesel and Energie, its products are not only excellent tailoring, new designs, but also its long-lasting "quality", making it a professional " The sought after of the cattle breeder. What makes REPLAY so famous is that it uses more than 20 washing processes per product, and it has been built for more than 12 hours of continuous processing and long process, like stone grinding, sanding, special rinsing, Blue color and other crafts, even some luxury brand jeans can not match. Therefore, from the characteristics of washing and not falling, no brand can compete with REPLAY. In addition, REPLAY will eliminate the harsh fabrics and rough craftsmanship, using first-class fabrics and unique craftsmanship to ensure its extraordinary quality, and finally make REPLAY with outstanding washing effect and unique. The ultimate quality and strong personality style have become world-renowned and become the “fashion definer of high-end denim”, playing a pivotal role in the international denim trend change.

In terms of design style, REPLAY advocates casual and innovative, the brand is good at integrating natural wear, tear stitching, low waist, retro horn, slender curve, alternative sequins and other fashion elements into the cowboy, and bold use A variety of different design elements (leather, metal buttons, rivets, camouflage, lace). With classic colors such as blue, white and black as the main theme, REPLAY carefully polishes and finely cuts each denim piece, blending design ideas into the denim of the cowboy, creating an unparalleled classic.

Since its establishment in 1978, the REPLAY brand system has been continuously improved, and it has gradually formed a perfect denim clothing kingdom. Its star series is deeply loved by consumers all over the world, such as the exclusive high-end series WE ARE series; leading the new revolution in women's jeans field The TOUCH series; and the HYPER series including original denim and urban sports denim. REPLAY officially entered the Chinese market in 2012. With its excellent quality, unique design and perfect service, it was quickly recognized by Chinese consumers.

Ms. Ding Xia, Vice President of Jingdong Group, President of Fashion Business Department of Jingdong Mall, and Mr. Sheng Fang, CEO of Fanshang Clothing (Shanghai) Co., Ltd.

Today, in order to better serve Chinese consumers, on July 31st, the Italian brand REPLAY officially announced its presence in Jingdong, and held a new autumn and winter product launch conference in Shanghai with the theme of “No Rebellion and No Hero”. On the day of the event, Ms. Ding Xia, Vice President of Jingdong Group and President of Jingdong Mall Fashion Business Unit, and Ms. Nie Mengxiao, General Manager of REPLAY China Brand, attended the event and expressed their eager anticipation for the future cooperation between JD and REPLAY. Ms. Nie Mengxiao said: As an Italian high-end Daning fashion brand, REPLAY has been adhering to the brand spirit of casualness and innovation for a long time, and always insists on bringing classic, fashionable, innovative, high-quality and self-perceive products to consumers. This time in the Jingdong, REPLAY will bring a maverick style of Italian-style cowboys to the fashion-loving hipsters, and let consumers feel the Italian way of life.

In addition, the REPLAY's entry into the Jingdong platform also brought together the serial series of Karen Mok. The cross-border cooperation between famous actor and singer Karen Mok and REPLAY can be traced back to the beginning of the year. REPLAY invited Karen Mok and iHubb team to go to the fashion capital of Italy to experience REPLAY's passion for Tannin and explore the latest season of women's fashion. Participate in the creation of the design team. Based on his unparalleled sparkling stage experience, Karen Mok took inspiration from the butterfly stage styling and used “Farfalla” (Italian: Butterfly) as the design totem of REPLAY's new crossover series, drawing on the rich meaning behind the symbol and inspiring contemporary women to live. Fearless pursuit, the modern logo of modern self-expression. REPLAY x Karen Mok's cross-border cooperation series includes a long-sleeved T-shirt that draws on the simple modern Italian lifestyle concept and a new lace tannin trousers that are not traditional. The co-branded co-products will be launched in Jingdong.

Jingdong recently proposed the concept of the fourth retail revolution, emphasizing that the change in retail is actually a change in the retail infrastructure behind it. There are many new forms of future retail formats, but the infrastructure behind them will become more social and professional. The retail industry will evolve into an interconnected, shared ecosystem. Today's consumers are paying more and more attention to the expression of their own personality. Their focus has shifted from the common features of cost performance and product function to aesthetic characteristics, such as aesthetic design and value labeling. This also puts more emphasis on product and retail. High demand. Under such a background, the combination of REPLAY that emphasizes "Italian life" and Jingdong that emphasizes "quality e-commerce" can be said to be a strong alliance. When classic, fashionable and innovative high-quality clothing is successfully associated with JD's future retail infrastructure, I believe it will definitely bring a better shopping experience to consumers.

Let us look forward to the outstanding performance of the future REPLAY Jingdong flagship store.