W-FIVE男装简介.doc

W-FIVE品牌简介

品牌名称BRAND NAME：W-FIVE

创意总监 CREATIVE DIRECTOR：MIKE WU

品牌起源 BRAND ORIGIN：

出生于香港，因其家族从事服装纺织贸易生意，受其熏陶，其年幼时就对服装产生浓厚的兴趣，高中时在香港时装设计学院攻读设计专业，18岁赴澳洲RMIT艺术学院学习深造。毕业后MIKE WU受米兰VIA MONTE NAPOLEONE时尚买手们赏识, 邀请到米兰实习，期间与买手们参加伦敦、米兰、巴黎时装秀, 籍此接触到世界各地各大国际品牌及业内专业人士。

MIKE WU was born in Hong Kong. Influenced by his family business, he had developed a great passion in fashion design since he was very young. He was a student of fashion design in the College of Fashion Design of Hong Kong, he then went to the College of ARTs of RMIT in Australia to continue his further study. After graduation, his designs were greatly appreciated by the buyers from VIA MONTE NAPOLEONE, MILAN, he was even invited for an internship in Milan. During his internship, he had the opportunity to attend the fashion shows in London, Milan and Paris where he had gained profound experience and established contacts with professionals in the field and designer brands from all over the world.

2007年，MIKE WU受意大利SPAZIO PRIETELLI公司邀请与其合作, 同年于佛罗伦萨发布第一个个人系列，迅速受到了评论界及买手界的好评，成为佛罗伦萨最出色的华裔年轻设计师之一。
In 2007, MIKE WU was invited to enter a partnership with an Italian company named SPAZIO PRIETELLI. The same year, he had published his very first personal series, and has gained massive favorable view from critics and buyers in the field. He became one of the most outstanding young Chinese designers in Florence.

2008年，依靠个人积蓄及家族援助下MIKE WU在佛罗伦萨创建了个人品牌W-FIVE，主营时尚男装; 并于翌年在佛罗伦萨和米兰开设品牌体验店，在服装业界引起广泛关注。

In 2008, with the support from his family and his own effort, a men fashion-oriented brand, W-FIVE was established by MIKE WU. The next year, two concept stores were open, one in Florence and the other one in Milan, his moves have gained popularity.

2010年W-FIVE于意大利Cattolica开设首间品牌专卖店。 在W-FIVE的男装系列中，奢华的面料素材与精致的设计细节相结合，在延续传统的同时又表达出舒适愉悦，且符合实际生活中消费者的需求。产品除了一贯的简洁风格和对各种面料的娴熟运用外，还展示了设计师将色彩配置和样式风格完美糅合的设计才能。

In 2010, the very first W-FIVE specialty store was opened in Cattolica, Italy. The men series of W-FIVE, not only satisfying the realistic needs of consumer, it has extended traditional value, delightful, and it has brought luxurious materials and exquisite designs into harmony. The products, not only illustrated genuine character and sophisticated uses of elegant materials, but also demonstrated the ability of the designer to join-together the color and character.
2011年，顺应全球化浪潮以及整个时尚氛围的国际化，W-FIVE启动品牌全球销售计划，于新加坡、马来西亚以及泰国开设品牌专柜。MIKE WU以精致做工为特色的意式服装风格为设计基础，综合休闲与高级面料，结合东方人形体，并且融合中国传统文化中追求闲适、平淡的精神意蕴，设计出既符合东方消费者需求同时又反映国际时尚潮流的系列服饰。

In 2011, due to globalization and the internationalization of the fashion industry, W-FIVE had launched a global sales campaign. Shelves were opened in Singapore, Malaysia and Thailand to be competitive in the Asia market. New series were released. The design of the new series will still be designed based on Italian style, made with luxurious material. At the same time, it will fit the Asian body structure, blended with the traditional value of the Chinese, to reveal a peaceful mind state.

随着近年来中国大陆消费者消费水平的提高和消费理念的逐步成熟，越来越多的消费者需要更多能符合他们审美和品味的服装，来体现自我个性。而目前中国市场上国际奢侈品牌价格昂贵，设计服务精神理念突兀，而太多伪时尚、低品质产品远远达不到消费者的预期。MIKE WU坚信既有国际化又有中国文化内涵的设计师品牌更能够满足中国广大消费群体的需求。2012年W-FIVE在国内启动品牌拓展计划, 并于2013年携手国内工艺美术大师王向明先生跨界打造个性、品味十足具有东方文化元素的首间国内旗舰店。
With the rising consumption power and maturation of consuming pattern of the Chinese, there will be more and more Chinese looking for fashion which reflects their character. For the time being, luxurious brands in China are too expensive, and most of those brands are too low in quality, falsely claim to be trendy, providing very bad services. Thus, customers’ expectations are hardly satisfied. He foresees that the massive demand of the Chinese consumers can only be met by a design which a Chinese culture has blended with the international one. In 2012, W-FIVE had launched its sales campaign in Mainland China; and then MIKE WU has formed a cross boarder co-operation with the Chinese ARTs Master Mr. WANG XIANG MING, to build the very first unique and oriental cultural flagship store in the Mainland China by 2013.

品牌定位：轻奢侈男装品牌
设计抄袭、成本降低、品质下降，所谓的快时尚已经变成一种伪时尚！而高端品牌不菲的价格，泛滥的信息更是让消费者应接不暇，无法辨别！
W-FIVE轻奢侈男装品牌，推崇顶尖设计师原创设计理念，结合高端品质面料工艺，让时尚与品质二者兼得，呈现给消费者以优雅和品味的视觉感受。
从诞生之日起，W-FIVE就把发展的目标锁定为时尚与品质相结合，引用国际奢侈品牌的面料和制作工艺，辅以顶尖设计师品牌集成与消费体验为独特卖点，为每一个消费者带来独特、个性的品位体验。

Brand positioning: Light Luxurious Men.
Brand pirates, lower cost, and lower quality have made those quick trends become false trend! Extremely expensive luxury brand cannot be afforded by the local consumers. Overflow of information and commercials in the market has made consumers confused.
W-FIVE light luxury men series, to honor the dream of the top designer, blended luxurious materials and trendy fashion. Bring to consumer the unique experiences and elegant tastes.

Since W-FIVE was born, its goal has always been maximizing quality and stylish design. Customers will be provided with tailored services, their social status will be highly recognized, and they will be highly satisfied with our high end material, exquisite craftsmanship accompanied by massive experience of top designer

品牌理念：时尚象征、奢侈品质、原创设计师打造
W-FIVE品牌汲取欧洲近百年的服装精华，紧随国际男装流行趋势，结合东方人的形体特征，运用意式传统手工裁剪技巧精雕细琢，采取国际奢侈品品质面料工艺，打破高端奢华与伪时尚桎梏，用考究的品质、合理的价位为当今关注品质，注重个性品味的理性消费群体带来令人愉悦的时尚体验！

Brand’s concept: Trendy, Top Quality, Artistic Creation
W-FIVE has gained a century of experiences from the European Fashion industry, to pursue the trend of international men’s fashion, fits the body structure of the oriental, to perform an exquisite tailoring skills.
Using top material, exceeding the limitations of luxurious brand.
We will amaze our customers with the most delicate quality, reasonable pricing, and the most thoughtful and tailored personal service.

品牌愿景：在中国做一个创造者，同时也希望做一个服饰文化的传播者！
Brand’s goal: To be fashion leader in China, while spreading a fashion culture as well.

品牌文化：懂得感恩的人是快乐的！
Brand’s culture- Being thankful will make people happy.

品牌策略：通过中高档商圈商铺、百货商场、街铺专业门店体验及结合网络销售等一体化渠道同质同价销售。

Brand’s strategy: Provide consistent price and quality to consumers throughout middle and high end shopping malls, department stores, specialty stores and e-retailers.

消费群体：处在人生不同阶段，举止文雅、关注形象、乐享生活、心态年轻、富有活力，对品质和细节有着执着追求，热爱营造品质生活内涵的都市精英。

Target market: Well mannered, enjoy life, mentally young, energetic, have high expectation in quality and experience, city elite who constantly seeking for improvement in living standard.

品牌风格：简约舒适、优雅品位
Brand’s character: simple, genuine and elegant.

简约、舒适系列：简约而不失时尚体面的多元化风格定位，秉承完善的服务和卓越的品质，创造简约、舒适的男装系列。以实用主义与时尚生活交融的设计理念，没有繁杂的设计理念，突出简约大方，简洁中体现出服饰的高质量、高品质，同时对面料及细节一丝不苟的追求精神，让讲究简约、蕴涵时尚的风格的在你身上尽情展现，适应日常工作、社交以及户外生活等不同场合。

Simple, Comfy series: A simple style which has not lost its trendiness. Providing integrated services and outstanding quality comfortable men’s wear. To integrate pragmatism with trendy living, eliminate complication, projecting simplicity without losing its ground to high quality. Good for socializing, outdoor activities and daily life.

优雅、品位系列：通过规范面料、润色装饰，将超越传统服装概念的优雅渗透其中。而品位体现在设计上对细节的把握，每一个细小的局部和装饰均经过深思熟虑；在裁剪上要求精工细作，精湛手工、细节处理以及高超的裁剪工艺。成品造型优雅严谨、线条流畅、修身立体。色彩清新自然、剪裁经典雅致，让追求个性自由、简约明净、动感时尚的男士，再一次感受到一个全新自我的本质蜕变与品位升华。这种高贵绅士的着装态度适宜一天中的任何时间、任何场合。

Elegant, status series: To sift the best out. During tailoring, designing and making, every single step in each state was deliberately performed, craftsmanship must be delicate, cutting and sewing are beyond perfection. The final outfits are flawless. Masterpiece is the only word can be used to describe such state of the art products. Only those men equipped with very fine manner and have reached a certain social status are good enough to wear such extremely elegant clothing.