. One is Harbin, which is favored by southerners, and the other is Huanghe Road, Shanghai, which is surrounded by fans.
Although "Flowers" has come to an end, the excitement it brings continues.
The reservation for the true garden prototype hotel "Moss Saint Garden" has been scheduled for half a month.
Spare ribs rice cake has become an Internet celebrity delicacy, and the takeout search platform has skyrocketed by 670%.
The cooked food at Guangming Village Restaurant used to have to wait in line for three hours, but now you can only rely on scalpers to get it.
Even the men's clothing brand Montagut, which appeared briefly in the drama, set off a wave of memories online.
After watching TV, many people rummage through the boxes to find the same model.
On social platforms, everyone pieced together the glorious moments of Montagut: Shanghai’s top trendy brand, lululemon for dads; standard equipment for successful people, the first luxury product in life; saving three months of work to buy a T-shirt.
Surprisingly, the universal formula that drives old brands to become popular due to emotions failed in Montagut.
With this wave of wealth and wealth in his mouth, Montagut is rumored to have closed its last store in Shanghai.
With the enthusiastic consumption of netizens, it only brought a few thousand sales to Montagut.
Montagut, who has reaped the dividends of the times, why can't he even carry "Flowers"?
Today’s greasy old man’s shirt,
was once the standard for middle-class clothing.
Many people don’t know that Montagut, which looks a bit rustic now, was a top fashion brand in Jiangsu, Zhejiang and Shanghai thirty years ago.
How enthusiastic were people about Montagut at that time?
In the 1990s, the average monthly salary in Shanghai was about 300 yuan, and a flat house cost only 980 yuan, but a Montagut T-shirt sold for thousands of yuan.
Even if it is so expensive, there are still many young people who do not eat or drink, and save three months' salary to become a "Monttaggio boy".
At that time, wearing Montagut was a sign of successful people. Many Wenzhou bosses regarded Montagut as business formal wear.
As long as a man wears it, he will not have to worry about finding a wife and will directly stand at the top of the blind date market.
Montagut's clothes are not only the social currency of the boss circle, but are also very popular in the second-hand market.
A boss from the north told his story that his wallet was stolen when he came to Shanghai to discuss business. In desperation, he took off his Montagut shirt and hawked it at the Shanghai station. In the end, he exchanged 800 yuan for emergency help.
At that time, Montagut’s status in the Chinese clothing circle was no less than that of LV today.
But in fact, Montagut, which comes from France, has nothing to do with luxury goods, men's clothing, or fashion in its hometown.
Montagut was founded in 1980. It sells stockings and women's clothing for a living. It is only a "little transparent" in France, the fashion capital, with little fame and low sales.
Then why did it reach the top of the fashion circle when it arrived in China?
The answer is that Montagut took advantage of wealthy Chinese men.
Montagut creates luxury personas in all aspects from three aspects: channels, marketing and products.
The fourth-generation head of Montagut discovered after visiting China that people returning to the mainland from Hong Kong would bring souvenirs to their relatives. These "Hong Kong products" represent high-end and prestige.
This sales channel alone was enough to capture the vanity of the Chinese people at that time.
In 2009, the "China Market" magazine reported, "Let relatives bring back a piece of Montagut clothing from Hong Kong so that you can show it off in front of everyone."
In order to create a high-end personality, Montagut marketing is also willing to spend money.
In 1992, Montagut held a fashion show at the Portman, the most upscale hotel in Shanghai at the time. The ticket price was 75 yuan, and a show lunch cost 150 yuan, which was equivalent to half a month's salary for ordinary people.
In addition, Montagut’s biggest trump card is its products.
Montagut's hot-selling bright silk T-shirt has many unique selling points:
This shiny silk material is cold to the touch in summer and cannot be burned by fire;
The lights in the ballroom will shine particularly brightly on Montagut's little flowers, and the little flowers will be very bright. It’s bright and you don’t have to worry about your dance partner.Under the triple momentum of
, Montagut built itself into a popular fashion brand. Montagut's logo became a symbol of "worth" and firmly captured the hearts of wealthy bosses.
These middle-class bosses have become the wild spokespersons of Montagut. They have brought word-of-mouth and sales to Montagut by spreading it from person to person, not from male to female.
Montagut Highlights has 800 stores in China, which is eight times the number in France.
The originator of men's fashion brand, Hu Ge can't help him.
This time "Flowers" has made Montagut famous again, and many people want to pay for their feelings.
However, when I visited the online flagship store, I found that the styles and prices of Montagut were still hard to buy, and even giving them to my dad seemed a bit rustic.
The shiny silk polo shirt that was a hit in the past has only sold a pitiful 18 units.
, once the originator of men’s fashion brand, why has it fallen to where it is now?
After careful study, I found that Montagut today has two flaws. The biggest flaw of
is that it was defeated by fakes and piracy, and the brand was ruined.
As Montagut becomes popular in the Chinese market, the market is gradually flooded with counterfeit products and replacement versions.
On social platforms, many people said they still remember the price of Montagut imitations: "Back then, the original product cost more than 1,000 yuan, and the imitation product cost 50-150 yuan."
The streets are filled with fake blouses, causing Montagut to lose its original value. "Nobility" and "scarcity" have also lost a large number of high-end customers.
To make matters worse, the "Montagut" not only failed to make efforts to distinguish themselves from the copycat versions, but also made efforts to lower themselves.
Montagut, which has been determined to sell high-end men's clothing since entering China, has successively sold women's clothing, bags, children's clothing and even stationery, and has also opened flagship stores in different categories.
However, some of the companies behind each flagship store are from Yiwu, some are from Guangzhou, and some companies have been in the news twice due to quality issues, making the brand less powerful than before.
The second flaw: no fighting spirit, just want to lie down.
If "Flowers" hadn't been aired, if Montagut was taken alone and watched, most people's evaluation would be "cheesy".
Some time ago, reverse cross-dressing became popular on the Internet. No matter how young and beautiful college students are, they can't escape being greasy when they put on polo shirts and suit pants.
The accompanying text "When a man is over 20, stop dressing like a child" equates polo shirts with greasy earthy smells.
It can also be seen from the memories on social platforms that those who were once enthusiastic fans of Montagut have sold out the original "luxury goods".
But in Montagut's store, the most classic styles are still those from thirty years ago. Some of
's new products appeared in the live broadcast room, and they were even called "ugly" without mercy.
Even male celebrities who wear Montagut will be criticized mercilessly, "Isn't this just an old man's shirt?"
Montagut's recently launched promotional video in China was also criticized by professionals as a complete mess.
From the camera movement to the planning and even the background music, there is a sense of entertainment, which makes people feel that Montagut really has no money.
Montagut’s appearance on China’s publicity channels is difficult to describe, but it has actively “transformed” in its hometown of France.
Its new image in France is fashionable and fresh, and the iconic little flower has also changed to a more simple and restrained golden color.
In contrast, the old-fashioned business men's clothing it sells in China shows how flat it is.
This time "Flowers" became a hit, and some netizens were worried about it: All the wealth and wealth in the sky is on your head, why don't you take over! "
After the high-end filter has removed the charm,
Montagut is in urgent need of explosive products.
Montagut's experience is actually the epitome of a group of peers.
Montagut's popularity in China was actually preceded by a master, and it was Pilka. Dan.
Pierre Cardin entered China earlier than Montagut. At that time, Pierre Cardin held China's first ever international brand fashion show at the National Palace of Culture in Beijing, refreshing the Chinese people's understanding of fashion.
In the 1990s, the domestic market share once reached 40%, becoming synonymous with "high-end clothing", even mentioned in Zhao Benshan's sketches.
After Montagut entered China, it followed the path of Pierre Cardin, only targeting men's clothing.
There is also Diadona, which is as famous as Montagut. A pair costs more than 300 yuan. Because it is too precious to wear when traveling, it is called "travel shoes".
At that time, "a flower on the chest and a Diadona on the feet" had a status in the fashion circle that was no less than the three treasures of the middle class today.
The status of these high-end foreign brands in China is just like what was mentioned in "Flowers": "Montagut made most Chinese people start pursuing fashion brands for the first time."
In an era when fashion was still blank, Montagut. Pierre Cardin and Diadona once seized the "cognitive dividend" of the Chinese people.
However, with the development of China's economy, the awareness of Chinese people is constantly improving. For these foreign brands that are "resting on their laurels", has begun to be insufficient compared to the previous ones, and not redundant compared to the inferior ones.
Compared with real luxury brands, Montagut’s status in foreign countries in terms of storytelling and design is not as good as the “real luxury goods” that entered the market later.
In 1992, LV entered China. In 1996, Gucci and Hermès entered China. These luxury brands were unable to be established by the high-end people of Montagut.
Compared with the backward fast fashion and trendy brands, Montagut’s product strength and hot-selling power cannot be compared.
In the Chinese men's clothing circle, Montagut's opponents are entering the market one by one.
In 1993, Australia's Jeanswest entered China;
In 1995, Metersbonwe was born in Wenzhou, and the following year Semir also emerged;
In 1997, Wuxi's Heilan House directly called out men's wardrobes.
In 2000, Denmark's Jack & Jones entered China;
In 2000, Uniqlo, the cost-effective king, entered China.
Compared with these domestic and foreign fast fashions, Montagut’s status as the number one men’s fashion brand cannot be preserved.
From a product perspective, Montagut’s biggest selling point has also become ineffective.
When people discovered that Montagut's most classic shiny silk fabric was actually nylon, the so-called legend of being indestructible by fire became a pseudo-demand. After all, no one buys clothes now to avoid being burned.
Under the siege of various brands, Montagut's high-end filters were crushed, its fashionable design advantages were no longer available, and its products lacked new hits.
Under such circumstances, Montagnard, which still insists on lying flat, would not be as popular as "Flowers".
Conclusion:
Are Montaguts really hopeless?
The answer will not be so absolute. After all, the fashion industry is a cycle of reincarnation, and we never know who will suddenly become popular.
Like the "national brand" Ralph Lauren in the United States, it was once in crisis due to outdated design. However, in the past two years, it has reaped the dividends of the "old money style" and has been praised as an affordable luxury fashion item by middle-class girls.
On Double Eleven in 2023, Ralph Lauren’s official flagship store ranked seventh on the Tmall clothing store sales list.
Jackets, which were once criticized for being cheap and tacky, have become an outdoor hit this year. Not only has Arc’teryx become the top three treasures of the middle class, but even Chinese camels have experienced a surge in sales.
Just wants to be like these brands and go against the trend and become popular. Montagut also needs a moat of popular products, either like Ralph Lauren, it can capture some die-hard fans, or like Arc'teryx, it can have explosive technology that others cannot surpass.
Otherwise, those aging "Montagut boys" alone cannot support the Chinese market where there are always young people.
In the reincarnation cycle of fashion, resting on one's laurels is the biggest stumbling block.
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