esprit发展史PPT课件

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1、 San Francisco native Susie Russell,21,slows down to pick up a hitchhiker near Lake Tahoe,California.Doug Tompkins,also age 21,is a hopeful Olympic skier.Six months later,they marry.The Plain Jane Dress Company begins.Doug and Susie sell 40s inspired dresses out of their station wagon.An order for$1

2、5,000 worth of merchandise sets the stage for future successes.The company is incorporated as Esprit de Corp.The first group of designers starts work on the first Esprit collections.Esprits San Francisco headquarters,located at 900 Minnesota Street,burns to the ground in an arson fire.Grand scale re

3、building begins immediately.Constructed of salvaged Douglas fir,the space was created to be an exhibition space for Dougs Amish quilt collection,as well as the heart and soul of the company.San Francisco graphic designer John Casado creates the Esprit logo using a stencil effect.Everyone worries the

4、 triple-bar E wont be legible to customers.Doug and Susie take the risk.The logo becomes one of the most recognized and memorable in the industry.The first Esprit catalog is launched,breaking stodgy mail-order design conventions.It gets record response rates and makes Esprit a household name.This ha

5、ppens without the use of advertising of any kind.Esprit Kids is launched with its own mail order catalog.No one understands why Esprit doesnt call its new line Girls.While looking at photos from a company party,Doug realizes the style of Esprit employees is the style the company wants to convey.Empl

6、oyees are used as models in the catalogs.Customers get their turn in later seasons.The Real People campaign gets an enormously positive public reaction.An abandoned tool shed near the San Francisco outlet store becomes Caffe Esprit.Esprits distinctive style is integrated in everything from food pres

7、entation to napkin rings.Esprit eyewear is introduced,in conjunction with German company Optyl.New and unique materials combined with contemporary styling make this collection a huge success.Esprit devotes a page of its seasonal mailer to a letter from Doug and Susie urging the public to confront th

8、e growing AIDS epidemic.Outrage and praise follow.Esprit:The Comprehensive Design Principle,by Doug Tompkins debuts.The book details Esprits world renowned design philosophy in the areas of clothing,architecture,graphics and visual display.Esprit dedicates an in-house design and research team to wor

9、k on more environmentally and socially responsible ways of manufacturing apparel.The teams accomplishments and continuing work materialize as the Ecollection.Esprit introduces its first collection of Dr.Seuss products for the Fall back-to-school season.The collection,featuring the Cat in the Hat cha

10、racter,includes apparel,footwear and accessories for kids.T-shirts and sweatshirts for adults are introduced,and they eclipse the volume of the Kids business.The Esprit catalog returns,featuring what promises to be one of the most successful lines ever created.Esprit online begins as an informationa

11、l web site-a great place to learn all about Esprit!In November our online store opens to rave reviews.Customers love the most convenient new way to order and the site continues to grow every day.Esprit Beach launches,making waves across the swimwear scene.The designs are fresh,wholesome and clean;th

12、ey reflect the spirit of the Esprit brand.Today,Esprit has over 41 freestanding stores and 200 department store shop-in-shops in the U.S.Our products are sold in more than 44 countries worldwide.As Esprit enters the 21st Century,we have renewed our dedication to excellence in product design and merchandising,store architecture,visual display and advertising-the areas that have made Esprit one of the most recognized brands in the world.