08-07-2013, 12:39 AM
Hi Greenrookie,
I started my leg work yesterday by making a visit to an Eratat outlet which is situated at 3rd Floor of Oriental Shopping Center in Xujiahui - one of the more popular shopping areas in Shanghai. This shopping center is situated opposite Metro City - which belongs to Metro holdings, Singapore.
Chinese web page of the shopping center for those who could read Chinese:
http://www.bldfqj.com/
Level 3 is designated for selling men apparels from mid to high end category - some of the brands include
Hugo Boss
Cerruti 1881
Tommy Hilfiger
D’urban
Worsley
DAKS
Bean & Pole
Plus other less expensive local brands
Pricing of Eratat products:
Only Summer Collections are being sold at the moment – Short-sleeves shirt including T-shirts, short-pants, long pants, belts and suits.
Cheapest item = RMB 279 for a T-shirt
Not many items are priced below RMB 400
Most items are priced in the range of RMB 500, 600, 700, and 800..
There were less than 10 pairs of suits on display, priced at more than RMB1000 but less than RMB 2000
The most expensive item I spotted is a bag priced at RMB 2780
(Please note; generally summer wears are relatively less expensive compared to spring/autumn/winter wears)
I spent about 30 minutes in the shop and during this period there were about 6 to 7 shoppers went through the shop – a few were just browsing without making any enquiry, the others did ask the shop assistant questions. Only one shopper ended up making a purchase.
I was a bit amused by the shop assistant when she told me that Eratat was a UK brand. But when I looked at the tag/label attached to its merchandise, to my surprise, the tag has the following printed on it:
Eratat Int'l Co., Ltd
30 Ironmongers Place, London, E14 9YD (printed in English)
Distributor: Eratat Shanghai…………….
Subsequently, I did a google search on “Eratat Int’l Co Ltd” and found the following link
http://www.trademarkuk.info/tm/2559271/eratat
Questions:
1) It seems like there is a brand identity issue here.
2) Is Eratat “faking” its “brand nationality”?
3) What exactly is “brand nationality”? – the perceived national of the brand.
4) Eratat was a Chinese owned company and therefore considered a Chinese brand prior to listing. After listing, technically,one could argue that, in the eyes of the Chinese laws, Eratat is a Singapore company – since all of its subsidiaries in China are WFOEs – Wholly Foreign Owned Enterprises- owned by its Singapore parent company. Should it still be considered a local Chinese brand?
5) Having successfully registered its trademark in the UK, can Eratat then legitimately market itself as a UK brand to the Chinese consumers? If the answer is yes, it would mean good news. If the answer is no, it would mean troubles.
Overall, here are my takes on Eratat Premium: (my view could be subjective as each of us has different taste and consumer behavior)
1) From its pricing positioning alone I would not rank it as high end – high end luxury products are normally priced in the thousands - RMB.
2) Quality wise – it looks and feels good - not the finest
3) Design and cutting – looks very trendy
4) Color – lots of black, grey and white – there are other colors but few.
5) Putting price, “brand nationality” aside, I think the products would appeal to certain consumer groups in the market. Taking all into consideration including – brand, price, quality, design etc – what fraction of those who like the products would buy - I really don’t know - at least I have seen one purchase made. If the sales figures of the Premium Series as reported in the financial reports were “real”, one should be pleased about the achievements – after all, we are talking about new products. .
6) IMO, legal risks exist on the “UK Brand nationality” issue.
You have raised some good points on the SAFE issue. I would seek further clarifications from some accountant friends and would comment later.
(not vested)
I started my leg work yesterday by making a visit to an Eratat outlet which is situated at 3rd Floor of Oriental Shopping Center in Xujiahui - one of the more popular shopping areas in Shanghai. This shopping center is situated opposite Metro City - which belongs to Metro holdings, Singapore.
Chinese web page of the shopping center for those who could read Chinese:
http://www.bldfqj.com/
Level 3 is designated for selling men apparels from mid to high end category - some of the brands include
Hugo Boss
Cerruti 1881
Tommy Hilfiger
D’urban
Worsley
DAKS
Bean & Pole
Plus other less expensive local brands
Pricing of Eratat products:
Only Summer Collections are being sold at the moment – Short-sleeves shirt including T-shirts, short-pants, long pants, belts and suits.
Cheapest item = RMB 279 for a T-shirt
Not many items are priced below RMB 400
Most items are priced in the range of RMB 500, 600, 700, and 800..
There were less than 10 pairs of suits on display, priced at more than RMB1000 but less than RMB 2000
The most expensive item I spotted is a bag priced at RMB 2780
(Please note; generally summer wears are relatively less expensive compared to spring/autumn/winter wears)
I spent about 30 minutes in the shop and during this period there were about 6 to 7 shoppers went through the shop – a few were just browsing without making any enquiry, the others did ask the shop assistant questions. Only one shopper ended up making a purchase.
I was a bit amused by the shop assistant when she told me that Eratat was a UK brand. But when I looked at the tag/label attached to its merchandise, to my surprise, the tag has the following printed on it:
Eratat Int'l Co., Ltd
30 Ironmongers Place, London, E14 9YD (printed in English)
Distributor: Eratat Shanghai…………….
Subsequently, I did a google search on “Eratat Int’l Co Ltd” and found the following link
http://www.trademarkuk.info/tm/2559271/eratat
Questions:
1) It seems like there is a brand identity issue here.
2) Is Eratat “faking” its “brand nationality”?
3) What exactly is “brand nationality”? – the perceived national of the brand.
4) Eratat was a Chinese owned company and therefore considered a Chinese brand prior to listing. After listing, technically,one could argue that, in the eyes of the Chinese laws, Eratat is a Singapore company – since all of its subsidiaries in China are WFOEs – Wholly Foreign Owned Enterprises- owned by its Singapore parent company. Should it still be considered a local Chinese brand?
5) Having successfully registered its trademark in the UK, can Eratat then legitimately market itself as a UK brand to the Chinese consumers? If the answer is yes, it would mean good news. If the answer is no, it would mean troubles.
Overall, here are my takes on Eratat Premium: (my view could be subjective as each of us has different taste and consumer behavior)
1) From its pricing positioning alone I would not rank it as high end – high end luxury products are normally priced in the thousands - RMB.
2) Quality wise – it looks and feels good - not the finest
3) Design and cutting – looks very trendy
4) Color – lots of black, grey and white – there are other colors but few.
5) Putting price, “brand nationality” aside, I think the products would appeal to certain consumer groups in the market. Taking all into consideration including – brand, price, quality, design etc – what fraction of those who like the products would buy - I really don’t know - at least I have seen one purchase made. If the sales figures of the Premium Series as reported in the financial reports were “real”, one should be pleased about the achievements – after all, we are talking about new products. .
6) IMO, legal risks exist on the “UK Brand nationality” issue.
You have raised some good points on the SAFE issue. I would seek further clarifications from some accountant friends and would comment later.
(not vested)