HOLLWILL STORY品牌故事_我与公司品牌的故事
HOLLWILL STORY品牌故事由刀豆文库小编整理，希望给你工作、学习、生活带来方便，猜你可能喜欢“我与公司品牌的故事”。
HOLLWILL STORY City ——
Gap is a French city situated under the Alps, being the provincial capital of High Alps province, it has a population of 40,000.Gap has the unique climatic environment with long sunshine, arid air, mountains covered with snow throughout the year, surrounded by thick forest and green surface.There are more than 3000 botanical species in France, two-third of which grows up in Gap.In Canyon Shaw, with the original forest existing, there are signs of human life, such as gra, ruin, rope used for cutting trees, etc.The good protection of both natural and cultural atmosphere of the ecological system, providing scientists a valuable study and research place.Gap has special geographical location and have three very important natural protection agencies ： Ecrins National Park, Alps Plant Protection Institute, and Alps International Organization Secretarial Office.There was a 6 days-5 nights Hiking Trip organized by National Forest Office so that participants can enjoy the magnificent view of south hill of Alpes, such as plant, flowers, land, and forest, peculiarly grew here.In day time, traveler walked through the path led by a local tourist guide;at night, they stay in the rebuilt cabin on the way.Mountaineer Hubery Will, the founder of HOLLWILL, was born in Gap.Seeing his father and brothers’ inherent love and loyalty to nature, he became a great fan of outdoor activity at his childhood and always aimed at becoming a famous alpinist to explore the world of mountains.In 1973, at his age of 32, Hubery Will together with his partner conquered Mont Blanc, the highest mountain along France and Italy, with the height of 4810 meters, also the highest in Europe.After that, they succefully conquered Tako Mont Blanc、Mordy、Aiguilles、Doron、Welte, all of which are over 4000 meters.As a well-known alpinist, Hubery Will poe his distinguished adventure philosophy: Every thing was beautiful and nothing hurt.This unique theory can be explained as the origination form the romantic habitude of gual, also, Mr.Will was deeply affected by Eric Rohmer who is a French trendy stylist at the same era: claic, romantic, full of wisdom, counter cultured, relax but restrict, and sensitive, as his motto.From Will’s standpoint, climbing is not only a human behavior in expreion to challenge or conquest nature, but also a good experience to get closed to nature, even a cheerful journey for exploration and having fun.Some years later, Hubery Will conquered many well-known mountain one after another: Kilimanjaro of 5895 meters high and Saline Spring of 6893 5 meters high.Meanwhile, he was accredited as the aociate of International Mountaineering and Climbing Federation
Meeting Mrs.Right In July 1988, Hubery Will went to Denali National Park in middle south of Alaska, he was planning to climb Mount Mckinley, the highest in North America with 6194 meters high.Unfortunately, he failed to do so.However, he met his love for life there.A lot of mountaineer aggregate to Mount Mckinley every year, right here, Hubery met a young teaching aistant from Harvard University, Sandra, also an outdoor photographer in Mckinley.She was working on a project of photographing for climbing then.The two people came together as having same paion for outdoors, they talked and discued all the time when staying in Mckinley, later, they fell in love.After marriage, Hubery Will moved to Boston near Harvard Graduate School of Design.And he decided to establish an outdoor sport brand so as to share his climbing experience, technique, and fun to people who are also interested in that.Sandra likes to use the camera to record the charming scenery during climbing, identifying the dynamic moment.Thus, Hubery used paper-cut silhouette from one of his mountaineering posing-the dynamic moment-for the logo of HOLLWILL.HOLLWILL Brand HOLLWILL became very popular by youth and students as they thought the product is fashionable and inherent.HOLLWILL continued to enrich its product line from time to time, by spending time and effort in studying young people, it integrate product with trendy fashion, pioneer art, concept music out of ivy league traditions.“Everything Was Beautiful And Nothing Hurt” is the spirits of
HOLLWILL’s every single product, that leads to HOLLWILL’s succe in young people market.Everything Was Beautiful And Nothing Hurt is the brand value of HOLLWILL.When you walk in the HOLLWILL retail store, you will hear music collection, smell cologne permeated every corner, find good-looking sales people providing warm service.Sales representative is interactive through their charming smile, warm service and dynamic body language.It is a way to carry a distinctive charm of life, a kind of casual life style desirable for human.HOLLWILL develops two product lines: H-Line for casual wear, W-Line for outdoors sport, the two lines cover the integrated style of American claic, French romance, outdoor expertise and casual wear.Its target audience is people between 30-45 years old.A market survey indicated that most of the target audience still drees like 25 year old.Moreover, target audience at this age usually sticks to one brand(brand loyalty)a lot more than the younger people do.HOLLWILL points out that all the consumer wants is apparel with high quality and expreion of young mind.HOLLWILL has a clais motto from Eric Rohmer: “You are modern more than enough，you need to know how to avoid the influence of changing society.”Thus, HOLLWILL never chase the changing trend in fashion world and insist conservatism.HOLLWILL describes its consumer in modern city as the following: economically independent, free and graceful, highly confident, eager for high life quality.To deliver various aspects out of life-claics, modern, experience, grace, sexy and high quality of life-is HOLLWILL people’s commitment.There are three principles in HOLLWILL’s design: Mix and Match, Fitted Cutting, and Full Color.Mix and Match: A modernly designed, go easy with T-shirt, coat, and any other outfitter.Fitted Cutting: For example, a new type jean is designed to make up for the wearer's not-that-perfect body, so as to look better and fit.It can be said that in time, people would be this brand’s loyal customer.Full Color: you can make your own design for your day, different style and color;choose what you need for your personality.China Market
In 2006, Paddy Oswald Fashion Group took over HOLLWILL from Mr.and Mrs.HOLLWILL, bringing international market operation into the brand.In 2010, HOLLWILL officially entered China market.2010-11-30
HOLLWILL 品牌故事
加普市是法国高阿尔卑斯省的省会，坐落在阿尔卑斯山脚下，约有人口 4 万。加普有着 独特的气候环境，这里日照时间长，气候相对干燥，周围有绵延起伏的高山和常年积雪的山 峰，山上是茂密的森林，山下是广袤的绿地。据记载，法国共有 3000 多种植物，其中有三 分之二生长在这里。
在肖顿峡谷，既有原始森林，又有很多人类生活过的痕迹，如牧场、废墟、石磨，还有 以前采伐树木的绳索（因为没有路），及将树木运到山外的人工坝。这个被保护得既自然、又有文化氛围的生态系统，给科学家研究生态系统的变化提供了很好的场所。加普特殊的地 理位置，使这个不大的城市拥有三个很重要的自然保护机构：艾克兰国家保护公园，阿尔卑 斯植物保护研究所和保护阿尔卑斯山国际组织秘书处。
国家森林办公室有一个名为“寻找过去徒步旅行”的传统旅游项目，六天五夜，在当地
导游的带领下，旅行团沿着山间小路，欣赏阿尔卑斯南部山区的壮丽景致，了解这里特有的 植物、花卉和土地，以及森林重建的历史。夜晚，他们在过去的小山庄里歇息过夜，那里有 特意翻修的几间小屋。
HOLLWILL 品牌创始人 Hubery Will（休伯特·威尔）先生就出生在加普。耳濡
目染父兄辈对大自然的热爱与忠诚，喜欢户外运动的他，从小就立志当一名杰出的登山家，去探索世界各地的奇峰峻岭。
1973 年，时年 32 岁的 Hubery Will（休伯特·威尔），就和同伴一起攀登上位于法 国和意大利边境的阿尔卑斯山脉最高峰，也是欧洲第一高峰——海拔 4810 米的 Mont Blanc（勃朗峰）。后来，他们又再接再厉，先后成功登顶了塔古尔勃朗、莫迪、艾吉耶、多伦、韦尔特等 9 座海拔超过 4000 米的欧洲山峰。作为一名杰出的登山家，Hubery Will（休伯特·威尔）继承了高卢人特有的浪漫气 质，同时，深受同时期法国新浪潮旗手埃里克·侯麦的影响，“经典而浪漫、充满哲理而反 传统、轻松又严肃、多愁善感”的 Hubery Will（休伯特·威尔）形成了与众不同的探险
哲学——探索自然，发现乐趣。在他看来，每一次登山不仅仅是人类挑战自然的表现，或者 征服自然，超越自我的本性，更应该看做是一次人与自然的亲密沟通，一次探索自然，发现 乐趣的奇妙旅程。
此后几年，Hubery Will（休伯特·威尔）又先后登上了海拔 5895 米的乞力马扎罗 山和海拔 6893 米的盐泉峰，同时被国际登山者协会吸收为理事。
1988 年 7 月，Hubery Will（休伯特·威尔）来到美国阿拉斯加州中南部迪纳利国家 公园，准备登顶北美洲最高峰——海拔 6194 米的 Mount Mckinley（麦金利峰）。而这 一次，Hubery Will（休伯特·威尔）没能成功登顶，却意外收获了爱情。
Mount Mckinley（麦金利峰）是世界登山爱好者的汇集之地。和所有的浪漫故事一 样，Hubery Will（休伯特·威尔）在这里遇遇见了一位女孩，来自 Harvard University（哈佛大学）的年轻助教兼户外摄影爱好者 Sandra（桑德拉），她正在为《国家地理杂志》 拍摄一组登山主题的图片。两人因为共同的爱好而一见如故，相谈甚欢，迅速堕入爱河。结婚后，Hubery Will（休伯特·威尔）随 Sandra（桑德拉）定居波士顿 Harvard Graduate School of Design（哈佛大学设计学院）。并决定创立一个户外运动品牌，将 自己登山的经历、经验和乐趣分享给每一个人。
Sandra（桑德拉）喜欢用相机记录登山过程中那些迷人的景色，定格那些动感的攀登 背影。于是 Hubery Will（休伯特·威尔）挑选了她拍摄的自己登山的一张剪影照作为 HOLLWILL 品牌的 LOGO。
HOLLWILL 品牌推出之后，马上受到了广大学生和时尚青年的热烈追捧。因为他们 觉得，这个品牌的产品，既时尚又很有内涵，很合他们的口味。随着时代需求的变革，HOLLWILL 品牌也不断扩展自己的产品线，由于对年轻的人了解，HOLLWELL 将年轻人的时尚潮流、先锋艺术、概念音乐的美国常青藤校园文化也融入到了产品中。自始至终，HOLLWILL 都坚持把“探索发现的乐趣”和“分享爱”这一精神融入到每件产品中，融入到 每个生活细节中，并且屡获好评与成功。HOLLWILL 也逐渐蜕变为一个年轻人喜爱的时 尚户外休闲生活品牌（Lifestyle brand）。
Everything Was Beautiful And Nothing Hurt，探索自然，发现乐趣，分享 爱，就是 HOLLWILL 的品牌价值观。
精选的音乐震撼的在店里播放，令人蠢蠢欲动的古龙香水弥漫四周，精挑细选出来的每 个店员都是品牌的代言人（Brand Representative），其实就是一种平民模特，通过他 们的个性魅力、热情大方、有运动感的肢体语言，现场与消费者的互动游戏，让人难以忘怀。从而传递出一种独具魅力的生活方式，一种休闲的令人向往的时尚生活理念。
HOLLWILL 品牌坚持了 H-Line（时尚休闲风格线）和 W-Line（户外休闲风格线）
两大产品路线，将美式的经典休闲、法式的浪漫细节、专业的户外装备、时尚的休闲风格融 为一体——来源运动，高于休闲。目标锁定在 30 岁-45 岁的消费人群。市场调查显示，许 多 35 甚至 40 岁以上的男女依然作 25 岁左右的打扮，而且这个年纪的客层对品牌的忠诚度
更高，不像青少年那般善变。在 HOLLWILL 看来，消费者要的是高品质、流露年轻心态 的经典美国服饰。上等的全棉面料非常舒适透气，手感柔软。正面的文字 LOGO 的破旧处 理、贴布绣工艺，吸汗性也更胜一筹，不但充满时尚新意，也将穿着的舒适自然感受大大提
高。走美国街头随便风格（Casual Wear），深受青年喜爱。高品质的服装加上非常浓厚 的“美国学院气息”，也让它日渐赢得时尚名流们的钟爱。
HOLLWILL 把法国新浪潮思潮的旗手侯麦一句名言奉为经典：“不要怕自己不够摩 登，要懂得怎样去对抗时代的潮流。”所以，当每一季世界时尚风潮不停变化时，HOLLWILL 的风格巍然不动。可以说，HOLLWILL 一直坚守的“时尚保守主义”，在不经意间成为当代都市的主流生活方式。为所有生活在大都市里，经济独立，享受自由，优 雅自信，富有远见，追求生活品质的现代男女提供的系列服饰，多方位的传递出他们享受经 典与时尚的融合，体验，优雅、性感、高质量的生活趣味。
在款式特点上，HOLLWILL 坚持了三大原则：一是百搭/混搭（Mix and Match）。
简洁明快的设计理念，易与和任何服饰搭配，无论是 T 恤或是衬衫、外套都是不错的选择； 二是性感的剪裁（Sex clipping）。以牛仔裤为代表，绝佳的裤型设计，足以弥补穿着者的 身体曲线的缺憾。突出胸，腰，臀，完全贴身，性感不凡。可以说，只穿一次，就会成这个 品牌的忠实顾客；三是全码全色系供应款（Full Color）。与不同的上衣搭配不同的风格，浅色，让你青春活力，深色，又酷得特别。
2006 年，Hubery Will（休伯特·威尔）夫妇退出企业经营。Paddy Oswald Fashion Group（法国培迪奥斯维时装集团）全面接手 HOLLWILL 品牌国际化市场运营。
2010 年，HOLLWILL 品牌进入中国。
2010-11-30
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