Islay swells fashion down jacket in deep winter

In 2009, we saw Xia Yu and Yuan Quan, the golden and young girls who are rare in the movie and television industry, endorse a down apparel brand, Yi Laiyi. In this winter, they whipped up the “Lei Yi” wave of fashion down jackets. As the banner of Chinese down apparel fashion, the promise of the “Leiyi” brand is “Fashion look at me!”

Fashion Alay is a law:

Innovation, perseverance

Islay has not stopped the pace of innovation since its inception. It is the constant innovation that enables Islay to be unique in the down market and always remain the market leader. When summarizing its own corporate tenets, the company said: "Innovation is the life of Airai."

The birth of Islay fashion down apparel began with innovation. In 1998, the company’s general manager, Chen Fengzheng, was delighted with the completion of export orders for 150,000 garments. She tried on a down jacket and found herself wrapped in a bloated, downy jacket, though warm but not aesthetically pleasing. Chen Feng in front of the mirror suddenly wondered: Why can not let the down jacket fashion, do it thin and thin? Atletico’s attempt at fashion down jacket immediately started: traditional down jacket bloated and hypertrophy is because the pure cashmere content is too low, it will increase the cashmere content from 50% to 90%; the traditional down jacket will be drilled because the fabric is poor, try to use soft, anti-velvet, Ventilated DuPont fabrics; traditional duvet colors monotonous, they boldly through the combination of colors, design brilliant colorful fabric patterns. In this way, the first fashion down jacket was born.

However, any new product needs market recognition to have value. From 1998 to 2000, Islay was trying to open up new product lines and open up new markets while its export business was in full swing. Since the birth of the first Islay down jacket, Ilayyi has been promoting in major shopping malls in Shanghai and Beijing. The original no-name pawn has been recognized by some shopping malls, especially its high-end quality and unique fashion design style. It was dull at the time. The down apparel market has brought new highlights. Islay successfully knocked on the door of the Shanghai Wanshang Feather Expo and entered stores such as Beijing Saite and Xidan.

The small scale test of product innovation gave Ilayi confidence. At this time, Ilayi brewed a larger innovation. Create "ERAL" brand, import CI system, plan to develop domestic market network. Islay strives to create a brand image, strengthen design research and development, and make the style of the product constantly sought after by consumers. As a down apparel brand, Islay first introduced the concept of “design innovation” in the down apparel industry and put it into action. The first one put forward the idea of ​​“fashioning” the down jacket, changing the face of the down jacket as usual; it was also the first domestic reference. DuPont's professional fabric companies, but also first adopted a four-tier structure of the production process, put an end to the old hair down jacket. It is also because of dare to dare to do, Alayi brand in the industry as a fashion leader, in the market became synonymous with fashion down jacket. Alayyi’s leader said: “Ilayay’s success is relying on it to have a little more innovation and fashion than similar products.”

After the new appearance of Aiyiyi Fashion and Islay Yifangfang in 2006, it brought us innovative surprises. Fashion adds elegance and intellectuality to leisure, while home textile combines the symbols of fashion and sentiment in the simple Scandinavian style. In the depth of 2009, the spirit of innovation continues to add a more fashionable legend to Islay.

Fashion Alay is the second law:

Keep improving and perfection

All Airy people remember the words of general manager Chen Pin: “Quality cannot make a company prosperous and glory, but it can make a company lose money.” Ilayay adheres to the “100-year foundation, quality-oriented” basic principle, and the high-quality product is Islay. Stand out from the market guarantee.

“Excellence and perfection” is the entrepreneurial spirit that Ilayi engraved on the wall of the production workshop. It has always guided Alaiyi's work attitude, life accomplishment and the pursuit of an endless struggle. In 1999, a number of garments exported to New Zealand were found near the delivery date due to fabric differences in translation issues. They were unable to meet customer requirements. The company resolutely decided to reinvent the system and promised to use expensive air freight to guarantee delivery. The customer was very satisfied, and subsequently helped Islay find the buyer of the original shipment. A loss-making business can be dim, because Allais can regard quality as the lifeline and sincerely face customer's success.

Alayyi people are responsible for the customer, responsible for the company, responsible for their own responsibility for the work, profound understanding of the "quality is no small matter," the connotation requirements, the formation of a "focus on details" of the work culture. In 2003, Ilayyi's down jacket was greatly welcomed by consumers due to the change of its usual practice. But soon, the company discovered problems with product design and craftsmanship, namely the lack of tangent lines that caused the feathers to fall down, and the zipper on the placket was easy to clip. The company resolutely made a decision: First, the unconditional return, the second is to recover all the unsold products, and the third is to remove all the recycled products and no longer sell them.

Based on the enterprise spirit of “excellence and perfection”, Allaiy continues to invest in technological transformation, improve the internal management mechanism, import ISO9001 and ISO14001, strictly implement the standard operation, and vigorously upgrade the production level. This spirit is also reflected in other aspects of management, such as the design and layout of Ileai's shop window, Ilayi requirements not only creative but also very detailed arrangement and maintenance. Islay’s first flagship store is located in the most prosperous commercial street in Lishui. The appearance and interior decoration of the store are the most striking in the area. However, the consumers entering and exiting are not only attracted by their appearance but attracted by the products, and are attracted by their exquisite and original details. This kind of shop details management creates a terminal culture of experiential consumption for Ellery, which will increase the reputation of Ellery brand again.

details make a difference. With years of hard work, Airai has successively won the titles of "Chinese Famous Brand Products", "National Exempt Inspection Products" and "Zhejiang Famous Brand". Islay down jacket has 1600 exclusive outlets in 30 provinces, cities, autonomous regions and municipalities directly under the Central Government in China. In recent years, sales growth has exceeded 100%. Obtained a high market reputation.

"Elay" ERAL is "outstanding" in Japanese, and Airai Company explains the meaning of this brand with actions. At the end of 1997, Lishui Elaiyi Feather Co., Ltd. was established. At that time, there were only a few dozen employees and rented an old workshop of a discontinued company in the local area. Although the size of the company was small, Islay had already positioned the market for export processing and had a high starting point. High quality requirements. Thanks to its good quality, it has won the reputation of its customers and has established cooperative relationships with world famous brands such as POLO and BURTON. In 1999, Islay earned foreign exchange of 3.2 million U.S. dollars. When the export business showed a momentum of smooth development, Ailei chose a brand management model with its highly respected and persistent pursuit of the spirit of innovation. Adhering to the brand concept of “Brand-name life lies in quality and culture” and holding high the banner of fashion and quality, it has become a fashion leader in the Chinese down apparel industry. It has created a wave of down apparel fashion in China and has produced a profound impact on the Chinese down apparel industry. influences.

At present, Allais has achieved branding, specialization, standardization, virtualization, and leapfrogs to modern enterprise groups. Allaye owns five wholly-owned subsidiaries in Lishui, Pinghu, and Shanghai, respectively. Down clothing extends to women's and home textile products. Looking back at Islay's brand development history, Islay has established a specific market line in the fashion of down apparel. Today, it has fashioned a home textile and highly praised the fashion business. The core competitiveness of its products lies in its unique “fashion” temperament. Fashion is the style that all Areai products adhere to.

Fashion Ayle is the third law:

Culture gains momentum ahead of people

The cultural strategy is the most important strategy of Islay and it is also the most unique strategy of Islay. At the forefront of fashion, Islay’s internal management inherits the traditional Confucian “home” culture. Alayyi’s family culture has made the company a big family. The employees respect each other and love each other, creating a good working environment. In 2000, Ileai completed a batch of POO orders for 20,000 down jackets. After the box was filled, 100 hangers were found mixed. It is no easy task to re-match the 100 racks in tens of thousands of clothes and hangers, and it was close to work time. However, after the company's administrative personnel learned about it, they all took the initiative to stay and join in the work. The production department's staff also stayed silently and joined in the search for clothes hangers. By the early hours, work was successfully completed and customers were shocked.

In 2004, Ileai conducted a comprehensive summary based on the cultural factors accumulated by employees over the years, and developed the “Ilayai Corporate Culture Handbook” that reflects the company’s corporate values, and guided the Ilayi’s cultural appeal in a more concrete manner. In addition to the family culture, Alayyi's teamwork culture, innovation culture and humanistic culture have enabled Allaiyi employees to maintain a high work enthusiasm and entrepreneurial passion.

Ilayyi believes that "resources will eventually become exhausted and only culture will survive." Ailei believes that: clothing consumption is to meet people's consumer beliefs and aesthetic beliefs; and corporate brand name is derived from the product and above the product's cultural experience. Based on this understanding, Ellai constantly gives the brand new connotations and meanings, transforms the spirit and pursuit of Ellai into the demands and claims of the brand, and resonates with the consumer's inner experience, thereby gaining recognition and loyalty.

This culture flows in the blood of Airai. All this has become the source of Ilayi's continuous development and leading fashion. Islay down apparel, fashion and home textile products will surely become an important fashion force in the Chinese garment industry under the joint efforts of Airai.