Morgan de Toi

On April 29th Mr. Olivier Dupuy explained to us the French Fashion-Label Morgan de Toi ".
Morgan belongs to the Beaumanoir Group which is a famous fashion group in France.
Mr. Olivier Dupuy said Beaumanoir’s　history and its growth, and also Beaumanoir had very rapidly become a world-famous and best brand of France. In addition, he explained all brands in Beaumanoir like Cache-Cache, Bonobo, La city, Bréal and Scottage as well as Morgan and the styles and ambiances and the marketing target of each brand and how many branches all over the world. Especially, he showed advertise videos made by each brand. The videos showed well their features. So we can understand their brands very well. It was very impressed for us.
Furthermore, he explained the distribution ways of the brands that launch into abroad, comparing wholesale, retail and license.
After presentation, Mr. Olivier Dupuy answered sincerely to all questions, even long or short!
About internship, Morgan is not that big in Korea now. So they have no internship program as yet, but he said they may have internship system later.

Morgan sells mainly their products on homeshopping with GS Shop in Korea.
So in that point, we presented about homeshopping as the main marketing strategy against the slump of fashion market.
Now in Korean fashion market, many brands have difficulty because of economic recession and spa brands' aggressive marketing.
Actually, the sales of Korean big fashion brands remarkably decreases or some brands become bankrupt.
Although Korean prefer foreign brands to Korean brands, foreign brands can also have difficuly about sales if they have no good marketing strategy.
Foreign brands have improved the existing strategy such as entering to department store but now they change their strategy for the consumers who want to shopping easier and more convenient. For example, offline to online or high price to reasonable price.
For that strategy, many brands choose homeshopping as a sales system!
With homeshopping, they can reduce all investment costs of entering to store, store management, destocking and advertisement. Morgan started selling on homeshopping with re-launching to Korea in 2011, they was a huge hit!
Now they appear consistently in homeshopping and have high sales.
But homeshopping needs changes also.
GS Shop employed Korean designer and he will launch a new line collaborated with Morgan.
and GS Shop uses an application on smartphone for purchasing their products easier and meeting Morgan more.
Morgan also chooses Korean actress as their muse so that they are more friendly to us.

40-50 year old women are not only consumers of homeshopping no more.
Homeshopping changes in many ways and appeals to various consumers.
In fashion distribution, they stand tall on the top so we think they still have development possibility.
Accordingly, Morgan also can establish themselve more in Korea.