This American brand has been in the Chinese market since its inception
It has been positioned in the high-end market
Clothes and shoes are not cheap
▲ 宁波门店（Hush Puppies）
Recently, though
The company launched a big promotion in the Chinese market
It attracted a lot of attention at once
It is reported that these days
In Chengdu, Shanghai, Shandong and other shopping malls
The sales area of the Walker is full of prices as low as one discount
Down jackets, jackets, sweatshirts, etc
Consumers flocked to queue up to buy it
▲ The above are screenshots of social platforms
Well-known big names are sold at a discount
A few months ago
Buying a few winter clothes in the store can cost tens of thousands of yuan
Now you can buy it for 100 yuan
According to reports, from April 11 to 12, the reporter saw in a number of physical stores that a large number of consumers poured in from 10 o'clock in the morning when the mall began to open, and by nearly 9 o'clock in the evening, the store was still full of people.
When there are the most people, it takes more than an hour just to queue up to pay. Some consumers said that a coat of several thousand yuan can be purchased at a discount, even if it is hot and squeezed, it is worth it; some consumers said that they have seen many people use woven bags to pack, and one person carries a few sacks.
▲ Image source: Screenshot of social platform
A consumer said: "The boxes of clothes were snatched up by everyone before they were hung on the stage." The consumer said that in the past few days, he has rushed to buy in many places and has bought more than 20 pieces of the brand's clothing.
▲ Image source: "Daily Economic News"
However, some consumers said it was "difficult to accept".
"It's really hard to understand why a T-shirt used to cost eight or nine hundred yuan, but now it's so cheap. Some loyal users said that they have bought tens of thousands of yuan worth of clothing at the brand over the years, and now they are "very hurt" and cannot accept the current "cabbage price" of the company.
The clerk said that he was busy until the evening to eat the first meal of the day, and in the past few days of promotion, the daily turnover in the store has almost exceeded 300,000 yuan. "We have an old customer who bought more than 20,000 yuan of clothing at one time, which used to cost at least 100,000 yuan. ”
Why the sudden sale?
In 1958, the American Wolflin Group founded the brand Walkers, whose products were mainly casual shoes and clothing, and then led the casual fashion in Europe and the United States for more than half a century. Celebrities such as Elvis Presley, the Rolling Stones, and Warren Buffett have all been photographed wearing Walker products.
▲ Image source: Walkers' official website
In the past, it was easy to pay thousands of dollars for clothing
Why is it now sold at the "fracture price"?
In this regard, a number of clerks told reporters that the brand's clothing was "very good", and some clerks said that their store had a turnover of more than 3 million yuan last year. I don't worry about selling but suddenly I have a big promotion, the main reason is "a new boss". "The current boss doesn't want this shipment. A clerk said that the store where he worked would be removed from the mall in the future.
When the reporter interviewed on the spot, he also encountered some consumers who said that the shopping money recharged before had not been used up, and some people still had thousands or even tens of thousands of yuan in their cards that had not been used.
For this sudden promotion
Some netizens said
"Missed a hundred million"
Some netizens also said
"This brand of shoes is ok
Clothes were average"
Some netizens called for rational consumption
"100% off if you don't buy"
It changed hands last year
On September 1, 2023, Garman Apparel announced that it would acquire the IP assets of Hush Puppies brand in Chinese mainland, Hong Kong and Macau with its own funds, including core trademarks such as "Hush Puppies" and "Hush Puppies", as well as 155 related trademarks in all categories and 2 patents, 4 copyrights, 6 domain names and other IPs. The total consideration for the transaction is US$58.8 million (approximately RMB 427 million).
On September 4, 2023, Garman Clothing said at a public event that it still has a positive attitude towards the licensees who have done better before, and is willing to continue to jointly operate the Walker brand with the existing model. However, if there are some partners whose business results are not satisfactory in the future, the possibility of taking the category back to self-operation is not ruled out.
In January 2024, Garman Apparel announced again that the transaction related to the acquisition of the assets of the company has been completed.
Source: Newsroom, 21st Century Business Herald, National Business Daily, Guangzhou Daily