Prolivon's 100-Year Brand Reappears on the Beach

In Shanghai, the storefront of LOFT, Prolivon, a fashionable new landmark transformed by an old factory building, is conspicuous and public. The delicately decorated interior space, together with the high price of commodities, make many people mistakenly think it is a Foreign brands. In fact, it is a home-grown Shanghai brand, and it has been 116 years old.

100-year brand regains new life

In 1898, a tailor named Tan Yuxian opened a cloth shop and a clothing shop at Daji Road, Huangjiabang Road, where he tailored clothing and customized it. He established a high-end route and named "Rong Shengxing." In that year, Tan Yuxian was 37 years old.

The customers are coming and the business is booming. Tan Yuxian is delighted. In 1901, Tan Yuxian formally launched his own clothing brand "Pullivan", and this name is derived from the superposition of two sons. Four years later, Rong Shengxing’s business has spread to various towns such as Wu Nie (Hua Dai), Qi Bao, Che Dun, Dong Ye, Da Hong and Ye Zhen.

In 1919, Tan Yuxian's eldest son, Runtai Zi, inherited his father’s business. Young people's keen sense of fashion made Pululvan seize the popular trend of becoming popular. The quick change of style led Pululvan to a 30-year glorious period. Later, the design style of Puluo Wen was gradually favored by many social celebrities in Shanghai, and it opened up the market of high society.

In 1934, Pullivan took a bolder move and made the entire beachwear industry feel fresh. That year, Pululvan held a grand "Autumn New Products Show" at Dahua Hotel, Jing'ansi Road, Shanghai. New listings, costume catwalks... The big news on the beach that year has been frozen in old yellowed photographs. Pullivan became an undisputable prostitute and became arguably the synonymous with "high-end fashion" on the beach.

Affected by the war, in the 40s of last century, Rong Shengxing was seriously short of fabrics and its sales plummeted. The high-end Pullivan stores have gradually become overwhelming. Afterwards, Rong Shengxing and its Puluo Wen gradually faded out of the stage of history.

In 2009, Shanghai Textile (Group) Co., Ltd. rebuilt and launched Pollivan with the image of a high-end brand, and took the English name “Prolivon” and split it into “Proven Live Fashion”. The Chinese meaning is “Life is supreme”. . The following year, the first Prolivon brand store was opened at LOFT, Shang Street, Jiashan Road, Xuhui District, Shanghai. At this point, this long-established high-end brand has re-entered the Chinese fashion scene.

“Now people can talk about French and Italian clothing brands, but when it comes to Shanghai clothing, there is no such representative brand.” said Xu Bin, deputy general manager of Shanghai Textile Fashion Industry Development Co., Ltd. However, it is not an easy task to break through the “local fashion” in the Shanghai market where major international fashion brands gather.

After the rebirth of the Pulilivan not only followed the high-end line of the last century, but also the integration of the international trend of the times, has captured many of the world's classic design concepts and fashion elements, featuring urban commuter style, advocating simple, atmospheric clothing thinking, blending The casualness of formal dress and casual wear has created a style that belongs to “the backbone of the city” and is quite international.

New bloom to win the future

Following the high-end line of the last century, Prolivon's “freshman” not only retained a long history of the brand, but also integrated into the trend of internationalization, injecting “fresh blood” into the brand. Speaking of today's Prolivon, Xu Bin said: "Now we have three aspects of cooperation with Italy. The first link is the cooperation in product development and design; the second is the quality of the international quality of the Italian studio we cooperate with. The third aspect is the purchase of finished products, such as leather shoes and ties, all supplied directly from Italy.”

It is understood that Prolivon Pollivan made product plans by its own designers during the design process, and the domestic and foreign design teams then designed specific styles according to the theme. Turning to Pululvan's own team of designers, Xu Bin said with pride: "Prolivon Pollivan's team of designers is mainly from Shanghai, has experience working as a senior brand, and now has about 20 local designers. The brand division that grew along with the brand won the championship last year in the national edition of the Master Contest held in Hangzhou."

Prolivon established in 2014 to build a brand that is both a local brand and an international trend. By insisting on cultivating a team of local excellent designers, it also employs contracted designers with world-class standards, and even the selection of materials is locked at the level of international brands. Customized suppliers. In the production process, Xu Bin introduced: “Some of the big manufacturers in Europe that have been severely affected by the global financial crisis have laid down their biggest names and become our factories in the world.” Many of the clothing production sites in Plulove are marked with Italy, France or Spain. Originally, these costumes were produced by Italian, French, and Spanish companies. They were then affixed with the trademark of Pullivan. These companies also made OEMs for the first-line international brands. Prolivon Pollivan chose to provide production for top-tier international brands such as MaxMara, Celine, Nina Ricci and other brands, and many apparel fabrics are directly targeted at some of the world's leading brands in the UK and Italy.

The Prolivon Pullivan after the combination of Chinese and Western styles has learned the foreign brands' experience in fashion trends, quality control and consumer demand. At the same time, it has attracted more and more domestic consumers. From the perspective of historical heritage, Prolivon inherits the exquisite and elegant style of old Shanghai, advocates simple and elegant clothing thinking, and combines the solemnity of formal wear with the casual wear. It is a “urban backbone” who loves fashion. Provide high-quality clothing, accessories and home products, and pay more attention to the quality and quality of the molding.

Xu Bin said: "In fact, there are not many old brands like Prolivon rooted in Shanghai, but they are excavated from the history of dust and have a firm foothold in today's market. This is not only the brand's Continuation is the enrichment of Shanghai's history and culture. A few years later, if you talk about Shanghai clothes, people's minds will immediately appear in the mind of Prolivon. This is success.” There have also been merchants who want to acquire Prolivon at a high price. Xu Bin believes that in Shanghai, a competitive venue for Chinese and foreign apparel brands, Shanghai's local apparel brands have been smaller, and maintaining the status of local apparel brands and highlighting authentic Shanghai fashion is what he really wants to do.

Prolivon has opened brand stores in mid-to-high-end shopping districts such as Hong Kong Plaza, Meiyi Town Plaza and First Yaohan in Shanghai, and will continue to expand domestic and overseas markets. At present, Prolivon is still in the brand cultivation period. Xu Bin said that Prolivon is in two steps, one step is to make arrangements in China, and the first step is to develop the shops in the first-tier cities. The second step is to leverage on development and adoption. Many foreign suppliers in their hands recommend products to all parts of the world. At present, Proluvian has already had agency intentions with three or four foreign first-line brands. Prolivon's original intention is to achieve a two-way agent after the conditions are ripe, and also invite the foreign brand agent Proloever brand.