Esprit发展史

SanFrancisconativeSusieRussell,21,slowsdowntopickupahitchhikernearLakeTahoe,California.DougTompkins,alsoage21,isahopefulOlympicskier.Sixmonthslater,theymarry.ThePlainJaneDressCompanybegins.DougandSusiesell40'sinspireddressesoutoftheirstationwagon.Anorderfor$15,000worthofmerchandisesetsthestageforfuturesuccesses.ThecompanyisincorporatedasEspritdeCorp.ThefirstgroupofdesignersstartsworkonthefirstEspritcollections.Esprit'sSanFranciscoheadquarters,locatedat900MinnesotaStreet,burnstothegroundinanarsonfire.Grandscalerebuildingbeginsimmediately.ConstructedofsalvagedDouglasfir,thespacewascreatedtobeanexhibitionspaceforDoug'sAmishquiltcollection,aswellastheheartandsoulofthecompany.SanFranciscographicdesignerJohnCasadocreatestheEspritlogousingastencileffect.Everyoneworriesthetriple-barEwon'tbelegibletocustomers.DougandSusietaketherisk.Thelogobecomesoneofthemostrecognizedandmemorableintheindustry.ThefirstEspritcatalogislaunched,breakingstodgymail-orderdesignconventions.ItgetsrecordresponseratesandmakesEspritahouseholdname.Thishappenswithouttheuseofadvertisingofanykind.EspritKidsislaunchedwithitsownmailordercatalog.NooneunderstandswhyEspritdoesn'tcallitsnewlineGirls.Whilelookingatphotosfromacompanyparty,DougrealizesthestyleofEspritemployeesisthestylethecompanywantstoconvey.Employeesareusedasmodelsinthecatalogs.Customersgettheirturninlaterseasons.TheRealPeoplecampaigngetsanenormouslypositivepublicreaction.AnabandonedtoolshedneartheSanFranciscooutletstorebecomesCaffeEsprit.Esprit'sdistinctivestyleisintegratedineverythingfromfoodpresentationtonapkinrings.Espriteyewearisintroduced,inconjunctionwithGermancompanyOptyl.Newanduniquematerialscombinedwithcontemporarystylingmakethiscollectionahugesuccess.EspritdevotesapageofitsseasonalmailertoaletterfromDougandSusieurgingthepublictoconfrontthegrowingAIDSepidemic.Outrageandpraisefollow.Esprit:TheComprehensiveDesignPrinciple,byDougTompkinsdebuts.ThebookdetailsEsprit'sworldrenowneddesignphilosophyintheareasofclothing,architecture,graphicsandvisualdisplay.Espritdedicatesanin-housedesignandresearchteamtoworkonmoreenvironmentallyandsociallyresponsiblewaysofmanufacturingapparel.Theteam'saccomplishmentsandcontinuingworkmaterializeastheEcollection.EspritintroducesitsfirstcollectionofDr.SeussproductsfortheFallback-to-schoolseason.Thecollection,featuringtheCatintheHatcharacter,includesapparel,footwearandaccessoriesforkids.T-shirtsandsweatshirtsforadultsareintroduced,andtheyeclipsethevolumeoftheKids'business.TheEspritcatalogreturns,featuringwhatpromisestobeoneofthemostsuccessfullinesevercreated.Espritonlinebeginsasaninformationalwebsite--agreatplacetolearnallaboutEsprit!InNovemberouronlinestoreopenstoravereviews.Customerslovethemostconvenientnewwaytoorderandthesitecontinuestogroweveryday.EspritBeachlaunches,makingwavesacrosstheswimwearscene.Thedesignsarefresh,wholesomeandclean;theyreflectthespiritoftheEspritbrand.Today,Esprithasover41freestandingstoresand200departmentstoreshop-in-shopsintheU.S.Ourproductsaresoldinmorethan44countriesworldwide.AsEspritentersthe21stCentury,wehaverenewedourdedicationtoexcellenceinproductdesignandmerchandising,storearchitecture,visualdisplayandadvertising-theareasthathavemadeEspritoneofthemostrecognizedbrandsintheworld.