Chinese people often call "back to back", started in Italy in 1916, an internationally renowned sports and casual clothing brand, product positioning 18-35 years old energetic youth fashion people, with sports/fashion/sexy/taste brand concept well-known in the world
Kappa is an Italian sports and leisure clothing company founded in 1916 in Turin, northwestern Italy. Formerly known as a small company called M.C.T. The full name of the company is "Societa Anonima Calzificio Torinese". In 1993, Kappa was acquired by a consortium called Basic Properties, with the full financial backing of fashion brand Bentton, which strengthened Kappa and became the largest privately owned sports goods group in Europe. On February 9, 1999, Kappa went to the next level, becoming his sponsor of the Italian national football team, the world's top team, and the players were all superstars, which made Kappa Kappa famous. What's more, Kappa became the only brand that could put its own number on the Italian national team jersey.
The origin of the KAPPA trademark logo
In 1969, a couple of male and female models sat down to rest between work, and the photographer accidentally captured this image, thus giving birth to the world-famous brand logo. This romantic character mark has been used to this day and has become a visual symbol that has swept the world. Kappa is the 10th word of the Greek alphabet. Kappa's logo is pronounced Omini. The man and woman sit back-to-back because Kappa believes that men and women can share the joy of sports together. And both on and off the field, men and women should support each other to achieve their goals.
Chinese market - KAPPA
China Dongxiang (Holdings) Limited, Hong Kong Stock Exchange stock code: 3818, together with its subsidiaries (the "Group"), is a leading international sportswear brand in China. The Group is principally engaged in the design, development, marketing and distribution of branded sportswear. Since 30 May 2006, China Dongxiang has been the sole owner of the internationally renowned Kappa brand in China and Macau.
In April 2008, the Group took another important step with the acquisition of PHENIX Inc., which owns the KAPPA brand and the Phenix brand in Japan, opening a new chapter in China's multi-brand strategy. China Dongxiang will enrich its regional brand portfolio, expand the Group's product range, explore opportunities for the development of the ski and outdoor sportswear market in China, and further strengthen the existing R&D technology and capabilities of China Dongxiang by integrating the strong design and R&D capabilities and experienced R&D talents of PHENIX of Japan, so as to provide a solid platform for the long-term development of KAPPA and other brands in the Chinese market.
At present, the Group's products are warmly welcomed by the fast-growing high-potential customer base in China with their vibrant, fashionable and youthful image.
Brand positioning
KAPPA's brand positioning is sporty, fashionable, sexy, and classy, and its target audience is people aged between 18 and 35 who are vibrant, youthful and fashionable.
KAPPA was born in Italy in the late fifties of the twentieth century, and began to gradually develop into a well-known sports and leisure clothing brand in Europe in the sixties and seventies of the twentieth century. KAPPA's logo depicts two men and women seated back to back, representing sporty, youthful and passionate lifestyles.
At the beginning of 2002, China Trends brought KAPPA, which is full of romance and passion of Mediterranean blue, to China, and conveyed the new sports fashion concept to Chinese consumers. Since May 2006, China Dongxiang has owned KAPPA's brands in Chinese mainland and Macau, and has fully owned the comprehensive solutions of product development, marketing, sales organization and pipeline strategy.
