Hot search! After the endorsement of La Chapelle's sub-brand expired, sh...

#Fast consumption eight talk ## Yang Zi ## Yang Zi v. La Chapelle's company was awarded 250,000 ## clothing ## September 16, factor brand Puella endorsement after the expiration of the portrait of Yang Zi was still used to pay 250,000 yuan, La Chapelle success on the first hot search. Beijing Business News reporter in Beijing court trial information network to see, recently, Yang Zi and Shanghai Youzhuang clothing Co., Ltd. network tort liability dispute in the first instance instruments public. According to the document, the plaintiff Yang Zi claimed that after the expiration of her contract as the spokesperson of the "Puella" brand sold and operated by the defendant, the defendant still used her portrait for advertising for two years without permission, and still promoted her as the spokesperson of the product, disturbing the rules of commercial endorsement and violating Yang Zi's portrait right and The court found that the defendant had used her portrait for two years to advertise the product and still promoted her as the spokesperson of the product. The court held that the defendant's use of Yang Zi's portrait in his online store without her consent easily led others to believe that Yang Zi had agreed to the defendant's use of her portrait for commercial endorsement, which constituted an infringement of Yang Zi's portrait right. The defendant's behavior did not cause Yang Zi's social evaluation to be lowered and did not constitute an infringement of the right of reputation. In the end, the court ruled that the defendant immediately removed Yang Zi's portrait from the store, made a public apology and paid Yang Zi 250,000 yuan in damages.Puella is a casual women's clothing brand under La Chapelle, and according to the sky-eye search, Shanghai Youzhuang Clothing Co. According to the official website, Puella brand style is fun design, artistic taste and healthy mentality. In Puella's Tmall flagship store, the products are mainly priced around one hundred yuan. Although it is a sub-brand, Puella has no small position in La Chapelle. According to the 2022 interim report, in terms of revenue capacity of each brand, the main brand La chapelle has the largest revenue contribution among all brands, while Puella's revenue capacity ranks second with revenue of 8.669 million yuan, accounting for 7.7%. Such revenue performance also led La Chapelle to place high hopes on Puella and classify it into the list of its rebranding strategy. In the earnings report, La Chapelle said, "The company is building a new Puella brand, whose brand positioning, product style and target clientele are more in tune with the trend and market rhythm, which is expected to help enhance brand vitality and business scale growth". In fact, since the official announcement of its delisting from A-share in April, Lachapelle has been promoting its rebranding strategy and seeking transformation. According to La Chapelle's plan, the main theme of the second half of the year is "metamorphosis", and the main operating brands La Chapelle, USHGEE and the new Puella will be repositioned in accordance with the basic strategy of "one brand, one strategy, primary and secondary division". It is hoped that through the construction of brand echelon, rejuvenation and quality, the brand will complete a new transformation. To achieve the above vision, La Chapelle has launched two new brands, USHGEE and EYEHI, through internal incubation and external cooperation, to reserve new business growth points for the future; it has also launched joint cooperation with Dunhuang Museum to promote the brand with the help of IP; and plans to increase the proportion of self-operated online business to attract consumers with a more youthful brand image and more high-quality and creative products. Lachapelle president Zhang Ying said in a media interview that Lachapelle will focus on building four main brands, the main brand Lachapelle will be more clearly positioned for young women aged 28-35; the core women's brand Puella is positioned as a casual trendy brand, in addition to USHGEE and EYEHI two new brands will be for professional women. "Our top priority is to reshape the brand image, and we will hire a professional team to shape the brand image ...... first to make the positioning, style and operation mode of these four brands solid, and then gradually develop other brands", said Zhang Ying. In the view of strategic positioning experts and founder of Jiude Positioning Consulting Xu Xiongjun, La Chapelle is transforming to an asset-light, high-margin, fast-turnover business model, and the brand rebranding is conducive to re-building the customer base and price positioning. However, the exposure of sub-brand infringement awarded during this period may affect brand reputation building. Bao Yuezhong, a new retail expert in the FMCG industry, said that the sub-brand infringement spokesperson was in the hot seat, reflecting the indifference of La Chapelle's legal awareness in brand