Min Faction Fashion Leisure Brand Three Jump "Longmen"

Fujian style fashion leisure brands are gradually becoming mature.

September has passed, another season.

North Jiangsu, Zhejiang, YOUNGOR, Taiping,

Brand new market demand, brand positioning, fashion brand in Fujian is aware that only one way out is different.

threshold

One

threshold

Two

Channel mode flat

Case study

Grasp the trend of product development

The lack of the right to speak in fashion has always been a pain in Fujian clothing enterprises.

Jiang Hengjie, executive vice president of the China clothing association, once admitted that the whole Chinese garment industry is a follower of the western trend and even the trend of Japan and Korea. The independent brand is not even recognized by the domestic high-end consumers.

"In China, the first place to perceive the international trend must be in Shanghai and Guangzhou."

An insider pointed out that in the grasp of the trend, Fujian style clothing is in a weak position.

On the one hand, it is congenital deficiency. On the other hand, consumers have grown up to have their own ideas about the trend. They never care about the style of clothes before, so ZARA and H&M have swept China.

In the face of this market demand, the time that we once relied on one style to eat the world has gone forever, especially fashion and leisure brands. Their target consumers are more picky and more opinionated, and fashion brands are faced with the "tide men" who pursue individuality.

Product development has become the biggest obstacle to Fujian style fashion leisure brand.

{page_break}

In this regard, Fujian style fashion leisure brands are willing to spend large amounts of money on "foreign aid". R & D design goes abroad, leaving manufacturing behind, becoming a common practice.

"This will not only keep pace with fashion trends, but also take advantage of Quanzhou's traditional industrial chain."

Liu Hong, director of the brand, said.

HOPERISE originated in Germany, and its design team is also active from Germany. CABBEEN moved to R & D in Guangzhou a few years ago, and now it is among the best in the fashion and leisure sector. Wolf Road and wolf family have also set up R & D centers in Guangdong to cooperate with Fujian.

In addition to inject more powerful design power, Fujian fashion leisure brand is also constantly innovating product development mode.

The JIM S2011 spring and summer new product conference was invited to participate in the supplier's participation. Xiao Bing, the brand marketing director, said that the joint participation of suppliers will help them understand the tone and future development direction of the brand, and help them to cooperate with the brand.

The speed of response to fashion is the most concern in the development of fashion casual brand, which is why fashion casual brands usually pursue "fast fashion".

Now, some enterprises such as marasini, the British firm, and so on are gradually improving their reaction speed through trial marketing and chasing the bill.

"We have adopted a large software system to achieve rapid data response from terminals, headquarters and suppliers."

Tian Weinan, manager of the new development department, said that nowadays the British upstarts can collect the sales and inventory data of each style in real time. After receiving the data, the headquarters will immediately conduct data analysis, including which styles and which colors are good at the regional sales, and then compile the statistical results to the suppliers so that the suppliers can prepare the materials.

When the world of men's clothing is still in the world of business casual wear, the industry generally thinks that "channel is king". Under the guidance of this concept, a few years ago, the commercial casual men's wear brand has been fighting quickly, and has been able to stand firmly on the ground floor terminal, and has also seized a number of agents and distributors.

Today, the market has burst out of fashion and leisure needs, but fashion casual men's way to enter the terminal mode, but still needs to be explored.

"The mode of going to the province and opening the floor is no longer suitable for fashion leisure brands."

Liu Hong, the brand director of mcasasini, admitted that because of the different product character and different times, the fashion and leisure channel mode will be "very different" in business and leisure.

Its main performance is that fashion and leisure brands generally "flatten" the channel.

The channel is flat and the channels of fashion and leisure brands are generally started from shopping malls, which are closely related.

"Once a brand enterprise enters a shopping mall, it has to do its own thing, because the profit margin and operation mode of the mall make it difficult for dealers to have profit margins."

Mr. Lin talked about it.

"Occupy the shopping mall channel is also a very important significance is to establish an image, fashion casual brand consumers usually more because the terminal image, terminal location of the market to identify a brand, so the shopping mall is our main channel."

Xiao Bing, marketing director of JIM, said S.

At present, the operation modes of brands such as Gao Er Pu, Ma Cassini, JIM 'S, HG are all in the core business circle or good commercial city, layout some direct battalion terminal, do the image and sales well, attract a batch of franchisees through the demonstration role of these image shops.

It is under the influence of this way of operation that at present, only 20% of the terminals are in the terminal of Gao Erpu, while there are only two provinces in mcarasini.

Ding Feng, general manager of Fujian Xing Shang Trading Co., Ltd., who is in charge of L2 Fujian market, also said that L2 will choose some good shopping malls to develop terminals in the second tier cities.

Even in order to adapt to the business of the shopping mall, "L2 will store the store according to the uniform style of the department store. If this floor is dominated by men's formal brand, our store will be professionalized, and the scene of the fashionable workplace will account for 70%. If this floor is dominated by casual wear, our store display will tend to be casual and party."

Lu Yao, general manager of L2, said.

In a sense, very fashionable things can not be very popular in themselves.

Therefore, the fashion and leisure brand brand promotion way can not be as large as commercial leisure brand in CCTV smashing advertising, which is the consumer object of fashion and leisure brands.

Perhaps because of the fashion of the target consumer groups, the "creation" of these fashion and leisure brands has also started to be "very fashionable".

For example, we should take advantage of the opportunity to carry out event marketing related to public welfare and environmental protection.

"Use differences, participatory, interactive experience and communication to create an unbreakable relationship between brands and consumers, and then make more precise dissemination of the brand."

For markasini's environmental marketing of body painting last year, the company's president, Ding Jing explains.

HOPERISE chose the youth idol drama, such as "happiness must be strong", "watching meteor shower together" and so on, through the implantable marketing, "moistening things silently", to cultivate consumers' awareness and interest of their brands.

For the promotion of fashion and leisure brands, Xiao Bing believes that it can no longer advertise naked as commercial leisure brands, but should adopt a more "restrained" way, so that when we do not express, let consumers take the initiative to understand us.

Xiao Bing introduced JIM, S, to promote its brand through shopping shows.

Some people in the industry believe that the promotion of fashion and leisure brands should be CABBEEN.

Its debut in Beijing fashion week for many years has already laid the leading role of CABBEEN in the domestic designer's brand.

In addition to the show, CABBEEN still has many "hidden" brand promotion methods, for example, let CABBEEN appear in the city pictorial and other fashion magazines, so that Male No.1 wearing CABBEEN costumes appeared in the Hawthorn love premiere and so on.

And CABBEEN has just invited the new director to shoot the advertising blockbuster, through the story telling, after its terminal broadcast, is also resonated with the consumers.

"These activities are different from holding their own special conferences. The former is a public relations promotion campaign that develops to a certain level, promotes culture, and brings new vitality to its brand culture."

"CABBEEN," Yang Ziming said, CABBEEN held 4 "CABBEEN LOHAS Knight night" last year to cooperate with CABBEEN 2009 autumn and winter design theme "LOHAS".

{page_break}

threshold

Three

Minority's brand promotion methods

GXG professional people do professional things.

In the past 3 years, the fashion brand GXG has successfully entered the mainstream market in the north and south of the Yangtze River.

In fact, GXG is not only a legend, but its success has its pattern to follow.

When GXG is killing all over the world in three colors, black and white, we are also amazed to find that their product development is very detailed. They firmly believe that professional people do professional things.

Insiders Mr. Lin said that at present, there are nearly twenty GXG R & D teams in mainland China. They frequently come to terminal stores or Europe, America and Japan.

GXG before the product development, the French headquarters will give R & D directions and related popular information and information. GXG China R & D team will combine the terminal market demand and make a comprehensive product research and development direction.

In detail research and development, GXG adopts category research and development, and designers are in charge of each category. For example, woven fabrics are responsible for the development of woven products, and they are all responsible for woven fabrics, garments and accessories.

GXG is in the general research and development ideas, in pursuit of single combat effectiveness, to promote the merchantability of the whole stock.

It is the first step to do a good job in a single product. The next goal is to make the whole stock produce free mashup effect. In the sales process, it is convenient for shopping guide to recommend more matching funds in a short time.

It is understood that GXG's dynamic sales rate and production and marketing rate has been very high.

This has a certain relationship with the advantages of R & D.

On the terminal channel, GXG has also been increasing the proportion of direct terminal franchise, and has chosen and managed to increase the number of direct battalions.

The rapid growth of GXG, mainly through direct stores to nurture the talents needed by enterprises, grew up in Direct stores.

For example, Shanghai has to open a direct store. In the early days, the store leader or the more powerful shopping guide will be sent directly to the Ningbo headquarters direct battalion system for half a month's training.

In addition to direct camp, in order to better control the terminal, GXG is also a flat channel for advocacy, and the main development is single store franchise.

In order to cooperate with them, the marketing department, training department, commodity department, logistics department and extension department are the departments that account for the number of GXG headquarters and develop faster.