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JEANSWEST Marketing "Magic": Seize The Hearts Of Young People

2010/7/22 14:44:00 46

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"Follow young people regularly.

consumer market

"Update positioning", "Research on young people's life and consumption behavior patterns"...

Yang Qibin, chairman of the Hongkong Fashion Designers Association, often talks about "brand" and "young people". He feels that this strategy is more conducive to the survival and development of the brand in the market.

No wonder the famous clothing brands know how to use "finding the most influential factors of young people" as the carrier of advertising attachment.

The Forum on brand creation based on "how to build a brand of young people in mainland China" has been held in Huizhou, Guangdong recently. The forum has attracted thousands of authoritative people in the clothing industry to participate in the forum.

According to the latest report on "the Research Report of university students and the use of creative media", 74.8% of college students "want to be a unique person", while 57.7% of them "like shopping with unique styles".

From the perspective of College Students' lifestyle, consumer behavior and media contact, they spend about 20% of their time studying each day, 10% of their time for leisure and entertainment, and 5% of sports.

College students regard fashion as "unique style" and "display of individuality", but this kind of uniqueness is unique and highly consistent.

In the clothing industry, careful designers are certainly trying their best to find such "

unique

"Style" to suit the appetite of young people.

Yang Qibin believes that the brand design strategy of young people is worthy of attention in the clothing industry. He listed 13 "secrets of work" in one breath: single product style design and series style design, brand merchandise need more comprehensive design planning work, good use of trend information and market data, color design strategy, fabric design strategy, style design strategy, commodity structure strategy, design style, theme story, collocation combination, price category and design details.

At present, JEANSWEST International (Hongkong) Limited has opened nearly 1000 stores in more than 20 provinces and municipalities, and its annual sales volume has exceeded 1 billion 400 million yuan.

How does JEANSWEST attract consumers' attention and how to own the largest sales network of casual wear in China? "Because we have caught the hearts of young people!" Yang Xun, chairman of the company, proudly told reporters that their business was to reduce production and operating costs through the scale effect, and to launch key products at the most valuable prices, so as to return the benefits to customers.

Yang Xun revealed that JEANSWEST's

Consumer groups

The young people who are positioned between 16 and 30 years old can attract them. First, the price of products is not high, two is the product keeps up with the trend, and the three is quality and workmanship.

Design fashion shows for fashion designers and keep abreast of young people's dressing needs.

Its design competition with the theme of "playing Cowboy" will be officially opened in the country in October this year.

Guangdong province is a major province of textile and clothing in China. The textile and garment industry is one of the pillar industries in Guangdong province.

According to the measurement of the whole society, the total consumption of clothing in China in 2004 was about 53950 billion yuan, up 13.3% over the same period last year. In 2004, the total output of clothing in China was about 41 billion 800 million, an increase of 15.79% over the same period last year.

Among them, the output of Guangdong accounts for 26.38% of the total output of the country, which is the highest in all provinces and cities. In 2004, the total export garments of the country amounted to US $61 billion 616 million, of which Guangdong exports accounted for 12 billion 50 million US dollars, ranking the top in the country.

The export price of garment industry in Guangdong is increasing and the added value is also improving.

In particular, with the support of the key industrial clusters in the Pearl River Delta, a large number of famous garment enterprises and brands have emerged in Guangdong, bringing up a group of excellent fashion designers and forming a powerful circulation system for the whole country to radiate the world.