Star Effect Boosts Clothing Brand Terminal Promotion And Upgrading

"A brand is going to open the first flagship store in Beijing!" "weekend stars go to a new store ribbon to see it?" what are they going to see? Stars or brands? Whenever a friend asks me, I am always confused. What do we really want to see when we are excited, whether we are going to see the stars of the scenery, see the fashion show of the eye, see the art exhibition brought by the designers, or simply want to look at this brand and look at its culture?

　　 Terminal promotion The brand will become a "show" more and more, but how to be high-grade and vulgar is still a learning. Just as all brands are trying their best to improve their exposure rate, some people are also quietly pondering whether the existing mode is the best. Can we discard the dispute of interest for a time, and seek to join forces to challenge the new mode? White-collar and Notting Hill, the two Beijing top level men and women wear brands have jointly taken the first step of "experience" in Hefei, giving the brand a new interpretation of "bright show". Taking stock of the promotion and promotion of the major brands, behind the Eight Immortals crossing the sea, they contain the mystery of brand concept and corporate culture.

Star to shine

Let's first talk about the presence of celebrities. This is probably the most popular and attractive move to attract consumers. From the screaming of the scene to the new store, the star's terminal effect is absolutely indispensable. At this point, the mus bonwell and the wedding birds are worth learning.

Jay Chou, the hottest little king of Chinese language, is the spokesman. The use of star effect is the most popular among all fashion brands. Whenever we hear that Jay Chou, the opening of a new shop in a certain place, will emerge huge waves in this city and surrounding cities. On the eve of the 2007 National Day, the crowds of the Santa Fe Plaza building in Nanjing East Road in Shanghai were raging. The screams came one after another. It turned out that Jay Chou was a fan to celebrate the opening of the largest flagship store in the United States.

and Wedding bird Hiring Simon Yam is also a successful example of affecting terminal consumption. As the originator of the spokesperson in the clothing industry, after the success of Simon Yam's success in 1996, almost all of the birds in the terminal shop of the whole country can see Simon Yam's shadow. The fans behind him come in, which not only brings unexpected popularity to the sales of the new store, but also makes the value of the brand double in the terminal shopping mall. Nowadays, "star driving" is one of the fixed modes of brand terminal cultural activities. At the same time, although the famous international famous teachers are not bright stars, their professionalism and brand culture are closely linked.

　　 Designer Trust is multiplying.

In the European and American markets where the designer occupies an important part, a designer can be invited to the scene to interact with consumers. It may be more effective than celebrities, and consumers are more likely to buy. If GiorgioArmani, VERSACE and other top designers arrive, the light will definitely cover the stars.

After the international financial crisis, a show of Zegna's tailor made men's wear in Hangzhou was the first shot for its terminal store's gold suction scheme. Although on the day of the custom show, the viewer failed to see the designer himself, the top men's fabric and the real touch feeling displayed by the staff still let the consumer experience the perfect combination of Zegna's luxurious fabric and the master's tailoring.

If a brand new shop opens, a designer can tell me at the scene, "you are more suitable for this short section", then help me to recommend the model to the left quantity and the right ratio. I am sure I am excited to go to the shop door every day waiting for the new product to go public. Perhaps the charm of the designer's live show is better than the shopping guide's one thousand "design concept".

Celebrities and famous teachers can be regarded as sharp weapons for promotion and upgrading of the terminal, and thematic activities are more and more effective in recent years.

"Theme" only has "story".

As a terminal promotion, not just the moment of opening up, which enterprise does not want its brand to have a more far-reaching impact. In various grope and exploration, the annual "theme activity" launched around the terminal brand promotion has been applied more and more. In 2006, the "love and beauty China trip" was one of the classics. The activities lasted for 10 months, and the brand culture was spread in nearly 15 cities.

However, the contribution of love to the industry is not only the sensory stimulation brought by the first lingerie art in China, but also throughout the whole country. It is a more positive goal for more people to understand the elegance, beauty, luxury and elegance of underwear. Admittedly, the admiration of harvest is not the same as that of terminal sales, and the "leading brand of underwear industry" is the perfect stage for this year's highest level and nationwide brand culture promotion project.

The main theme of choosing theme activities as terminal promotion brands is whether the theme really catches the eyeballs and needs of consumers. Chen Jingxia, deputy general manager of Anshan Commercial Investment Co., Ltd., also said that selecting the platform and identifying the location is very important for the promotion of the brand terminals. For example, the star concert of Wacoal brand "Kangxi grand ceremony" has further enhanced the influence of the brand on the terminal.

Pure art can also achieve success.

Yi Wen enterprise group is the first Chinese enterprise to commercialize emotion. The embedded brand marketing mode of emotional and cultural marketing has accumulated a lot of popularity for terminal stores. Beginning in 2000, the first moving marketing of Yi Wen is a large-scale exhibition called "my father, my mother, and emotional fashion". In Xidan and Wangfujing street in Beijing, I present the old photos of my parents. After the SARS in 2003, thousands of hand holding photos were displayed on the theme of "beauty in the rain". The autumn show in autumn, "the desire to get stuck in the throat" is to remind the customer that in such an era of rapid improvement of material living level, it is necessary to control desire for social and family responsibilities.

Many times, combing emotional marketing is just a mode and means for terminal promotion, and the most important is a brand proposition. Wu Jianmin, chairman of the board of directors, believes that the sales outlet of Shu Lang is mainly about how to attract new customers and maintain VIP customers. In addition to the distribution of birthday gifts, the customer's wardrobe matching course is not regularly carried out. The image designer of Shu Lang will teach color matching and dressing knowledge on the spot to help the terminal store maintain customers.