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Fashion Comes And Goes &Nbsp; Only Style Stays.

2011/2/15 16:05:00 65

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Style Forever Fashion

Jack, the seventh annual award of the Chinese Clothing Brand Award Series: the style award

Fashion comes and goes only with style.

Moderator: Yin Lijie

Special guest:

Shi Jie, chairman and creative design director of Hangzhou Fashion Co., Ltd.

Yu Yong, general manager of Ningbo hehe Jess dress Co., Ltd.

Insist on Huang Xiang, vice general manager of my dress (Hangzhou) Co., Ltd.

Siege

Yu Yong

Huang Xiang

Fashion comes and goes, only style stays.

Chanel

Famous quotes.

If a clothing brand wants to leave an impression on the consumer, it must have a clear style so that consumers can find clothes that suit their psychological demands.

The seventh China clothing brand annual award nomination award brand has been released. This newspaper will launch an interview with 9 awards and 27 nominations award brands in a series of reports. Let's first interpret this style award nomination brand - Jie Shi, GXG and JASONWOOD.

1 What do you think of the design style?

Clothing brand

What position is it in? {page_break}

What did you think of when you first conceived the brand style?

Shi Jie: style is the first element of brand, and behind the brand style is people.

Whether the style of a brand is accepted by consumers is actually an expression of whether this style can be suitable for the mainstream culture and lifestyle of contemporary society. If the style is not suitable, it can not be circulated, so it is difficult for the brand to survive.

When I first set up a brand style, I started out with a designer's desire. I think a brand's style is like a person's character.

Character determines destiny and style determines brand.

Therefore, brand style is innate, and has an inseparable relationship with the person and team that set the style.

A brand's success is just like a person's success. The character of a successful person must be adapted to the society. The successful brand style is also suitable for the needs of society.

All consumers actually buy this brand because of this.

brand

The atmosphere of style makes him feel comfortable and cheerful, and the inner pleasure is the fundamental reason why consumers are loyal to a brand.

Therefore, we find that the ups and downs of many international brands are changing along with the aesthetic changes of the times, because the styles of these brands are very distinct, and are always insisted by the brand.

Yu Yong: for brands, there is no question of who dominates the design, quality and shop decoration. Brand style is a collection of these, and even packaging bags and storefront services are the continuation of this style.

For the GXG brand, the original style of the product is set according to the market demand.

In fact, the market demand orientation of clothing is not driven by a single brand, but by a block.

From the 80s of last century to the present, it has just begun to be a Western-style clothing section, followed by business and leisure. The third page is the sports page. Now we are entering the fourth section.

GXG complied with this market orientation, positioning in the leisure section of men and women.

Then is the age positioning of consumers, GXG is located in the 25~35 between 70 and after 80 consumer groups, this age group of young people are the main force of today's consumption, they are not necessarily the most wealthy group, so our brand has an interval in the price range.

Next, we think that Korean opera is more popular in this age group, so we decided to do the dressing styles of Korean dramas: the overall temperament is gentle, elegant and clean.

Huang Xiang: JASONWOOD is committed to creating a "cowboy + fashion collection". It provides three fashion tailored styles tailored to the Asian human body and diversified fashion jeans that are closely related to the international fashion design.

Through the long-term research of human body structure differences and dressing habits, JASONWOOD has skillfully integrated the trend of international fashion and developed three types of loose, fit and tight fitting styles suitable for Asian human body and aesthetics to meet the clothing needs of young consumers.

Our brand vision is to become the first Chinese Cowboy brand.

Our brand style is fashion cowboy brand.

At the time when we set the market entry point, we did a lot of research work, and carried out a detailed analysis of various brands.

The final style is cowboy fashion.

We believe that at present, there is no brand entry in the market. The traditional Cowboy brand is more focused on tailoring and function, and is the location of pure cowboy. And we want to add more fashion genes on the basis of cowboy.

Our shop has 60% cowboy products and 40% clothing and accessories. The concept of terminal store is "cowboy +" concept.

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Comment

A brand's style is like a person's character. As the saying goes, "character determines destiny. When deciding style, a brand decides whether the brand has a successful gene, and determines how far the brand can go."

2 what do you think of the relationship between brand design style and popularity?

How can fashion be maintained on the basis of ensuring style?

Shi Jie: for our brand, because it is from the designer's desire, it involves a combination of desire and reality.

Every season we need to consider the whole number, how many designers are free to express, and how many of them need to integrate the prevailing elements at that time.

Brands, like human beings, have to survive before they can develop, so we must make some concessions to the society.

We must take into account the basic psychological needs of the brand customers. What cultural influences are being considered in the society? Which way of life is the mainstream? What is the state that everyone likes? Docking these factors with the brand style, so that we can adapt to the needs of the market on the basis of adhering to the brand style.

I think this fusion is like the ideal rooted in the soil of reality, so that the ideal can thrive.

Yu Yong: I don't think we are a particularly fashionable brand. It should be considered as a popular fashion brand.

Our products are very basic. If it's fashionable, then our marketing methods and shop decoration are very fashionable.

At the beginning, we chose the most color in people's wardrobe: black, white and ash as the main color of the product.

Huang Xiang: in order to achieve sustained and rapid growth, through the consumer research and cooperation with international consulting companies, JASONWOOD put forward the strategy of "cowboy +".

What is "cowboy +"? First of all, since we are positioned in the public, we must meet all kinds of needs of young people in various life occasions for cowboy products. Second, our cowboy + is not limited to a style, but many of the previous brands provide guests with a relatively simple choice, such as business, classics and sexuality.

And we hope to be a young man's fashion cowboy collection concept. By co operating with internationally renowned design companies and consulting companies, we can divide the most popular styles in the world into many kinds, integrate them with cowboys, and finally show them on JASONWOOD products, and make it easy for consumers to find jeans, accessories and shoes from cowboys, so as to create a complete fashion cowboy dressing system.

At present, the display of store terminals is based on brand positioning. It is divided into three parts: one is to highlight the display with cowboy as the core, and the other is to display the advertising product theme display area with the fashion and fashion elements on the cowboy. The three is to spread the fashion cowboy and cowboy + strategy in the three series of fashion matching display areas of the urban series, leisure series and sports series three.

Therefore, we broke through the single mode of clothing brand, single style, giving young people multiple choices.

At the beginning of every season, every young consumer can buy the most popular cowboy products at JASONWOOD and meet all their needs for fashion.

JASONWOOD can accurately grasp the international fashion trend every quarter, and create various styles of jeans products with excellent quality and moderate price. It is also a rich diversification of professional collocation to guide consumers to easily get the favorite cowboy products and the matching cowboy technology, various fabrics and various forms of clothing, bags, accessories, shoes and so on.

Comment

For brands, popularity is a passing element, but style is a brand that needs to be upholding. There is persistence and compromise in the integration of fashion and style.

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3 what do you think is the role of style in brand marketing?

Which of the public design and niche design is more conducive to the success of the clothing brand at the beginning?

Shi Jie: I think style is very important in brand sales.

Behind the style is culture, and brand culture leads to the presentation of brand style.

In every era, consumers' perception of culture is different, but if the brand style is not established, the added value of the brand will be lower and lower.

Consumers like a brand. What they really like is the spirit and culture displayed by the brand. Products are only media.

When consumers think this style is what he wants, the price of the product falls to the second place.

Therefore, the brand must convey two values: one is the spiritual value, the other is the product value.

Only such brands can be successful in sales.

I believe that management is actually an academic process and a continuous process of research.

I believe that any brand starts with a small group of people, starting with the small crowd, and then infiltrating the public after the influence of the minority.

Of course, whether a small group walks to the public is smooth or not. It depends on whether the pursuit of brand is in line with the needs of the times.

This requires brand to deeply study social groups, so as to grasp the times.

Brand needs to be mastered in the process of integrating into the times.

Plain speaking is the key. Although fashion is often a popular thing, if it can be integrated into the brand style, it will produce a fashionable product that does not violate its brand style.

In the planning of brand, the style must be more and more intense. It is necessary to have the product of 20%~30% style as the guideline of brand style, and the product of 70%~80% should be connected with popularity.

The minority is always in front of the masses. The brand should be developed piecewise. Every stage should supervise and urge itself to make continuous progress.

Yu Yong: in fact, the style of the brand is different from that of the people.

If you stand on the street and look at the people who walk in 30 minutes, you may remember two kinds of people: one is very beautiful or especially handsome, the other is not particularly compatible with the environment.

Therefore, brand is the first step to keep others in mind. Good or bad is still the second step, because the accumulation of time takes place from cognition to identity.

Mediocrity will not stand out. Only by being independent can we attract attention.

And only when the style is attractive can customers be attracted to succeed in sales.

For the minority or the public, it is easier to succeed. I think there is a possibility of success. The public seems to have more customers, but there are more brands and fewer niche brands. If in a business district, the average customers should not have much difference.

Huang Xiang: the core consumer group of JASONWOOD is an urban youth who wants to show his unique charm with cowboys.

Core consumers: 22~28 years old urban young men and women, hoping to show their charm and personality through cowboys.

They also have some characteristics in clothing consumption: pursuit of individuality, but no alternative; main consumption is mass brand, emphasis on brand quality, public price and wide distribution; fashion is sensitive, but not too avant-garde, still is the choice of popular fashion; happy new but not tired of old, such as JASONWOOD classic still occupy more than 50% of sales.

The company believes that being popular is more conducive to the development of JASONWOOD brand, so it chooses to be a mass market.

For the brand, whether to be a public or a small group depends mainly on the final goal of the brand. Of course, the mass market will surely be a suitable choice for Brand Company with a listing plan.

Comment

Sales and marketing are the absolute principle for any brand. No matter what the public or the small group can achieve, it depends on the brand's own needs.