Chinese Brand And Its Designer -- " Exception " EXCEPTION (4)

Founded in 1996, Guangzhou exception Clothing Co., Ltd. mainly engaged in clothing and cultural life and other supplies, is a collection of clothing design, production and sales of advanced business philosophy.

The company has staff appointment.

The general manager responsibility system consists of six major departments: design and Research Center, marketing management center, product supply center, quality management department, human resources department and finance department. The subordinates have Beijing branch, Shanghai branch, and state international development.

Hong Kong

Limited company, state dress design

Zhuhai

Limited company.

Its brand

exception

It is already the longest and most successful designer brand in China. At the same time, it also acts as an agent for international brands such as Italy menswear brand.

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And famous Spanish brands

And so on.

The simple and unique name of "exception" and its reverse English "EXCEPTION" have aroused almost all the curiosity of the people they first met.

The interpretation of the English LOGO design concept is an exception, and it is the portrayal of the exception of the design style: "EXCEPTION" is not following the trend. She always keeps away from the trend of the public, but is constantly creating new trends. "EXCEPTION" is constantly breaking the tradition while constantly pforming the dream into reality.

The culture of exception is not directly expressed, but needs to be speculated or even imagined by the audience.

Rather than the exception of the costume is a design, rather than a philosophy, and the exception of the helm exception design guidance mark can only want to express a simple and simple attitude towards life through this simple and pure design.

Marco once said, "I never think that the exception is that we need to divide the customers with the usual commercial orientation, such as age, occupation and income.

I think the exception of customer segmentation is one word: heart.

She can be close to my heart and she is my customer. She can read and feel my things. "

Mark's conclusion is that the relationship between culture, brand and marketing is ultimately attributed to creating unique value for consumers.

As a pure local designer brand, exceptions from Beijing China World Trade Center to CITIC Pacific in Shanghai, in some foreign brands, the number of high-end brand stores in China has become a "exception".

The founder of the brand, Marco and Mao Jihong, designed a professional team, which made two people have totally different feelings and ideals about the business brand.

Perhaps this is why the "exception" has been found by accident to find a more marketable unique market.

At first glance, it seems to be against the general market demand and target consumer group setting.

And other standard marketing models, but in fact, they are more and more fastidious to modern consumers.

The starting point of the product is "heart", which is human nature and emotion. This makes "exception" successfully create the most distinctive brand of women's clothing in China, and has become the first domestic fashion case of Fudan University economics and Management Institute.

The opening up of markets in Southeast Asia and Taiwan, the invitation of French Lafayette department stores, the optimism of several fashion week and European buyers, it can be said that "exception" is in the important mileage of "international brand" from "local brand".