Ice Cream: Leading The Fashion Footstep &Nbsp; Making Down Garments Into "Tide Suits".

From the perspective of brand communication, we know that ice cream is not the same as the traditional down jacket that is bloated, bulky and lacking in fashion sense.

In March of this year, the ice cream brand launched the "ice cream spokesperson micro-blog competition" campaign on Bosideng official micro-blog, which immediately triggered a strong response. More than 510 thousand people recommended stars through micro-blog, creating a new record of network activity.

The popularity of Yang Mi, the heroine in the palace heart lock jade, has always been far ahead. Finally, he signed a contract with ice cream and became an icy brand spokesperson.

Immediately after that, Bosideng official micro-blog started another activity: micro-blog users would have the opportunity to get a $1600 digital camera and a fashionable U disk if they paid attention to Boston and forwarded comments to five friends, and three representatives of consumers would have the opportunity to go to the icy press conference and interact with Yang Mi.

Once released, micro-blog was forwarded more than 51000 times in just a few days, commenting nearly 40000 times.

In addition, at the icy press conference held in Beijing in October 16th, icy officially launched the curtain of national tour of "ice cream fashion song club".

Mao Fangyuan, Zhang Dianfei and Zheng Fan, the three popular singers who came out from "the good boys" and "the dream China", are the leading actors in the tour. They will go to more than 20 cities to perform interactive performances with the icy consumers.

Wang Jie Cheng, general manager of Shanghai ice cleaning apparel company, said: "ice cream is not only fashionable, product style is more innovative, brand communication style has also greatly changed.

The new image spokesperson, the new store image, the more creative interactive communication, and young Chaozhou are all right.

"New fashion I advocate", the brand slogan of the new season reflects our new changes.

In October 16th, at the icy press conference, Wang Daocheng, general manager of Shanghai ice garment company, expounded the brand's new positioning and fashion concept. "The rhythm of new products is faster and the theme is more distinct. It not only grasps the trend of fashion, but also takes a half step ahead of the trend, making the down jacket" tide dress ", which is a new change this year.

It is understood that ice cream 2011/2012 new down jacket launched three series, tightly locked 18~35 years old fast-paced, love freedom, love cool young people.

"Dynamic campus" series: Aiming at the dress style demand of campus students, bold use of bright colors such as bright orange, Ying Guanghuang, digital blue and so on, in the color of the campus, to deal with the black and silver ash, and the functional design of two sides on the structure, adding the motion elements such as bell, rope, waterproof zipper and other sports elements in the details, with the most popular expression techniques such as the thin line and double cap, creating a new style of youth, fashion and dynamic campus.

"Leisure journey" series: in terms of color, attention should be paid to the use of jungle, tea ash, military green glaze blue and other natural jungle and natural colors. The most outstanding portable version of this season is adopted in the pattern. The O and swallow tail type features are added to the details, and fur, lamb, pile, and spelt fabrics are used for ornament.

Fashion Party series: using fashionable and sexy colors such as bright birch tea, pine green, light purple, and red rose, are the keynotes, with fur, buttons and buckles for ornament, creating a different style for fashionable urban women.

In addition to these three series, there is a very special, that is, Yang Mi himself designed fashion down jacket, was named "power".

In October 16th, the ice cleaning brand news conference held in Beijing, the icy "power" down clothing has won the praise of the industry people.

Concise and concise style, a little avant-garde line decoration, a variety of colourful fruit color, match the temperament of Yang Mi's youth idol. At the same time, Yang Mi also made meticulous collocation for this down jacket, and made a combination of short skirts, jeans, boots and so on.

The participation of star spokesmen in the design of clothing styles and the integration of star's aesthetic concept and fashion taste into clothing are seldom seen in the industry.

The ice down jacket has fully embodied the brand positioning of "youth, fashion, vigor and fashion", and has made new changes in the interaction between brands, celebrities and consumers.

Success comes from perseverance.

In the years of insistence, it has won many industry accolades: it ranks the ten largest brand in China's down garments; in 2009-2010, it has been awarded the "most popular brand" award and the "best seller brand" two awards in two consecutive years; in 2010, the series "dream not central" has been awarded the "best award of Chinese feather clothing design" by the China feather and down industry association.