China'S Business Men'S Wear Must Go The Way: Single Brand Development And Multi Category

In the 2012 China Fashion Week, local clothing brands

For the first time, we have launched a series of "celebrities advanced customization".

As for garment customization, the industry is very clear that there are not many enterprises that can dress and customize clothes. Besides luxury brands, they are brand names and culture.

And the wolf wolf's entry into the custom market comes from the "crossover" and the Huayi Brothers, who provide exclusive clothing for the major activities of Huayi Brothers in 2012.

It is reported that Zhang Hanyu, Li Chen, William Feng, Bing Shao, Jia Nailiang, Jianfeng Bao and other popular stars are the seven wolves customized clothing star lineup.

In 2010, the seven wolves conceived the concept of "fame hall" and interpreted the taste style through stars in different fields such as culture, art and so on.

As a result, the brand proposition of "men is more than one side" has gradually become popular among the people.

Although the seven wolves have become China

Famous brand, but Zhou Shaoxiong, the head of the seven wolves, said: "the brand war has just started."

Single brand expands multi product challenges

China's men's wear market is becoming increasingly fragmented and specialized. There are many specialized brands in every market segment, whether in business, sports or leisure.

Generally speaking, in order to expand different market segments, enterprises will create a different brand to grab different markets. For example, in addition to the main brand, Li Lang has launched the "L2", and Shanshan has launched the "S2" to attract more young consumers in the city. While the international brand Adidas has seized the high-end market and launched Y3, it has also been successful.

For China

In terms of the success of a single product, expanding the category is a necessary path.

In the early days, the seven wolves decided to take the lead in the field of "jacket experts", but it was not easy to expand into other categories, such as shirts, T-Shirts, West, casual suits, windbreaker and cotton clothes.

Is it a multi brand strategy or a single brand multi series strategy, which also tests the strategic choice ability of an enterprise.

"In the development of brand, whether it is a single brand or multiple brand parallel development is definitely not the result of taking a head. Through careful study, we find that the recognition of the market to the seven wolves brand must go far beyond the competitors. That is to say, the main brand of the seven wolves is stronger, and the adoption of the main brand extends to other market segments, which is more easily accepted by the consumers than the new brand."

Zhou Shaoxiong emphasized.

So the seven wolves took the lead in category development in China's men's wear industry. It is reported that the seven wolves brands now have black label, red label, green label, blue label, children's wear, women's wear and Saint worth's seven product lines, but they only have seven wolves.

"The adoption of single brand category development must change the past brand positioning and pmission mode. The seven wolves are also the first men's lifestyle in men's clothing brand. They talk about men's lifestyle, and take this as a starting point to carry out a full range of multi brand expansion."

Jie Jie, chief consultant of the Jie Yang Yang institution.

"Seven wolves' single brand multi series strategy is to provide men with as many diverse choices as possible, suitable for consumers in various situations."

Zhou Shaoxiong said.

Of course, if we want to integrate various products of a series of brands under one brand, we need to continue to build a strong main brand so as to ensure that the brand has a strong market conquest and to occupy different market segments.

The twenty year's continuous investment in brand and the continuous operation of brand culture are the reasons why the seven wolves are able to take a foothold in China's business men's wear market.

Building differentiated brand culture

"Technical differences are generally easy to pcend or reproduce, especially in the clothing industry, and culture can be more unique."

Zhou Shaoxiong emphasized.

The so-called brand culture is actually to cater to the psychological changes and consumption needs of consumers.

The seven wolves were early positioned in the "jacket experts", and gradually set up the professional men's wear image. With the expansion of category, brand pformation is imperative. How to create a strong brand and dominate multi category and multi series men's clothing becomes a marketing issue for the seven wolves.

When a brand enters a mature stage, more appealing functions and concepts are thinner. For example, many domestic men's clothing brands are still seeking the content of "western trousers expert", "men's trousers experts" and "men's wardrobes" which emphasize function and conceptualization, and pursue more specialization. However, there is no improvement in the connotation and grades of brands, which also brings huge obstacles to category development.

To step out of the brand function and specialization, we must jump out of the product level, get rid of the functional demands, and communicate with the target audience in a deeper level.

The seven wolves gradually connect the brand with the men's life style and men's values. At this level, we constantly excavate the topic of brand synchronization with the times, and gradually find out the unique brand culture of the seven wolves.

The first seven wolves invited Chyi Chin to endorse the "urban wolf" advertisement, which tells the story of a struggling and struggling man, which resonated with the men in the struggle at that time. After that, he launched the brand belief of "believing in himself, believing in partners", and showing the inner soliloquy of a successful man under the strong outer cover.

With the development of the times, and in maintaining the characteristics of struggle, a man will show diverse pursuit of value in different stages of life, occupations, positions, roles, interests and ideals, not only to show courage, self-confidence and dare to challenge, but also to pursue the tender and romantic side so as to create a complete and rich self. The brand new concept of "men is not only one side" also arises at the historic moment.

"Many international high-end brands interpret the brand spirit from the perspective of values, which makes it easier to establish communication between the brand and the audience."

Li Ji, managing director of the Wei Han communication group, said, for example, Chivas's "living Knight style" is a portrayal of a typical attitude towards life. The difference between Halley locomotives is not only the sale of locomotives, but also the belief and culture.

The brand idea of "pursuing life and men is more than one side" also tries to jump out of the stereotype of brand function and conceptualization, excavating their resonance points from the spiritual and inner level of the audience. In Zhou Shaoxiong's view, the concern for lifestyle and the concern and cooperation with fashion, culture and creative industries are the biggest characteristics of the seven wolves from other local men's clothing brands.

"To make a brand that embodies lifestyles and values, the products of the seven wolves will have souls."

This makes consumers in the process of consuming brand products, surpassing the physical properties of products.

"This is an era of advanced customization. Advanced customization is personalized service. It aims at the design and production of each individual, paying more attention to the appropriate degree of wearing objects.

The seven wolves are currently targeted at the best customized services for celebrities. We will face different consumers in the future.

Zhou Shaoxiong emphasized.

On the China Fashion Week, which has just been closed, the seven wolves men's wear together with the Huayi Brothers celebrities advanced customization conference has become a highlight in this fashion week.

That night, seven wolves and Huayi Brothers jointly announced that they had reached cross-border strategic cooperation and jointly established a series of costumes for "celebrities and senior custom", providing the stars with advanced customization design and becoming the first Chinese local brand involved in advanced fashion customization.

"Customizing clothing for stars is a universal advertising mode of the world's clothing brand. We do this to consumers. The seven wolves have crossed from a simple product operation stage to a truly brand operation stage."

Zhou Shaoxiong said.