Look At How Anne Fontaine Plays The Market Segments.

Every market segment is profitable, but why are so many companies facing the plight of survival? "Anne Fontaine may give us some answers.

Designer Anne Fontaine

Anne Fontaine (an Fang Di, pliteration), the world's top ladies white shirt brand.

She was founded in the 90s of last century, and has almost the same history as Chinese clothing brand. However, she has already taken the lead in the world. Her clothing is very single -- women's white shirt, but it creates infinite possibilities in different fabrics and details.

So Anne Fontaine has broken the market and left us with endless sigh and reflection.

efficient market

The concept of market segmentation was raised by Wendell R.Smith, an American Marketing scientist, in the middle of 1950s.

The so-called market segmentation is to divide an overall market into several sub markets with some common needs according to the needs of consumers.

Therefore, consumers in the same market segments have very similar needs for certain products.

Market segmentation must be effective and effective. It is the requirement that the market segments exist in a real or potential way, rather than a groundless and unassuming fabrication.

Otherwise, the development of market segments will be impossible and even absurd.

Anne Fontaine focuses on high-end women's white shirts.

The effectiveness of this market segmentation is beyond doubt.

Shirts, the most basic type of clothing.

Almost everyone has one or more shirts in his closet.

Statistics in 1993 show that people's demand for shirts is greater than that of fashion in everyday life.

Designer Anne noticed the potential space for women's white shirts in the market segment, and found that simple and distinctive white shirts appeal to young people and lovers.

When people are no longer just a simple demand for white shirts, when some women want to interpret the features of exquisite, fashionable, changeable and personality on white shirts, Anne Fontaine's positioning of high-end market has become a natural process.

Simple design, luxurious taste and French label make Anne Fontaine brand stand out from the fashion field at the very beginning.

And her sales performance has fully demonstrated the effectiveness of the high-end ladies white shirt Market.

Today, the company has more than 70 stores worldwide, and the design of Anne Fontaine can also be seen in more than 700 comprehensive brand sales networks in Europe.

In 2006, Anne Fontaine group and its subsidiaries achieved sales of 70 million euros, of which 60% came from export sales.

Sales in 2007 amounted to 80 million euros (equivalent to US $105 million).

Compared with the effective market segments found by Anne Fontaine, the market segmentation of many domestic enterprises still stays at the conceptual level.

The market segments they imagined themselves did not have real consumer demand as support, but a wishful thinking plan.

What needs to be specified is that the market segmentation can not be fabricated, but it can be created, but this creation also depends on the foresight of consumer demand.

For example, the market of plastic underwear is created by Ting Mei underwear.

It pforms people's potential demand for plastic to real needs through various ways, such as advertising appeals, so as to find consumers who buy their products.

The hot sale of Wang Laoji's herbal tea is also a model for creating a market segmentation.

Intensive and meticulous farming

As long as the Kung Fu is deep, the iron pestle is ground into a needle.

Freezing is not a cold day.

All of these tell us that after we find effective market segments, we must make intensive efforts in this market segment.

Milton Kotler, the father of world marketing, pointed out at the 2007 international textile and apparel summit in Beijing that "after more than 20 years of development, China's clothing industry began to usher in a market segmentation era.

Every market segment is profitable, but why are so many companies facing the dilemma of survival? The biggest problem is positioning.

In the present market more mature environment, can not be greedy, to specialize in one.

Only in this way can the consumer understand you and accept your request.

After locking the high-end ladies' white shirt Market, Anne Fontaine launched a series of design creation around the white shirt.

Anne told reporters that white shirt is a unique concept that inspires all its fashion inspiration.

For Anne Fontaine, competition is not the most important. Creation and design are the top priority.

From the fabric design to the design of the shirt, to the details and the design of accessories, Anne poured all his painstaking efforts into the white shirt.

Her original design mainly used poplin, corduroy cotton and cicada gauze, and later introduced the design of linen and embroidery edge.

Anne constantly tries new fabrics and new styles in design.

She designs many kinds of shirts: for example, a skirt is simplified into a coat, designed on the basis of hand drawn sketches, or directly made on a model with a cloth.

Direct shaping without cutting cloth is the best way to inspire Anne.

An Fangting used details to win, such as double neckline, flower, scale, lace and so on. In addition, she had an original tie design which was called "Les Vertiges (dizziness) by Anne".

M. Ari Zlotkin, executive director of Anne Fontaine, told reporters that when clothing companies know exactly where they will go, when the enterprise has its own philosophical beliefs, market segmentation is a very simple matter.

Young designer Ann