"Self Subversion" Of Fashion Brands

Psychic marketing thinks: as a brand, there are two choices to win the hearts of the masses.

One is to take the lead in the trend and become the creator of the trend, occupying the minds of consumers at the first time.

The advantage is that you can be directly worshipped.

For example, Dior and LV in the fashion world, Ferrari in sports cars.

But the price of creating the trend is very high.

Therefore, this is always a small number of brand patents.

Only a few of the fans in the whole place have enough financial resources to make the cult come true.

What about the rest of the world?

Whoever can fill the vacancy between expectation and reality can win their hearts.

The second way for the brand to win the hearts of the people is to catch up with the public.

In the direction chosen by the public, they are a little ahead of the masses, and they will love you.

Of course, there is a price. The price is, you have to put down your self righteous personality.

Because the direction is chosen by consumers, you have to follow your "God" portion.

ZARA, H&M and disposable cups.

ZARA is a typical "angel" to fill the gap between dream and reality.

The desperate brand of super brand clothing was properly tampered with in ZARA's shop, offering it to the public at a heart to heart price.

In addition, the success of ZARA and similar positioning H&M stems from their another grasp of popular psychology:

They seized the weary and insatiable heart of human beings.

Remember the first painful experience of foot massage?

It's not so exciting to go a few more times.

Any stimulation is repeated, and pleasure can not be diluted.

With the pleasure of a beautiful shirt, a Haagen Dazs and a crazy party, the time spent in people's hearts is getting shorter and shorter.

People need more fresh stimulation to revive happiness. Increasing consumption is one way.

So there are "fast fashion" clothing brands such as H&M and ZARA.

People who buy H&M never expect that dress to wear for second quarters.

It's like buying a disposable water cup. Think it over and throw it away at a time.

Therefore, the fashionable design of H&M has a strong sense of popularity.

The price of H&M is not expensive, but there is no good material.

For the public, the fine and high quality fabric is a waste in this popular race.

In any city, you can recognize H&M advertisements at the first glance - the attractive models and the beautiful pictures, which feel like the Catalog of the supermarket.

Yes, H&M wants to sell clothes as a fast moving consumer goods.

ZARA and H&M never flaunt "forever, forever".

The meaning of the tide is to fill people's insatiable possessive and expressive desire.

Change is its basic attribute.

ZARA and H&M are not interested in being the leader of the tide, and they just want to be a heel bug.

ZARA's design concept is simple and practical: "bring it!"

LV, Prada, Gucci and Dior will be presented in the ZARA store.

Just ZARA used cheap fabrics, and had more colors and more sizes (plump "eyebrows" no longer need to wear Prada little dress.

ZARA is a pleasure.

Because every time we go, we always have new products to welcome the soul we are striving for.

Every year, ZARA has 10 thousand new products (27.39 pieces per day), each of which is sold on a limited scale. After 2-3 weeks, if it is not sold, it will be eliminated by ZARA.

The continuous emergence of limited new products is affecting people's footsteps.

Statistics show that ZARA customers visit ZARA 17 times a year, while other clothing brands only 4 times.

An endless stream of people has spent a lot of advertising expenses on ZARA province.

Compared to other brands, which account for 3%-4% of total sales, advertising for ZARA 0.3% makes every boss laugh.