Marketing Method: How To Play The Star Card For Men'S Underwear?

In the clothing industry, brand is an enduring hot topic.

It is self-evident that the value added by an excellent brand to the enterprise.

Although China's men's underwear industry started late and emerged a lot of men's underwear brands, there are not many brands that can be widely read by consumers.

Building brand requires not only excellent product quality, but also effective brand marketing strategy.

Among them, Star Marketing is one of the effective means.

At the same time, it is also a double-edged sword. If it is used inappropriately, it will bring some negative effects to the brand.

Men's underwear how to play the star card, we might as well take a look at the following case.

Recently, professional men's brand LOOKSEE (Lu Kesi) signed "Dream China" champion Wu Wenjing and American "dynamic Idol" champion DavidDiego two stars in one fell swoop, causing widespread concern in the industry.

According to the life form and psychological characteristics of the current target consumer group, it combines the development strategy of the enterprise to extract the new core theme: dream? Flying.

In addition, in the specific operation, the company has worked out an effective marketing promotion program to bring the star effect to the extreme and become a rare success case for the star marketing of men's underwear industry.

There is a proverb in England: "before any course is determined, the wind in any direction is against the wind".

Finding the consumption demands of target customers, positioning the brand accurately and building a psychological bridge between enterprises and consumers can play an immeasurable role in brand marketing and marketing of enterprises.

In 2008, Lu Ke Lei put forward the core theme of "dream flying", which fully caters to the consumption psychology, popular culture and industry development characteristics of the contemporary society.

From a social perspective, in recent years, the economic fever has begun to fall, the impetuous psychology of the public has gradually cooled down, and the blind pursuit of fashion has also changed to be rational.

British aristocratic taste life began to permeate every corner of the trend. The public's yearning for dream life is reflected in the pursuit of exquisite and luxurious quality of life.

The combination of products and dreams not only creates additional value for products, but also meets the psychological needs of the current consumer.

Compared with the trend of publicity and extradition several years ago, young people nowadays are less confused and constrained, and their ideals are more lofty and eager to be released and realized.

So the whole era is talking about dreams, and all kinds of shows that symbolize dreams are in full swing.

Pop culture spawned "dreams flying".

As for the domestic men's underwear industry, the industry is entering a period of vigorous development. The industry is calling the leaders. The time for the national brand and the international brand is higher. The men's underwear industry needs to take off.

At the beginning of the establishment of the enterprise, the company, who was determined to "see the world and fly on the international fashion stage", has accumulated more strength after ten years of development. The time to realize the dream and to take the ambition in the world stage is obviously ripe.

The 2008 Beijing Olympic Games has been successfully opened, and Chinese people all over the world are paying close attention to it.

The long cherished wish of the Chinese centenary is becoming a reality. This cherished wish contains both the national righteousness of the nation and the sustenance of individual dreams.

With the brand new idea of "flying dream", it has implanted new vitality for the brand. It not only excavated the demand of popular culture, but also approached the Olympic Games and borrowed a "Dongfeng".

With accurate brand positioning, how to choose star interpretation becomes the key to success or failure.

Star is an important manifestation of brand personality. Without the theme of customer demand, brand marketing is difficult to achieve.

Blindly pursuing the celebrity's fame without considering whether the star agrees with the brand trait will result in a contrary desire.

In this regard, Lu Ke Lei has gone through six months of comprehensive consideration. After careful selection and layers of screening, he signed "Dream China" champion Wu Wenjing and American "dynamic Idol" champion DavidDiego for the brand image advertising.

The combination of Chinese and Western Stars and two swords not only highlights the strong strength of the company, but also reflects its good intentions for the star candidates.

Wu Wenjing, coming from the stage of CCTV's "Dream China", has achieved many dreams through music, breaking through many obstacles, and winning the championship with all his dreams.

Wu Wenjing, born from the civilian draft, is the embodiment of dreams, bearing the hope of young fashion people, and is the best spokesman for the characteristics of the times.

DavidDiego, born in the world movie carrier "Hollywood", is a representative of western fashion culture. He has taken part in the American "dynamic Idol" and won the title, and has grown into a generation of idol superstars.

His accession has enriched the international dream of the Chinese people and Lu Ke Lei, and also embodies the characteristics of the brand's nationality and international coexistence.

Why is this company particularly interested in talent stars?

Because the talent star is the embodiment of "dream". They are the sustenance of thousands of fans holding up their dreams. At the same time, they also symbolize the brand growth process of the brand. They are the perfect combination of brand culture and the characteristics of stars, and give a distinct vitality to the theme of "flying dream".

As the visual window of the brand, the image advertisement is incisively and vividly incisively and vividly, promoting the promotion of the brand is undoubtedly more powerful.

Image advertising is a silent marketing communication. Tired of preaching rigid indoctrination, consumers are more inclined to accept the visual impact of intension and imagination.