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"Wheat Fashion" Borrowed "Winter" "Cotton Clothes"

2008/11/11 9:11:00 70

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Winter is really coming.

When communicating with an agent of eight well-known domestic brands in the second inland city of China, she clearly felt the chill in the early winter: consumer confidence was frustrated, purchasing power declined, storefront traffic decreased, and store sales shrank by half.

The agent complained that the advertising expenses that had been invested in the past eleven promotions had not been effective.

There are many hands changing shops in the store.

Agents feel that the hallmark of the most winter is that the store has turned half of the illuminated lights on the corridor into half.

The information in winter is being pmitted to the brand manufacturers through the "nerve endings" of market terminals.

The smell of "winter" is permeated in the air of brand manufacturers.

Next year's brand strategy, brand positioning how to go?

How to make a marketing strategy?

Is it "hibernation" or "winter swimming"?

What kind of cotton clothes are you wearing for winter?

How many cotton pads do you wear for winter?

These topics are urgently needed to be placed before brand manufacturers and become hot topics.

Fish has fish Road, shrimp has shrimp road.

Brand manufacturers face common "winter" topic, eight immortals pass the "winter", every show.

When the world is enveloped in the bleak "winter wind" of financial crisis and economic recession, we can still feel the breath of spring.

This "spring breeze" that can dispel "chill" is the "wheat fashion" that sweeps the whole world.

The so-called "wheat fashion" is called "McFashion" and is plated as "wheat fashion".

The prefix "Mc" is taken from the "McDonald 's" (McDonald's), the founder of fast food culture. The new word is a fast fashion with price affinity.

The most representative brands of wheat fashion are ZARA in Spain, H & M in Sweden, Kookai in France, Topshop in Britain and Gap in the United States.

An evaluation of the "Mai brand" that leads the wheat fashion is "first class brand, second rate product and three price".

The popularity of wheat fashion is not groundless.

It is the product of the pformation of the "olive" society in the western developed countries to the middle class, the middle class collapsing, and the "M" social pformation.

In recent years, the number of middle-income people in developed countries with annual income of 2.5-7.5 million has been decreasing year by year, and the number of two groups under 25 thousand US dollars or more than US $75 thousand is increasing, forming a "M" structure in the middle sag.

In the face of the M society, the trend of wheat fashion marked by ZARA is coming from the beginning to the beginning. It is a natural thing to be fashionable, cheap, fast and varied. It is just in line with the wealth characteristics of the M type social class.

It is highly consistent with the consumer demand for fashion brands in the mass consumption era.

Using "famous designer joining, celebrity endorsement, star support, limited edition" and other means to create high-end brand image with Gucci, Prada and other brands.

For example, when H & M store opened in Hongkong, there were thousands of customers queuing up on the day before the opening of Madonna limited series MbyMadonna sales.

Of course, one of the biggest killer brands of wheat brand stores is low price.

They provide fashion and quality at reasonable prices and make fashion clothes popular.

When he entered the US in 2000, the average price of all clothing in the store was only 18 dollars.

The wheat brand is not a fashion maker but a fast fashion imitator.

It is said that H & M can complete the whole process of fashion design from design to sale in 20 days.

ZARA, however, reduced the time required from design to shelf to 12 days.

The brand shops are not only located in the best location, but also the best locations, such as Fifth Avenue in New York, Champs Elysees street in Paris, Milan New York Road in Milan, Tokyo in Shibuya, and neighbourhood with the top brands such as LV, CD and Armani.

And the area must be large enough, usually more than a few thousand square meters. Ten thousand different styles of clothing will form a "one-stop" shopping environment for consumers.

When the majority of Chinese brand manufacturers are still swinging on the brand positioning of "high, medium and low end", they also hesitate to "differentiate" - creating high value and low cost for customers with high cost - creating relatively good value at low cost. When these two brand strategies are adopted, Mai Shi still has a brand new way to combine the two perfectly, find their place in the value chain of the industry, create unique value for consumers, and pass this value on to customers, so that customers can recognize and enjoy this value.

Many brand manufacturers believe that the brand of wheat is only suitable for fashion and fast-moving consumer goods such as clothing, and is not suitable for the field of durable consumer goods with low fashion sense.

However, we need to remind Chinese brand enterprises that fashion industry is at the forefront of social consumption and a weathervane of changes in the whole business form.

From the "IKEA" of the home industry to the success of the "home" of the economic Fasthotel, we can see the shadow of the wheat brand more or less.