Casual Wear Brand Cartoon Selling Point Has Not Been Touted 2

Taking Metersbonwe as an example, the cooperation with Transformers 2 in 2009 was also the first attempt by Metersbonwe to cooperate with cartoon images, and found that the market's response was very good. Metersbonwe said that after that cooperation, they began to think about the problem of consumer demand, and found that consumers had many emotional appeals but could not express them. The first successful cooperation also indicated that T-shirts are a good carrier to enable consumers to express their feelings, attitudes and positions. In this way, it is easy to get consumers' sense of identity by setting up their own brand and customer orientation.

At present, clothing manufacturers pay more attention to building. Culture Atmosphere. The cooperation between Baleno and One Piece is the embodiment of the popular Japanese manga. And Metersbonwe returned to the mainland to regain national classics, introducing Sun Wukong, black cat sheriff and Na Zha and other animated images as "trend Representatives". People often sigh that modern trend culture has subverted traditional culture, and let childhood animation return from memory, so that consumers can feel the distant national feelings. UNIQLO's "seven dragon balls" and "Arale" series have the same effect.

about Cartoon Costume The prospect of the market is highly anticipated by businessmen. It is believed that both the foreign and national cartoon characters can actively cooperate with them in order to represent the trend culture and the cultural needs of the target consumers.

Expensive reason

For Baleno's "One Piece" pattern T-shirt, consumers think that the average price of a T-shirt is about 120 yuan. On the Internet forum, some netizens pointed out that "the design is beautiful, but the price is more expensive", "20 yuan of clothing sold to more than 100 yuan".

Beijing Dacheng Law Firm Liu Shijie told reporters that the current mode of cooperation in the market is mostly "authorized, licensed" way. That is, the owner of the cartoon image will grant the right to use his image product to a clothing brand and charge a certain fee. Then, after the sale of clothing, a certain proportion will be charged. The way of authorization is also divided into two kinds: exclusive license and general authorization. The exclusive authorization is to literally understand that its cartoon character can only be sold by a brand, and the fee of authorization is also high. While ordinary licensing can be produced and sold by several brands, the cost is naturally low. However, in order to avoid the flooding of the brand image in the market and the confusion in cooperation, it is not conducive to management. The number of authorized brands in general is also 3-5.

At the same time, the choice of authorization mode is also a consideration for the influence of cartoon image. Although One Piece is a household image in Japan, it is still an image product jointly owned by Baleno and UNIQLO brand. It shows that merchants do not have enough confidence to buy out their exclusive license.

The authorized fee of cartoon image is the main factor of increasing costumes cost. Source 。 A clothing market employee said that a quality T-shirt costs only a few yuan, and the quality is better in dozens of dollars. The marked price of 120 yuan still has huge profit margins. Because of the serious copyright problem in the clothing market in China, high imitation clothes will soon be on sale after the clothing is sold, which will greatly affect the sales of the genuine clothing. Therefore, in order to ensure a certain profit for the authentic clothing, the price should be raised slightly. But raising prices is certainly not the best solution.

Liu Shijie said that it is probably a more reasonable way to safeguard the rights and interests of his own clothes by improving the differences of his clothes and making his clothes impossible to imitate.