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Clothing Brand Marketing Needs To Be Changed At The Core Of Post-80S Generation

2010/7/21 15:30:00 43

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Fashion products

In consumption, after 80 has become a huge consumer group, which is generally concerned by the industry. It is not only the backbone of China's fashion consumption trend, but also the weathervane of brand operation in the future.

Most of the post-80s generation, on the basis of economic sustainability, have a strong sense of active consumption and desire for consumption.

With the passage of time, the 80's generation will mature, have independent economic capacity, and even become managers or entrepreneurs, no longer rely on their parents to support the "children".

Even a lot of post-80s have become families and become parents.

They advocate "money is not saved, but earned", "money is earned to spend" and other consumer ideas.

Therefore, it is an undeniable fact that the post-1980s are the mainstay of China's fashion consumption.

After 80, as a rising consumer group, their consumption power, consumption consciousness and consumption discourse are deeply affecting the marketing strategy of many enterprises.

How to understand their consumption psychology profoundly?

the tendency of the day

The trend of development is very important for any enterprise to seize the future market.

The most fundamental factor in the change of brand concept after 1980s is the change of marketing environment after 80's growth.

The change of individual growth environment is obvious, resulting in corresponding changes in their consumption psychology and consumption habits.

The difference, individuation and diversification of consumer demand make the post-1980s consumer's "emotional satisfaction" more important than the product's "emotional satisfaction".

Functional value

Almost every Post-80's young man has a unique personality.

However, one thing is common. They are very keen on brands while consuming, but they are extremely critical of brands.

In their mind, a good brand not only needs high quality, but also needs to have a personality; not only includes the elements of fashion and popularity, but also a long history. The advertising of these brands must be eye-catching, and the packaging needs to be in place.

On the other hand, this group of consumers is not only pursuing brand but also brand loyalty. In their eyes, there are only two kinds of brands: "I like" and "I don't like".

It does not necessarily have clear purpose and practical significance, but is based on subjective preferences.

The toothpaste from morning, the clothes to be changed when going out, and what music to listen to on the road carries the unique and distinct assertion and individuality of this group.

Obviously, if we want to capture the 80 generation consumers completely and capture the attention of the new generation of consumers, it is far from enough to rely solely on the accumulation of the original brands. Clothing brand marketing must really change at the core of the post-1980s, dig deep into their consumption characteristics and personalization elements, and integrate these personalization elements with the brand appeal and product development of the enterprise, and strongly mold the personalized characteristics of the products and brands, create a spiritual fit and spiritual resonance with the young consumers, so as to create a brand atmosphere, strengthen the emotional communication and interaction with the post-80s consumers from many angles such as fashion, personality, fashion and self-worth, and give them more emotional satisfaction and emotional recognition.

At the same time, in the aspects of style, design, function and sales promotion, enterprises should seek new and different ideas and keep products fresh and fast. Only in this way, can brands be truly accepted and recognized by them.