Fashion Sports Brand Lotto: Enhancing Brand Value

From selling styles to

Then, how to excavate the latent potential that the market can hide for the brand, how to deeply and accurately study the consumption psychology and provide valuable products, how to use the distinct new style and the new marketing idea that the consumer can understand, let the consumer savor the brand personality culture, and how to provide the customers with the satisfactory service that is close to their lifestyle, has become the key to win the market for the brand clothing.

Especially in the face of the increasingly prosperous Chinese market.

At this point,

Human appeal

The construction of clothing brand culture is a meaningful activity. The social and economic functions of clothing brand come from its intrinsic value, culture and personality, which constitute various elements of the physical form of clothing brand. On the one hand, it reflects the cultural complex and emotional atmosphere of clothing designers. On the other hand, it reflects the quality consciousness, service concept and service art of garment producers, all of which are concentrated on the brand culture of clothing products.

Therefore, the construction of brand personality culture is based on the individuation of brand in the style and orientation. Culture inevitably permeates and fills and plays an irreplaceable role. Creating a brand is a process of displaying culture exquisitely and fully. In the process of brand shaping, the humanized appeal of innovation plays a role of cohesion and catalysis.

1, people to people strategy: well-known brands need consumers to establish brand awareness and enhance brand awareness.

At present, the expansion of Lotto in the Chinese market is mainly aimed at building up its brand image in the new generation of Chinese consumers, rather than simply pursuing profits.

Just as at the time when Lining was authorized to operate the business right, entering the Chinese market is to train the brand awareness, create a pleasant retail experience for the customers, and grasp the layout of the channel in a broad market.

2, emphasize attributes: for Chinese consumers, "origin" will become an important reference for their choice of brand.

For example, consumers generally believe that high-end cars from Germany, luxury watches from Switzerland, the top perfume in France, with the "origin" as a guarantee, the minimum personality attributes can be guaranteed, which is also an important luxury consumer awareness of Chinese consumers.

Therefore, when Lotto enters China, it will emphasize to consumers that its brand comes from the country of clothing, Italy, which has the finest and finest manual sewing skills in the world, in order to continuously enhance consumers' awareness of their own brand characteristics.

3, positioning resonance: consumer recognition and resonance is the key to product sales.

Lotto positioning requires mastering the purchasing psychology and buying motivation of consumers and stimulating consumers' emotions.

The first thing to do is to be clear and concise, to grasp the main points, not to mention all the advantages of the product, but to point out different points. Two, it should arouse consumers' sympathy.

Positioning should be targeted, aiming at the concerns of target consumers and their appreciation level.

Three, positioning must be felt by consumers. If consumers can not be regarded as a standard for assessing quality, positioning will lose their meaning.

Building culture begins with "heart"

It is undeniable that brand is a cultural phenomenon. The image, style, association and symbolic meaning conveyed the connotation of brand concept.

The brand should be the lowest cost of the enterprise to use the resources, maximize the profits, achieve the core resources of self development goals, a successful clothing brand, let his consumers in all the exposure to the brand environment.

Can directly or indirectly, or directly or implicitly feel the distinctive brand culture.

For sportswear brand, brand culture must be oriented by consumers. Positioning is based on the way of thinking and psychology of consumers accepting information, breaking through the barriers of information communication and communication, and positioning information into the minds of consumers.

From the external form, the first is the naming and logo of the brand, but from a deeper level, it is a brand with certain quality, taste and taste. Its taste and taste are communicated with the cultural mode established by consumers, reflecting a certain way of life and people's attitude towards things, thus forming a cultural resonance with consumers, so that consumers can identify with the brand.

In this way, the success of a brand's culture depends ultimately on the judgement of the public or target consumers. Only by accurately expressing the culture of consumers' voices can consumers be tempted.

That is to say, brand culture must come from the call of consumers. We must consider the characteristics of the target consumer group, which is consistent with the needs of the target consumer group. Just like the brand culture of Lotto, because it has a certain taste and taste, it naturally has certain imagination, fashion and breakthroughs.

So the Lotto brand finally sells a culture, a realm, the essential driving force a consumer wants to buy.

Football marketing

Sports can bring enjoyment, which is the demand of most ordinary consumers for sports.

Faced with this demand, the integrated consumption proposition is easier to get the understanding and recognition of the consumer market.

It is precisely this insisting point that Lotto has avoided the fierce competition of the Red Sea. Through product design and characteristic marketing, a clear brand image has been established among consumers, releasing the role of differentiation and winning the market space quickly.

For example, the world cup in South Africa, which began in June 11, 2010, is the best platform for all the famous brands to perform marketing and dance skills. Of course, it includes Lotto's "legendary type" activities: during the world cup, Lotto joined hands with Italy legendary star Giuseppe zigoni, sharing the passion of the world cup with the majority of Chinese fans, refueling the Italy team and inspiring fans to express their free and passionate attitude towards life.

In fact, as early as the 80s of last century, Lotto Italy sports brand has become the fashion of youth.

Lotto has been playing an important role in the field of football. Its technological content, brand influence and financial strength are not inferior to other brands in the world, especially in Europe.

In particular, Lotto has a spokesperson for Juventus, such as Piero and Kovacevic, who have great influence in China, and have sponsored Juventus, AC Milan, Italy, Holland, Croatia and other national teams.

The "legend type" originates from the life attitude of the Lotto brand in Italy's blood. It advocates that everyone can have a passionate and free attitude towards life. Even if they are not legendary characters in the green field, they can still be guided by this attitude of life and create their own legends of life.

Because, since long ago, Italy football stars represented by Baresi, Robert Baggio, Maldini and other stars have been the eternal legend on the green field. The history of Italy football is also full of legendary colors. The four time that the World Cup championship has won the championship has also left many football teams unable to catch up.

Through the legend of football, Lotto advocates an experiential lifestyle and attitude to encourage young consumers to explore, discover, try and experience various forms and new things of life.

In shaping the brand image, Lotto hopes to promote freedom and sex to young fashion consumers through video entertainment marketing, interactive and creative market activities, constantly try new things, explore various interesting lifestyles, and convey healthy and upward attitude towards life.

Entertainment in power

For enterprises already in the process of globalization or globalization, with the help of the world cup's global influence, the use of soccer as a "universal language" to communicate with consumers from different countries can promote the promotion of international brand value.

But for the domestic market, people pay more attention to what sports can bring to themselves.

In fact, sports have shifted from performance to life and spirit.

The positioning of Lotto just caters to the target customers - those who pursue healthy and fashionable lifestyles, and pursue a group of people who bring new feeling to sports, not just those who win and win in sports field.

Taking the lead role as the theme of spring and summer 2010, Lotto leads the fashion trend from the perspective of entertainment to create fashion for consumers. Among them, the "workplace password" series designed by Du Lala, a fashionable career blockbuster, integrates the interesting workplace elements into products, and perfectly interprets the brand spirit of "constantly discovering the joy of life".

The blue shoulder shoulder T-shirt, which was performed by Xu Jinglei in the film, has aroused heated debate among consumers.

In addition, in order to inherit the brand's professional sportsmanship, as one of the most representative series of Lotto, the Italy series innovativeness uses architectural, cultural and artistic elements to display the brand's most basic Italy attribute in the classic style design.

At the same time, the "bicycle" series, which takes the theme of low carbon, environmental protection and urban life as the theme, conveys the concept of fashion and music, advocated by lotto.

Inspired by the myth of Western Europe, the unicorn series shows the unique quality of the brand in its connotation design and elegant form.

Sports can be fashionable, fashion can also have many forms of expression. The fashion that Lotto admired is integration. At the same time, it must be able to lead.

It does not have other brands, this will be differentiated, and at the same time, through the brand to create a way of life, so that everyone can experience, understand and experience the pleasant feelings brought by sports.

This is advocated by lotto, not the pursuit of the sense of movement of the banner, but the feeling that sports bring to consumers.