Breaking The Embarrassment Of Cashmere Brand Selling For Only One Season

Cashmere sweater

In the past, the design has changed its old style and has added more fashion elements, and has won many young people's love.

The introduction of scarves, gloves, shawls and accessories will not only enrich the contents of cashmere products, but also help the cashmere brand break the embarrassment of "selling only one season" and push forward to the four seasons.

Shopping mall department store warm cashmere dress again.

As the weather turns cold, warm clothing comes to the peak season.

Reporters recently visited several shopping malls in Beijing and found that cashmere products, known for their lightweight, comfortable and warm insulation, are popular among many people.

It is worth mentioning that this year's cashmere sweater has changed its design in the past. It has added more fashion elements and has won many young people's love.

And scarves,

Add fashion elements to attract younger customers

High price, light and warm texture, single color, and regular pattern are the common impression of cashmere products for a long time.

Therefore, many young people regard cashmere sweater as the best gift to honor their parents.

However, reporters recently visited a number of shopping malls in the City cashmere commodity counters found that not only hollowed out, plate flowers, beads chain, ink painting patterns and other fashionable elements quietly blended into the design of cashmere sweater, and cashmere sweater on the color is also more rich and bright, emitting more youthful flavor.

A variety of special cashmere sweaters in autumn and winter

Last Sunday, the reporter came to the Pacific department store in East 3rd ring, where the sale of cashmere feather was being held in winter. The brands of Erdos, Si Qin and Bai Sha special brand had launched many special cashmere sweaters, such as a pink lady cashmere sweater with a price of 1899 yuan in Ordos. The sale price was only 950 yuan, attracting many consumers' attention.

In the Renaissance commercial city, there are numerous cashmere sweaters and styles.

Reporters noted that, unlike in previous years, there are many young people in the group buying cashmere sweaters, some of whom are buying for the elderly at home, and many are choosing suitable cashmere garments for themselves.

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"Originally only intended to buy a cashmere sweater for the elderly at home, but here we can see that there are a lot of styles, and the color is much better than before, so we have chosen one for ourselves."

In front of a brand counter, a girl who had just selected two cashmere sweaters told reporters.

For a long time, cashmere, known as "soft gold", has long been regarded as a high-end consumer goods rather than fast moving consumer goods.

This positioning has made it difficult for cashmere products to break through the old and formal mode. Cashmere industry has become a special industry serving the middle aged and the elderly and "gift consumption" to a certain extent.

In order to get young customers, from this year, cashmere companies have begun to move towards the fashion, to add value to the design.

First of all, the international fashion giant Du Fu, who has signed the international cashmere industry leader, has announced in Beijing that it will lead the whole cashmere industry to realize the upgrading of cashmere brand to cashmere fashion brand from three dimensions, namely, products, channels and promotion.

It is reported that in the early winter of this year, the fashionable cashmere costumes, which were designed by doffer, the series of rainbow buttons, the city series and the England scenery series, were sold out in some cities.

Subsequently, "Snow Lotus" Cashmere also invited the fifty-seventh World Miss Beauty Contest Champion Zhang Zilin to attend the show ceremony of the brand. Cashmere brand is eager to pursue fashion.

Of course, there is only one goal to get close to fashion: let cashmere counters attract more young people to spend.

Launch diversified products to meet the demand of "four seasons"

Because of the particularity of products, like cashmere products, the seasonal distribution of cashmere products is also very strong.

In China, the selling season of cashmere products is mainly around the Spring Festival, usually in January and February.

It is reported that Ordos usually accounts for about 40% of total sales in January.

However, behind the brisk sales in winter also means the slack sales in hot season.

For this reason, some cashmere brands do not even rent stores counters in summer.

Unlike the large international brands of fashion, bags, shoes and accessories, cashmere brand counters usually have only a few varieties such as sweaters and trousers. This single product and single season product line is hard to satisfy the needs of consumers.

In order to break the embarrassment of cashmere brand "sell for one season" and dig deep into the gold content of the brand, the major domestic cashmere brands are actively exploring.

The direction of their choice is also unanimous, that is, the way of diversification development of cashmere products, from one season brand to four seasons brand pformation.

Not long ago, Erdos held its fashion conference on cashmere products in spring and summer in Beijing.

Erdos was very generous, and invited Chanel, the artistic director of Italy, as art director, to design new cashmere products. He also hired our professional design team in Hongkong to carry out innovative breakthroughs, extending the cashmere sweaters in autumn and winter to spring and summer.

Since the fall and winter of this year, snow lotus cashmere has also launched large-scale brand public relations activities in various markets, inviting celebrities and celebrities to attend, promoting the concept of slow life of Snow Lotus brand and its new products in 2010.

In the new products of snow lotus, the "Lotus dress" lifestyle dress, which is mainly consumed by urban women, has been significantly increased.

While extending to the four seasons, the cashmere products extend to scarves, gloves, shawls and other accessories that are not restricted by age and sex.

In the past, only "seasonal products" such as wool and cashmere sweaters were produced, and now they also began to produce silk underwear, which can match the cashmere sweater and reflect the taste and break through the seasonal restrictions.

It is reported that after the silk underwear was placed on the counter, "Jen Bei" doubled its sales performance in Cui Wei.

It is understood that the cashmere products now popular in the northern market have begun to target South market.

The light and warmth of cashmere is no longer the only demand of consumers. How to make consumers wear fashionable, natural and healthy clothing in winter to meet their all-round demand is the goal and development direction of all cashmere brands.