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Textile Shoes And Clothing Brands Enter The Era Of Color Marketing

2010/12/2 11:35:00 59

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Today, with the increasing homogenization of products, the market of personalized products leads the market.

Marketing

In this era, people need an identifiable symbol, and the color takes on this role.

Especially in shoes and clothing.

industry

Consumers will pay more attention to the three factors of style, texture and color.

The international fashion color survey data show that, with constant cost, suitable and popular color design can bring 10%-25% additional value to the product.

Color as a global language, because of its visual beauty and shaping character, has become an important factor affecting consumers' purchase decisions.

In the era of attention economy, how to make our products more attractive to consumers and turn them into final purchase decisions, the most common element of color has undoubtedly become a secret weapon of marketing.

After specially designed or selected a specific color or a set of color system, it is applied to all the visual communication design media of enterprises, through the perceptual stimulation and psychological reaction produced by color, highlighting the business philosophy or product content characteristics of the company.

Recently, China's time-honored brand Heng Yuan Xiang has released six brands of color sheep, including jade white, ink black, Chinese red, Chinese yellow, Sophora japonica green and color sheep powder.

The color sheep is a parallel with Heng Yuan Xiang in Heng Yuan Xiang group.

brand

We wear clothing, knitting and household textiles.

In September 2002, Heng Yuan Xiang launched the "year of the sheep mascot collection order". In the more than 3000 copies of the draft, a sheep image from clay sculpture master Hu Xinmin, whose lines were smooth, naive, colorful and featured with Chinese characteristics and full of fashionable personality, entered the eyes of the judges.

Finally, this strong goat won the laurel of the mascot of the sheep year, became the brand fazeya of the Heng Yuan Xiang group, and also had a nice Chinese name, the color goat.

Over the next few years, Heng Yuan Xiang color sheep industry group began to carry out a series of market development and product development for color sheep, trying to brand memory in the minds of consumers.

In 2006, the color goat began to explore the color. The color sheep home textiles first tried its color trial in its product, the "sheep auspicious" home textiles series, and created an atmosphere of red, gold, purple and other colors, and achieved unexpected sales success.

In 2008, Heng Yuan Xiang formally decided to regard "color" as the core part of the brand personality. The color strategy was identified as the development strategy of the color sheep brand, and it embodied six brand colors in details, accessories and overall design of the clothing.

After investigating the color preferences and preferences of various countries, the color sheep officially announced the six brands of jade, white, ink, black, China red, Chinese yellow, Sophora japonica green and color sheep powder.

Li Guangdou, a marketing expert and CCTV brand consultant, expressed his interest in such a position. He predicted that the future popular trademarks would go from monochrome to multicolor.

And there are precedents to follow. Microsoft's orange, yellow, blue and green gradation trademarks and their voice and logo combinations convey the concept of "forward Pentium" and "unlimited future".