The Five Discipline Of Fashion Group: Knocking On The Door Of China'S Luxury Fashion

according to

1, the first discipline: product strength

Recently, the fashion group released its five largest brand, OBBLIGATO Olivia.

According to the introduction, OBBLIGATO Olivia is presided over by the famous fashion designer Nicola del Verme of Italy. Through the exquisite tailoring, the highly creative design, the application of advanced fabrics, the luxurious and luxurious style is painted, which shows the sweetness and charm of women.

Like OBBLIGATO Olivia, the art treasures, it has attracted the attention and interest of the fashion industry. As fashion celebrities Pace Wu and Zhang Yuqi have no secret of their love for the brand new products, they think that even if they look at fashion and luxury, even if Chanel, Christian Dior and other luxurious women's clothing can embody luxurious taste and show women's pure romantic feelings, the appearance of OBBLIGATO Olivia will meet and exceed their needs in this respect.

Insiders pointed out that the advantages of women's clothing were first reflected in the precise positioning and distinct personality.

According to a survey of luxury consumption for women, luxury goods consumers are mainly 23 year old women aged -35, and are extending to young women. However, as popular international brands such as LV and GUCCI, their style design may not meet the needs of Oriental women.

The market leader of the fashion group told reporters that the core value of the brand is to express the value of the customers. Therefore, with more than ten years' experience, accurate positioning and segmentation of the market and the different needs of the target consumer groups are the key to win the market of the brand. It is like the luxury brand SONG OF SONG song with luxury of French origin. Luxury and delicacy are the themes throughout. OBBLIGATO Olivia's sweet and charming positioning is complementary to each other, while satisfying the different psychological needs of the new women.

In contrast, the increasing number of women's clothing enterprises in China, most of them do not attach enough importance to the brand, and imitate the popular styles of Europe and America. Therefore, some people have joked that the popularity of China's 2010 fashion is equal to the copycat version of Europe and the United States 2009.

Therefore, how to display the brand strength of Chinese women's clothing at deep tillage is the first topic that the industry needs to consider together.

2, second disciplines: R & D power

According to industry analysts, "many designs and few designs" are one of the fundamental problems that restrict the Chinese women's wear industry for a long time.

Designers are the soul of clothing and the core of enterprises, but many enterprises do not have enough knowledge about it. Rather than emphasizing design, they attach importance to style imitation, while the real design connotation and R & D have not been raised to the height of enterprise operation and development.

According to the reporter, this new product, OBBLIGATO, is written by Nicola del Verme, the famous fashion designer of Italy. The design inspiration originates from the aristocratic culture, art and color of France, and even architecture and humanities. It reveals the charming, sweet and beautiful side of Chinese women through luxurious French romanticism. It not only has the details of "combining natural silk with exquisite manual embroidery", but also shows the designer's design idea of "soul and heart".

Shadow fashion group told reporters that enterprises have always regarded designers and design R & D as an important foundation for enterprise development. They believe that design is the carrier to express and convey aesthetic, interest, taste and lifestyle, and is a link between people seeking and connecting with their common values.

To this end, the fashion group has been developing the design level through the establishment of an international R & D center and the introduction of international design talents. It has cooperated with the apparel industry and the top international design industry, set up R & D centers abroad, followed up the latest fashion trends, and achieved two-way development of the market, and has always been at the forefront of the market.

3, third discipline: marketing power

Boside, director of SIEMENS global marketing, said: "sales are your customers, marketing is to let customers come to you".

In the early, the Chinese clothing market, which started in the wholesale market, once said, "only clothes that can not be produced, there is no clothing that can not be sold". This long-term thinking of seller's market still deeply affects the whole industry.

In the form of European and American format design, investment promotion by various exhibition fairs, whether it is a first-class business district or a famous brand or a brand that nobody can afford, is called the "franchise chain" form, and then the goods are cleared up.

This model seems to have become a public secret in the women's clothing industry, and the short-term behavior that does not attach importance to marketing and brand management also leads directly to the failure of the women's clothing industry to form a brand effect, and the well-known brand in the country is rare.

According to the introduction, in order to develop rapidly and comply with the needs of luxury consumers, the fashion group has launched the strategy of quality since 2009.

At the end of 2008, when China and even many of the world's luxury clothing brands were shrinking, and many of the flagship stores were shut down, the Beijing Huamao Commercial Street Club store, which was built by the fashion group and invested by more than 700 square meters, was officially opened.

The industry has been shocked by the fashion group's choice of expansion in the winter.

This year, with the opening of SONG OF SONG song, the first flagship store in Northeast China, the Wuhan fashion club and so on, the strategy continues to blossom and blossom in major cities of China. This is the departure of the fashion group to the fine quality and standardization. It is also one of the concrete manifestation of the international strategy of the film fashion group.

4, fourth disciplines: cultural power

International brands sell culture and creativity, and the decisive factor of these factors is people.

Chinese women's clothing has now recognized the importance of brand culture, but its culture is mainly characterized by two characteristics: first, the cultural description of the product itself, such as simplicity, elegance, harmony, fashion and other Asian culture descriptions; second, the regional cultural characteristics, such as the Hangzhou women's dress with strong Southern culture flavor, is more suitable for small and charming Hangzhou women. Wuhan women prefer Wuhan's local brands with strong color patches and bright coloured colors.

As a representative of the development of China's women's wear industry, the company's fashion group has a unique understanding of culture. This understanding comes from more than ten years' experience of deep tillage and meticulous work, rooted in respect for designers and customers, and integrated into the corporate philosophy of "adhering to all good things", showing the practice of the dream of the whole Chinese luxury and luxury industry.

In 2007, the fashion group successfully held a large-scale concept fashion conference of "future voice". In 2008, the "fashion response" concept of large-scale fashion concept static display was held in 2008. In 2009, with a strong artistic atmosphere, a shocking and moving "visual feast" was brought to the audience. In 2010, the theme of "continuous hope" was introduced, and the large-scale cultural art exhibition and the large-scale concept fashion conference were released.

This series of brand culture shows that the pursuit and belief of the fashion group's dream come true step by step, and it has always been on the way to "create the fashion kingdom and achieve the dream of success".

The brand culture standing at this level naturally has stronger charisma.

5, Fifth Discipline: brand power

In the women's clothing industry, the brand of an enterprise usually covers three to five brands, which covers almost all the consumption levels of the whole age.

Therefore, quite a number of enterprises have already felt the "ceiling". It is difficult to achieve new breakthroughs in scale and sales.

From YINER sound to PSAlter poetry, from INSUN to SONG OF SONG, every brand in the fashion kingdom is born to meet the needs of different styles of fashion women.

The birth of the fifth brand OBBLIGATO Olivia, with its new, sweet and charming style, has made a strong complement to the top four brands, marking the formal completion of the brand strategy of the high-end fashion ladies group.

The five brands will build the first camp of China's high-end women's clothing with the brand group effect.

Focusing on the high-end women's clothing is also an important step towards the fashion industry of the whole industry chain. It is no easy task to extend women's clothing brand to non garment products. This requires that the existing brands have a place in the minds of consumers, and the whole industry expansion of fashion giants like CHANEL and DIOR can become possible.