Fashion Down Garment Brand FANCY (France) 2011 Brand Strategy

More and more attention to the three line

To solve the problem of running a free shop with a prop

"In 2011, only the standardization of FANCY shops formed a climate, and the Western temperament of the" first sight beauty "would make consumers desire for shops.

Eyeball economy and the following word of mouth

Because of the large number of children at home, Yang Chen's mother began selling clothes in the streets of her hometown in the 80s of last century. This not only satisfied the family's food and clothing, but also brought them closer to the well-off society, and even made mothers play their hands with Yang Chen when they were young.

After being discharged from the army, Yang Chen became a reporter, and a wide range of interview tasks provided Yang Chen with the ability to control macroscopically, and the gene from business made him resolutely say goodbye to the iron rice bowl and began to enter the business and enter the business road.

Through the experience of different industries such as beverages, thermal underwear and down garments, Yang Chen has a deep understanding of terminal channels.

Bu Chunqiang, as an agent, has a personal feeling for dealers' hard work.

"Opening a shop is not an end. Selling is the truth."

Yang Chen talked about it on the spot.

"It is reported that FANCY brand customers set up an image shop, and according to the company's request," the 2011 shop standardization "decoration, the company free of props, such as customers to pay the corresponding prop deposit, will enjoy different preferential policies: 60 square meters of shops, the guarantee is 20 thousand yuan, the brand will give value 40 thousand yuan props, 60~80 Square shops, the margin is 30 thousand yuan, the company will give value 50 thousand yuan props, and the area of more than 80~100 square meters of shops, customers need to pay the deposit is 40 thousand yuan, the company donated the item price reached 60 thousand yuan.

In FANCY's props list, there are many items such as gate head, middle island viaduct, short shelf, side hanger, positive hanging plate, water platform, cash register, sofa and so on.

"We have to design and arrange a series of terminal displays, so that whether the display of store goods, furnishings or accessories, or clothing for shopping guide, are obviously different from other brands, full of unique brand atmosphere.

Therefore, in the promotion and operation of FANCY2011, the company is equipped with a number of excellent visual divisions, serving the customers' terminal stores one to one throughout the year.

We strive to provide the design and display of every detail of every FANCY store through a comprehensive training support, telling consumers the brand from the French customs and fashion.

Yang Chen said.

As a fashion brand named down jacket, how will FANCY tell consumers how to brand her brand in a distinctive way? Yang Chen said that the future consumption trend of feather and down industry is that we can not divide the consumer group with psychological age based on actual age.

FANCY targeted the target population to be a 20 year old ~48 year old, intelligent, romantic young woman and a young woman pursuing high quality life and psychological age.

At present, the company has set up product research and development institutions in 4 places in Beijing, Shanghai, Guangdong and Sichuan, and has hired 26 senior designers to make efforts to build up products to accumulate European fashion elements, creatively condensing the essence of various products such as casual wear, down garments and fashion products, so that the Chinese feather and down fashion has been upgraded to a higher level.

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Solve the problem of running a monopoly store with a 100% profit guarantee

"I never deliberately made any enterprise or brand. I only use the most sincere and most engraved way to create a pattern to bring revolutionary benefits and emotional experience to our customers.

I think in 2011, it's time for FA Di to create a new model to do something for everyone. "

Jiang Hengjie, chairman of the consultant and science and Technology Committee of the China clothing association, once pointed out at a conference: "some clothing brands are more likely to train death squads in developing channels and channels. After making sure that the brands earn money, they do not take care of the" dead and alive "of those agents or dealers.

Jiang Hengjie's speech won the applause from many distributors, and reflected the interest game between brands and agents.

When the terminal wants to earn money, the development of the brand also needs to earn money, but the two masters of the French fashion show launched a $160 million terminal promotion budget for 2011.

In the FANCY customer Handbook, a paragraph is attracting attention: "big investment, early investment, ingenious investment, and real gold and silver interests safeguard system, to create the most robust customer profitability in China's clothing history, the most lasting platform for earning money, and the most brilliant economic wealth."

Yang Chen laughs: "in 2011, we will implement the 100% profit protection policy, that is, you earn money, I guarantee; you lose money, I subsidize."

It is reported that the French die clothing company and the brand's provincial distributor will combine the terminal customers' interest of the shop rent plus the cost of decoration + goods input + inventory loss + operation cost + water and electricity expenditure, and draw the gross profit rate and the pure interest rate of the brand. When the terminal customer loses money, it will be declared by the provincial distributor, and the head office of Beijing will grant the corresponding subsidy to the terminal customers.

Yang Chen described the three stages of the FANCY brand development blueprint: the first stage, occupying the market in 2011, "building the most famous dealer brand in China's feather industry", relying on the power of the customer's profit level to build up the fundamentals of the channel; in the second stage, winning the brand in 2012, making FANCY the "China Fashion feather down terminal culture founder", relying on the international superstars to communicate with CCTV, and innovating the terminal comprehensive operation potential energy; in the third stage, in the year of 2013~2015, the brand has been comprehensively upgraded, "creating the fashion chain brand of China Fashion", and gradually expanding the four seasons model market.

The young FANCY brand will roam in this industry full of uncertainties and will be romantically attacked in the Fashion Blue Ocean where the industry will be faced with a shuffle.