Wan Han: The Success Of Xi Li Ge'S Men'S Wear Is Mainly Driven By Two Factors.

At the end of 2010, many words came to mind: "let the shells fly," "do not disturb", "Fengjie"... On the two day before the New Year bell struck in 2011, Xi Li Ge, who had almost forgotten people, attracted people's attention again. This time, "Xi Li Ge" became one. clothing Brand.

In December 30, 2010, the clothing brand named "Xi Li Ge" was named after the Internet red man Xi Li Ge. Men's wear A press conference was held in Shanghai to announce the formal establishment of the "Xi Li Ge" brand men's wear. Xi Li Ge became a spokesperson for the brand, and he also got a good income. And on the company's website, Xi Li Ge put on his new clothes and seriously put up POSE, which is just like a big one. Star 。

This reminiscent of the 2007 "Furong sister" in Beijing fashion week Zhao Bandi's "Xiong Maoxiu". In 2010, Feng Jie wore a HOSA swimsuit and went on the "happy ahead" program. "Shoushou" was low-key in October 2010 fashion show at Beijing fashion week. Stars and fashion itself are fish and water relations. Clothing brands value the sensational and demonstrative effects brought by celebrities and celebrities, thereby expanding brand awareness. Internet celebrities are another concept star. For example, the three above can attract people's attention, but it is entertainment after all, because their fame is mainly dependent on the disdainful means such as "selling ugly" and "cling to the crowd".

Why did Xi Li Ge succeed in creating a brand? The reason why we found that Xi Li Ge's fame is mainly driven by two factors. First is the grassroots heroic complex of netizens. On the other hand, street tramps are a common social phenomenon. Compared with other Internet Celebrities, Xi Li Ge can not see the signs of pushing hands behind his fame. In this era of lack of idols and hero worship, Xi Li Ge is already an innumerable grassroots spiritual leader.

Business opportunities are often missed in the twinkling of an eye. Only when we have ideas, dare to achieve, and act immediately, can we seize business opportunities. Although the action of the Shanghai company is not the fastest, it is systematic. When Xi Li Ge got rid of media attention in March 2010 and returned to his hometown to become an ordinary person, the company purchased the domain name "Xi Li Ge" in June. In July, he bought Xi Li Ge's trademark spanfer rights; in August, he signed a cooperation contract with Xi Li Ge and his family members; in September, he hired "Italy fashion designer" to take charge of the brand's design work. This is the "Xi Li Ge" brand that we can buy online at any time.

This is a typical case of a brand hype with the help of network celebrities. As for the future "Xi Li Ge" brand, where will it go? It is not yet known whether the brand is hot or expensive. But in any case, the brand of the Internet red man born at the end of 2010 has injected new ideas for the development of China's garment industry in 2011. Will grass root fashion become the new weathervane in 2011? Let's wait and see.