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Men'S Underwear New Marketing &Nbsp; How To Use The Star Effect?

2011/2/21 9:51:00 264

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Underwear industry

Brand is an enduring hot topic.

It is self-evident that the value added by an excellent brand to the enterprise.

Although China's men's underwear industry started late and emerged many men's underwear brands, it can really be widely read by consumers.

brand

Not many.

Building brand requires not only excellent product quality, but also effective brand marketing strategy.

And among them, the stars

Marketing

It is one of the effective means.

At the same time, it is also a double-edged sword. If it is used inappropriately, it will bring some negative effects to the brand.

Men's underwear how to play the star card, we might as well take a look at the following case.

Taking advantage of Olympic marketing, the professional men's brand LOOKSEE (Lu Kesi) signed the "Dream China" champion Wu Wenjing and the American "dynamic Idol" champion David Diego two stars in one fell swoop, causing widespread concern in the industry.

According to the life form and psychological characteristics of the current target consumer group, it combines the development strategy of the enterprise to extract the new core theme: dream? Flying.

In addition, in the specific operation, the company has worked out an effective marketing promotion program to bring the star effect to the extreme and become a rare success case for the star marketing of men's underwear industry.

Accurate positioning to seize the "time, place, benefit and harmony"

There is a proverb in England: "before any course is determined, the wind in any direction is against the wind".

Finding the consumption demands of target customers, positioning the brand accurately and building a psychological bridge between enterprises and consumers can play an immeasurable role in brand marketing and marketing of enterprises.

Since 2008, he has put forward the core theme of new "dream flying", which fully caters to the consumption psychology, popular culture and industry development characteristics of the contemporary society.

From a social perspective, in recent years, the economic fever has begun to fall, the impetuous psychology of the public has gradually cooled down, and the blind pursuit of fashion has also changed to be rational.

British aristocratic taste life began to permeate every corner of the trend. The public's yearning for dream life is reflected in the pursuit of exquisite and luxurious quality of life.

The combination of products and dreams not only creates additional value for products, but also meets the psychological needs of the current consumer.

Compared with the trend of publicity and extradition several years ago, young people nowadays are less confused and constrained, and their ideals are more lofty and eager to be released and realized.

So the whole era is talking about dreams, and all kinds of shows that symbolize dreams are in full swing.

Pop culture spawned "dreams flying".

As for the domestic men's underwear industry, the industry is entering a period of vigorous development. The industry is calling the leaders. The time for the national brand and the international brand is higher. The men's underwear industry needs to take off.

At the beginning of the establishment of the enterprise, the company, who was determined to "see the world and fly on the international fashion stage", has accumulated more strength after ten years of development. The time to realize the dream and to take the ambition in the world stage is obviously ripe.

The Beijing Olympic year has been successfully concluded, and Chinese people all over the world are paying close attention to it.

The long cherished wish of the Chinese centenary is becoming a reality. This cherished wish contains both the national righteousness of the nation and the sustenance of individual dreams.

With the brand new idea of "flying dream", it has implanted new vitality for the brand. It not only excavated the demand of popular culture, but also approached the Olympic Games and borrowed a "Dongfeng".

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The public seeks the "dream" stars of China and the West.

With accurate brand positioning, how to choose star interpretation becomes the key to success or failure.

Star is an important manifestation of brand personality. Without the theme of customer demand, brand marketing is difficult to achieve.

Blindly pursuing the celebrity's fame without considering whether the star agrees with the brand trait will result in a contrary desire.

In this regard, Lu Ke Lei has gone through six months of comprehensive consideration. After careful selection and layers of screening, he signed "Dream China" champion Wu Wenjing and American "dynamic Idol" champion DavidDiego for the brand image advertising.

The combination of Chinese and Western Stars and two swords not only highlights the strong strength of the company, but also reflects its good intentions for the star candidates.

Wu Wenjing, coming from the stage of CCTV's "Dream China", has achieved many dreams through music, breaking through many obstacles, and winning the championship with all his dreams.

Wu Wenjing, born from the civilian draft, is the embodiment of dreams, bearing the hope of young fashion people, and is the best spokesman for the characteristics of the times.

DavidDiego, born in the world movie carrier "Hollywood", is a representative of western fashion culture. He has taken part in the American "dynamic Idol" and won the title, and has grown into a generation of idol superstars.

His accession has enriched the international dream of the Chinese people and Lu Ke Lei, and also embodies the characteristics of the brand's nationality and international coexistence.

Why is this company particularly interested in talent stars? Because draft stars are the embodiment of "Dreams". They are the sustenance of thousands of fans' dreams and symbolize the brand growth process of the brand. They are the perfect combination of brand culture and the characteristics of stars, and give a distinct vitality to the theme of "dream flying".

Bold interpretation of "flying men"

As the visual window of the brand, the image advertisement is incisively and vividly incisively and vividly, promoting the promotion of the brand is undoubtedly more powerful.

Image advertising is a silent marketing communication. Tired of preaching rigid indoctrination, consumers are more inclined to accept the visual impact of intension and imagination.

Compared with the "man of locomotives" in 2005, the "flying man" launched by Lu Ke Lei this year is more obvious in terms of props, scenes and space collocation.

The vast sky and blue sky, helicopters, the two intuitive images of flying directly to the eye, instantly stimulate everyone's desire for flight.

The two stars also attacked the duel and filled with the spirit of duel. They went all the way for the dream, and infected every appreciant.

The collision between Chinese and Western cultures and temperament represented by Wu Wenjing and DavidDiego forms a huge aura, which makes people's eyes unable to stop.

Image advertising is a story, a story about corporate brand, and also a story about you and I dream.

From the image advertisement, it reflects the pursuit of the people's hearts. The purpose of the advertisement has been achieved and proved to be successful.

The brilliant interpretation of the core connotation of the brand is more shocking than the slogan of thousands of slogans. The plan of this series of image advertisements is quite clear, and it is the company's consistent image and style and its unique way of star operation.

For the many advantages of celebrities, Lu Ke Lei did not abuse them, only refining their most prominent "dream" characteristics with the brand, and tailor the image of "flying men" to achieve the best communication effect.

Marketing and intensive cultivation

Good marketing solutions are inseparable from the real marketing promotion.

This cooperation with the Chinese and Western stars has not seen the way of Lu Kai's advertising campaign and the bombardment of high-altitude throwing.

Detailed research has found that its target audience is accurate for the crowd, and its implementation is meticulous and permeable marketing promotion strategy.

Prior to the exposure of Wu Wenjing's cooperation, he launched a first round of promotion on the Internet for young fashion people.

Launched a large-scale "big guess star face" guessing activities, including Wu Wenjing, revival, Bing Shao, Shawn Yue, Luo Zhongxu, He Weiqi, Ku Kui Kei, Yin Xiaotian, Yin Xiaotian and so on, attracting tens of thousands of fans competing.

The star fans in front of the trend are a huge potential market. They are obviously influenced by the idols.

In order to further expand and consolidate the loyalty of celebrities and fashionable men, after the celebrity meeting, Lu Ke Lei made a high-profile re creation of the fashion star club this year - LOOKSEE red man hall, attracting celebrities like Wu Wenjing, DavidDiego and other celebrities to help spread the trend of men's underwear, and vow to make men's fashion high-end. This is also an important platform for this professional men's underwear company to attack high consumption groups.

In promoting the use of media, he is the preferred platform for Internet - high education and fashion people to receive information.

In the entertainment, fashion websites and forums, the news is broadened to attract the attention and discussion of the trend group, so that the audience can be changed from passive acceptance to active dissemination, and the marketing influence will be expanded by using the network effect.

Secondly, a large number of key words related to brand and industry will be purchased to improve the exposure of search and further target the target market.

Considering the unitary nature of the network media, it is impossible to popularize one hundred percent to reach the target consumers.

Through the clever use of shopping malls, display windows and outdoor billboards, replacing the image ads of Wu Wenjing and DavidDiego, a series of visually shocked "flying men" quietly staged in high-end shopping places.