Exception: I Am So Confident.

The exception "EXCEPTION" is the state of Guangzhou

In the fiercely competitive Chinese women's clothing market, exceptions have been established since 1996.

For China's local women's clothing, it is not difficult to be unique, but perseverance is not easy.

In the past more than 10 years, "exceptions" have always followed their own course, changing from style to name.

Fashion features: exceptions are counter ones.

The simple and unique name of "exception" and its reverse English "EXCEPTION" have aroused almost all the curiosity of the people they first met.

The interpretation of the English LOGO design concept is an exception, and it is the portrayal of the exception of the design style: "EXCEPTION" is not following the trend. She always keeps away from the trend of the public, but is constantly creating new trends. "EXCEPTION" is constantly breaking the tradition while constantly pforming the dream into reality.

The culture of exception is not directly expressed, but needs to be speculated or even imagined by the audience.

Rather than the exception of the costume is a design, rather than a philosophy, and the exception of the helm exception design guidance mark can only want to express a simple and simple attitude towards life through this simple and pure design.

Marco once said, "I never think that the exception is that we need to divide the customers with the usual commercial orientation, such as age, occupation and income.

I think the exception of customer segmentation is one word: heart.

She can be close to my heart and she is my customer. She can read and feel my things. "

Mark's words will culture, brand, and

As a pure local designer brand, exceptions from Beijing China World Trade Center to CITIC Pacific in Shanghai, in some foreign brands, the number of high-end brand stores in China has become a "exception".

The founder of the brand, Marco and Mao Jihong, designed a professional team, which made two people have totally different feelings and ideals about the business brand.

Perhaps this is why the "exception" has been found by accident to find a more marketable unique market.

At first glance, it seems to be against the general market demand and target consumer group setting.

And other standard marketing models, but in fact, they are more and more fastidious to modern consumers.

The starting point of the product is "heart", which is human nature and emotion. This makes "exception" successfully create the most distinctive brand of women's clothing in China, and has become the first domestic fashion case of Fudan University economics and Management Institute.

The opening up of markets in Southeast Asia and Taiwan, the invitation of French Lafayette department stores, the optimism of several fashion week and European buyers, it can be said that "exception" is in the important mileage of "international brand" from "local brand".

Typical case: brand extension - "useless"

In 2008, mark was invited to participate in the Paris advanced custom fashion week (ParisHauteCoutureWeek) and released "useless" works.

"Exception" is a market-based brand that faces the Chinese market and consumers. It is not the performance of the designer's integrity.

Mao Jihong and mark have always wanted to go beyond the "exception" to do a new thing, and "useless" is another way to express themselves.

Until now, the "useless" still keeps the principle of not selling, only in the words of Mao Jihong, that is, follow the rules of the circle of pure art brand.

"In the art world, or in museums, museums, museums, museums, museums, museums, museums, museums, museums, museums, museums, museums, museums, museums, museums, museums, exhibitions, etc., to publish a culture attitude, or to think about people or future."

With the exhibition of the Amsterdam Museum in Holland and the Montreal Museum in Canada, the "useless" of fame has virtually increased the added value of exceptions.

case analysis

With culture, it is inevitable to give people the impression of "image project" on the surface. Although today, many brands in the country have accumulated strength for brand by means of various forms of cultural marketing, but to make cultural marketing no longer "idle" and lethality, we need to find deeper expression in cultural marketing.

Now consumer brand loyalty has become the most popular word, and consumer's "emotion" is regarded as the last bastion of brand to conquer.

The core concept of cultural marketing is to move consumers' killer, so that consumers can accept the cultural influence of a brand in their hearts, which will make the brand get invisible support and accumulate strength for the brand.

Combining clothing art with cultural marketing and establishing a new commercial expression is not simply a cross boundary marketing, but really finding a culture suitable for its own brand, and grafting with this culture, so that the two cultures can be well integrated and express better results.

"Exceptions" do not rigidly define the target consumer groups by using the age, income and other characteristics of consumers. Instead, they define the target market with the concept of a less empty life, and formulate a series of actions such as product development and network layout.

Their strategy is simple, that is, after recognizing that "simple and honest" is a long-term market concept of life, they will unswervingly implement it in every detail and guide all things in this way.

This approach is a kind of communication.

Enterprises and consumers should be placed on an equal footing to listen to consumers' feedback and needs, and at the same time to lead or inspire consumers' tastes and cognition.

The "exception" is clear that not all consumers' voices should be obeyed.

Marketing and product development must be directed and prudent.

The consistency of style can not be sacrificed.

The meaning of "exception" brand success is that the brand should be an eye-catching logo, but do not have no principles to mark the new innovation. Brand should go with the time, but do not be passively led by the consumer, change the connotation radically, the brand needs to be well designed, but these designs do not make people feel designed.

And the clear and extensible idea behind the brand is the root of the consumer.

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Deficiencies

Speaking of "exceptions" from 1000 yuan ~3000 yuan single product price, many people can not figure out why it is so expensive. Maybe price is one of the reasons why "exceptions" are often referred to as "niche" designer brand.

In the face of cotton and hemp dominated materials, white, white, rice white, light coffee, cooked brown, cold ash, lotus color purple "pure" expression, the feeling of holding hands is even more soft and soft, and it is necessary to show the so-called "shape" and "type" of clothing by the confidence of the wearer.

For ordinary consumers, it is difficult for them to pay for their real performance price ratio, while a brand new consumer with a brand awareness and spending power is also hard to connect the "exceptions" with foreign brands such as GUCCI, LVMH and CHANEL.

The reason is not only the deep culture and popularity of the international brand, but also the external quality and sense of value. They may even have a certain appreciation.