"Harry Potter" Series Dress: Culture Is The Soul Of Brand.

"Culture has no boundaries, and the image of Harry and Potter has swept the world.

The nineteenth China International Clothing and apparel has just come to an end.

"The trend of Chinese clothing should be the individuality of leisure and fashion.

This is the brand personality pursued by Harry and Potter.

Liu Xin said.

In 2006, by the Time Warner company authorized by the United States, Dongguan Lian Xin Garments Co., Ltd. began designing, producing and selling Harry Potter series garments.

Lian Xin Garments Co., Ltd. is a subsidiary of Hongkong Luen Thai company, which was listed in Hongkong in 2004. It is one of the largest garment manufacturing groups in the world.

"Harry Potter costumes, with personality style and wise adventure spirit as the soul, take the plot, the magic pet as the material, using the England cultural background, advocating the perfect combination of fashion life and culture and art."

Liu Xin said that the clothing concept of Harry and Potter is "healthy fashion, free and optimistic", and the object is "the new generation" pursuing individuality and fashion.

"Throughout China

"The next fashion cycle for mainland clothing is the shift from fashion to leisure."

Liu Xin believes that with the development of the mainland's economy and society, people's understanding of fashion is increasingly diversified and internationalized, and they want to dress up for individuality and bring cultural symbols into play. "Not only is a dress, but a way of life".

Based on this judgment, Harry and Potter dress the consumer group in the "18 to 35 year old crowd", Liu Xin analysis, such groups have a certain purchasing power, market space is large; higher brand loyalty has not yet formed; personal character, aesthetic standards, there are more requirements for clothing.

Since it was officially released into the mainland market in 2009, Harry and Potter have begun to layout the front-line shopping malls in key cities in the mainland, and have been promoting with the local universities to carry out the "fan club" mode. At present, there are hundreds of stores in the mainland.

Harry Porter's most important stop this year is to open 25 new stores in Beijing, Shanghai and other commanding heights, improve itself in the competition, enhance brand reputation, and pave the way for entering the two or three market.

And stores in Hongkong and Taiwan are also set up.

"The foundation of brand development is culture, and the brand that grows up solely by celebrity endorsement will gradually be eliminated by the market. Culture is the soul of the brand and the foundation of a century old shop."

Liu Xin said.