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Busen Men'S Wear Brand Extension Strategy &Nbsp; Green Label Arises At The Historic Moment.

2011/5/3 16:18:00 100

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Busen Men'S Brand Extension Strategy Busen Green Label

August 10, 2010, "Busen 2010"

Green label strategy promotion Summit

"In Luoyang, Henan, a large number of domestic clothing distribution elites go to thousands of emperors for a grand gathering.

At this summit, Busen launched its long-awaited fashion and young brand line "Busen green label", which brought a fashionable and fresh wind to the depressed Chinese men's wear market.

In recent years

Busen Menswear

Entered a new period of rapid development, in the context of financial crisis, annual sales growth rate of more than 30%, Busen menswear brand prominence, market management capabilities, product development capabilities, human resources reserves and other aspects have made considerable progress, Busen in the domestic apparel industry has reached a new height.

At the same time, the men's clothing market itself is also changing quietly. The trend of younger fashions is more and more prosperous, and the consumer demand is becoming more and more differentiated. The new segmentation consumer market has gradually formed. In this case, brand extension has become a way for Busen men's clothing to go.

Many world famous clothing brands such as Giorgio Armani,

Zegna

And so on, after developing to a certain stage, they have chosen the brand extension. At present, in the domestic market, Busen men's clothing has relative advantages in many aspects, such as brand, product, management, channel, talent, capital and so on, and the condition of brand extension is ripe.

The Busen green label emerges as the times require. It advocates low carbon and environmental protection life style, emphasizes natural fabric, natural color and harmonious coexistence with the environment, makes the body and body return to nature, accomplishments of personality and self, and restore the fashion color.

Busen green label combined with Busen's research on ergonomics and personalized tailoring for many years, ingeniously integrated the latest trend of fashion in New York, Paris, Milan, Tokyo and other world fashion capital, and developed a suit style suitable for Asians and fit for the aesthetic taste of young and successful men.

Busen green label will continue the brand concept of Busen black gray label, but the brand quality is improved, the product style is more fashionable. With concise and bright design, it provides comfortable and casual clothing for young men with passion and vigor, eager for freedom and enterprising spirit in the modern city, and tries to create a new generation of fashionable, stylish and confident new urban successful men.

The style of Busen black grey is mainly business and leisure, mainly designed for 28~45 year old business people, while Busen green label is a more young 25~35 year old urban elite male group.

According to previous market research and years of accumulated experience, Busen costumes believe that with the market segmentation, consumers will become an independent subdivision market at the end of 70 and after 80, and they are very different from the previous generations in the dress concept. Especially when the 80 generation who appeared in the "rebellious generation", they are entering the mainstream of the society, and their consumption ability is also rising. Although their income is lower than that of the 40 year old social pillar layer, their purchasing power is very strong due to the low burden and the advanced consumption concept. An independent men's clothing market has quietly formed.

At the green label Strategy Summit, Mr. Wang Jianjun, general manager of Busen clothing, Mr. Hu Qiang, vice president of marketing, and vice president of design and development, Wang Gang elaborated on the promotion direction, marketing policy support and product design style of Busen green label to the clothing distribution elite from all over the country.

After understanding the situation, the clothing distribution elite showed a strong interest in the green label. 46 dealers signed the letter of intent to open the shop on the spot and paid the deposit.

To ensure the success rate of the shop, Busen costumes will select 30 stores from the 46 stores as the first store of Busen green label after field visits.

According to the requirement, the location of the first batch of 30 stores in Busen green label must be in a lot of the local core business circle, with an area of not less than 100 square meters, so as to ensure that the terminal image is consistent with the Busen green brand positioning.

Busen costumes will be strongly supported in many aspects such as props, decoration, personnel training, information system and so on. The total investment is expected to exceed 20 million.

For Busen, the green label is a breakthrough. Busen green label will break through the infinite life with those young people who have dreams.