"Overlord Rat" Fat Clothing: Nuggets "Heavyweight" Consumer Group

"Famous brand sells well and can sell high price", which is a common principle of all garment enterprises. But most clothing Enterprise operation brand However, they only regard the brand as a trademark, but how to imitate the style of the famous brand clothing, and the result of collective following is "one thousand faces". The product is highly homogeneous, and consumers only know clothes and do not know the brand. Most garment enterprises produce and famous brand The same clothing products not only can not get the high profit of famous brand products, but also need to face the abnormal "white hot" price war and the risk pressure of large inventory. After suffering from pain, some garment enterprises began to search for their own brand, and carefully studied consumer demand, subdivided the market, and refined their specialties. The brand of "King Rat" of Jiangsu golden kangaroo Clothing Co., Ltd. is based on this specialized market segmentation orientation. It transformed from the original brand positioning of mass down garment to the professional brand positioning of fat people nowadays. It has won the favor of the "heavyweight" consumers, and has been rapidly rising in the domestic apparel market.

It is understood that Jiangsu golden kangaroo Clothing Co., Ltd. is located in Changshu, the hometown of Chinese clothing. After more than 10 years of clothing market accumulation, the company now has more than 20 thousand square meters of factory buildings, more than 800 sewing equipment and 1200 employees of the enterprise scale, has developed into a set of design, research and development, manufacturing, sales, brand operation in one of the modern clothing professional enterprise. Since its inception, the brand of the "King Rat" brand has been guided by market demand and innovation. With keen market insight, it has designed and developed a series of clothing that is very popular among consumers, including fat clothing series, down garments, jackets, shirts, T shirts, underwear, sweaters, trousers and so on. The brand market network has spread all over the country, and has made remarkable achievements in the market.

Yan Dezhong, chairman of Jiangsu golden Australia kangaroo Clothing Co., Ltd., said that in the era of material prosperity, not everyone can enjoy the aesthetic experience brought about by clothing. With such a group, they are being embarrassed by clothes because of their weight, and the group's absolute population is also increasing day by day with the improvement of people's material life. The "overlord rat" brand has long been keen to notice this fat market with huge market opportunities. The brand clothing variety has also extended from the traditional down jacket and casual wear to the fat people's clothing, thus realizing the specialization of the market segmentation and brand positioning.

Obesity has become a global problem. Like the whole world, the Chinese are getting fatter and fatter. And this trend is far from over. The Chinese in the future will be even fatter. Professor Pu Jin, director of the obesity center of the University of North Carolina and professor of global nutrition, said in an interview with "finance and economics" that the growth rate of China's obese population is almost the fastest in the world. According to statistics from relevant departments, the number of obesity in China has reached 325 million people in 2008, and there is still room for increase, of which 2/5 of women are obese. And with the obesity comes a big "annoyance" is that these "heavyweight" people to buy clothes difficult problem began to highlight, especially for China's traditional clothing sales market dominated by trumpet clothing, the "heavyweight" consumer groups hard to find the status quo is more obvious, a lot of fat people are "difficult to wear" troubled. But it is not hard to predict that with the increase of obesity population, the market potential of the "heavyweight" consumer group will inevitably expand rapidly.

Yan Dezhong said that everyone loves beauty. The "heavyweight" consumer group needs more than just to increase their wear. They also have a strong pursuit of the beauty of dress. With the change of people's concept, fat people are not only satisfied with the "silent black and white" but also pursue the colorful world of clothing. Chubby or fat people are often mistaken for wearing sleeveless and vest clothes. But now this concept has been gradually diluted. With the trend of the world, these people start to surpass themselves. They need comfort and fashion, and the idea of design should also be innovating. The "King Rat" brand is committed to creating fashion clothes for the "heavyweight" consumer group. It is reported that the "overlord rat" fat men's clothing is dominated by men's clothing. The clothing size section is mainly 195CM - 215CM, which uses high-quality imported fabrics and fashion design elements to achieve the perfect combination of comfort and fashion sense. At the same time, brand design also takes into account that most of the consumer groups are white-collar workers, with certain requirements. Therefore, the classic Japanese and Korean style is adopted, which highlights the simplicity and generosity and reflects the personality and trend of the wearer. The style is not too exaggerated, but there is no lack of tidal current elements. Personalized fashion, fashion, variety, rich product line and different design styles enable each consumer to find their own individuality in their clothing world. At the same time, the "overlord rat" fully takes into account the many special features of the fat suit compared with the regular code clothing. For example, the pattern of fat clothing, chest, belly, buttocks and thighs are often the most easily accumulated parts of human body. Therefore, these parts of clothing should not be too gaudy to attract the attention of visitors. In terms of materials, they prefer stiffened fabrics to shape. In the version, there are many waist designs to avoid the visual effect of "bucket"; on the length of clothing, it will be 10 centimeters longer than the ordinary code to elongate visual lines, while in the clipping, three-dimensional cutting is used.

It is precisely because of the improvement of the research and development of fat people that the "fat rat" fat man's clothing was quickly favored by the "heavyweight" consumers. The sale price of "fat men's clothing" is higher than that of "ordinary clothes". It also brings a broad "market money scene" for "overlord rat" fat clothes. Compared with the ordinary clothing brand, the customer loyalty of the fat people is even higher. Many customers have become VIP customers of the "fat rat" fat person. They seldom buy a piece of clothing, basically buy three or four pieces, or even ask the price. A customer told the author: "because I was fat, I used to hardly buy clothes. Today, it's so great to see the clothes that you can wear, and I never have to worry about not buying clothes.

In the end, Yan Dezhong also said that "the bully rat" is a fat man who always regards customers as his friends and thinks what they think. For example, the "fat rat" fat man is not only dressed as a man, but also has a variety of clothing for his customers. The brand clothing covers men's clothing, sweaters, underwear, trousers, T-Shirts, shirts, shoes and other products, and realizes the "one-stop shopping" of consumers, while promoting the total sales volume of the brand, but also better reducing the "heavyweight" consumer's clothing trouble.