ICICLE Women'S Wear: Ten "No" To Create Popular Brands

Comfortable and environmentally friendly commuter clothing, which is the brand positioning of ICICLE (Zhi Wo), which is clear and unique, and all initiatives in ICICLE products and promotion are carried out around this position.

On the product, many people still remain in the persistence of ICICLE in pursuit of comfort and environmental protection. They insist on using four natural materials such as cotton, linen, silk and wool. 95% of the ICICLE products use these four raw materials. They seem to be stubborn at some level.

Stubbornness is not a brand that can continue to grow.

Personal philosophy of brand owners

Thought is the fundamental thing to support the brand.

If you want to understand ICICLE's hot and continuously rising clothing brand, you will have to sort out your personal philosophy of Ye Shou, because to some extent, the personal philosophy of the brand helmsman will be reflected in the brand, and what kind of brand is the so-called brand of people.

In Shanghai, which belongs to ICICLE.

Ye Shouzeng commended himself as an open traditional Chinese, and his openness meant everything in his mind.

For the old tradition, he believes that there are many good things in traditional values, which can be directly applied to brand management.

For example, the philosophy of "harmony between man and nature" is to seek for a harmonious coexistence between nature and human behavior. For heaven, heaven will treat humans kindly and treat nature well - this is a traditional Chinese behavior which should be spontaneous and spontaneous.

He also refuses to reject foreign ideas. For example, in the aspect of talent introduction, Ye Shouzeng, who thinks western culture is aggressive and offensive, boldly opens up the American brand VM.

In ICICLE, a brand full of Oriental philosophy, the window image of a leading shop in Europe and America has been opened. It seems that because of the fact that foreigners think that the problem will be less affordable, the mind will be more divergent and not easy to be confined to the frame.

ICICLE's ten "no"

Don't think ICICLE is.

Many people think that ICICLE is the designer brand, and ye Shou enhancement is a misunderstanding. ICICLE is an enterprise brand.

The difference between an enterprise brand and a designer brand is that designer brand is easy to start from the designer's own intention, and express the designer's personality through his works; and the enterprise brand takes the needs of consumers as the starting point and takes the enterprise's judgement to do things.

At this level, ICICLE is a thorough corporate brand rather than a designer brand, because everything ICICLE does is based on the judgment of the enterprise level based on the needs of the target consumers. This judgment is collective, more careful and less risky.

Don't blindly pursue the short term trend.

What styles and elements are popular nowadays is not the benchmark for ICICLE design products. The short term trend is fleeting. ICICLE is following the trend but not following the short term trend.

Its product structure includes 20% classic styles, 60% according to the basic style of ICICLE and the fashion design of the season trend, 20% has the avant-garde style of the advanced design concept, and some classic styles of ICICLE products can match the old fashions of the past years into a new popular image.

Don't create too much burden on the environment.

The unity of heaven and man is the natural world. Human is human activity, and nature and human activities achieve a balanced relationship in the process of complementing each other.

Don't create too much burden on the environment. It is the best reward for human nature. Therefore, ICICLE insists on using natural materials and dyeing with environmental dyes.

ICICLE is also against fast fashion. Fast fashion brands encourage consumption, to a certain extent, a waste.

Instead of stimulating consumption, it is better to make better products and sell them at a higher price.

Don't shop too fast.

ICICLE, founded in 1997, now has only more than 80 stores, and Ye Shouzeng still thinks it's too fast for this store to expand.

Because he believes that if a brand grows quickly, there must be a lot of crises.

It is in this dialectical philosophy that everything in ICICLE is very slow, the popularity of products is slow, and the expansion speed of shops is also very slow.

Don't follow suit.

Contrary to the prevailing trend of discount in shopping malls, ICICLE is not discounted all year round, only doing some normal VIP preferences with important shopping malls.

ICICLE does not discount measures to make customers more loyal, because the same commodity is sold at a uniform price throughout the year, and customers buy more reassurance and steadfast.

Don't be a dishonest commodity.

To be an honest commodity is the principle of ICICLE, and the guarantee of quality is not superficial.

The lining of ICICLE's clothing is almost comparable to its surface fabric. Most of the garments are lined with dye free organic cotton, which will increase the manufacturing cost of garments.

But for ICICLE, the real good design is not based on the surface of clothes. To make real good clothes, we must maintain high quality within and inside.

Do not underestimate the ability of consumers to identify clothing quality.

Do consumers know how to use such a high cost lining cloth?

Ye Shouzeng's answer is that consumers are the smartest.

Consumers' ability to recognize goods, such as clothing materials, workmanship and other basic qualities, is just like the sensitivity of eating dishes everyday. Do not underestimate the ability of consumers to appreciate their products.

Do not pursue short-term interests of dealers.

ICICLE requires a high threshold for cooperation between distributors and shopkeepers. Absolutely not money can make this brand.

First of all, we must agree with ICICLE's viewpoint. Secondly, we should have a very professional and positive attitude to open shop.

The domestic business atmosphere generally exists in a "fast" mentality. The most important thing for ICICLE to choose a cooperative dealer is that there is no way to pursue short-term interests.

Don't be complacent.

Do not remain complacent and seek new breakthroughs on the basis of stabilizing the existing consumer groups.

As a brand with a solid consumer group, ICICLE is not limited to the existing target audience. After the successful expansion of the children's wear product line, ICICLE will also introduce more colorful young product lines and men's clothing.

Don't worry, wait for the growth of the middle class in ten years.

In the eyes of many people, these years are the peak of ICICLE development, but Ye Shouzeng thinks that ten years later is the real peak.

ICICLE takes the middle class family as the target group, and the class is in the bud. Ten years later, the middle class will become the mainstream of the society, and the number of people who like ICICLE will be more and more.