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Hopeshow Liu Hua, General Manager Of Red Sleeves: Thinking On The Market

2011/8/16 14:50:00 108

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"Idealized"

Designer

It is capital that requires talent and wealth, so that the design can be seen as an art in the air, so that everyone can appreciate it.

But completely divorced.

market

The design is basically difficult to survive. "

Ms. Liu Hua: general manager of Hangzhou women's clothing brand Hopeshow

brand

Chief inspector

Hangzhou has not only produced a batch of women's clothing enterprises with the characteristics of the new era, but also cultivated many distinctive brand of women's clothing.

Fresh and elegant design style, delicate and delicate Jiangnan flavor, these common brand characteristics make Hangzhou faction spread like wildfire.

But behind the current boom and bustling situation, it has attracted competition from brand owners.

However, in the face of such fierce market competition, there are also some successful brands with steady development and continuous passenger flow.

Hangzhou women's wear brand Hopeshow red sleeve

"Red sleeve Hopeshow" is one of the women's clothing brands in Hangzhou. This nearly 15 year old women's clothing brand has been appraised as "the ten largest women's clothing brand of Hangzhou city" for three consecutive times in 2001, 2003 and 2005 by the Hangzhou municipal government.

Ms. Liu Hua, director of red sleeve brand, has also won the title of "China top ten designer brand".

So how does the designer's boss come to his brand and make steady progress? Ms. Liu Hua, general manager of "red sleeve", will share with you your management experience.

Reporter: How did you first think of building a brand with such a name and poetic flavor? Where did the inspiration come from?

Liu Hua: because of his passion for poetry and music, at the beginning of creating a brand, he wanted to get a name related to music or poetry.

The word "red sleeve" is derived from the poem "red sleeved Satin" by Bai Juyi, the great poet of the Tang Dynasty in China.

Taking the name of "red sleeve" as the name of our women's clothing brand means that we should constantly develop fashionable women's clothing that is on the same track with the international market, and inherit the traditional Chinese culture. In the light of the trend of the new era, we will design "smart", "elegant" and "fashionable" clothes for contemporary professional women aged 25 to 35.

In fact, Hangzhou style clothing, as a whole, represents a kind of Chinese women's clothing culture. The name will be more or less related to the region. Therefore, more than us, several competing brands have also tacitly acquired such a poetic, graceful and full naming charm of the south of the Yangtze River.

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Reporter: what do you think is the key to a successful brand and a steady and expanding customer base?

Liu Hua: personally, the key to success lies in the brand's own positioning and the concern and understanding of the market and customer needs.

In the early stage of "red sleeve", from the first stage of the brand to the market and meeting the needs of customers, we gradually change to the second stage of the brand, understand the international trend and combine with the domestic market demand, and constantly establish and stabilize the brand style in the developing process.

Today is the third stage of brand building. With the continuous expansion and upgrading of brand influence and popularity, the "red sleeve" will meet the needs of all levels of the market in time according to the market segmentation, and at the same time, it is also committed to the diversified development of the brand.

Ultimately lead customers and lead the trend.

Reporter: it has been nearly 15 years since the establishment of red sleeves. In the past 15 years, has the overall style of clothing changed or changed according to market demand?

Liu Hua: in fact, in the past 15 years, "red sleeve" has undergone three changes in style.

In order to cater to the market and keep pace with the international trend, we will add new fashion elements to every quarter of the product, but at the same time retain the original style.

Practice has proved that our customers are also very happy to accept the new elements of fashion.

Clothing needs to be constantly updated and updated. Finally, the brand has naturally formed two series of garments, Hopeshow elegant fashion series and Hopeshow collection elegant exquisite series, to meet different needs of customers.

Hangzhou women's wear brand Hopeshow red sleeve

Reporter: How did you bring the new products with fashionable elements into the market to get the favor of new and old customers?

Liu Hua: the research and development links of new products are very important. They should have new popular elements and distinctive details, and must also be built on the basis of meeting the actual needs of customers.

Therefore, we must combine the profile with the popularity and the details so as to launch the products that are selling well.

Reporter: red sleeve founded a new brand H.S by Hopeshow in 2007. Why did you create this brand?

Liu Hua: as a designer, in addition to the original brand style design, we always hope to bring more and better products of other styles to consumers.

In fact, every style of clothing shows a way of life. It is a kind of understanding of life. It is only expressed through different dress language.

We draw on the brand development route of some Italy clothing companies, that is, under a brand, we gradually derive many brands with distinct personalities.

Since H S by Hopeshow has been created, we have been groping for a better style.

Reporter: is there a chance of recovery in the global economy? Will red shirts take advantage of this opportunity to occupy more markets? What kind of development goals do you have with your brand?

Liu Hua: from the beginning of the new year, red sleeve will further enhance the promotion of brand image to enhance brand awareness and ensure stable growth of brand market share, so as to cope with this fierce competition and diversified market.

Reporter: as the general manager and brand director of red sleeves, how do you weigh these two positions in your work? What do you think are the advantages and disadvantages of the designer's boss?

Liu Hua: because he is learning design origin, so from the beginning of brand creation, we pay more attention to the links of product design.

Relatively, there is a certain neglect of brand management and brand image marketing.

Hang Pai clothing brand is numerous, competition is intense, many new brands have the trend of coming from behind, and the number of stores is increasing day by day.

In order to make the brand more competitive, I am now developing a team of designers so that they can learn to design and sell jointly, so that I can manage the promotion and promotion of brands.

In the new year, I want to intensify my efforts in brand promotion to enhance the brand charm of red sleeves.

On the pros and cons, unfortunately, I can't just do what I like, but fortunately I am engaged in the most favorite clothing industry and run my own brand.

But I hope that through my joint efforts with my team, we will build the "red sleeve brand" into a "famous women's clothing brand with beautiful fashion".