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Analysis Of The Brand Operation Of Non Hangzhou Women'S Clothing COCOON

2011/8/19 15:28:00 73

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Operation Of Hangzhou Women'S Clothing Brand

Like brand founder and design director

Vivian Ying

Like personal image, COCOON (

Cocoon

Clothing always carries a little sexy and sweet Lolita.

The high grade women's clothing brand, which is rooted in Hangzhou, is usually referred to as "Hangzhou women's clothing". However, anyone who has contacted coconi clothes will perceive that the company's departure is not the Hangzhou route. With the charm and gorgeous as the main thread, the company's clothing is maximally connected with the international trend and is also constantly innovating in marketing strategy.

Hangzhou women's clothing brand COCOON

8 years ago, Cui Jian had become the youngest designer in China. In November 2009, she won the "top ten" title with the COCOON2010 spring summer series of China fashion week. At the same time, the COCOON brand was awarded the "women's clothing design award of 2009". The company should be a famous original brand in the local women's wear market. How does she operate this brand, not the "Hangzhou women's clothing" brand in Hangzhou?

The reporter interviewed Cui Jian in Hangzhou.

Reporter: Based on your personal entrepreneurial experience, many people will classify coconi into "Hangzhou women's clothing". Do you agree with this statement?

Ms. Cui Jian: coconi is not a hang wear.

Akimizu Ito, red sleeves and Jiangnan cloth were the women's clothing brands based on Hangzhou together in that era. They are the real Hangzhou style women's clothing. They belong to that faction.

Management routines

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Coconi is the new brand that I created after I was doing the same. So many people would mistake her as the upgrade brand of the Japanese. But coconi is a brand of advanced women's clothing created by another vision.

When we are discussing the Hangzhou women's clothing, we are not limited to it. We can say that coconi looks at the way of development from the perspective of International Women's clothing. Therefore, I take the fashion samples at least four times a year in Paris, Milan, Tokyo and other cities.

Reporter: we know that coconi has a very large VIP flagship store in Hangzhou. Do you just think of it as a franchised store?

Ying Chui: this flagship store was opened in May 2008. It is located in the bustling central business district of Hangzhou. The single family building has more than 1000 square meters.

At the flagship store, we have launched the brand senior dress custom service, one to two floors for the product display area, the third floor as the activity space for fashion show and artistic creation, and also the exclusive rest area for VIP.

So it's not just a store, it's more like a clubhouse.

We will hold some VIP customer gatherings at flagship stores and have some interaction with them.

For example, on Valentine's day this year, we specialised in the production of CACI style lover music and made it to a member of the CD-ROM. We will also hold some SPA lectures on health, guiding the women of coconi to pay attention to themselves from inside.

Here, coconi is a life concept guiding women to care for themselves.

Reporter: the demand for Asian women is controlled by coconi's clothes. How did you design this brand as a design director?

Ms. Ying Chui: this has much to do with my previous work experience.

After graduating from college, I went to Japan to work in Japan. Japanese brands are very good at interpreting the characteristics of Asian women. They will thoroughly study the body, background and preferences of their target customers before developing products.

Make a set of plate making prototype.

Working there, I have seen the unique characteristics of women in Asia. In general, Asian women are petite and have a yellowish skin. They have to choose a suitable SIZE for dressing.

Asian women are also very suitable for wearing skirts because their hips are not as beautiful as those of European and American women, so wearing skirts will cover defects.

When I design a skirt, I usually raise the waist line by 3.5 centimeters. This will make women look more upright and tall, and create a cute and sexy Bobbi doll.

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Interviewer: what kind of consideration do you give to the senior dress custom business in the VIP flagship store of coconi?

How does this differ from that of a custom tailored brand, such as Guo Pei?

Ms. Cui Ying: now, the demand for dress is expanding, such as cocktail parties, weddings, annual meetings and other important occasions.

In such a market environment, coconi decided to join the dress custom service to the flagship store in order to serve the customers better.

Guo Pei is a designer who focuses on making high-end custom dress. Her work is very personal and must be customized according to the style of different guests. This dress is designed by Guo Pei, but it is not necessarily Guo Pei style.

In such a market environment, coconi decided to join the dress custom service to the flagship store in order to serve the customers better.

We launch a concept every year, and guests will customize their dresses basically around the concept. Any coconi custom dress is part of the brand.

COCOON light landing challenges sexy limits

Reporter: to provide clothing sponsorship for TV series, to publish information about celebrities and celebrities wearing cocoa dress. In terms of brand promotion, coconi is good at making use of the star effect.

Ms. Chui Jian: first of all, celebrities wear branded clothes to show that they approve of the brand. Lan Qin, Li Xiaoran and other stars like to wear coconi's dress on important occasions, and we have a dress style that shows them in our flagship store.

For brands, women with their own unique styles can inspire designers' creativity. Lan Qin and Li Xiaoran are beautiful women with Chinese characteristics. They perfectly integrate traditional and modern temperament, which can be very internationalized or Chinese style.

They used to wear coconut tailored dress on important occasions. First of all, they recognized the brand. For coconi, celebrities and celebrities wear our dress to inspire our design team to produce fresh things. The stars wearing cocoa clothes are our inspiration MUSE.

Reporter: what are your plans for the future of coconi?

Ms. Cui Ying: in terms of brand development, our speed is not very fast. Coconi went public in 2002 and opened more than 280 stores in 8 years. Our shop has shopping malls and special stores, and 25%-30% is a direct store.

Coconi has a very stable customer base. More than 1/3 of the guests have been following us. It is based on the loyalty of customers that coco is confident to expand more high-quality shops. It is expected that by 2013, there will be more than 2000 brands of the collection company, and the number of shops will be more than 2000, and the company will be listed on the gem of the A-share venture.

Reporter: finally, tell me about yourself. What kind of dress style do you admire? What have you been adhering to since you made your costume design work?

Ms. Cui Ying: I like the delicacy of elegance and elegance, or the femininity of luxury in elegance.

Recently, I like to wear shrug clothes, ROCK with a little sweetness, looks modern and exquisite.

This is also my basic style of designing coconi costume. What I want to create is a sexy and sweet modern Bobbi doll.

Since I started designing fashion, I have always insisted on the concept of exquisite dress itself and the idea of conveying female beauty through clothing.

All my dreams about fashion are melting in the design of coconi costume. I hope that through the costume, Cinderella will become confident and beautiful from shyness and pform into a beautiful butterfly.