How Should Enterprises Use Color To Fashion Brand Marketing?

As in previous years, eight or nine months, the children's shoes enterprises in Quanzhou also convened the peak of the order meeting.

The difference is that colored children's shoes are no longer so popular, and monochromatic children's shoes become a new highlight of the order meeting.

During the interview, the reporter found that more and more children's shoes enterprises realized the importance of color to products. Some children's shoes enterprises began to extend their color elements from products to packaging, shop decoration, window design and layout, and color marketing became a new marketing tool for children's shoes enterprises.

So, what benefits can color marketing bring to children's shoes enterprises? How should enterprises use color to carry out fashion brand marketing? This issue will be discussed one by one.

Distinguished guest:

Fu Weijin, chairman of Quanzhou Fick sporting goods Co., Ltd.

Dai Cai, general manager of Fujian Xing Xing children's Articles Co., Ltd.

Chen Shuqing, general manager of Liuhe marketing planning Co., Ltd.

Reasonable use of color can attract consumers' attention in a short time.

Antennae are all powerful.

Moderator: many children's shoes enterprises began to import the concept of color marketing. Why?

Fu Weijin: there is a "7 second law" in foreign marketing, that is, the time when a product enters the consumer's perspective and impresses the impression is 0.67 seconds. Many consumers decide whether to buy it based on the first impression, and in this short 7 seconds, the decisive factor of color is 67%.

Therefore, if children's shoes enterprises can use color elements rationally, they can help the product jump out of the first place successfully and quickly lock the eyes of consumers.

Dai Cai I: color is the only design element that can maximize the value at the lowest cost.

For enterprises, the development and application of a new fabric requires early research, market research and late investment, but the use of popular colors can give new products more competitive power.

Every year, the ordering company will launch hundreds of new products. Each new product usually has two to four colors. Sometimes, the brightly colored products will harvest tens of thousands of double orders, while the color is darker, with only a few thousand pairs.

Chen Shuqing: at present, most children's shoes enterprises in Quanzhou still use products in color.

Positioning should be accurate.

Host: Quanzhou

Dai Cai I: the use of color should be divided into age groups. Generally speaking, children aged six or seven years old prefer lively, enthusiastic colors such as red, gold and green. Young people aged ten to fourteen prefer red, green, blue, black and compound colors to highlight their individuality.

In addition to age, regional factors should be taken into consideration in the use of color. Consumers in different regions have different preferences for colors due to their different geographical environment and customs.

For example, consumers in Guangdong, Zhejiang and Yunnan prefer bright colors to children's shoes, while consumers in Guangxi and Guizhou prefer dark colors.

Chen Shuqing: the color design of terminal stores is very important and effective.

Fu Weijin: Children's shoes enterprises can consider setting up a color research and development group. After the launch of the new products, every season, we will investigate in time what colors the best selling children's shoes are in the season, where the sales area mainly focuses on and so on, and get the color preference of consumers in the target market, and feedback the collected information to the design department, so that the enterprise can better grasp the consumer psychology of the target audience, and constantly introduce the color products that cater to the needs of consumers.

Do not blindly imitate.

Host: Children's shoes enterprises are developing

Fu Weijin: different enterprises, product audiences are also different, so in the use of color elements, enterprises can not blindly imitate the use of other enterprises.

Blind imitation may lead to the fact that products can not be recognized and accepted by consumers, and the corporate image is damaged.

The use of color and fashion elements can only add points to brand connotation rather than reduce points only when they are consistent with brand connotations.

Dai Cai I: color marketing is important, but the survival of enterprises lies in the quality of products.

While making use of color marketing, children's shoes enterprises should also pay more attention to the comfort and function of products.

By developing comfortable, healthy children's shoes that help children grow, the added value of products can be further improved.