The Market Gap Of Midea's "Darning"

A woman stands next to the model of Midea's menswear.

The lady is Marry Ma, international fashion designer and fashion designer.

In April 2010, Meyer opened the prelude to the brand of women's wear. She became ambassador and creative consultant.

Mir Ya brand menswear has been deeply rooted in the hearts of the people.

A senior executive of Meyer said that the positioning of business fashion women's clothing has entered a new market segment, and has also played a positive role in beauty.

Find market gap, create business women's clothing brand

In the view of Ye Maozhong, a marketing expert who is working with Meyer, Marry Ma, as an image ambassador, embodies the positioning of the beautiful woman -- business fashion women's clothing.

"First, she is a famous model and has more influence in the clothing industry than the ordinary actress.

Second, she knows design and has her own design company. She often attends various business activities and helps Meyer.

Why do Meyer want to position women's clothing in business market?

By the end of 2008, the number of employed women has reached 45.4% of the total number of employed people in the country.

According to the MasterCard female pioneer report, the proportion of women and men in managerial positions in mainland China jumped from 56: 100 in 2008 to 75: 100 in 2009.

According to Ye Maozhong analysis, the number of women in managerial positions is increasing, and the demand for business women's clothing will increase.

However, most of the women's clothing nowadays attach too much importance to their careers, and they are not very beautiful.

In women's dictionaries, the most important word is "beauty".

Marketing research needs and needs are discovered from conflicts.

On the one hand, professional women need professional and capable performance. Many important occasions must be dressed formally. On the other hand, women are naturally seeking beauty.

So this is the birth of the women's dress, specifically to meet the needs of business and fashion.

In Chinese business women's wear, there is no strong brand yet, and there is a market.

For the positioning of Meyer women's dress, Jiang Hengjie, consultant of China Fashion Association, said that on the basis of business men's wear, Meyer had removed the word "Zheng", which was called "business fashion women's clothing", which was more in line with the needs of contemporary women.

Business combines fashion, clothing design reflects market positioning.

Philip, a master of world marketing, believes that once a company carefully subdivides its target customers, identifies the needs of its customers and identifies its market position, it can better develop new products.

The target customers are the working women between 22 and 55 years old.

After making clear the positioning of business fashion women's clothing, Meila develops new products for women's clothing, and pays special attention to the needs of considerate white-collar women. For example, combining fashion elements such as rolling and gold insertion into the collar of a suit, the collar is a distinct business feature.

In terms of product mix, Meyer introduced the most fashionable Nevin in today's society.

This product is rarely introduced by ordinary women's clothing brands, and its characteristics reflect the combination of business and fashion elements.

Although the nick conquer itself is fashion oriented, it is not as gorgeous as its fashionable dress. Its warmth and functionality are stronger than those of ordinary down garments. Its fur is mainly made of fur, and its thickness is relatively suitable.

Because of the high cost of Ni conquer, the pricing is relatively high, which is suitable for business people to consume.

It is understood that business and fashion have different focuses on different garments.

Because the same female white-collar workers in the picnic and banquet, the fashion demand more, while in a conference speech to the business requirements, so the product design, some fashion elements are more, some women's clothes show the business atmosphere.

Only in this way can we effectively adapt to the needs of different female consumers on different occasions.

Production matching positioning, positive dressing technology grafting fashion elements

The brand of women's dress has been ready for many years.

As early as the 80s of last century, there was a specialized production line for women's wear in the company of the Western garment factory.

Since 90s, Meyer has set up several Sino foreign joint venture women's clothing companies such as Mei Dan, Mei Ke, Mei Xing and Mei AI.

So far, Meyer women's clothing has reached the production capacity of 4 million 200 thousand units, coordinating other production capacity, and can produce about 9000000 packages.

Its production types include pure dress, general business, daily dress, fashion, leisure and other clothing.

For many years, Meyer is famous for Europe, America and Japan.

With the preparation of the technology, Meyer selected the excellent version of a large number of overseas processing orders. According to the unique stature and temperament of Chinese women, the technology of the edition was optimized to suit the needs of the target customers.

Mei Yi women's clothing chief designer Fu Yi said that the beauty business fashion women's clothing is actually not easy to be imitated.

In terms of business, because of the exquisite workmanship of production, it needs years of accumulation, such as the working habits of clothing and handicraft, which can not be cultivated simply and in short term.

In terms of fashion, Meyer can absorb many international fashion elements for international brand OEM.

As a creative consultant and image spokesperson, Marry Ma will make many suggestions, such as the most popular colors in the world and the fashion elements most concerned by women.

In this way, Meyer is obviously separated from women's clothing in terms of new fabrics, popular colors, fashion styles and excellent production.