The 80'S Group Will Become The Weathervane Of The Future Clothing Brand Operation.

Nowadays, there are many versions describing the characteristics of post-80s generation. In a comprehensive way, the characteristics of life style of "80 generation" people can be summed up as: self-confidence independence, leisure oriented, high brand loyalty, high purchase impulse, passion for digital products and music.

In a sense, after 80 is not only the backbone of China's fashion consumption trend, but also the weathervane of the future of brand operation. They represent a new generation of China.

The concept of consumption represents a brand new new force of consumption.

New consumer groups affect fashion patterns

After 80, this remarkable consumer tribe grew up in the vigorous development of commodity culture, the emergence of the Internet and e-commerce, and the adaptability to modern high-tech life.

The change of individual growth environment is obvious, resulting in corresponding changes in their consumption self, brand psychology and consumption habits.

One of the most significant consumption characteristics of this huge group is that fashion is the first and pleasure to consume. It is a perceptual consumption group pursuing fashion and individuality. Their pursuit of fashion far exceeds that of previous generations.

Almost every Post-80's young man has a unique personality.

However, one thing is common. They are very keen on brands while consuming, but they are extremely critical of brands.

In their minds, good brands need not only quality but also personality. They should include not only fashionable and popular elements, but also a long history. The advertisements of these brands must be eye-catching, and packaging needs to be put in place.

On the other hand, this group of consumers not only pursue brand but also have low loyalty to the brand. In the eyes of 80's, there are only two brands: "I like" and "I don't like".

It does not necessarily have clear purpose and practical significance, but is based on subjective preferences.

The toothpaste from morning, the clothes to be changed when going out, and what music to listen to on the road carries the unique and distinct assertion and individuality of this group.

Concerned about the post-80s is not just some professional consumer economists, social psychologists, but also some businessmen who want to divide the benefits cake.

For businessmen, this so-called post-80 generation with 90 million huge consumer groups brings unprecedented opportunities for brand growth, and at the same time, it faces strong challenges.

Only by shooting at a target can we win at every step.

To put it simply, first of all, the brand must have its own personality, the more prominent the product style, the more vivid the brand image, the more competitive it is.

"Personality" two characters, this is like a label on the 80's body, can not be erased.

They seek to be different and like to be unconventional. When choosing a brand, they pay more attention to whether they are consistent with their own life style and attitude towards life, and whether they can show their individuality.

Clothing brand marketing must really change at the core of post-80s generation, dig deep into their consumption characteristics and personalization elements, and integrate these personalization elements with the brand appeal and product development of the enterprise, strongly mold the individualized characteristics of products and brands, create spiritual fit and spiritual resonance with young consumers, thus creating a brand atmosphere, and strengthen emotional communication and interaction with consumers from the perspectives of fashion, personality, fashion and self-worth, giving them more emotional consumption and emotional recognition.

At the same time, products should be innovative in terms of styles, designs, functions and promotions, so as to keep products fresh and fast. Only in this way, can brands be truly accepted and recognized by them.

Secondly, clothing brand should pay attention to training brand loyalty and pay attention to style design.

Sense, in line with international fashion.

Although local brands have strong channel advantages and cost advantages, they are lagging behind in brand building.

Many international brands have mature brand operation and management experience, cooperate with scientific and effective marketing strategy and effective execution, so that brand image and actual perception can be unified so that brand spirit and connotation can be deeply implemented.

Only by fully understanding the changes in the new trend of post-80s consumption, can the brand get close contact with them, understand the unique needs of the young people and create new demands continuously, satisfy their "desire for boundless heart" to achieve two-way communication with the post-80s generation, and make the brand firmly rooted in their hearts.

This requires brand to constantly explore some popular language, vocabulary, behavior and psychology of this new consumer group, and learn to integrate these elements into product development and communication strategies, so as to establish brand recognition and trust.

Don't let the new consumer groups grow up gradually due to their own shortcomings. It's too bad to abandon you and choose other international brands because of their own economic capability.

Third, clothing enterprises should make full use of new media such as the Internet to carry out marketing activities, establish a platform for interactive marketing with consumers, and give consumers a brand new experience.

Corresponding to the growth environment of the post-80s generation, the development of technology has brought the new media form that is too busy to see. The traditional marketing mode is obviously unable to adapt to the new business era.

Clothing brands should be good at promoting the brand awareness and reputation by the interactive dissemination of new media, and make full use of professional websites, personal websites, BBS, online games, MSN, blogs, QQ groups, SMS platforms, and audio, video and other forms to integrate commodity information, and integrate digital technology.

Try to interact with consumers in a personalized way.

At the same time, starting from the life and situation of the new consumer groups, the brand, trademark, slogans and the overall image shaping should be set up to highlight the unique value of products and brands that can create their sensory experience and thinking identity, mobilize their inner emotions and emotions, so that they can catch the attention of the new consumer groups and adapt to the changing new business era.