Brand "Change Face" Contend For Foreign Name Solicitation

From Nanjing Lane Bryant "Strong grass" is no longer called strong grass, but instead of " V. GRASS "Zhejiang" Ya Ying "is also getting rid of the title of ELEGANT PROSPER, becoming" E P ", while Shenzhen women's clothing brand ELLASSAY avoids the emergence of" Song Si Si "Chinese translation. Domestic clothing brands that have yet to get out of the financial crisis have taken overseas names to fight the domestic market.

　 [phenomenon]

Southern clothing brand "pan" Internationalization "

Careful people will find that the Shenzhen flagship brand "ELLASSAY" Zhengzhou flagship store has been decorated with a new facade and door only after its seven road reloading business. It only reserved the brand name "ELLASSAY" and the LOGO of three horizontal lines.

Recently, in the mid autumn festival night of VIP, the old customer, Miss Zhao, almost touched the wrong door. In fact, about the "face changing" action of the image shop, Lv Weixian, general manager of the "Shenzhen" brand of Zhengzhou, and Zhengzhou Wei Xian Trading Co., Ltd., is also very distressed. He said this is the requirement of headquarters. He understands that the customer will not be able to adapt to the change, but the headquarters must have such a request.

In addition to the "hat" of Lv Weixian, the other southern dress brand "Ya Ying" is also changing. Zhejiang Ya Ying Garment Co., Ltd. is a Sino Italian joint venture brand women's clothing company which integrates R & D, production, marketing, logistics and information. In its impression, the "elegant and beautiful" foreign name is ELEGANT PROSPER, and now it is reduced to "E P". The brand headquarters calls it a comprehensive upgrade of the new image.

A shopping center official told reporters that similar "Pan internationalization" trend, many domestic clothing brands are trying. For example, the "strong grass" brand on the 3 floor of the main road garden shopping mall has never had a foreign name since its entry into Zhengzhou. Now its image has changed greatly. The door has been replaced by "V GRASS" without any transitional language. The two words of "strong grass" have disappeared directly, which puzzles many people. This brand website says so: 2009, this year, Jen Cao has her new name "V GRASS".

　　 [market]

Consumers prefer Chinese names.

Unlike many stores in Zhengzhou that change the name of "foreign names", not long ago, a commercial street in Shanghai asked foreign brands to add the corresponding Chinese translation names to the original foreign language shop signs. The clothing brand "ONLY" has been translated into "Ollie" and "Levis" (Levi's). The Chinese word is "benefit", and VERO MODE translated into Chinese is "Wei Sha man".

And these brands in Zhengzhou's shopping malls are resolutely not "Chinese" appearance, so that many people are familiar with it, but do not know how to call it, after all, two familiar strangers.

Walk into Denis's department store and Da Shang Xin Mart shopping center. The cosmetic counters on the first floor are all alphabetic brands. A woman who is choosing skin care products says that many brands can not be named. Every time they come to pick them out before they are familiar with Dior, Lancome and other brand counters, if skin care products brand is added to Chinese, they can easily understand and remember more brands.

Speaking of the foreign names in the shopping mall, Miss Yang, who works in an office building in Zhengzhou, still remembers a joke. Two years ago, she and her husband went shopping in the shopping mall and saw the brand of "ZOOZ". When the husband saw the brand, he shouted aloud, "ah, the zoo". She suddenly turned over laughing. The English word of the zoo was "ZOO", and lost her husband for many years. No wonder ZOOZ saw a feeling of deja vu.

Because the brand does not display Chinese names in all the shopping malls in Zhengzhou, until now, many people do not know that "ZOOZ" is actually Shanghai brand, and its Chinese name is "nominative".

　　 (behind)

Brand name changing is related to financial crisis.

Lv Weixian did not know the reasons for his two brand image adjustment, but he speculated that it might be in line with international standards. Lv Weixian believes that these domestic brands have been gradually recognized by the market after years of deep ploughing, but if they are bigger and stronger, they must rebrand their image.

Before the image upgrades, the style of "strong grass" is less and classic. All the styles add up to less than 100 models, and the price is relatively cheap. In the industry view, the gold content of the brand is closely related to the market price. Wang Tuo, general manager of Henan Jun Lan Clothing Co., Ltd. believes that for the domestic market, the brand name of the local brand is a shortcut for many enterprises to take the high-end route, which can enhance the grade in the minds of consumers, and its essence still caters to the psychology of consumers to worship the ocean.

A group of data from the strong grass confirms this speculation from the side. In the second half of 2008, its sales in East China for fourth, fifth consecutive months, even in last summer clothing stage, it was small win ESPRIT, ranked only after VEROMODA, ONLY, IgG, but the number of shops in the former is far higher than "strong grass".

In this regard, Wang Tuo analysis said that the image upgrading of domestic brands is closely related to the financial crisis, because domestic demand has become a top priority when exports are not moving. But this is only in line with international practice at some point on the surface. To truly realize brand internationalization needs strong brand interpretation ability. However, compared with the local clothing brands such as M·SUYA, Dasen, geoureis, ESEY and Heibei in the province, the foreign brands in the province are very high-profile in connection with the international market.