Fashion Consumption New Force Miiow

The trend of leisure is sweeping the globe, and the new consumption power is rising rapidly. Miiow is born under such a background.

Leisure trend swept

You will wear it.

Go to work? Ten years ago, this answer must be negative, but now you can not only wear jeans to work, but also can wear it to some informal cocktail parties.

In fact, when Bill Gate brought jeans to Microsoft office, it brought not only the leisure trend sweeping the globe, but also the thinking and change of people's attitude towards life.

Now, this trend is becoming more and more intense.

In addition to a large number of casual wear shops such as Baleno, Giordano and Mts. Bang Wei, the major brands have launched their own leisure series, vigorously promoting the "leisure and natural" elements.

Moreover, it began to become avant garde, fashion, and increasingly sexy.

But the problem is, brands are everywhere.

Can the market hold more brands? In fact, there are still many brands that are constantly joining in, Miiow is a newly born brand.

Cowboy as entry point

"Jeans will never go out of fashion."

Chen Yi, who acts as the Miiow brand designer, said, "the jeans used in the past are only worn on casual occasions, and can not be worn on many formal occasions, but now you can wear them very casual and you can wear them very high."

Therefore, after determining the positioning of Miiow as a fashion leisure brand, the company chose to choose jeans as the market entry.

But in the market of jeans, all brands have taken a place.

From top brands to specialized brands to popular brands, jeans for every class can be easily found.

So where is the target audience of Miiow?

A group of new consumption forces are on the rise.

They are well educated at age 25, ~34 years old, have their own unique tastes and requirements, have decent jobs and enough to support their own economic strength, they can learn foreign knowledge very freely, but they will not abandon the values of the East. They are willing to spend money in places where their elders usually think they are wasteful. They pursue professionally on one hand, and also want to be beautiful and sexy on the one hand.

But the most important thing is that they have enough purchasing power.

Therefore, "the opportunity in the middle market is the biggest, and our target group is them. The style, fabric and workmanship of the clothing must be better, but the price can not be too high. The upper middle level is OK."

Chen Yi said, "moreover, these choices will not only affect people in their own class, but their influence will also extend to younger or older people."

Unique brand personality

As a Sino French joint venture company, Miiow is trying to integrate french street culture with the lifestyle of Chinese consumers. Through the market and sociological analysis of consumer behavior, we can reliably and accurately predict fashion, beauty and life art, so as to design the latest fashion casual wear of the season.

Just like every successful brand has its own unique brand connotation, Miiow's brand personality is the cat's character.

She dares to act, she lives in the present, she is full of spirituality, she is sensitive and courageous to express, she often has unpredictable uncertainty - to surprise you, to shock you, she satisfies the feminine desire for charming, cool, sexy, confident and bold.

Now, the first Miiow store has opened in Parkson, Hongqiao, Shanghai.

Perhaps in a few years, China will have another brand that will make consumers popular.