Interview With Gloria Vice President Lin Shuling

　 Global travel discovery happy marketing

In 1995, Goelia The brand was formally established. A few years later, the interpretation of brand by way of travel has become a unique way of marketing for Gloria.

　　 Lin Shu Ling "Traveling is a very happy thing," he said. We start with a very simple idea that everyone wants to travel, but not necessarily everyone can go to so many places. Gloria shares its joy in the world tour to consumers, hoping that consumers can get a mental journey even though they do not travel. Gloria hopes to gather inspiration through the global journey, and integrate the fashion trend with other cultures, so as to create fashionable, gentle and feminine dress. Moreover, we also found that in the scenic area, the effect of the promotional film is unexpected and beautiful. The photos are very tensity and infectious, so our world tour will always be happy.

"Since 2002, Gloria has organized the professional internationalized team to go to different countries and live in real estate shooting Promo every season with the spirit of sharing best with others. In the global travel that has lasted for more than 10 years, our creative team has gone through 25 sites on five continents, without interruption. This is the twenty-sixth leg of New York. Speaking of Gloria's global discovery trip, Lin Shuling is particularly happy and confident. She also told the clothing Times reporter: "discovery" is a driving force for brands, because brands will be eliminated if they do not follow the footsteps of the times, and universal discovery has promoted the brand to change in a more diversified and multi directional way. We also hope to pass the good idea and message of the global discovery trip to the consumers who love Gloria brand, and share the happiness of these discoveries with them. Moreover, these findings are of great inspiration to the operation of the brand itself and the personal values of the employees.

It can be said that Gloria has been discovering happiness and sharing happiness from the global journey. It has opened up a new direction: finding the beauty of the world in travel, transmitting the brand culture through travel, making travel a brand DNA and unique logo, making "happiness" a bridge between brand and consumer.

　　 225& flower shop found flower culture marketing

In June 30, 2009, No. 225, Beijing Road, Guangzhou, Gloria 225 was born in an old building that inherits the local culture. It has also become the most important stop to experience Gloria brand.

Gloria 225 integrates Gloria brand tourism + flower culture into one, which means Gloria is Women's clothing Brand goes to multicultural brand. In Gloria 225, there are specialized flower shops, artists' exhibition venues, secondhand book exchange places, cafes, and Gloria's global discovery tour of every site's exhibition space. Gloria 225 club is not only a more three-dimensional and diversified cultural platform to promote and display the Gloria brand and "global discovery", but also a window to share and interact happily with the members of the Gloria VIP and the majority of the fashion consumers. It is also a platform for the convergence of the Chinese and Western cultures and the world.

Lin Shuling said: "in fact, we spread the brand culture in the shop before we opened Gloria 225, but considering the restriction of communication with consumers in depth, we chose such a way and a platform to express the brand's dream and brand culture. There are no products in Gloria's 225 window, only flowers and plants. We hope that pedestrians who rush through such busy streets can feel bright because they see these flowers. If consumers have time to enter 225, they can take a mental journey in a short time, relax themselves, and then invest in life and work.

In fact, Gloria began to adopt a flower marketing method several years ago, opening flower shops in the larger flagship stores such as Guangzhou, Chengdu and Xi'an, and customers can pick up flowers by shopping tickets. Starting this year, Gloria is trying to make green house display windows in Guangzhou and Shenzhen, integrating plants and flowers into storefront design, adorning windows with clothing, and gradually promoting this model to the whole country.

　　 Self created holiday finds emotional marketing

In February 14, 2012, Gloria launched the theme activity, "2012, it is too late to love each other".

Activities unite department stores in 3 cities. Every activity links tightly to the present and treasures the immediate theme. Through emotional interaction, we firmly grasp the hearts of the consumers who are involved in the activities, so that Gloria stores are full of sweet and happy positive energy. "We began to try not to do activities in traditional festivals, such as the White Valentine's day in March 14th, and Gloria made" loud love "activities. We provide flowers and message cards for girls in the store, and we can give them to our loved ones and encourage them to speak out. The event was also successful, and sales on that day increased almost 3 times. There is also a "520" event. We have a party with the theme of Mexico in the season. We invite our friends from Mexico to come to the store to join DIY with the consumers and express their inner thoughts on the drawing board. We hope that through these activities, we can share the knowledge we learned, the things we see and the pleasures of discovery to more friends. Lin Shuling said. "We also change the traditional marketing mode and sales way through these ways, and attract more consumers with more interesting activities."

Each brand has its own target consumer group. Gloria has raised its core consumer group from 23 to 28 years old. Why is there such a raise in age? Lin Shuling said: "because we have found through these years that the concept and sentiment of life advocated by Gloria may be liked by young consumers, but it may not be truly understood. The 28 year old woman has a little experience in life and knows what she likes, so that there will be better interaction with the brand. Of course, we will also consider how to contact more different consumers, that is, to launch different product lines. Therefore, we will timely launch products that are more suitable for young girls and products of more mature women. And we will create more holiday marketing suitable for them according to the needs, preferences and tastes of the core consumers.