How Did The Fashion Brand Become?

A large scale brand can be called a big brand, because having the sales scale of an opponent's opponent is more correct than at least in most aspects.

In the field, the real big card is judged by a hundred years' victory or defeat.

The brand that has arrived at the top brand must have eliminated countless powerful people with its extraordinary accuracy of operation, and has come to the present step by step. Its sales scale and brand potential make it difficult for China's young brands to stand up.

The road of Kings is the way of kings, and the way of Kings is hidden in the main road.

And the road is paved with six parts.

First, brand strategy needs to be synchronized with the trend. Category is a ladder representing the trend of consumption and a larger brand collection behind the brand.

Category strategy is to lead or adapt to the trend of category.

In recent years, HUGO BOSS, ARMANI and other leading business leisure, fashion and leisure, the trend of fashion trends, firmly occupy the leading position in the fashion industry.

In China's surging emerging market, the rapid development of the trend of category is the best strategy for new brands to catch up with big brands.

Anta, CAPA,

And so on become the winners of their own category strategy.

It can be said that the trend of commodities is the trend of wealth.

Second, develop a large store that promotes positioning and culture. We should know that the big shop not only represents the image and positioning of the brand, but also the model of expansion.

For brands, it is also a test field for product strength.

The high and low rental capacity of the store makes the advantages and disadvantages of the products unescaped.

The result of the future competition is that even the brands positioned in the two or three line business circle must have the absolute product capability that can make the first seed shop profitable.

The profit code of a large store depends on the span of the product style, the width of the consumer group, the accuracy of culture and image, etc.

In recent years, the international brand's "invasion" China's primary strategy is to seize the forefront of the front-line business circle, close to the crazy opening of large stores, such as LV, GUCCI, ARMANI, CK, ZARA and so on.

The value of star strategy in many fields is self-evident, while fashion is advocating a higher combination strategy.

The big name not only grabs resources from design, fabric, suppliers, channels, but also grabs scarce star and star designer resources with strategic height, and continues to uplift brand influence.

LV, DIOR, GUCCI and other fashion masters are well versed in this way. The new fashions of cheap fashion, H&M and UNIQLO are also better than blue.

In 2004, H&M joined hands with Lord Karl Lagerfeld, whose sales surged 24% in the month. After having tasted the sweetness of H&M, they worked with more than one star or star designer every year to occupy the commanding heights of the fashion industry.

Star and star designer strategy is a proven and proven champion strategy.

The pattern code is an identification code that highly concentrates brand characteristics in the form of refined patterns and symbols.

Such as LV's Monogram canvas pattern, GUCCI's dual G modeling, Burberry's English classic lattice, etc.

Color code is a definition and a visual symbol.

The American marketing community has summed up the "7 second law", that is, the first 7 seconds before reaching the commodity determines the consumer's purchase intention.

In the short 7 seconds, the decisive factor of color is 67%, which is the "color theory" of color marketing.

Big names are all color marketing experts, so the classic color codes can be seen everywhere, such as GUCCI's classic gold, HERMES's orange legend, TOMMY HILFIGER representing red, white and blue colors of American life.

Fifth, attention should be paid to brand personality and consumption proposition.

Brand personality is used to distinguish the attributes and qualities of other brands.

It gives the brand soul and brand characteristics.

Such as LV's publicity and luxury, ZEGNA's low-key and introverted.

Burberry, because of its "British classics" brand character, the image of endorser who promoted HUAWEI's "British culture" is deeply rooted in the hearts of the people.

Because of the grafting and establishment of the wolf's character, the seven wolves men's clothing quickly became the banner of Chinese men's wear.

Consumption proposition is a product centered media, which satisfies the specific consumer group's material, psychological and spiritual needs.

For example, LV's "travel philosophy", Adidas's "Impossible Is Nothing" and Nike's "Just do it" are widely known consumer advocates.

Clear brand personality and consumption proposition are the sharp weapon of brand cutting the market and separating competitors.

Sixth, developing high-end cross-border cooperation. Cross border marketing is one of the most popular marketing strategies nowadays.

The application in the fashion industry is especially wonderful and smooth, because more often than not, pboundary represents a new style of life and aesthetic integration.

And this can no doubt continue to push up the style and appeal of big brands.

Trends determine direction, and patterns determine success or failure.

Accurate mode is the guarantee of brand success.

The rise of big brands is the funeral of Chinese young brands.