Clothing Brand Genes Need To Follow

< p > everyone has her own exclusive DNA, which reflects the characteristics of everyone's distinct character, facial features, high voice, voice and so on. For a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" brand, a brand will think of a certain trait when it comes to a brand. This is the DNA of the brand, that is, brand gene.

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< p > for today's domestic a href= "http://www.91se91.com/news/" > garment industry < /a > pformation and upgrading period, after 15 years of development, China's "a href=" http://www.91se91.com/news/index_c.asp "clothing brand" /a "enterprise", the long term heavy channel and light brand rapid development, although realized capital accumulation and rapid growth, but the weakness of brand building is becoming more and more prominent, and the rapid growth of sequelae also slowly appear.

In the new consumption era, the biggest challenge it faces is how to create its own brand genes in complex and complex brands, and to communicate accurately, clearly and continuously to consumers today and even in the future.

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< p > < strong > brand gene needs to follow the < /strong > < /p >.

< p > searching for brand genes online, you may find such an explanation: brand gene is grafted on cell biology theory and promoted in "brand building learning".

Brand gene is the fission factor that the brand grows and expands. It is the core of the brand development and the realization of the strategic goal.

Brand gene is different from brand's core value. It is not a slogan, an image spokesperson and a product.

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< p > for all successful brands, DNA is molded in the development of < a href= "http://www.91se91.com/news/" > brand < /a >.

For example, Chanel CHANEL was originally a brand with artistic and feminist spirit. In 20s, the brand was founded in the last century, and soon began to push Chanel women's trousers in the era of women wearing only skirts.

With the pformation of the personal experience and living background of the brand founder Coco Chanel, the characteristics of the brand gene have gradually increased the nobility and elegance. And after entering the Karl Lagerfeld era in the last century, the elegance has been refined to the extreme. The gene of the brand has gradually improved in the past 100 years of development, and has been constantly upgrading and joining the elements of each era to be accepted by the current consumers.

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< p > Max Mara has created a traceable gene carrier for the brand. This gene carrier is its 101801 coat, a classic camel cashmere coat.

In 1951, the Max Mara group started with three family workshops. The founder Achille Maramotti designed its first clothing series, a camel a href= "http://www.91se91.com/news/" coat "/a" and a geranium red suit, and it was a great success.

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In 80s, in the history of Max Mara, a weathervane 101801 item coat was produced. This is a double breasted coat with kimono sleeves made of wool and cashmere blended fabric. P

Up to today, this coat is a classic single product of autumn and winter, and has sold about 150 thousand pieces.

The 101801 number coat is the best carrier for Max Mara brand in the development process to create DNA.

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< p > brand at the beginning of creation, those elements that can convey DNA are likely to be passed down in the course of development, like 101801 coats. They may also be slowly weakened. What we can see today is those DNA elements that have been successfully passed down, such as the classic grid of Burberry, the new style of Dior (New Look) suit, YSL expression of female neutral and handsome smoking suit (LeSmoking), and even the "a" href= "a" of the parity brand UNIQLO.

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< p > it can be seen that the brand gene is not conceived out of thin air, nor can it be created at the end of its work. It is conveyed through various elements such as brand products, shops, logo, slogan and endorsement image. It is developed step by step through clothing style design, marketing promotion, historical accumulation and value shaping.

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< p > accumulation of time is very important for the shaping of brand DNA. It can even be regarded as a necessary condition. Genes are something that can be followed. Extension without time will not follow.

In many cases, the characteristics of a brand are not so obvious, and the image is blurred. This is the key reason why the brand gene has not been successful. On the one hand, the brand originated from the time when the brand was created, but on the other hand, it was rooted in the spirit of the brand, and there was no accumulation of time and no elements that could be followed.

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< p > there is a problem here. What should we do when the original a href= "http://www.91se91.com" > brand < /a > no gene? This requires the start-up brand to start setting up a gene, that is, a "virtual gene" or "target gene". We expect some inherited genetic elements to keep the gene elements that can be extended under the constant market test until the brand is relatively mature. At the same time, these genetic elements will become a source of tracing the source to interpret the history of the brand.

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