Where Is The Road Of High-End High-End Women'S Clothing Brand Communication?

< p > the changes of the market environment make the local a href= "http://www.91se91.com/news/list.aspx Classid=101112107108" > high-end women's clothing < /a > brand, so we have to reexamine the living environment.

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< p > facing the difference between the high-end women's clothing at home and abroad, where should the local women's wear brand seek breakthrough? In Wang Guoxiang's view, VIP customer base, terminal performance and channel selection will become the important fulcrum of the high-end women's clothing breakthrough market in the future.

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< p > "VIP" is a new growth point? < /p >

No one can deny that the VIP customer base plays a pivotal role in the sustainable development of high-end Chinese women's clothing. P

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< p > Zhao Huizhou, director of brand design of Yi Hui, told reporters that at present, 60%~70% is VIP customers in the main consumer groups of its brand.

Among them, VIP customers usually account for 30%~40% of brand sales.

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< p > the consumption power of Yi Hui VIP customer base is obviously not the strongest.

Lin Shuling, vice president of Gloria, said: "for some high-end high-end women's clothing brands, the consumption of their VIP customers sometimes can even account for 60%~70% of the total sales volume of the brand."

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< p > "with the enrichment of commodity categories, brands are increasingly paying attention to the combination and matching of single products, highlighting the functionalization, fashion and environmental protection functions of brands. Brand competition has gradually shifted from a single competition in the past, such as commodity competition, channel competition or marketing competition, to all aspects of competition, and the final competition will rise to the competitive level of VIP customer groups."

Wang Guoxiang commented on the current competition pattern of women's clothing market.

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< p > > therefore, the VIP market has also become the "battleground" for many high-end women's clothing brands. The brand also strives to attract and aggregate more and more "VIP" with services.

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< p > "medium and high-end women's clothing brand of course must pay close attention to VIP customer groups, because these people are strong enough to consume."

Yu Manping, general manager of three bridge fashion, told reporters that many local women's clothing brands have started with services, and strive to enhance the brand stickiness of these high-end consumer groups.

"Many brands now have their own clubs, VIP clubs, etc., through a number of extended services, so that high-end consumers find" sense of supremacy. "

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< p > for this, white-collar workers are well versed in the "extreme" way of customer experience.

"White collar" is the supreme service. In many white-collar shops, VIP customers can not only enjoy drinks such as coffee and red wine, but also handsome male shoppers wearing white gloves for fitting customers.

Yu Manping said.

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At the same time, the brand also chooses to interact with the high-end customers to close the relationship between P.

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< p > "we have organized many activities on the theme of" walking with love "throughout the country on the joint international wool bureau this year.

Zhao Huizhou told reporters that at the event site, the brand will display its new high-end wool products through the show. At the same time, there are DIY interactive, wool products nursing lectures and cultural gifts marketing.

"This activity is only open to VIP customers and invited dealers."

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< p > when many brands are struggling with "VIP", some brands are conservative about VIP's "contribution".

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< p > "VIP customers usually account for 30%~40% of the total consumption of Gloria, and they usually have the right of preemption for new products.

But for brand VIP customer training, we are also facing some new problems.

Lin Shuling told reporters that many women's clothing brands are now dominated by shopping malls, but most shopping malls are developing their own "VIP". Therefore, many customers are buying products in the "VIP" status of shopping malls, because they can enjoy discounts and other preferential services.

At the same time, compared with the international luxury brands, Lin Shuling told reporters that the consumer loyalty of the local high-end brands is relatively low. Their wardrobe usually has 3~5 clothing brands. After comparing these brands, they choose to buy according to their needs.

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< p > for this, Wu Jianmin, chairman of sulang shares, told reporters that it is far from enough to attract "VIP" to continue buying.

"If the product is not original and has no original style, it will be difficult to arouse consumers' cultural resonance and fail to enhance the brand loyalty of VIP."

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< p > terminal image "congenital deficiency"? < /p >

< p > the market competition between local high-end women's clothing and international light luxury brands is not optimistic about Wu Jianmin.

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< p > "local high-end women's clothing is" congenital deficiency "in the terminal image.

Wu Jianmin told reporters that in the European and American markets, most high-end brands maintain the form of terminal based on brand concept stores and specialty stores, but the domestic high-end brands lack the support of the store brand.

In Wu Jianmin's view, stores play an important role in the image of brand terminals.

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< p > "now the main channel of most domestic brands is shopping malls, so there will be many restrictions on store decoration and display design."

Wu Jianmin told reporters that because the brand decoration, the overall style must comply with the positioning requirements of shopping malls, it is difficult to display the personalized characteristics of the brand at the terminal.

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< p > for this, many brands are also striving to get rid of this bondage. In the terminal design of decoration design and products, they integrate their brand connotation as far as possible, pmit their own "a href=" http://www.91se91.com/news/list.aspx "Classid=101112107105" > brand culture < /a >, and the brand life experience museum becomes the choice of many brands.

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"P >" a few years ago, LV (LV) put forward the concept of experiential living hall. At that time, it only planned to build 3 experiential shops around the world.

But by 2012, its Sixteenth experience flagship life hall has been opened in Shanghai, and this terminal mode has been developing continuously in the high-end clothing brands.

Nowadays, a large number of living rooms have appeared in a series of main roads around Beijing Xinguang heaven and earth, and this terminal form is becoming more and more popular in shopping centers and some large and large department stores.

Wang Guoxiang said.

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< p > "this is just like apple experience shop. Customers must be experienced before buying products."

In Yu Manping's view, the brand experience shop should become a brand's "standard".

At the same time, she said, opening brand experience shop must integrate emotion into the shop, and pmit the brand unique lifestyle to consumers.

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< p > How can enterprises integrate brand personality into terminal image and deepen consumer's understanding of brand? < /p >

< p > Liu Yong, the top ten fashion designer in China, told reporters that this requires enterprises to strengthen their own brand's terminal image.

In this regard, the use of iconic patterns and symbols is essential.

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< p > "for high-end clothing brands, to enhance their awareness of the terminal market, we must combine the logo and logo of the brand for re creation and redesign, so as to enhance the brand's consumer cognition in the terminal market."

Liu Yong said that when using the brand logo, we must avoid overly magnifying the logo and not using it aesthetically.

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< p > at the same time, there are women's clothing brands from their own positioning, looking for "cross-border" elements, in order to better pmit the brand's terminal image.

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P, Gloria opened its brand discovery tour in 2002, and is committed to finding its own "elements" in the global trend every year.

"The development of autumn and winter series of Gloria this year has chosen to go to Milan for inspiration. Designers have also found the color inspiration of the brand autumn winter fur series from the famous ice-cream brand in Italy."

Lin Shuling told reporters that through the reconstruction of fashion elements every year, it also brings out the brand of modern city.

At the same time, in order to enable consumers to have a more solid understanding and feeling of brands, Gloria integrates brand culture into store image and terminal services to further deepen consumer awareness of brands.

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< p > but in the choice of terminal channel, how should we choose the middle and high-end women's clothing brand? < /p >

< p > shopping center PK department store, < /p >

< p > with the rise of channel's "new luxury" shopping center, more and more brands are turning to the choice of channels. Strengthening the channel construction of shopping centers has become the choice of many brands.

But is this option suitable for high-end women's clothing brands? For this reason, the semi annual report released by Mr LAN may give us some answers.

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< p > according to the semi annual report released by Langer, the top five main sales customers are Jinying international trade group, Beijing Cui Wei building, < a href= "http://www.91se91.com/news/list.aspx Classid=101112107102" > Tianjin Friendship Shopping Mall < /a > Beijing Zhongyou department store, Hualian Xinguang department store.

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"P", "department stores, as the most crucial retail channel in Chinese traditional market, have occupied an absolute market guiding position in the past many years."

But at the same time, Wang Guoxiang also admitted that with the rise of shopping centers and the change of people's consumption concept, the market share of department stores has been greatly eroded.

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< p > but Liu Yong is more optimistic about the development of shopping center: "as people's pace of life accelerates, they go shopping on weekends, besides shopping, they also have family entertainment needs, which can be realized in shopping centers."

In Liu Yong's view, supporting facilities have obviously become a "hard nut to crack" that restricts the development of department stores.

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< p > "from the past single commodity combination and the selling place to the shopping center of developing the format, many department stores have increased the catering format and entertainment facilities, and the catering and entertainment related service facilities in the department store are being further improved."

Wang Guoxiang said.

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< p > with the change of department stores, the boundaries between shopping centers and shopping centers seem to be more and more blurred, but this may not be a good thing for Zhao Huizhou.

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< p > "if any channel wants to achieve long-term development, we must find the focal point of our differentiation."

Zhao Huizhou told reporters that in fact, department stores have always been the favorite consumption channels of high-end elite consumers. Many mature and stable women are also loyal fans of department stores, while shopping centers tend to be young, popular and fast selling brands.

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Yu Manping also agrees that she is optimistic about the future of the Department Store: "many high-end and mature female consumers do not like shopping centers because their surroundings are too noisy, and they prefer the relatively quiet shopping environment of department stores."

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