Xu Shunying: Clothing And Footwear Industry Can Be Fashionable.

< p > > the idea of setting up an advertising company that specializes in fashion customers is Xu Shunying's idea 10 years ago.

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< p > if from the fierce differentiation of the advertising industry now, and everyone in the competition, "I know more about consumers", the creative company that provides advertising services has been devaluing rapidly, and the business front-end links involving strategy, positioning and even product design are getting more and more attention. Xu Shunying is prescient.

But the idea of 10 years ago and the establishment of a company called Ogilvy fashion 5 years ago are largely due to Xu Shunying's personal interest in fashion and lifestyle. Almost everyone who has a little knowledge of her will set up Tag for her "Literature" and "fashion".

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< p > Xu Shunying is an advertiser and a brand.

She was originally the founder of Taiwan ideology advertising company. Many people recognized her through a series of print advertisements for Taiwan Zhongxing Department store, and named her advertising way as "ideology advertisement", because her copybook always had "strong attitude".

In 1998, Zhongxing Department Store's spring clothes were listed, and a print advertisement called "bookstore" was written: what do you need after you have a chest? Head! Go to a target= "_blank" href= "http://www.91se91.com/" > dress < /a > store culture, and go to bookstore to show clothes.

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In 2008, Xu Shunying and Song Zhiming, chairman of Ogilvy China, talked about this idea. At that time, Ogilvy group in China began to try to set up vertical creative companies in some subdivision areas, such as Ogilvy sports, which was founded in 2006.

As the first international 4A company to enter China, Ogilvy is always more strategic and more focused on its development.

Xu Shunying thought that the Song Song Ming also felt the influence of fashion on consumer culture, so she brought some colleagues who had worked with him from Taiwan for a long time to establish Ogilvy fashion in Shanghai.

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< p > to summarize the Ogilvy fashion, Xu Shunying can set an ideal: through fashion thinking to help the brand find some angles to influence consumers, or to show the way of brand.

In other words, it involves not only one or two advertising ideas, but just as popular now: the current positioning of customers' brands and the overall packaging.

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The reason why "P" is ideal is that "Ogilvy fashion" is easy to make people think that the company's business is only related to the fashion industry. This is actually the reason why Ogilvy has subdivided such a company vertically, but Xu Shunying's idea is more ambitious: she believes that any industry and brand need to be fashionize.

Fashion is not so much an industry as a way of expression.

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< p > because the service is too trivial, even Xu Shunying himself has to use lengthy expressions to explain the mode of Ogilvy fashion service customers.

Just like what you can hear in many consulting industries, Ogilvy fashion claims that "when you contact customers, you will have a comprehensive diagnosis and get some strategic thinking from diagnosis."

Xu Shunying often mentioned the establishment of visual system, such as store image, even packaging method.

"These are not some dazzling advertisements or copywriters I have done before. I have to contact customers at a systematic level, and I must have an insight into consumer culture and consumption phenomena."

Xu Shunying said to the first financial weekly.

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< p > a case of Ogilvy fashion is willing to explain itself is cooperation with female a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > brand Stella Luna.

The cooperation between them started before the establishment of Ogilvy fashion, but from the perspective of service mode, we can see how Xu Shunying and her team work.

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< p > Stella Luna turned out to be the international shoe line shoe factory in Taiwan. When it came to Xu Shunying in 2006, it wanted to introduce its own fashion shoes brand.

The latter made the brand image design, from Logo, shoebox design to bags, picture books, of course, including advertising.

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"P >" Xu Shunying believes that the shoe box, which is usually ignored by the owner, is actually an important link with the consumer, so she originally designed the shoe box as a circle, alternately in black and white.

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Besides P, brand listed ads emphasize the existence of products: the top of a heap of black heels is a pair of bright red shoes.

"Every word, every picture in the album is designed by ourselves, and the content is also made by ourselves.

Never used a model or spokesperson.

Ma Weiwei, general manager of Ogilvy fashion.

This has also satisfied the premise that Stella Luna has not made a generous budget for advertising.

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< p > everything is to attract attention. In December 2012, Stella Luna announced its first store in Paris, and their development model has also become a learning model for shoe brands in China.

Xu Shunying referred to the influence of content marketing: "consumers need the content of life aesthetics, which can inspire consumers, take care of their lives and give them taste.

At this time, marketing actually played the role of the original media. Many media just used implants, and lacked the aesthetics of life.

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In 2010, Xu Shunying wrote a book called "CEO's suit" for the men's wear brand Lampo. It was published by Guangxi Normal University press. It was designed to be easy to read and not to preach. It played the role of a tool book, told the readers what to tailor the western style clothes, and what exactly suits their suits.

The content was produced by the team of Ogilvy fashion, and Xu Shunying said he was "like a chief editor".

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< p > this is another case of content marketing in Ogilvy fashion. According to Ma Weiwei's statement, Lampo's customers prefer to focus on making products. For this reason, although Italy's famous craftsmen have been invited to guide the production of the western-style clothes, there has been no good way of branding.

The budget of the client is also not enough, at least not enough to pay for traditional models such as hiring models and buying media layout.

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< p > if you see the list of customers in Ogilvy fashion, you may feel that it is not good enough: there is no big brand name that ordinary agents will put in the official website, and the quantity is far from enough.

But objectively speaking, such customer conditions also force Ogilvy fashion to think about how to differentiate from others. The most common advertising agency has been excluded from the limited budget. Ogilvy fashion must be different and meaningful.

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< p > however, the problem of traditional agency is not less than that of Ogilvy fashion.

Xu Shunying admits that not all customers can understand her approach.

"There are many cases not implemented, customers are various, and a lot of work is not done.

We need to educate our customers and persuade our customers. "

She stressed that we should not rush to instant success.

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< p > but it is hard to say that people who come from the name of "Xu Shunying" have no quick success and instant benefit.

Ma Weiwei told the first financial weekly that there are also brands that want to increase exposure before IPO, but Ogilvy's fashion is more suitable for the long run.

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< p > "Xu Shunying has strong characteristics, and cooperation with her needs to understand her characteristics."

Me&City brand director Zhou long told the first financial weekly that he contributed to Metersbonwe and Ogilvy fashion cooperation. He was still the brand director of Metersbonwe.

"The strongest part of her is the fashion of literature and art, and individuals have strong symbols."

Zhou Long said that before he looked for Xu Shunying, he knew more about her and her works. Her original intention was that the American brand had always given men a sense of bias, hoping that she could inject some feminine elements.

Zhou Long said that those who could cooperate with Xu Shunying had to "know the goods".

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< p > Xu Shunying's personal a href= "http://www.91se91.com/news/index_c.asp" > style < /a > quality is the core competitiveness of Ogilvy fashion, but it is also the limitation of Ogilvy fashion.

This is not just about the single or multiple tastes, even if it is done entirely according to Xu Shunying's personal cognition. When the scale of the company expands, it is difficult for her to manage every detail.

This is why Xu Shunying is still emphasizing that he wants to do "fine works". Ogilvy fashion does not have the ability to expand the scale. Of course, more people need to understand its value.

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