EVIDOMA'S Idoma Law System Originally Targeted The Urban Upstarts

On the evening of March 29, the 2014 autumn and winter new product launch of the fashionable men's wear brand EVIDOMA (Chinese name: IDOMA) of Baixing Group, "Jane Show China", opened in the group headquarters. Lin Huozhi, Chairman of Baixing Group, Fujian Aidoma, operator of EVIDOMA brand in China Clothes & Accessories Lin Liying, General Manager of Development Co., Ltd. and the team, clothing Industry personages and dozens of media attended the conference.

At the press conference, EVIDOMA men's clothing presented two new products with the theme of "reproduction of Rococo" and "dream of Maya", which were devoted to French style and once again perfectly interpreted the design concept of perfect integration of art and fashion clothing.

the top-ten designer Help to interpret French style

EVIDOMA Men's Wear is a French original clothing brand introduced by Baixing Group in 2012. It focuses on creating a profound fashion attitude and new ideas of taste life for modern urban upstarts with the heart of art, integrating art forms and fashion trends, and constructing comfortable, elegant, casual and simple style fashion clothes.

At this season's new product launch, the two series of new products exuded a strong French style. "Reproducing Rococo" series products combine the ROCOCO art form originated in France in the 18th century and popular in Europe with the contemporary Fashion clothing Integration, and reproduction and interpretation of the luxury and meticulous characteristics of ROCOCO through fabric and process details; The creative inspiration of the new products of the "Dream of Maya" series comes from the ancient and mysterious Mayan civilization, and the artistic totems and elements are skillfully engraved in the products with fashionable techniques to build a unique noble temperament.

Hundreds of new products released that night were all original works of EVIDOMA men's wear designer and top ten designer Yang Zi.

It is reported that EVIDOMA men's clothing reached a strong cooperation alliance with Mr. Yang Zi at the beginning of the brand introduction to jointly develop clothing products suitable for "China's urban upstarts".

"A good design is not about thinking and daydreaming, but about tapping the market potential and making it acceptable to more target consumer groups. This season, we integrate French culture into clothing design, such as totems, bright colors, etc. But this is not pompous, luxurious or a lot of tedious use, but embellishment, subtly embodying culture from the details. " As the artistic director of EVIDOMA Men's Wear, Mr. Yang always believes that the original design that fits the market is the vitality of the brand.

　　 Accelerate channel expansion and lock in high-end consumer groups

Market facts have proved that EVIDOMA men's clothing has achieved phased success in strengthening the product system closer to the axis of the Chinese market while adhering to the original design of the legal system.

The reporter learned that EVIDOMA men's clothing has successfully entered the famous shopping malls such as Ginza, New Mart, Dennis and some high-end hotel channels since its two years of operation in the Chinese market. The opening of direct stores has been operating steadily and achieved good results.

"As a brand that has just started for two years in China, the number of stores is not important, but the number of effective stores is important. In the past two years, we have made great efforts to consolidate the market foundation, including differentiated product positioning in line with market demand, including team building of brand, marketing and other modules, and exploring business models. For each module, we select elite teams to work hard. After two years of deliberation, the brand foundation has been laid, and it is time to further expand the market and promote the brand. " Lin Liying, general manager of EVIDOMA Men's Wear, said.

Therefore, this "Jane Show China" themed new product launch conference is not only a summary of the market practice of EVIDOMA brand in China for two years, but also a declaration that the brand will create a new chapter in the Chinese market. From this year, EVIDOMA will sincerely invite people with lofty ideals to join in and jointly develop EVIDOMA's cause in China.

"We are still targeting the 'urban upstarts', a relatively high consumption group, who are fashionable, introverted, and have a sense of brand awareness and loyalty. EVIDOMA will impress them with its original differentiated products and services." Lin Liying revealed.

It is reported that as the core strategic business of Baixing Group, the industrial resources of the Group will also be the backing for the implementation of EVIDOMA brand strategy.

　 Column interview

"Create unique brand DNA!"

——Lin Liying, General Manager of EVIDOMA Men's Wear

Reporter: Baixing Group used to shoes Material business is the main business, and terminal brands have never been involved. For what reason, choose the category of men's wear?

Lin Liying: The huge market of clothing consumption attracts us to focus on Brand clothing In the direction of operation.

Male consumers have a strong purpose in consumption and shopping, pay more attention to product quality and taste, and have strong brand dependence. For the first time in 20 years, Baixing has extended its products to the terminal and brand fields. What we need to do is a long-term career. The consumption habits and brand dependence of men's clothing have prompted us to finally choose fashionable casual men's clothing.

Reporter: Now the competition in the fashion casual men's wear industry is very fierce. What are the advantages of EVIDOMA? As a relatively new brand, how can it stand out?

Lin Liying: Now the competition in the whole clothing industry is really fierce, and this kind of competition mostly stems from homogenization. In my opinion, the market is not lack of space, but lack of vision to explore new market space.

Therefore, EVIDOMA brand has done a long period of market research when positioning. In terms of consumer groups, we focus on urban upstarts with consumption power and fashion appreciation; In terms of design, we always adhere to the original legal system; In terms of team building, we have recruited various elite talents.

I quite agree with what Mr. Yang said. The originality that fits the market is the vitality of the brand. EVIDOMA does not follow blindly and follow the trend. What it wants to create is the unique DNA of the brand.

Reporter: From the perspective of the group, what is the strategic planning of men's clothing business?

Lin Liying: Diversification is the inevitable result of the development of Baixing Group. In the future, Baixing will be a diversified group involved in commerce and trade, end products, etc.

Baixing has been engaged in upstream supply business such as shoe materials for 20 years, has rich operating experience in upstream products of surface and auxiliary materials, and has good quality control and cost control advantages. We will stabilize and consolidate this part to lay a solid foundation for the operation of men's clothing business.

Men's wear is the first time that Baixing Group is involved in the terminal market. After all, we are optimistic about the terminal domestic market, which is a huge market. Through a series of brand operations, channel layout and commodity positioning, we plan that in the next three years, the proportion of men's clothing business will eventually exceed that of shoe material business.