The Main Innovation Of Clothing Brand Development Culture

Not a few clothing The industry's deep throat said, after many years of development, the pattern of the brand is basically shaped. Because of fierce competition, small brands rely on simple innovation to achieve rapid superposition. Basically, men's clothing is rapidly divided into two levels, but whether they are doing business or doing fashion, they are gradually extending to the low-end market. In this process, what kind of innovation opportunities can we grasp?

Reporters have been linking up several clothing brands, covering brands ranging from tens of millions to billions, trying to capture the most important innovations in the development of their brands. Subsequently, it is found that there are three main categories: the innovative marketing method based on the original brand marketing system; the capture of culture and emotion in the market; the other is to change the operation mode and improve the operational efficiency.

　 Cultural pursuits that have begun

In connection with reporters, Li Shujun, general manager of GXG, said: brand marketing has undergone several stages of demographic dividend, channel winner, product win and customer experience. Now it has entered a new stage - "Renaissance": to seize the market with culture.

Li Shujun believes that today's consumers are very rich in material life and have more spiritual needs for products. Besides paying close attention to product quality, style and after-sale experience, they also pay special attention to the cultural information conveyed by products.

Such a sentiment can be seen in a small brand operation data, "blooming", a brand on Taobao, 7 personal teams, 550 thousand fans of micro Amoy, and two fans who have just worked for 40 thousand weeks. And they just caught a point, "blooming my travel skills", the platform often shared the story and experience of travel, forming a circle of people who love to travel.

From the past two years, the rapid rise of men's Amoy brand "Hua Sheng Ji" can also feel this point. A senior "trader" who once built the brand name of the 3 Golden Delicious brand women said: "the point of its culture is both China and Japan. On the surface, Fenglin volcanoes, killing and commandments are all Japanese cultural elements, but in fact they are derived from Chinese culture, and eventually give men a taste and tonality."

"If we sum up the most noteworthy aspects of Hua Sheng Ji, namely: vision, vision, vision, culture, culture, culture." The source said.

"Genuine tonal brands and brands that find their users can come out." A vice president of venture capital told reporters.

　 Breakthrough from efficiency improvement

Similar to different cultural routes, brand names are Korean clothing homes, or AMH brands.

"Internet brand is not only the product design, visual communication, but also the supply chain capability, commodity quality and production response capability." Li Tian, director of AMH, told reporters that the product planning department of the Han Du house has guidance on product management of each sub brand, analyzes its inventory turnover, and reminds the brand to adjust in time. "AMH has sold more than 95% of its sales in the case of over 100 million sales."

The fundamental reason for supporting this series of data is the "group system" carding of Zhao Yingguang, founder of Korea's clothing house, which makes the product form a "single product whole process operation system". Each product, from design, production and sales, takes the "product group" as the core, planning, photography, production, marketing and other related business links to complete the data and fine operation. To achieve "large-scale C2B customization", it also solved the very painful inventory problem in the apparel industry.

YISHION, as a brand for many years in the field of ploughing clothes, is also well versed in the way of efficiency. Chen Yuwen, the YISHION brand leader of "A21" brand, revealed that this year's A21 summer wear is covered by a large number of styles of over 600 items, and attracts users through fast new fast fashion mode.

In order to improve the efficiency of the product, the underwear brand Shu workshop directly adopted the "semi-finished product Stocking". The goods were made into semi finished products and stocked in the factory, and the sales volume was predicted at any time according to the sales sales rate, and the sales volume after 1 weeks was predicted, so as to make quick response, shorten the production cycle and reduce the risk of inventory.

　 Pragmatic Marketing innovate

Besides brand style and operation mode, marketing innovation is the easiest way for branding.

For example, GXG will launch a new sub brand in September this year, aiming at middle and high-end customers. And the sub brand. clothes The design will be more scientific and futuristic.

Shu workshop lengthened the size of the underwear as long as possible, making 39 sizes, the largest size even Yao Ming can wear underwear. Underwear in the industry is generally 5 sizes, most of which can only meet the requirements of standard body clothing. On the basis of the original size, Shu Chang has three types of sizes: standard, thin and fat, and provides a choice for taller people.

Exchange can also be done: it is also underwear, Shu workshops can be adjusted within 30 days. Because of the special properties of underwear, it will no longer be sold for sale.

The two innovation around the old customers is the most common among some old brands: YISHION online brand A21 has been spending time studying user behavior, and using active delivery of new products to enhance ties with users and test the popularity of new products.

Whenever A21 is about to be new, it always selects some of the old customers according to their shopping behavior and sends them to the new products that conform to the previous shopping style. If the user likes, the payment can be completed, if the user does not like it, then return it. This seemingly abrupt approach has achieved good results, with 89% of users choosing to leave new products and complete payment.

In terms of marketing strategy, the trend frontline is more clear about its goals. From birth, it focuses on the three or four line market of domestic youth casual wear. In the industry, it pioneered the concept of "fashion to the countryside" and was positioned as "popular fashion".

this brand A new trend has been grasped, namely, the "rise" of low end manufacturing and "low-end consumption". There is hardly a single brand that has great influence in the target market segments of the tidal front. The characteristics of the blue ocean are obvious, and the market and channel space is not a problem.