Middle And Old Age Women'S Clothing Brand Huizhou Celebrities Create Middle-Aged "Fast Fashion"

A woman's

It will pass or change or precipitate or lose with time, but never give up your present beauty.

This is the brand idea that Zhu Hong gave to Huizhou celebrities.

In Japan, the women's clothing market has been relatively mature and standardized. According to the characteristics of women at different ages, the women's clothing industry basically maintains a women's clothing brand from 5 to 10 years old.

But in Zhu Hong's view, under the huge population base in China, no one can study thoroughly at a specific age stage.

"If a 20 year old girl is very fat, young women's clothing brands often find it difficult to find the right clothes. They can only go in the past years. This is not the age limit."

By contrast, Zhu Hong would prefer to obscure the age of Huizhou celebrities. For this reason, she chose a lower age model to explain her brand.

The fat girls and the middle aged market eat at both ends.

It is not easy to convey the beauty of this group of people.

Unlike slender girls, most of their mothers are obese and stature. Zhu Hong believes that instead of using traditional styles such as traditional Chinese and old women's clothing, they should use good fabrics and details to modify their shape.

The audience she sets is usually a knowledge group with inherent beauty.

"The charm of mothers matures when they are precipitated by time, and even if they are out of shape, they can still show their body confidently."

Zhu Hong told the reporter of "network manager of the world".

The design team behind Huizhou's famous designer supported the original design of the whole shop style 55%, priced at 200 to 500 yuan each.

Every new product recommended by each design or brand factory must be examined by Zhu Hong. From details to buttons, the size of the belt, Zhu Hong looks for models of different shapes, and asks for 3 to 5 different models of clothes before and after each dress to try on, and a program can not be omitted.

The style that tries to wear is often well inclusive, which can highlight the temperament of middle-aged people and hide the defects.

For some special mothers, or some special needs of users, high-end customization is a step that can not be omitted, which is also Zhu Hong in one.

Just want to do.

Zhu Hong's insistence on ensuring that every single item of Huizhou celebrities can't take the quality, "we use every piece of clothing as a piece of art to promote it."

Zhu Hong told reporters.

This approach has made a sharp contrast in the middle-aged and elderly women's clothing industry: the industry generally has a weak sense of fashion and emphasizes functionality and cost performance, while Huizhou celebrities maintain an average of 500 new items per quarter, which exceeds the average level of the middle-aged and elderly consumer market.

Zhu Hong has his own understanding of the reason why he is positioned on a variety of quality assurance routes. "Most of our users are high-income and personalized middle-aged women."

Unlike most middle-aged and elderly women's customers, in the nearly 100 thousand of the members, the users of Huizhou celebrities do not show the characteristics of the middle-aged and elderly users separated from buyers and Experiencers.

80% of the users are buying their own clothes, which makes the team of Huizhou celebrities do not have to distract attention to cater for the two customers.

30 to 50 years old, knowledgeable women are the descriptions of Huizhou celebrities user groups, and the more personalities of women are, the more likely they are to wear Huizhou celebrities' style.

Women at this stage are more intellectually aware, and dress is a way to invest and please themselves, and has a clear style.

For high standard clothes, they do not care about the price, but also care about the uniqueness of personality and design.

Huizhou celebrities identify users' preferences, train customer service, and focus on the overall collocation of colors and styles in the overall VI design.

In the upstream cooperation, Huizhou famous yuan does not have its own processing plant, but the quality of the brand depends on its quality.

"Usually we are working with some factories that cooperate with international brands."

Zhu Hong's work background and family relationship helped her a lot in this respect, which is also a difficult point for other shops to imitate.

In the price pparent Taobao, the unit price of 500 yuan is high, but Zhu Hong admitted that compared to the original design and the high cost of production, Huizhou's profit margins have always been kept within the proper limits.

Under the coherent line, aiming at some VIP users in depth, Huizhou celebrities will send users the styles selected according to the different users' preferences after the new ones are launched. For the clothing they receive, users can leave something they like, send the ones they do not like, and try to make sure that they are paid after they are tried.

This method compares the popular O2O nowadays, and is more suitable for middle-aged people's shopping habits.

The high-end attributes of the brand have screened the user community. The users of Huizhou celebrities corresponded more to the first tier cities, many of which are well-known women from all walks of life. They are more willing to enter the entity experience.

The next move of Zhu Hong and his team is to lock the large shopping malls under the line, and the first choice is Beijing.

"Facing the physical experience, the impact will be greater than the line."

Zhu Hong feels that online brand is more experience for offline extension, and is a perfect service link on line.