"Color Marketing" Is Sure To Win Or Lose. Women'S Shoes Are Still Popular.

Color for a pair

What does it mean? How much color can it play from brand building to actual sales promotion? Unlike many foreign shoe and garment enterprises, which are closely related to long-term color research centers or color experts, the "shoe color" market of domestic enterprises is still in its early stage.

Recently, with Q becoming the first color development base of fashion women's shoes in China, the fashion grafting of color and shoes has attracted much attention.

With personalized consumption becoming increasingly mainstream today, it is very difficult for the shoes with monotony and no connotation to have market again. The consumption of fashionable shoes under the guidance of color science will be popular.

Integrating with international color Market

In the past two years, fashion circles have always had such an argument.

The demand for color is getting higher and higher among modern people. Which brand is willing to work hard in color research, accurately grasp the trend of color popularity, and apply color to the product design and development according to the needs of its own market?

In the field of fashionable women's shoes, Q made the first crab eating person.

In November 2014, the China Fashion Color Association released Q's "China fashion women shoes trend base", and Q became China's first fashion shoe shoe color research and development base.

Zhai Qiang, director of the China Fashion Color Association, told reporters that the reason why Q has been evaluated is that it redefines fashion with color.

According to introduction, for ten years, Q has been focusing on fashion trends and color trends, and has been following the consumer experience of women's shoes industry for a long time to provide professional color solutions for the design and development department.

Luo Shaoqiang, general manager of Q, said that only in this more scientific way can we carry out systematic research on colors in order to integrate with the international first-line brands in the details of fashion.

Moreover, Q not only focuses on the color trend of women's shoes industry, but also keeps a keen eye on color trends in all fields, especially in the forward-looking field.

For example, through the acquisition and analysis of the color distribution, the proportion of car color sold, the popularity of electronic products, and the color application of the international first-line brand, Q based market researchers can make systematic arrangement and analysis and summarization based on these data analysis combined with the principles of color psychology, and then get the rules of each category color application every year.

In this way, every season of fashion circle is in

What color will catch up with fashion in the next season? Q always responds quickly.

From machcaro's sweet colors in Chanel, Burberry[micro-blog, to the charm of Mei Hong's popularity in the streets; from black and white in every fashion brand, to the glittering charm of metallic color, the futurism is mentioned; every fashion innovation, the pference of elements and the migration of color application, the fashion buyer of Q has caught it accurately.

At the major fashion week and the brand launch conference, Q's color researchers can always see and collect first-hand information.

Luo Shaoqiang revealed that the professional team of Q's designers, market analysts and international buyers is increasingly approaching international standards.

They can integrate the latest popular information of each season with the fastest reaction force, discuss possible popular designs, elements and materials, and then optimize and remodel the style and style.

In fact, in many foreign countries, many shoe and clothing enterprises have maintained close cooperation with color research centers or color experts for a long time. Color research will be directly applied to product development.

This is also an effective way to cater for and guide the psychological needs of consumers.

There are analysis articles that color research started relatively late in China, and the color theory research of footwear industry is not yet in place. At present, the whole color market is still at an initial stage.

"In recent years, we have done a lot of work in product color application research, and we will do popular color elements analysis every season."

Luo Shaoqiang said that in the future, the company will have more cooperation with the China Fashion Color Association, and will get more professional color technical guidance. The company will also share the research results of Q color application.

Color triggering emotional marketing

In the American marketing world, there is a famous "

"

It means that consumers will decide whether they have the desire to buy goods in 7 seconds, and in this short 7 seconds, the color determinant factor is 67%, which is the "color marketing" which appeared in 1980s.

In Q, it is a professional color team to help achieve the "7 second law".

According to the introduction, in the process of the birth of Q, from the initial source of inspiration to the presentation of the final product color, it needs more than ten processes and dozens of detailed items, and the Q color team will follow the whole process.

After color matching and primary color palette production, the color palette must be modulated before the color experts are evaluated.

After drawing the working shade, we need to cooperate with the supplier to develop it, and we can further test and confirm the production.

Only after verification, verification and confirmation can the product be finally put into the batch production list.

The logic of Q is that different people and dressing environment have different color preferences, and different collocation can trigger special emotions.

Therefore, Q not only focuses on the acquisition and accurate deployment of popular colors, but also focuses on the matching of color ranges and collocations.

Luo Shaoqiang said that Q has made great innovations in product research and development this year, and this is also a symbol of its fashion after ten years of accumulation.

"Now, we can design more than 30000 new shoes in one year, from which we choose 1800 models to market. Product design should follow this layer of screening, never perfunctory attitude and professional color technology."

And market feedback and sales is the most realistic answer to test colors.

Therefore, every season, the data management and Control Department of Q will conduct a statistical analysis of the sales volume of each shoe, every color system and each element to verify whether the extraction and application of popular elements and colors are correct and effective.

Because if a fashionable commodity, its fashion freshness must be much shorter than the use cycle.

Because "every day is a new self" is the real desire of every fashionable woman.

In the fashion Dictionary of Q, shoes are a match.

Many women spend a lot of time thinking about what clothes they want to wear today before going out.

According to Q, different shoes can meet people's needs of different occasions, styles and even different moods.

It is the combination of shoes that make people more beautiful and fashionable. So, as a fashion designer, how many pairs of shoes can you have?

Then, the changeable and pluralistic color becomes extremely important.

Using color to guide the consumption of fashionable women's shoes will be the center of the next fashion storm.