Wang Daren: Even If You Lose Money, You Should Do Fashion.

People who do not understand must be particularly puzzled at this fever.

Even people in the industry, such as most Chinese companies who only focus on data and do not know the brand, do not quite understand this.

In their view, the promotion of sales of two axe is not a promotional price war, that is, shop more offline.

Some of the tricks of H&M do not understand at all.

Wang Daren, Alexander Wang, is one of the world's most popular fashion designers. Its design style is simple, street and anti luxury. It is in line with the fashion aesthetic characteristics of the global economic situation.

Wang Daren likes to design a lot of stars, mostly young fashion idols, often wearing a brand out of the street, also makes the designer's brand influence covered the high street brand consumer group, and H&M customer group.

It is precisely in this view that H&M will choose to cooperate with him this year.

Since it is a popular designer in the world, goods are certainly not cheap.

The designer's main brand Alexander Wang belongs to the high street brand, with an average price of around $700.

However, the average price of goods co operating with H&M is only 700 yuan.

The price is so low that even if the global hot line is queued up, H&M will not be able to make any money with this limited number of customized products.

Why do we do that?

At the beginning of the year, Tmall held a press conference to make a conclusion for the industry whether it should be heavy sales or heavy style. "Tmall still bought it" became the 2014 brand strategy.

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"Become the top priority.

Next, Tmall has carried out a series of brand image repackaging. Recently, fashion oriented advertising has also been released, changing the past "hypermarket" temperament, delineating the scene in the "future" "fashion show's first row", combined with the frequent introduction of fashion brands such as Burberry this year, Tmall is clearly playing the fashion ghost card in this brand pformation game.

In order to strengthen the fashion image of Tmall brand, it is necessary to adjust the internal brand structure and affect sales volume. But Tmall vice president Qiao Feng said Tmall can "accept certain and short-term sales pressure" and make concessions for fashion.

H&M is the same reason.

On product, H&M most of the dress design sense is actually not as good as ZARA. A few ZARA fans simply disdain to enter H&M, but why is it still sitting fast?

In addition to good operation and management, this fashion sense is largely set up by H&M master cooperation series.