"Sub Line" Is To Make Money In The End.

The earliest concept of using the secondary line brand was Armani. In 1981, when Giorgio Armani tried to create a sub line brand Emporio Armani, most of the fashion brands began to launch the corresponding sub line series. They take the main line as the keynote, and design for the young consumers who cannot afford the mainline, and will still take the brand LOGO as a symbol.

I think you may know something about the sub line, but we have to go to the official stage to talk about it. The "master" is the matriarchal brand of fashion brands. A strong and consumer oriented brand plays a great role in promoting the brand new products. The main and vice is like "mother and son", constantly supporting each other, promoting the concept of "big brand" with the development mode of "first line tree brand and second line sales".

The so-called "Vice" refers to the sub line brand Diffusion line. Compared with the main line brand, the sub line brand will make up for its lack of vitality in its overall activity, which is always closely related to the market division.

To put it simply, big brands can be consumed by everyone. It can also be said that the international giants envy the phenomenon of fast fashion brands' bustling and overcrowding, so they work out a "secondary line", so that the sub line can be used to draw customers to the expense of the people, and shout that I am a big name son, but buying me is equal to buying this big card. And the price is cheaper than the main line 30% or even half, the product quality is also a bar drop, negligible collision rate. The important thing is that these sub lines will even share a designer with the mainline.

The main line is how to "fabricate" the sub line. One is the brand exclusive line that covers different industries, ages and styles, and it has a large number of exclusive lines. Fashion Show And the style is clear and uniform. There is no quarter trend. In short, they meet the needs of business and sportswear, or customers who love urban recreation, retro and college style. Such as Ralph Lauren (Ralph Lauren) of the sub line.

Another main feature of the sub line is based on the popularity of the brand, and extends the younger, more acceptable and lower price ancillary series. This takes into account the business factors of the brand. Main brand It already has a certain reputation, its image is fixed, sales are considerable, and there is a group of unaffordable fans outside the high-income fixed customers. The launch of the sub line just meets the group. Moreover, the tailoring and style of the sub line are usually simpler than the main brand. style More young, this is also a lot of big brands are actively changing, brand younger. For example, Valentino's Red Valentino, Alexander Wang has T by Alexander Wang and so on.