How Should Fashion Brands Change In The Tide Of Business Development And Win The Opportunity?

3-5 years later, China will rise a large number of new brands. After 5 years, the so-called "brand names" and "big names" will be emerging.

Replace,

The industry will face a big "shuffle".

Commercial real estate will open the door to shops that have the ability to attract passenger flows, and will also rely on brands with super powdered ability, and even change the way of cooperation.

In the changing trend of the industry, how should fashion brands change and win in the tide of business development?

Trend 1: no innovation, no survival.

The future garment industry will become more entertaining.

In the next 5 years, the boundaries of the industry will become more and more blurred. The rise of the collection shops will break the original rules of industry division and replace the consumers who are divided according to the crowd.

Who can really interact with consumers can succeed.

"Eyeball effect" will become the ultimate marketing tool of clothing stores. The industry operation rules of clothing industry will become more and more entertaining; the fitting rooms in future stores will be used as artistic devices instead of functional areas.

The innovation of garment enterprises will become a new normal.

In addition to their own innovation, the demand for service innovation is more extensive; the future clothing store will not be a simple place to sell products. The era of brand marketing is not only selling products, but also telling stories and selling culture.

Question Problem

What kind of clothing store will be more innovative in the future and attract the public's attention?

Countermeasure countermeasure

Cross border product collection, technology application and IP integrated marketing are the core direction of innovation.

One

Cross border mix and match lifestyle center

Case: URBANOUTFITTERS

A kind of

The New York youth flagship store in Manhattan, the US youth clothing chain, occupies 5300 square meters, and the "lifestylecenter" (lifestyle center) is a new concept.

In addition to clothing display, there are cafes, beauty salons, black vinyl recordings, beauty shops and all kinds of unusual things, such as "Lensometer" that can automatically read glasses.

Two

More technology is used in retail sales.

Case: Me-Ality fitting room

A kind of

Using the 3D laser scanning method, we can get the size of the customer's measurements in just 10 seconds, and display the data on the computer screen to help customers find the most suitable clothes according to the data.

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Case: UNIQLO "fitting mirror"

A kind of

UNIQLO's magic mirror uses body recognition system and semi reflective screen technology, so that consumers try to wear clothes at the same time, if you want to try different colors, you only need to choose lighter, the color of your clothes will automatically change.

Three

IP culture in retail

Case: Winnie the bear's "TeenieWeenie"

Making clothing brand IP

A kind of

The "TeenieWeenie" of the clothes and love group's own brand Winnie the bear, with its unique bear family story as its background, has introduced a colorful, fashionable and romantic casual dress, which is loved by the younger generation.

Not only that, clothing and love also around the "TeenieWeenie" IP launched life hall, cafe and other formats.

Case: UNIQLO

Co marketing with big heat IP

A kind of

UNIQLO began to cooperate with Disney as early as 2009.

In 2016, with the great expectations of Disney Park, UNIQLO launched the theme of "dream come true" with 7 major themes this year.

Clothing brands, on the one hand, have gained additional brand value and expanded sales through cooperation with IP.

On the other hand, IP has been able to extend its influence by licensing its brand to various industries.

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Trend 2: big reshuffle of garment industry

5 years later, emerging brands will replace big names and famous brands.

3-5 years later, China will rise a large number of new brands, which are different from the industrial clusters that are concentrated in the coastal areas 20 years ago.

The distribution of brands in this round is not obvious because they are all brand dealers rising from retailers.

5 years later, the so-called "brand", "big name" and "luxury" will be replaced by new brands.

With the growing maturity of consumers, the flat dissemination of information has brought the "shuffle" of the apparel industry as a whole, and mass brands and large and full commercial formats will be replaced by new brands.

Question Problem

Emerging brands springing up, how to make your brand stand out and quickly make 5000 shopping centers in the country well known?

Countermeasure countermeasure

Through online and offline, we should promote multi-channel promotion and enhance brand penetration.

However, the multi-channel promotion of emerging brands is also facing these practical problems.

(1) at present, there are many commercial projects in China, but the emerging brands can not find the intention expansion projects efficiently.

Second, traditional marketing promotion methods have been unable to meet the needs of contemporary brand communication.

(3) competition in the industry is fierce. Traditional advertising can not make the brand stand out among many brands.

(4) the effective channels for promotion are not enough, the cost of human execution has increased substantially, the information has changed rapidly, and the first-hand information has not been grasps in time enough.

In view of the above 4 major difficulties, how can new brands take advantage of the situation to rapidly enhance the visibility of the industry?

Win and expand to help the brand push the business project efficiently and accurately.

Winning expansion is the latest comprehensive online win business network, providing brand to promote brand, project matching, professional learning of three in one intelligent big data products.

In the rapid promotion of brand, win win development is based on win win business, online and offline, and multi-channel promotion. Combined with online brand special planning and marketing, and offline industry activities, it will promote brand communication penetration and industry popularity rapidly.

Trend 3: traffic and data

Will become the most valuable resource of clothing brand.

Accurate user analysis data will become the most valuable resource of clothing enterprises. The method of dividing consumers by gender, age, occupation, income and other factors will be completely invalid.

Commercial real estate will open the door to shops with strong customer capacity, and commercial real estate will in turn depend on the brand with Super Sticky power and even change the way of cooperation.

Question Problem

How does the clothing brand use the big data to dig the consumer group and improve the efficiency?

Countermeasure countermeasure

Accurate positioning of customers, project development to achieve accurate matching.

The use of big data in clothing brands is reflected in two aspects: one is the precise positioning of consumers; the two is the precise matching of brand development.

In the Internet era, through fans' browsing data, online trial data, purchase data, interactive data, as well as customer unit price, joint rate, exchange rate and other analysis, we can timely and accurately understand customer needs, give customers the most matching products and services, and brands can get more comprehensive data.

In expanding site selection, big data tools can achieve precise matching between projects and brands, and match suitable investment and adjustment projects according to brand expansion needs and property requirements, so as to improve the development efficiency.