How Does This Lingerie Brand That Never Scorn Marketing Finish CK?

We usually go shopping.

How much price can be controlled? I believe most people choose between 50 and 300.

However, it does not include a handful of local tyrants to buy underwear.

And those pants that are thousands of thousands are usually counted.

The cards.

There is a underwear called Zimmerli abroad.

The underwear it sells is very expensive. Even a small pair of underwear sells for up to 100 yuan, and a few limited edition Zimmerli underwear is up to 500 dollars, about more than 3000 yuan, and CK.

3000 yuan a pair of underwear!! when you hear this number, do you shake hands with your cell phone? A pair of underwear is worth half a month's salary. Many people should have cried in the toilet.

However, Zimmerli's underwear is expensive, and it is indeed the favorite of many celebrities.

Wolverine's Hugh Jackman crosses Zimmerli, Beckham and Stallone pass through Zimmerli, and even Gray, the overbearing president in "Fifty degree ash", is also a loyal powder of Zimmerli.

What charm does Zimmerli underwear really attract these attractive men? How did it become a big name in the underwear world? Now, the Business King brings you to Zimmerli to explore it.

A pair of luxury brands built by poor couples!

Since Zimmerli is a luxury brand, many people will think that it must have been founded by aristocrats or rich people.

If so, you are wrong. The Zimmerli brand originated from a poor rural couple.

In 1870s, there was such a couple at the foot of Switzerland. Her husband's business went bankrupt, and his wife Pauline Zimmerli was a low income vocational school teacher.

The financial difficulties made the wife have to redo the good sewing work to help the family.

Zimmerli began to wear underwear. At first, she tried to make underwear by hand, but because of its low efficiency and the uneven quality of underwear.

The couple used to bite their teeth and bought the most advanced loom with the last bit of savings.

The loom greatly improves the speed of Zimmerli making underwear, and can produce almost 12 to 18 pairs of fine socks and underwear underwear every day.

In addition, as the quality of underwear was excellent, it soon got some praise and recognition from some buyers. Zimmerli underwear soon became popular in the surrounding villages and towns.

In a few years, not only did I buy money from machines, but I made a small profit.

Zimmerli underwears began to expand slowly, forming the first lingerie store. She also hired her sister and sister's son as a salesperson for underwear shop.

From the first underwear production to more than ten years later, in 1876, Zimmerli's underwear began to go out of Switzerland and exported to France. Zimmerli won the World Expo gold medal for the three time because of its good quality and reputation.

Since then, Zimmerli has been more careful in running the underwear brand, and the underwear store has been expanding, leaving one shop after another.

Slowly, with excellent quality and quality, Zimmerli has grown into a huge luxury brand.

Nearly a century later, Zimmerli became the first choice of fashion stars.

So Zimmerli is a luxury brand created by a pair of poor couples.

Three secrets of Zimmerli underwear success

Why can Zimmerli develop from a small underwear workshop to a well-known luxury underwear brand? The most important thing is the craftsman spirit running through every underwear.

First of all, Zimmerli is different from the fabric of underwear.

It is different from other underwear, the cloth is the main island cotton, and the island cotton is not unusual cotton, it mainly comes from the West India Ocean archipelago, is regarded as the most valuable, the rarest handpicked cotton variety.

Because of the special and rare nature of island cotton, each Zimmerli underwear has an identification mark.

Secondly, Zimmerli's production techniques and methods are extremely cumbersome and complex, but not ordinary underwear can be followed.

The underwear and underpants used in the production process is a molding technology, so there is no side seam on the side, so it must be "seamless".

Although the underwear styles of Zimmerli are all basic and relatively simple, their workmanship is excellent, and the comfort on them is definitely not comparable to that of 30 yuan underwear on a stall.

And each coat will take about 40 minutes, and four tailors need to work together to complete the pure handmade underwear.

Finally, Zimmerli grasps the psychology of customers wittfully, and chooses to work hard in the sense of privilege and dignity.

For example, the "Royal classic" series of underwear, a pair of underwear is about 1000 yuan, each underwear has its own "identity" logo, and limited edition underwear, one is up to 3000 yuan.

You wear Zimmerli, which means that you are not wearing underwear, but white flowers. But because of its high price and limited number, celebrities just like this kind of superior and honorable feelings. What they are more concerned about is not their comfort and quality, but the satisfaction and joy of buying underwear.

Win without advertising or marketing.

In this age of information exchange, there has been no advertising marketing from luxury brands to daily toiletries.

Many products do not even pay much attention to the pre production of products, but also pay more attention to the advertising promotion and marketing methods in the later stage.

In this regard, Zimmerli underwear can be said to be low-key to the extreme, it has no brand marketing, no celebrity celebrity endorsement, and no exaggerated advertising, because it itself is a loud high-quality advertising.

Most of Zimmerli's underwear are black and white basic colors, and styles are also basic ones. They are not exaggerated and eye-catching. But the low-key and high quality Zimmerli has always adhered to the perfect idea.

Zimmerli's low profile and high quality are also directly touted by the middle class who pursue the delicate life and the high-end people of the upper class. They also believe that real luxury does not mean a striking Logo. They care more about the inner quality.

And that's what Zimmerli did.

A truly good product simply does not need to rely on advertising or marketing to gain success and recognition from the world. As long as it does its best and consistently pursues perfect and high quality, it can still win.