Incomprehension! EIN Made 14 Years Of Scandinavian Style Clothes.

Brand positioning

Consumer positioning: an independent, realistic, psychologically aged 28 year old woman who focuses on quality of life.

EIN style: the E series is a minimalist from Denmark and Sweden.

Using the simple modern sense to show urban elegance; the I series comes from Sweden's technology and modern style, and combines the style and rhyme of Iceland classical literature; the N series takes the natural scenery of Finland and Norway, as well as Sami's life philosophy and wisdom.

Management strategy

Expand sales channels

Start in 2010

Platform, EIN Tmall flagship store online.

Offline channels also changed the single direct battalion mode, allowing for joining.

However, the increase of channels is also a test for EIN, who is better at designing.

Create a EIN concept living hall integrating fashion, art and life

In 2002, Ye Lin founded EIN and acted as president.

The design director is different from the traditional sale and sale. EIN applies Nordic people's concept of family importance to the concept store. The concept store of EIN integrates plane, device, tea drinking, music, books, clothing and culture together to create a healthy and harmonious home atmosphere with a breath of life.

We are committed to improving brand reputation and influence.

In 2011, EIN began the fashion art exhibition, the national tour, sharing the innovative design and artistic creation with the visitors.

In 2013, he joined the movie "little time" and became one of the partners in costume photography.

EIN MAGAZINE is published.

Open fashion class, invite Asian Fashion godmother Huang Wei to tour.

In 2014, he joined the "earth water" public welfare project and signed the famous model kakaka sakamai.

In addition, there are concerts and other activities that convey brand culture to consumers.

Consumer attributes

360 search index shows that the main age group of consumers is 20-29 years old, followed by 30-39 years old, which is also in line with brand positioning.

EIN, as a designer brand that admired the Nordic culture, is also a niche market.

For EIN, a 20-29 year old group of personality and diversity, EIN can attract its attention. EIN will also serve as a clothing sponsor, such as "Dear plator" and "Ouyang," who is the main player in fashion.

However, EIN can make a more detailed division of consumers, serve the loyal consumers well, while the 20-25 year old consumers with limited economic strength can focus on training and pay more attention to their consumption preferences.

Source distribution

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Consumer voice is the highest in WeChat, analysts pay attention to EIN's WeChat platform, the overall feeling is quiet and quality, let people not willing to take off, the main content is to publicize the brand show, designer sentiment and brand activities mainly, and the layout is also focused on highlighting the brand style, there is hardly any unnecessary language, so the quality sense is very difficult to attract people's attention.

However, EIN Tmall flagship store is not in the popular website, indicating that its brand promotion is not enough. At present, domestic consumers are relatively familiar with the Nordic style. Therefore, the promotion of Tmall flagship store should be strengthened to attract more consumers.

Consumers are most concerned about

The highest level of consumer discussion is product, but in each topic attribute, consumers have the lowest attitude towards products, and the highest price perception, channel and other aspects.

There are also a few negative reviews in product user evaluation, mainly in terms of size and quality, indicating that some EIN products are not adequately regulated and need to continue to maintain craftsmanship.

Since there is no major objection to the price of the brand, the enhancement of product description and fabric improvement will further enhance customer reputation.

And EIN also has Tmall for products, so pay more attention to maintaining brand image.

Search area

In the geographical distribution, Guangdong has the highest search index, because the brand originated from Shenzhen, and the most local activities are held, so consumers have more opportunities to contact.

On the EIN official website, we can see that the number of stores in Zhejiang is the largest, followed by Beijing and Shanghai. These regions are more developed in the whole country, and are also concentrated in the pursuit of individual fashion. Therefore, they have higher search index.

Keep up with the trend of the times

EIN also adopted the popular marketing method -- live broadcast. Baidu's consumer search index also showed a high volatility, indicating that consumers' attention to this brand activity is very high. EIN can analyze user behavior and see the attraction of new customers.

From sponsorship, live broadcast, etc., EIN still cares more about the popularity of the brand.

Summary:

Nordic people advocate creativity and pursue human respect and minimalism. EIN also reflects the yearning for the natural and comfortable life style of Nordic countries. Such persistence is worthy of our respect.

But the multi-channel and diversified sales mode makes EIN no longer pay attention to dress design alone, and it is also a test for the team's marketing management ability.

In any case, the best is for oneself.