Garment Brand Upgrade The Innovation Pformation Of Clothing Retail Industry

In 2010, a woman named "Miss Lan".

Born in Xiamen, it is famous for its design of pure natural fabrics and plain collocation. It leads a simple, natural and relaxed life style.

Last summer, the brand was returned to the name of "theMSLAN". Behind the name adjustment is to insist on a simple and natural concept while trying to convey a pure, simple and independent attitude towards life by representing a specific "the".

Along with brand upgrading, theMSLAN needs to change its way of operation and service.

And increasingly powerful

In contrast, the re purchase rate and net profit of the stores are getting lower and lower, which reflects the lack of user digitization and the two touch capability.

For theMSLAN, it is also facing the test: how can we turn the "passer by" into "return to the people" and establish a strong connection with them?

Cross border cooperation and multi-channel integration development

In September this year, theMSLAN first met with Shenzhen's cloud network, and the two sides hit it off. After that, they conducted a number of communication and fieldwork, and finally confirmed that the cloud enabled retail digital solution was the backbone of brand strategy pformation and upgrading.

In fact, theMSLAN has been quite professional in the operation of new media.

According to their CEO introduction, their public number reading rate is between 20%-30%, far higher than peers.

From the title to the layout, from copywriting to typesetting, there is a literary and fresh atmosphere everywhere. There are many marketing and planning of hot events, which caters well to their brand audiences and keeps fans loving and paying close attention to them.

Therefore, their purpose is also very direct and specific: online development has been more mature, through the cooperation with retail digital service providers to grasp more accurate flow from offline stores, improve the entire membership system, and ultimately form a higher pformation.

Take that advantage to make up for your shortcomings.

After enabling cloud to retail digital solutions, shopping guides will no longer be just a "Lucky cat" but a "valuable tree" that constantly creates value.

After visiting the store, the user scanned the two-dimensional code of the shopping guide. Although the official public number was concerned, it was bound to the exclusive guide, and any questions could be consulted directly.

For users, a more responsive and personalized service can be obtained, while the brand will precipitate more fans.

According to the flow funnel principle, when the number of users reaches a certain level, the paction will be pformed more and more.

Moreover, fans from offline stores often have a certain understanding of brands, which are more accurate than fans pulled from online activities.

Precision marketing based on data

As long as there are a lot of fans, can we realisk profits?

TheMSLAN enabled cloud to retail

Behind the service is the hope of deeper data deposition, so as to achieve personalized precision marketing.

At present, enterprises can cloud this solution and get three kinds of users' data labels: a kind of scene impression mark from shopping guide, a kind of paction record from customers, and a kind of behavior record from users in the public number.

Combined with three tags, you can get a more accurate and three-dimensional user portrait and categorization: you like discount, she likes it.

...

Then push different message content to different users.

The service number can only be issued 4 NO per month. It is more accurate to say that every user can receive 4 pieces per month, which has a very large space for directional operation. If we can achieve "differential treatment" to enhance the user's sense of belonging, it will probably resonate more easily.

The word "the" will be written into the theMSLAN of the brand. In the future, it will not only convey a pure, simple and independent attitude towards life to users, it will really penetrate the concept of individuality throughout the product and business.