How Did Carman Quickly Achieve High-End Fashion Ladies' Brand?

How did Carman succeed in winning the high-end fashion brand? What is the magic weapon to win? And Ye Xiaojun, managing director of the card company, is focusing on "creating momentum, competing for new articles".

The experience and experience shared in my speech on "the road to brand analysis - the new clothing brand development".

My view on the development of new clothing brands

First concept

Carmen Department of Carmen International Fashion Co., Ltd. launched a

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In 2008, from the beginning of the birth, she injected high standard blood to her. Including our studio in Seoul, Korea, collecting and sorting out the trend information from Europe in time, and then orientating it through HongKong Studio to make it more suitable for the eastern people to wear. After that, we carried out the successive work through the localization designer team, and really landed the idea of things one after another, only in this way can we reflect the brand sense of series, and also benefit the future display and sale.

Secondly, it has its own registered trademark (domestic).

Here, we should pay attention to the relevant matters of Madrid Agreement, if it is to be internationalized in the future, it should be lawful from the very beginning.

There are two ways to get a trademark: first, name it, then query it, then register; the advantage is that it is personalized enough to better reflect the spirit of the boss, but its drawback is that the registration time is longer than before. Basically, it is about two years ago. Now it is said that the reform has been carried out a little faster! Two, buying someone else has already registered, directly negotiating the price, moving fast! From the very beginning, the brand has been insured, the abuse is self-evident: others get the name, it can only make a choice.

Note is the classification of trademarks, the 25 category /35, especially underwear, swimsuit, children's clothing and so on will have different categories of requirements, there is a special sales category of trademarks, according to the needs of their own.

In addition, many bosses will take the first one, sell it first, or even unify the door, and claim to be "brand". I personally don't agree with it. There must be a standard. VI&SI is the real brand.

Second beliefs

Once we have decided to take the road of brand, in essence, we have chosen a "no return road", which is even more difficult than Xuan Zang's experience. After obtaining the classics, he can return to the original road and eventually return to the original point.

We might as well ask the experts and predecessors here: where is the end of the brand? Where is the end? Where is the end of the road? Because I feel too tired. I still want to go back to the wholesale market! I still go back to the agent design! I still do the processing. Why? Because I can't keep going, but what I can really persist is that my heart has an unshakable faith. Only with a strong faith can we go all the way, and what the temptation of spiders on the half road and the charm of the daughter king are all unable to stop a heart from moving forward.

Of course, there may be a story similar to "three dozen white bones" in the process, because the ever-changing market will sometimes be true and false, but in any case, please remember that when you are walking on the "no return road", there will be no back arrow in your bow. Only if you insist on the unchangeable belief, someone will help you on the road.

Third teams

With a firm belief, it is still far from enough, because today is a period of holding together. In our daily life, we will go to group buying even having a meal or watching a movie. Besides, what we want to build is a brand. Before I mentioned the concept of brand, there must be a unified VI (Visual Identity) and SI (Shop Image).

Moreover, VI&SI is only a conceptual thing. Later, professionals need to be maintained and optimized.

Of course, the core behind that is the operation of the store, which involves a lot of goods.

How do you make the store full when you open the shop? How do you make the series feel the style of the brand, or the upper and lower collocation, the inside and outside collocation, the multi style collocation, and so on, and ultimately for the sale of the shop, such as the rotation of the goods? How do you display sales at the end of the season, in the condition of uneven color or lack of code? All of them need professional staff to keep an eye on the operation of the store... And the next advertisement, we also need to find a suitable professional team to operate.

Fourth: Advertising

In this era of information explosion, we need more advertising than ever before! You see, every day is "farmer mountain spring" and "Shenzhou buy a car". Why? In addition, McDonald's, the world's top 500 enterprises, have fewer advertisements? All kinds of soft, wide hard, like bombing.

The so-called advertising, widely advertised, so that more people know, even if you are not her consumers, just like I do not eat McDonald's, has escaped her advertising? Can not! This is the brand effect!

In 2008, the Carmen brand just appeared, and we chose Hongkong TVB as our partner.

At that time, the mobile phone has not been widely used. Television advertising is still the most influential carrier at that time, and Cantonese are generally influenced by Hongkong TV. She is also one of the ten major TV stations in the world. We certainly hope that with such a powerful media, our brand will have a precise positioning from the beginning, just like our slogan: we recognize you in the crowd.

However, the market is changing all the time, the micro-blog fever has changed for a few years, but now it has become the WeChat world. Finding a media suitable for brand can really get twice the result with half the effort.

The fifth part: interpretation.

What is a brand? Not only does it have a registered trademark, it does not mean that there is a set of standard VI and SI, and it is not just a pile of advertisements, but eventually it makes her a brand. The core content is: the brand should have its own tonality! E.g. speaking of Burberry, I believe most people will be the same as me, the first thing that comes out is the image of the character.

In the past more than 100 years, it has been an indelible impression that we have returned from the battlefield to the market and left to consumers.

Similarly, as the brand image of Carmen, though it is the only ten years of vicissitudes, her image now has her embryonic form in the powder.

Speaking of Carmen, it is natural to associate her light classic series with another.

No matter whether A skirt, pencil skirt, skirt or cake skirt will become the selling pin of our store every year, it is precisely because of this that our designers will spare no effort to search for all kinds of fabrics, so that they can continuously launch various choices to the annual noodles, so that they will circulate in a virtuous circle. With the brand positioning at the age of 25~45, we can provide different occasions for women of different ages.

I have to mention the 25~45 year old age group, which was a bold position that I put forward at that time.

Because ten years ago, all the domestic brands were stratified by ten years for the age stratification.

As Carmen just launched the market, why would it be so bold in the twenty years? Because before the brand came to market, we conducted a year long market research, from Shenyang and Dalian in the northeast to Chengdu and Chongqing in the southwest, to Wuhan and Changsha in the central part, then Hangzhou, Ningbo in the East and so on.

Throughout the market, first of all, it felt that the age of the brand at that time was small and could not meet the needs of the market. The young girl who had just set foot in society soon was forced to dress up more mature and steady under the pressure of competition.

On the contrary, at a certain age level, under the pressure of years, they will choose the lower age style. Let's take a look at baozi brand. This is a typical case.

Based on the above market research foundation,

At the same time, we launched a 25~45 year old long-range product, but at the same time, it was questioned by some shopping malls. However, we stood up to the pressure and dared to meet the challenge. Today, I have my chest and confidently say to you, "I did it!" this is the affirmation from the market.

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