Look At How To Play New Retail In Jiangnan Cloth?

This is an attempt to upgrade the consumption of new retail mode, brand is trying to break the boundaries between art and commerce.

The picture is sketch 2018 spring summer series.

When domestic

When brands talk about consumption upgrading, they talk about "art".

We are constantly attracting consumers in the market segments.

Talking about the most artistic menswear brand,

The group's CROQUIS has become a representative brand.

From the recent brand action, facing the increasingly active and variable fashion retail market, sketching CROQUIS is opening up a new stage of brand upgrading.

According to the world clothing and shoes and hat net, in January 12th, the "Neo Market Market sketches" project jointly launched by sketch and artist Xu Zhen opened to the media in Beijing port. The project aims to discover the art of everyday objects, and nurture many "corner brands" as the starting point, including Xu Zhen supermarket, dinosaur food Co., Ltd., onetime disposable goods store, little club small adult club and Wakeng pit furniture shop.

The picture shows the live market of NEO sketches.

Xu Zhen is one of the iconic personages in the contemporary Chinese art field. The original purpose of this collection is to explain the everyday objects in an artistic way, and at the same time to make a deeper combination between their artistic expression and commercial products.

For example, the Xu Zhen supermarket continued the tour project opened by the artist in 2007. Without destroying the packaging, the product was displayed on the shelf by special technology, so as to explore the logic of commercial capital and the thinking of the artistic form and the essence of life.

The picture shows Xu Zhen supermarket interior.

Compared with the Xu Zhen supermarket with strong concept, the disposable goods store explores the daily product of the product by displaying a disposable material packed T-shirt, and the furniture store of the digging pit shows Xu Zhen's furniture series.

All kinds of interesting food and products have brought the distance between the public and the art brand.

In addition to the market, the activity site also provides sketches for the sale of sketches and Xu Zhen's 2018 autumn and winter cooperation, as well as a preview of the 2018 spring summer series.

But the sketch market is different from the cross-border cooperation between brand and brand, nor is it the traditional clothing and art shop.

As the most representative designer of China's men's wear brand, sketching has always been an artistic brand image.

In this activity, sketching is not simply a sponsor's role, but rather a creative idea similar to the artist's creation.

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Sketch 2018 spring and summer series is the theme of life exploder. The core concept is "the joy of life comes from the exploration of everyday things".

This series draws inspiration from the artist Roman West's style, excavating the most neglected objects in life, and recreating them with everyday materials.

The picture shows 2018 men's clothing in spring and summer.

However, apart from the artistic tonality of sketching, the brand has shown its unprecedented ambitions for business development.

Sketching told reporters that this is an attempt to upgrade the consumption of new retail mode, brand is trying to break the boundaries between art and commerce.

In fact, behind the massive activities, sketching is making efforts to upgrade the brand.

The brand upgrading it is planning is embodied in three aspects: brand concept, sales channel and communication channel.

First of all, from the presentation of the sketch market, the relationship between sketching brand idea and art is more profound.

This co operative artist, Xu Zhen, is considered to be a highly characteristic and internationally renowned artist in contemporary art. His works are often ridicule and visual.

The cooperation and the works of Xu Zhen and sketches are mostly based on the improvement of earlier works, breaking the superficial cross-border marketing, and going deep into the commonalities between artists and brands.

Some analysts believe that in the interpretation of artistic style, sketching has surpassed some of the niche design brands characterized by "all black", and has really found the unique positioning of the brand.

According to the brand leader, the label of sketch brand has changed from the previous art, design, and neutral to the fashionable, young and elegant.

The designer's men's wear brand has been at a critical turning point.

Some analysts believe that the future men's wear market will become a new growth point of fashion industry in China and even in the world. It is foreseeable that this market will become more and more crowded.

China's men's wear market has become more and more active in the past one or two years.

With the advent of consumer escalation, the purchasing power of Chinese male consumers has been activated.

Many fashion groups aimed at the male consumers who had not been shopping in the past and began to enter the men's wear market.

But for the sketches that have been established in July 2005, brands undoubtedly seize the opportunity.

More importantly, sketching from the very beginning, it identified the artistic designer's brand tone, aiming at a group of middle class men who dress, have deep feelings, and appreciate the texture of life style, emphasizing the "non mainstream" perspective of "so can" and the pursuit of dressing fun.

This may be slightly ahead of ten years ago, but in the ten years of development, the brand has accumulated a group of loyal consumer groups pursuing individuality.

China's men's wear industry is the product of the shift of menswear manufacturing industry in Europe and the United States at the beginning.

Like most of the beginning of Chinese clothing brand, Chinese men's wear brands initially rely on processing and manufacturing for primitive capital accumulation.

Since then, the "Zhejiang style" men's clothing industrial cluster has been formed in Jiangsu, Zhejiang and Shanghai, and the "Fujian style" men's clothing industrial cluster in Southeast Fujian and the men's clothing industrial cluster in the Pearl River Delta.

However, with the fashion industry beginning to influence the Chinese market in 2000, the designer's men's wear brand, represented by sketch, began to emerge.

Nowadays, the consumer groups who pursue the taste of life are growing rapidly, and the demand for personalized and fashion products will continue to rise. The industry is looking at the designer's brand market with commercial scale.

Data show that the market has increased from 11 billion 100 million in 2011 to 28 billion 200 million yuan in 2015, with a compound annual growth rate of 26.2%.

From 2016 to 2020, designer brands will maintain rapid growth at a compound annual growth rate of 26.7%.

The reason for this is that consumers often pay more attention to design, style and unique shopping experience, so they are less sensitive to price.

According to OC&C strategy consulting firms, China's clothing market has a total value of about $300 billion.

It is foreseeable that the designer brand will also occupy an important share in it.

So sketching will also usher in new market opportunities.

From the perspective of sales channels, sketches are also making new attempts.

This sketch market is an attempt of brand to upgrade the new retail mode of consumption.

Some observers believe that for the sketch of artistic tonality, its future retail form, such as art exhibitions, also has more potential for development.

At the same time, sketches were also upgraded, and the first independent image shop opened by "sketches" opened in Sanlitun, Beijing.

The store was completed by space designer Zhong song, including the broadcast device of the independent musician Zhang Shou Wang's concept, the shadow area designed by photographer Xu Xi Zheng, the "prop goods" designed by graphic designer Liu Zhizhi, and the limited series of garments designed by Li Daqi.

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According to the brand, these "sketches" who can represent the brand image hope to share the good design with the sketch in entity form.

The picture shows the new Hangzhou Wenxin store.

The upgrading of the image of Hangzhou Wenxin store is based on cooperation with designer Chen Feibo. The latter implants traditional elements into contemporary values, and uses iron and wood two materials to reflect the design's return to essence.

In addition, while creating experience in physical stores, sketches also have official flagship stores in Tmall, and carry out full channel marketing.

More changes are also taking place in the channels of communication.

The brand that keeps away from the media will open channels of communication and strengthen public relations strategy.

The event invited 110 media people to come to the scene. It is the first large-scale media contact with the media in recent years.

At the same time, the brand also hopes to create a certain scale of influence in the public. After the media preview in January 12th, the activity was open to the public in January 13th and 14th.

The enhancement of communication channels is also reflected in the social media, and the greater changes in the public image are sketched.

For nearly half a year, sketching has been working on WeChat and micro-blog platform, focusing on the output of image and text content.

According to the introduction, brand has increased micro-blog fans from 40 thousand to 220 thousand in half a year.

By browsing the branding official micro-blog, it is easy to see that the language style of the brand in social media has changed from the "high cold" and the sense of distance to relaxed and humorous.

After the latest sketch market activity, brand micro-blog also increased the frequency of interaction with other large V.

The picture shows the interaction between the official micro-blog and the fashion V.

In addition, the brand officials are often popularized by the micro-blog window.

In order to embody the artistic tonal of the brand, Guan Wei often shared artists' works and enriched the contents of micro-blog from many aspects.

It is noteworthy that the continuity of the brand of Jiangnan Buyi group of the parent company and the cautious brand of star marketing have adjusted the thinking of the brand content and begun to conform to the market situation that should be followed.

Although no star spokesperson is used, appropriate star cooperation should be carried out on the dissemination materials, such as shooting stars and the production.

The brand leader said in an interview with reporters that the future brand will adopt a richer communication dimension, including artists' cooperation and star cooperation.

The ultimate goal is to resonate more with consumers and the public, so as to occupy a larger market share in China's men's wear market.

Obviously, although sketching aims at niche market by differentiation, nowadays, no brand can despise the big cake of Chinese men's wear market.

In the fierce competition of dress industry, sketching is the key step for the layout of men's clothing market besides the core women's clothing brand JNBY.

At present, the Jiangnan Buyi group, founded in 1997, has already laid out a brand matrix including 6 brands, JNBY, CROQUIS, JNBY by JNBY, Pomme de Terre, high-end women's brand less and home brand JNBYHOME.

In the 2017 fiscal year ending June 30th, the net profit of Jiangnan Buyi group rose 38.54% to 332 million yuan over the same period last year, while operating income rose 22.58% to 2 billion 332 million yuan, and gross profit was 1 billion 475 million yuan, up 23.87% per annualized year.

Among them, the sales of men's clothing department, including sketch CROQUIS, increased by 28.8% to 488 million yuan over the same period.

According to statistics, the proportion of sales of other brands of Jiangnan Buyi group has increased from 25.6% in fiscal year 2014 to 41.5%, and has increased by nearly 20% in just two years. The proportion of men's clothing in the group is rising. The JNBY group is in a positive growth trend.

In the past three months, the share price of 03306.HK has risen 60%, and its market value has entered 5 billion clubs. As of the time of publication, the market value is HK $5 billion 623 million.

Perhaps the spring of designer brand is just beginning.

More interesting reports, please pay attention to the world clothing shoes and hats net.