Business: What Is Behind The Brand Name?

World clothing shoes and hats, it is understood that Gucci is the 2017 global fashion industry no doubt.

With its design director Alessandro Michele, it has gone back to the old and boring brand image and has entered a new glorious era.

But when you look back at the fashion industry in 2017, there is also a brand that is very popular with you. It is the United States tide brand Supreme, which co worked with Louis Vuitton brand.

Supreme is still a popular fashion brand on social media such as Instagram, and even because of the relationship between Louis Vuitton, the brand that once touched the street style has even started to join the queue of luxury brands.

The famous joint collaboration seems to have inspired the global fashion industry, and countless brands have been trying to imitate the joint name scheme to attract more attention from consumers.

You will see a large number of relatively traditional joint methods such as Vetements * Reebok, Concepts * Canada Goose (Canada goose), BAPE * Adidas, NikexOff-White and other brands and brands.

But in addition, there are more brands collaborate with illustrators and artists, such as Louis Vuitton x Masters (including Da Vinci, Van Gogh, etc.), Gucci Angelica Hicks, or brand and star and KOL launch joint series, such as UNIQLO x Kawsx Peanuts Peanuts, xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx.

Although "joint name" is nothing new, it is the first time in the history of fashion that the outbreak is so concentrated.

In 2017, nearly half of all the fashion news in the global market is related to brand names.

But what business is behind the "joint name" behavior that makes fashion brands flocking?

One of the most fundamental business logic is the interaction between brand and brand.

"The value of brand names is usually bidirectional output. If only one side has the income, and the other side is only paying, this cooperation will not last long."

"The value points of each cooperation may be different, such as the cooperation between the independent designer and the fast fashion brand, that is, the fast fashion brand makes more efforts to help the independent designer to earn the popularity and flow of the designer," Zheng Yukai said in the first fashion interview.

One of the latest trends is the use of brand names to try to pform the brand image that has been solidified in the past.

For sports brands, a sport brand that emphasizes professional sports in the past, if suddenly wants to be related to fashion, the quickest way is to link up with fashion brands.

"Sports and fashion are two dimensions, but they are not mutually exclusive."

Zheng Yukai thinks this is a question of timeliness.

However, "at this time, the key to changing the brand image will become how the brand can quickly pfer the new image or position to the market."

At present, the most effective and fastest way is to cooperate with KOL and stars to speed up the process of brand pformation.

The timeliness of stars can be more powerful than that of another fashion brand.

The stronger the fashion of the star, the more direct the crowd is, because the stars and net fans will be the first to be affected, and then they will play a role in boosting the market.

Most of the time, whether or not to cooperate, decide which partners to choose, and what form to launch joint action is the "temporary intent" of the brand. After the final product and series are released, the brand is almost unsure of the market reaction.

In other words, the joint name with another brand itself contains unforeseen risks.

But the subtlety is that this risk is not too big, because if the final product sells well, this joint name will solidify and become the brand's long-term product line, and the market feedback is not good, it only needs to be quickly cancelled.

However, similar to Supreme and LV seeking complementary complementarity behavior, sometimes the results of the attempt will be expected, and sometimes there will be surprises.

The case of Supreme belongs to the latter.

In the final analysis, "joint name is a kind of market activity detection. A is more popular and popular than B's original product. Then he will find new feeling, do more similar joint names, and then produce value output for each other."

Zheng Yukai explains.

That is to say, although the joint name was applied to the fashion industry very early, there are some changes in the business strategy.

A new case is that the two party joint names used in the past are evolving into three party names.

In November 2017, French luxury brand Chanel, American singer Pharrell Williams and sports brand.

Originals's three party joint running shoes were quickly launched in the market to 200 thousand yuan a pair of super high price, which also shows that the new method is working.

"This is a new trend. The essence of the three party joint name is a breakdown of different market overlapping or a combination of attacks.

Net red economy involves the subdivision of consumer groups. When 90 has become the main consumer group, such a limited time limit play is very important, because the crowd is willing to pay for this.

When the brand is fully subdivided, the three party brand names emerge as the times require.

Zheng Yukai explained, "because the more brands involved, the more oriented groups are, and if you join the barriers of price, the more precise you want to hit,"

From the current results, more and more brands are benefiting from joint behavior, and the application of joint business behavior is extending horizontally from the fashion industry to more other industries and fields.

It is not an exaggeration to say that 2017 should be included in the annals of the global fashion industry as a brand name.

After all, now, when you see a new brand name, you won't be surprised again. This is because the brand management is becoming the norm.

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