How Can Fast Fashion Industry Enhance Brand Loyalty?

According to the world clothing shoes and hats net,

The surging tide in the industry is always more intense than it looks.

Under the general decline of brand loyalty,

In addition to providing consumers with personalized choices and guarantee of quality products, businessmen use existing brand deposits to tell brand stories or find stars that match the brand culture to endorse products. This is an effective way to connect young consumers and find brand resonances.

Over the past year, fashion brands have been using celebrities with large fan base, such as Hongkong's imperial artist William Chan. The author has combed the 21 brands of Chanel's wrist watch, Levi 's, Reebok Reebok, Maybelline and so on.

Nicolas Versloot, managing director of Levi s greater China, told the author why she chose William Chan as the spokesperson of brand image. First of all, because William Chan had a huge fan base, secondly, his personal image and the spirit of persistent pursuit of dreams were consistent with Levi's S's spirit and culture from the gold rush of the American West.

In fact, William Chan did bring a good sales volume to Levi 's's new spring products.

According to reports, all the products he wore in the latest image posters were sold out.

However, brand name chasing stars are often unsatisfactory.

Some celebrities' unknown personal lives or negative reports are difficult to control the brand image and the culture they want to disseminate.

For example, an international cosmetic brand endorsed by singer PGone has been criticized by top executives of the world for its personal negative effects.

Using the existing brand story accumulation to tell the story of a brand is very common in many overseas brands, such as UNIQLO, Zara, GAP, Levi 's, etc., can give consumers a preliminary impression of their development track, so in the past ten years, consumers are quite agree with their products under the brand.

However, the fact that brands are becoming more and more irresistible is that young consumers are no longer limited to acquiring fashionable products through physical stores in big stores.

The platform is constantly emerging, and new idols are constantly being manufactured, and the new modes of purchase are maturing.

In another survey released in March 2017 by the US media Adweek, 81% of people said they would be influenced by friends' tweets while making 85% purchase decisions.

Boohoo, a fast fashion business in the UK, said in its report that it has found some celebrities paying for the 16~24 year old fans on Instagram, and profits have doubled since then.

The young consumers in China are influenced by the collective atmosphere, and the driving force of word of mouth communication is quite significant.

The brand touches more young people through social media, using younger language and video.

But expanding influence and popularity can not cover all consumers, but grasp the focus group, that is, opinion leaders.

The personal influence of opinion leaders in their "friends circle" can promote the recognition of brand spirit, and the effect of product design concept is better.

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