Rethinking China'S Brand Identity, Why Did Ya Ying Become The Leader Of High-End Clothing In China?

Elegant fashion

China's ability to innovate has recently become the focus of discussion again.

Today, the domestic clothing brands are learning to imitate the Western model, and begin to reflect on the innovation ability of Chinese fashion.

Domestic dress

Emerging brands such as the "cool girl" MO&CO., specializing in the millennial Pacific bird and DAZZLE, have been gaining good commercial performance.

In addition to these cool styles, local women's clothing has an unneglecting consumer group. There are few high-end local women's clothing brands that have high economic strength and cultural awareness and pursue sophisticated lifestyle.

In addition, many local brands have begun to rethink their identity as Chinese brands after experiencing the stage of imitating western brands.

The costumes supported by the lack of cultural resonance at first can win the attention of consumers. But in the long run, the empty brand stories are increasingly unable to impress the increasingly discerning consumers, and even fail to win the minds of consumers.

Earlier, some analysts pointed out that the aging of domestic brands often went into a formalistic misunderstanding, but ignored the most crucial point, that is, the demand of consumers for brands is not only the demand of commodities, but also the demand for emotional resonance.

With the rise of China and the revival of national confidence, many brands are looking back to the eastern culture of China, trying to find more cultural resonance from the local culture.

Observers from the apparel industry say that many brands in the Chinese market are largely imitating the Western model, but can not surpass this pattern, and have entered the bottleneck stage, thus returning to the local culture.

Especially in the context of rising national self-confidence, oriental aesthetics will receive more and more attention, and the integration of Chinese culture into brand spirit has become the trend of the times.

Compared with many other brands that are more successful in the market today, EP's unique feature is that it displays Oriental Aesthetics in modern design language to meet the needs of elite women. From the root of the brand, EP is born in the most prominent southern culture area with strong oriental aesthetic genes.

In April 18th, EP Ya Ying 2018 autumn winter series in Shanghai 1862

Art Center released.

The tradition of drawing inspiration from the oriental culture has been extended. The theme of this publication is "Ying Hui", and has created a complete aesthetic context.

According to the brand, "Ying" means clear water, the source of all things in the world, which is wonderful for the spirit, and the "whirling" is the whirling flow of water, and has the meaning of life rotation.

EP, in his post show interview, shows that every quarter of the brand is looking for inspiration in nature, and then combined with the humanities.

But from the product point of view, EP Ying ya did not use the signs and symbols of Oriental Aesthetics directly, but rather penetrated the Chinese culture into the theme of each season, kept continuity and grasped the characteristics and connotations of Chinese culture more.

The picture is EP Ya Ying 2018 autumn winter series.

The brand new season is built on the snow plateau of "the last pure land of the blue planet". In four chapters, a natural environment under the blue sky and the morning and evening alternation of the day and night is constructed in dress language.

This undoubtedly brings more sense of hierarchy to the brand.

The theme of every season is the brand foundation of the brand.

Storytelling has also become one of EP's core competitiveness.

From the design point of view, the new season is more reflected in the product details and the overall environment of the series, breaking the people's culture of the East.

The stereotype of relations does not refer to the rough connection of eastern culture, such as cheongsam and other elements.

It is worth noting that EP's attitude towards younger and oriental culture is different from other brands.

First of all, EP is not just emphasizing "younger" but "contemporary". This also means that the brand will not abandon high-end elite female consumers who have been supporting brands, so as to cater for young consumers.

Secondly, Oriental culture is often labeled with obsolete labels for a period of time. Many brands have abandoned this aesthetic element in the process of upgrading. However, EP Ying Ya is one of the few brands that still adhere to this position and strive to explore new possibilities of oriental aesthetics.

Compared with imitating the Western model, it is actually a more difficult way to make innovations in eastern aesthetics.

There is a view that the critical absorption of youth and the adoption of eastern culture mean the conservative strategy of the group.

In fact, on the contrary, EP is very clear about brand positioning. According to the official introduction of the brand, the fashion inspiration of EP Ya Ying is rooted in the blend of nature and humanity. It is rooted in Chinese traditional culture, exploring contemporary Oriental elegant aesthetics in an international perspective, and constantly exploring and accumulating in art, creativity, craft and so on, achieving unique brand value.

At the same time, the brand also provides consumers with more fresh ideas by planning workshops such as embroidery, opening up young artists, using such rare and precious handicrafts as products, and drawing inspiration from design and creativity in Chinese culture.

It is easy to see that EP Ya Ying focuses on visual presentation, emotional penetration and products.

For young consumers who prefer the visual impact, EP first adjusted the brand advertising blockbuster.

In the past, EP Ying Ying's advertising blockbuster was mainly based on studio shots. The model wore the main style of the season. The message was simple and direct, and the focus was on the dress itself.

But the pursuit of brand by the new generation of young consumers who love global travel is not only the clothing itself, the way of life and the scene of wear has also become an important consideration.

In the choice of models, EP has always adopted Oriental models from blockbuster to press conference, such as cuckoo, Qin Shupei, Chen Bige, new generation He Cong, Zhao Jiali, CICI, and Xue Dongqi, instead of inviting foreign models to get a gimmick.

In fact, only Oriental models and their costumes match each other to truly display the brand's self consistent aesthetic standards, which is also a manifestation of cultural confidence.

In addition to creating its own aesthetics, EP also helps artists expand their brand connotation.

Since 2013, EP has started working with local artists of different artistic styles.

In addition, the brand also worked with photographers Chen Man, Yin Chao, Zhang Yue, Sun Jun, Mei Yuangui, Li Qi and other Chinese photographers, asking them to express their own view of the Oriental trend, which undoubtedly brought more interpretations to EP, and at the same time, for Chen man's IP characters, their works also brought more exposure to the brand.

From a commercial point of view, EP Ya Ying is also unique in pricing.

Unlike many brands that are labeled as younger, EP Ya Ying insists on the luxury high-end positioning, and maintains stability in product pricing. It avoids the low quality of products caused by the younger product and improves consumer loyalty to the brand.

Early fashion headlines reported a per capita GDP of $3000 with a point of inflection. The "two generation of the people" is causing a high end consumption.

Leisure and entertainment, fitness and health and clothing beauty will be the main consumer goods after the increase in income, clothing and cosmetics accounted for third of the 18%.

It is noteworthy that clothing consumption now pays much attention to style and quality, reflecting the pformation and upgrading of consumer psychology from basic consumption to value consumption and individual consumption.

With the expansion of the middle class population, the 80-90 consumption became the main consumer force, stimulating the outbreak of high-end consumption, and increasing the daily demand.

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Middle and high-end consumers are often more difficult to satisfy.

Brands pay more attention to their brand uniqueness rather than overly concern about their competitors.

The uniqueness of EP Ying Ya is also largely due to the persistence of Oriental Aesthetics and brand positioning as always.

The picture is EP Ya Ying 2018 autumn winter series.

In fact, although EP did not deliberately carry out younger reforms, more and more young people were attracted by brands and started to be close to brands when the brand connotation was constantly enriched.

According to the new statistics, the pmission power of the 2017 EP elegant public number exceeds 91% of the public number, the cumulative reading number of 2017 is 2 million 660 thousand, and there are several 100 thousand order contents. Micro-blog also has nearly 180 thousand fans.

EP Ya Ying's brand upgrading process is rather mild and even more "alternative" in the current impatient market.

But this may mean that decisions come from deliberation rather than blind reform.

Nowadays, there are too many brands in the domestic clothing market because of the dilemma of radical reform.

People began to realize that copying the Western model can create a modern appearance, but it is hard to make up for the lack of cultural work in the domestic brand for many years.

With the revival of oriental aesthetics, local commercial brands are catching the demand of Chinese elite women for self identity.

But compared with technology and capital support, the lack of domestic clothing brand still insists on its uniqueness.

Under the illusion of market prosperity, more and more practitioners begin to see that a good clothing brand needs solid cultural accumulation.

There is no shortcut to enhance innovation capability.

After all, the industry is often the past, and the story is the future. Everything in the brand should be centered on consumers, because no consumer is willing to spend on the same commodity.