How Can Kappa Break Through In 2018?

Not long ago, the global fashion data platform Lyst announced the strongest logo list in the 2018 Street circle. As an authoritative fashion data platform in the industry, the list combined data from 120 countries and 80 million shoppers on Lyst search engine, and summed up the search results of 12000 designers and 500 stores about fashion items.

Among them, it is worth mentioning that the trend sports brand Kappa ranked seventh, as a quiet trend for several years, the sports brand, this year's counter attack, successfully boarded the Lyst list, indicating that this sleepy movement brand for several years is waking up.

So, in 2018, around young consumers, how did Kappa break through with the frequent changes in the trend industry?

At the same time, in the face of consumers' desire for cultural stories and lifestyles, how do we build brand moat by product and marketing interaction?

From the following content, we can spy on the thread behind Kappa's popularity in 2018, or bring some enlightenment to the industry.

Inventory 2018Kappa marketing success case: accurate young people consumption trend insight

Looking back at the successful counter attack of Kappa in 2018, we can find that there are many marketing cases that are close to young consumers. It is not difficult to see that Kappa has precise insight for young consumers.

In September 2018, Kappa released the Kappa BF women's series.

In this marketing activity, Kappa takes the 25-35 year old female user as the core audience, and conveys the "no fear definition" personality proposition to them, that is, in the aspect of dress, advocate users to try different styles of breakthroughs, so as to convey unfettered personal life philosophy.

Through self media, star wear and KOL power to promote new products and promote sales.

In July, Kappa launched a joint listing of BANDA series and CHARMS to enhance the attention of BANDA and CHARMS through the trend media.

Through the preview of the BANDA full line offline preview, it has attracted the public's attention to BANDA and launched the new product - 222BANDA series.

This series takes young trend people as the core audience, and promotes sales through the use of multi-dimensional media matrix, video platform and KOL.

In October, in order to increase the visibility of Kappa in front of the public and improve the sales of Tmall flagship store, with the pre heating stage of double eleven hot sales, hand in hand with Tmall in the Tmall Fashion Festival, Tmall.

Taiwan artists Cai Weize / idiot and idiot band are invited to help the public to pay attention to the trend of the world. At the same time, they give the Kappa sharp goods series and the new BANDA series, attracting the public's attention and adding brand of fashion to the brand.

From these three successful marketing cases, we can see the marketing ideas of Kappa: the channels mainly focus on the medium of double micro, small program and little red book; in the form of different stages, stack wave type marketing output; focus on quality and innovation in content, so that many tide stars can do it.

Dual micro, small program, little red book and other media are the mainstream social channels of the current young trend group, which can accurately reflect the preferences of young groups nowadays. In different stages, a distinct form of marketing can also make marketing time continue to ferment, plus the demonstration effect of the love bean demonstration as a starting point to further enhance the image of the trend movement.

It is not hard to see that Kappa can return to the C of the young people in the street. It is because it keeps the sharp smell of the current industry trends and the precise young people's consumption trend.

Based on this, the marketing channel of personalized interest demand that fits the trend of sports consumption groups is launched, so that more young people can pay attention to and buy Kappa's trend sports products.

In the year of communication with young consumers, Kappa has been more and more determined. It has strengthened Kappa's determination to continue to revolve around the needs of consumers in the two aspects of product operation and brand marketing.

Dynamic scarcity of user thinking: Kappa's real-time feedback channel

A precise insight into the consumption trend of young people is only the foundation of brand marketing. For Kappa, the most valuable thing is to make timely use of the precise feedback mechanism and the corresponding trend marketing to maintain continuous communication with young people, and then focus on the "scarcity" of marketing activities, so that more young consumers can understand and identify the brand's cultural stories and personality labels.

In the Internet age, where there is traffic, there is the value of advertising. Today, big data marketing emphasizes the comprehensiveness and accuracy of user data. Enterprises also attach corresponding labels to each user through these data, and then push different customized contents according to different labels in marketing.

Because of the increasing number of assimilated products in the field of competitive fashion, the brand needs to convey to users the irreplaceable "scarcity" story, and a more rapid and efficient decision-making response path.

And in the rapidly changing Internet, this irreplaceable "scarcity" story comes from the user's real-time feedback. Only by grasping the current trend of user demand for the future market, can we truly cultivate this differentiated brand tonality.

Kappa is through precise insight into ability and timely feedback ideas, and then grasps the most accurate "scarcity" story demand of users nowadays, so as to push the personalized stories of richer brand labels, and give a series of products with "scarcity" product stories, and resonate with young consumers, thereby enhancing product sales pformation and brand sentiment.

For example, the resurgence of the retro trend this year is an indisputable trend in the industry. The retro fashion products are all set up by the young trend consumers.

Relying on keen market insight and rapid response to innovative product demand, Kappa quickly tied up hot products such as "collusion" and finished a series of landing marketing activities related to products, forming a brand name symbol marketing story with strong influence in 2018.

For example, this year, Kappa launched GR8 international buyer's shop, jointly with Japan's famous trend master Cang Shi Shi Shu, and launched a series of marketing activities such as women's series with VaVa platform. All these are based on Kappa accurate and real-time user data survey, and realize real-time and accurate marketing strategy and marketing landing for young people.

More importantly, Kappa in 2018, seeding stars wear implants and KOL use is also based on the current trend of young people's preferences, and combined with the real-time feedback of celebrities and celebrities' current heat assessment, screening to determine the best candidate cooperation, through them to achieve face-to-face communication with consumers, to carry goods for the brand.

In 2018, Kappa, on the one hand, provided the best quality solution for the trend consumers. On the other hand, it successfully created a successful example of the wake-up trend brand in the industry.

And in the future, this increasingly mature trend of sports marketing will become a propeller for Kappa to move to the next stage, and go out of a trend of differentiation.