When Sports Brands Embrace Fashion Trends, How Can Kappa Win Young People?

Sports fashion is a trend of sports brand in recent years, and with the Z generation consumers becoming mainstream, tide brand consumption has begun to explode.

In the fashion trend data platform Lyst announced the "2018 Street circle strongest Logo list", China's trend of Kappa is ranked among them, and the list includes Supreme, Prada, Louis Vuitton and other trend or luxury brands.

In January 10th, the third China sports industry carnival was held in Beijing.

Chen Chen, executive director and co chairman of China trend, takes the theme of "sports brand embracing fashion trends" as a theme to share the observation and experience of Kappa brand in the trend movement.

According to the global information research and forecasting authority, the annual growth rate of China's sports shoes and clothing market will be 8% by 2022. According to the trend of development, China's trend sports market will surpass the luxury market in 2020.

CoresightResearch, a well-known data analysis agency, explained that the millennial generation as the main force of China's consumption is an important reason for the continuous development of China's trend sports market.

Marketing To China data show that younger consumers are more interested in trend sports products.

Based on the above, we believe that the subdivision of the trend movement is a potential market with a scale of up to 100 billion.

In itself, targeting young people, target consumers and Kappa brands with subdivision attributes will continue to focus on deep ploughing and lead this niche market.

In the face of millennial and Z generation consumer groups, The Business of Fashion (Fashion Business Review) believes that the combination of health, sports and fashion has become a demand, and the trend sports product represents and meets this demand.

Forbes also interpreted the trend. The trend movement filled the gap between function and trend, and became a potential subdivision area.

After investigation and analysis, we find that more young consumers are moving from buying a single sports product with certain functions to buying products that represent their ideology, lifestyle and personalization. The story behind their products and their attitude towards life are the main factors for their purchase.

Kappa will spare no effort to seize the market opportunities in the new era of consumption, and face the new generation of consumers, leading the trend of consumption upgrading and pformation.

First is the upgrading of the product design mode, and the key to the accurate understanding of the change of the target consumer is the core.

The new generation of young consumers is no longer blindly following the crowd, but is willing to spend more on their own identity, such as idol, creative cross-border cooperation and unique designer style.

In addition, we observed that the trend sports products were purchased more frequently, and younger consumers were more sensitive to fashion. The purchase products were no longer restricted by the demand for seasonal change, and the chances of buying randomness and impulsiveness were high.

In the research and analysis, we also noticed that consumers in the younger trend movement tended to choose smaller products, avoid collision with others, brand identity and unique exploding products in order to make themselves more individualistic. Besides, more young consumers would choose to shop in the trend of multi brand buyer shops, and optimize the brand channel structure in the buying shop.

Over the past two years, we have been co operating with the famous Japanese fashion designer Kurashi Kazuki from the launch of Paris fashion week to the limited listing of Chinese buyers and flagship stores. They are sought after by young consumers. The highest sales record has reached the limit of 1 hours sold, and the cumulative success rate of all products accumulated up to 80% in 1 days has increased the market share of the brand among young consumers, and promoted the sales conversion rate of other products.

For the brand that takes the young people as the core target consumer, it can be described as "the number gets the world".

Insight and agility are the two basic elements in Kappa's exploration of consumer centric digital operation.

Insight is based on data insight as the core to create value, use data to adjust business category and quantity to provide personalized customer experience, agile response is to cope with the increasing variety, through accurate and timely analysis of consumer data, so that all aspects of better collaboration.

Kappa is digitized by digitalization of members, digitalization of stores, digitalization of stores, digitalization of shopping guides, and large cargo cloud storehouse in series.

The large cargo flow is the form of large cargo cloud storehouse, cloud warehouse is the platform, large cargo cloud storehouse ensures the intelligent pfer of goods and the intelligent cooperation between different platforms.

Inventory can be distributed in every store and regional warehouse, and cloud storage center can capture sales situation and inventory situation in real time to achieve automatic replenishment and improve operation efficiency.

Kappa's membership pool is the main source of data for consumer behavior analysis.

After analyzing the consumer preferences, reading habits and other personalized preferences, we will push them to match the product and marketing content, and strive to achieve "thousands of thousands of faces" accurate recommendation.

For different commodities, we will conduct data analysis on consumers' purchases of goods and products in a period of time, and take different new product supply and marketing strategies to provide different goods for these stores.

After a period of data collection and analysis, according to the actual sales situation of each store, we predict the future sales volume, jump off the traditional order mode, achieve personalized and accurate sales, and achieve the digitalization of stores.

In addition, relying on the data sharing system, the shopping guide in each store can allocate goods inventory in the regional cloud storehouse, enhance the circulation efficiency of goods in the regional stores, and build off line sales, bid farewell to the store business mode, and ultimately improve sales performance.

Through digital operation, we can make the operation system more pparent, enhance efficiency and strengthen the coordination of all aspects of work.

At the same time, it can respond to the change of consumer demand in real time, which is conducive to the rapid adjustment and implementation of all aspects of operation.

In today's all channel shopping era, Kappa is also upgrading its channel form, closer to the core consumer group and improving the consumer experience.

The match between the store coordinates and the target consumers is critical, the target of the Kappa store in the entertainment, catering and shopping Shopping mall or current gathering place that young people often come out of.

In addition, store image is an important language for brand to communicate with consumers. Excellent consumer shopping experience has become one of the core factors of sales success.

Communication is the main way to mold brand power. Effective brand communication can achieve the convergence between brand and target consumers.

We always believe that the key to effective communication is the understanding and cognition of our target consumers.

The core consumer group of Kappa is between 18 and 35 years old. These young people are fans of social media. They like the trend culture, have strong love for the trend movement, like to express themselves, are young people who are passionate and passionate. Sharing their individuality is the unique sign of this group. They have dreams and have their own idols.

Therefore, when we upgrade the dissemination matrix, we focus on the following aspects: fashion media, commercial retail, interest marketing and fashion culture stars cooperation.

These aspects include the strategic cooperation of the trend media, as well as the influential media and opinion leaders. Secondly, in the dissemination of commercial retail establishments, we will choose more fashionable business circles that are closer to the lifestyle of young consumers, such as the Sanlitun business district in Beijing, the GR8 buyer shop in Tokyo's Harajuku business circle, and the form of young people in the form of communication, such as experiential flash shop.

Finally, the essence of making a brand is long-term construction and investment. Kappa will continue to upgrade cultural marketing on the basis of bundling personalized tidal current resources, and enhance the trend of consumers' sports experience. We need to use young people's lifestyle and communication form, and use Kappa's passion and rebellion to publicize and attract more generations of young people.