Celebrities Get Together To Tide Cards, And Can Only Thrive With Star Rings?

In January 17, 2019, Edison Chan launched the Paris fashion week with his own brand CLOT, and completed another appearance of the national tide on the world stage. In the past year of 2018, it was called the first year of the "national tide". With the trend of the two popular hot shows, such as "hip-hop" and "hip-hop" in China, the tide cards also entered the public view.

There are two kinds of national tide brands, which are popular among young consumers. One is the re emergence of "old brand" after upgrading and spanformation, such as familiar brands such as Lining, Bosideng, Huili, and so on. Another is star tide card, which is designed by star or as the principal agent of brand, and the strong personal flavor is in line with the new generation of young market. Celebrities such as Edison Chan, Willber Pan, Jay Chou, and Tian Axin in May have crossed the border to open up their own brand.

It's not difficult to open a store with lots of resources, but can it bring the brand management into full play only by virtue of the star aura? Besides, should we pay more attention to the needs of consumers and make sure that the trend of consumption classification promotes the promotion of retail brands and the influence of cortical change?

Outstanding personality concept

Since Edison Chan founded CLOT in 2003, the trend culture in China has been gradually increasing. Celebrities are popular fans as fans. They are often used as a standard to wear. Stars and money are also phenomenal explosions. Although they all belong to the tide brand category, stars usually locate the brand concept according to their personal preferences. This just avoids the disadvantages of homogenization of the market brand.

CLOT, which is known as the star tide textbook, is a typical representative of Chinese street culture. The clothing of casual wind plus graffiti and thorny elements become the representative style of CLOT.

The brand NPC, co founded by Li Chen and Willber Pan, is of distinctive style, colorful, and pays attention to detail design. There are patterns in the corners and cuffs of clothes to make old or multi-layered holes. Jay Chou's tide brand PHANTACi combines the meaning of "Fantasy" and "Phantom". It integrates sports and leisure wind and street elements, and uses camouflage, printing, comics and other patterns to show the concept of "NeverGive Up" brand.

STAYREAL, founded in May by Axin and Liang Liang, uses the punk wind and the wind to give the brand the meaning of "maintaining the true self". The graffiti, childish interest, real intention and the fusion of rock music in the streets are seen from the style of the clothes and the creativity of the patterns.

Products more personalized, more clear positioning, themes highlight the concept of position, and the hearts and minds of consumers, such a brand is not just a star aura can achieve such a success!

Brand joint chase hot spot

Cross border marketing is common now. Brand names can not only cause heated discussions in social media, but also can combine the functional advantages of the two sides. This low-cost marketing shortcut does not need to change the production cycle of products, but also meets the millennium's new and fancy needs. The joint two brand is usually fame and wealth.

For example, Edison Chan's own CLOT and Levi's classic single products, with silk trouser legs, patch details of the "longevity" jeans, once launched is very sought after. It is not easy to make an excellent joint answer book. Both sides must keep themselves, and at the same time, have new concepts, rich styles and details. The most important thing is that cultural integration is the key to win win with their own brand style as the main line.

For example, MADNESS cooperated with the famous American modern artist RonEnglish in 2016 to launch a limited doll and T-Shirt, of which 300 dolls in the global limit were of great collection value; and the sports shoes that PHANTACi and New Balance launched from the bright pink could feel Jay Chou's symbolic style; STAYREAL had cooperated with Doraemon, hellokitty, SpongeBob SquarePants and other household anime brands, which not only attracted fans but also attracted popular customers.

Economic hunger marketing for fans

Celebrities are popular fans as fans. They are often used as a standard to wear. Stars and money are also phenomenal explosions. The fans economy is the first to raise their emotions. Fans are encouraged to pay for love beans through three ways: Star economy, business cooperation and IP operation.

And fans consumption also plays a leading role in the trend of fashion, and stimulates fans to spend emotionally through outstanding star images and rich peripheral products. For example, in May, fans like to wear STAYREAL's clothes to see the concert. The uniform dress style, the fashionable joint design and the love clothes of the love beans enhance the stickiness of the fans. At the same time, they can also expand the publicity to bring the economic benefits of fans increasing.

The phenomenon of supply exceeding demand caused by limited sales can not only increase the added value of brand, but also establish a brand image with high value and identification. PHANTACi shop only a small number of clothing sales, the rest are many of Jay Chou's sports shoes collection, "not for sale" is specifically shown to fans; and CLOT almost every clothing is limited sales, each dress has a unique number, rarely appear easy to hit the shirt "explosion".

Clear positioning of gold business district

Stars often choose to set up shop in high-end shopping centers. Gold trade area usually means high quality, high consumption and internationalization. The most important thing is to bring large quantities of traffic. Young and fashionable customers also have more taste and more spending power.

Last year, the annual sales of over 100 million yuan NPC opened another store NPCLAB in Shanghai's joy city. Shanghai Joy City is located in suhewan area, adjacent to the golden business circle Nanjing East Road, the geographical position is very superior, using commercial scenes combined with emotional experience to improve the resonance of consumption circles, and provide a stable customer base with the sense of technology and the trend of the wind to enter the brand. CLOT's JUICE is not only a specialty store in China, but also has a limited store in Losangeles, France and Paris, with an annual turnover of tens of millions of dollars.

JUICE's tenth stores in Chengdu are located in Taigu, Chunxi Road. It is located in Chunxi Road, a commercial cluster with significant cluster effect. The moving line connects with the fashionable crowd square with huge traffic volume. It is the most iconic commercial center in Hong Kong. The shop decoration takes Sichuan bamboo forest as inspiration, pale yellow wood with dark black showcase, has a kind of "Zen house flowers and trees deep" charm.

In the business environment of rapid updating and iteration, some brands emerge, and brands fade away. As a star brand, it is easy to attract consumers, but the purchasing power of the brand itself, the sincerity of the design, and the quality of the products are the key to impress the consumers. Although there is a lot of space in the tidal market, competition is also very cruel when entering the fast developing period.

No matter what the stars are like in the social media, their commercialization process still needs to return to the essence of the brand. It is necessary to have excellent quality and trendy design plus a very insightful marketing tool to really catch the "National hot tide" express.