Designer Brand Telfar 2 Years Sales Turnover 16 Times How To Do It?

In the past, luxury brands had the right to speak of "explosive bag". Now, a number of new designer brands show the potential to create "explosive bags".

According to the latest report of the Wall Street journal, the most popular American designer brand Telfar has increased its annual sales volume from 100 thousand US dollars to US $1 million 600 thousand in two years with its Logo Tote Logo Tote Handbag. At present, the handbag is sold out at all platforms, causing widespread concern in the industry.

Accessories are fashionable brands of "cash cows", which has almost become the basic knowledge of the industry. In the past, most of the "exploding handbags" came from expensive luxury brands. For designer handbags, it is not easy for new designer brands to have a firm foothold. In the market, handbags are chosen in a large number, with little difference in style, and they can not provide consumers with social needs like luxury brand handbags, so they are in a weak position in the market.

But things are changing now. Even with luxury brands with hundreds of people, many of them have long been trapped in an inability to create a "burst" handbag that impresses consumers. Some designer brand handbags attract more people because of their distinctive brand attitude and high cost performance. In today's fashion consumer market, Telfar has a close reference to designer's brand industry and handbag Market in a short time.

In fact, Telfar is not famous for its handbag design. Prior to this, the garment business as the main body of the brand has been recognized by the industry as the pioneer fashion series, becoming the most representative brand in the United States.

In November 6, 2017, Telfar Clemens, an American Liberia designer, won the highest prize of CFDA/Vogue Fashion Fund by US $400 thousand. It is considered to be a fashion industry embracing the attitude and diversity of the street. Diane von Furstenberg, then chairman of CFDA, announced that this is the most diverse final team since its establishment in 14 years. Within less than two years, Telfar swept the streets and social platforms at an alarming rate. Its logo relief Logo Tote Bag Handbag also brought considerable benefits to the brand.

As early as 2004, Telfar Clemens founded a brand that advocates race free and gender difference in New York, and regarded it as a brand motto. The prevailing mainstream of diversity was at that time a pioneer. At that time, the first black president was not born in the United States.

For Telfar Clemens, who grew up in Queens, New York, the most diverse race in the world, the concept of equality across race, skin color and gender has long been deeply rooted in their hearts. In terms of model selection, unlike most brands' preference for white models, Telfar is often keen to choose neutral neutral color models.

At many levels, Telfar represents a new generation of designer brands with a rebellious attitude to subvert the traditional fashion system.

In the spring and summer of 2019 fashion week in New York, models with different skin colors and many black rappers on the scene brought a fashion show of music in the raging helicopter apron. Black music has always been an important element of the core of the Telfar brand. Telfar Clemens is keen to host a fashion show in the form of concerts. In its autumn and winter fashion show in 2018, Dev Hynes, Kelela, Ian Isiah and Kelsey Lu made up a lineup of musicians. It is reported that this year's Telfar world tour concert will also be a large-scale fashion show, trying to get rid of the fashion season and jump out of traditional fashion habits.

Telfar holds the idea of fashion shows in music festivals and concerts even earlier than many luxury brands. French luxury brand Balmain also announced that the brand 2020 spring and summer series men's show will be held in Paris street as part of the annual music festival in Paris. Tickets sold in the 5 minutes of the music festival are sold out quickly, proving the desire of the younger generation of consumers for the new fashion display.

In addition to regular fashion shows, Telfar also avoids the most popular advertising marketing of luxury brands in publicity and marketing. On the one hand, luxury brands are investing more in marketing, for example, Dior is promoting its 30 Montaigner bag through a wide range of media coverage and celebrity marketing. On the other hand, Telfar and other designer brands have cut the high budget in advertising, and have chosen to promote it through online word-of-mouth marketing (eWoM) and photos of fans voluntarily on social networks. This way is consistent with brand advocating "community".

In the form of slogans (Slogan) and the trend towards gendered clothing, Telfar has been given many meanings by fashion designers and fashion critics because of their distinct gender and race concepts, but the designers themselves do not agree with them. "My goal is never aimed at all consumers. Social problems are not what I have to consider. I would rather spend more time thinking about the size of clothing."

However, no matter how Telfar positioning its brand image, labels such as "no gender", "no race", "group" and "black music" have become the brands that can not be obliterated in the hearts of its supporters. It is also such a distinctive and unique brand logo that enables it to attract large numbers of potential customers in a short time, and establish a solid emotional connection with consumers through social identification and win loyal customers.

Before the rise of social media and street culture, fashion was once highly "exclusive" and absolutely centered, and the right to speak was completely held in fashion magazines and luxury brands. Trend products dominate the market, and the trend is very clear. Marina Larroud e, the fashion director of Barneys department store in New York, USA, said earlier that "15 years ago, you could see Fendi Baguette bag bags everywhere. The trend is very obvious. Now it is different from before."

The explosive development of social media and anti - guest street culture make fashion "community" gradually replace "uniqueness", and centralization instead of centralization. The era of old "it bag" (explosive bag) has come to an end, and now it is a new meaning of "it bag". Ana Correa, deputy editor in chief of WGSN, shoes and bags, pointed out that fashion has become tribal, and every group of "tribes" has its own "it bag".

At the same time, fashion is becoming more fragmented. Nowadays, consumers are more likely to excavate middle priced niche brands through social media than they did in the past. Many brands of Staud, By Far, Mlouye and so on burst red on Instagram, many come from non fashion centers, such as By Far favored by Kendall Jenner comes from Bulgaria.

In the face of such changes, Telfar's own "group" makes it in the tide of change, and quickly becomes the "it bag" in the target group. Telfar has expressed the hope that the brand can break the traditional fashion industry's use of the scarcity of consumers' psychology to drive the sales growth pattern. Consumers can find the "community" in the brand, and can feel for the first time a brand that can symbolize and represent them.

In general, many choices of large numbers of colors and sizes, easy to clean cortex, high cost performance, and strong emotional recognition with consumers make Telfar handbags exploding red.

French designer brand Jacquemus founder and designer Simon Porte Jacquemus also revealed recently that since its publication in the spring of 2018 "La Bomba" series, its personal brand business has grown rapidly, and the revenue of its series products has almost doubled. According to his estimate, Jacquemus sales in 2019 will reach 23 million euros to 25 million euros, up from 11 million 500 thousand euros last year and 7 million 500 thousand euros in 2017, of which 30% to 40% come from the selling of handbags such as Chiquito.

Similar to Telfar, the success of Jacquemus handbag products is also based on a distinctive brand design concept. Since its inception, the brand has continuously strengthened the connection between the founders, brands and the three southern France, and has created a typical holiday atmosphere from the hot single width, eaves cap to the display of the show. In terms of product design, Jacquemus has been playing a consistent role in the size of products, including the brand logo of the super wide straw hat and the super large and small hand bag as "exploding money". The development of product dimensions has become a landmark design style of Jacquemus, and has gradually become the consumer's impression of brand.

From the case of Telfar and Jacquemus, we can see that focusing on the same single product and developing a large number of sizes and color choices, this is more in line with the buying habits of young consumers nowadays. Designer brands, which are not dominant in market voice, should be cautious in developing too many styles. Instead, they should focus on deepening the consumer's memory of iconic products and satisfying consumers' need for simplifying information in the flood of information.

In the more intense market competition, the brand of explosive accessories and the brand without explosive accessories will soon widen the gap. With the rise of designer brands such as Telfar, Jacquemus, Staud and other brands, the handbag Market has been filled with fierce competition. The popularity of secondhand bags and the rise of medieval bags threaten the market of positive handbags, which means that consumers will only pay for enough excellent products.

This series of changes does not mean the end of the era of "it bag", or rather, it should be regarded as the supplement and extension of the meaning of "it bag".

In the increasingly competitive designer bag market, the emergence of Telfar reveals the concept of "it bag" or has changed. Once a luxury brand handbag has occupied the fashion market of one season or more, the era of fashion consumption no longer exists, instead of a more diversified choice.

How to occupy a place in this increasingly large market has become a difficult problem in front of every luxury brand and designer brand. Telfar, the first occupying highland, has given an answer with its distinctive brand image and strong emotional ties with consumers.