From "Dirt To Ugliness" To "Tide And Light Beauty", Let Down Garments Turn Against The Wind.

In the winter, young people often regard the purpose of "beautiful frozen people" as the golden rule. Girls are still wearing short skirts in ice and snow. It is no easy task to see them wearing down coats.

　　 The true fragrance law that can not escape

From watching to crazy

Talking to young people about the topic of "down jacket" is just like referring to "autumn pants" and "army coat", and the rejection rate reaches 120% directly. The reason is that they are "overstaffed" and "ugly". Down jacket has become the "fashion insulator" term, and even in a few answers, it has been extended to the rejection of other products.

Recently, a new type of down jacket has triggered a wave of panic buying. The news of the sale of a series of down jacket produced by Ginny Hilfiger, an internationally renowned designer, has been frantically frantically cleaned up by netizens in a distinctive design style. In September 28th, the official flagship store, the official website and more than 3000 stores on the line were sent out for sale synchronously, and the young people came to the scene. The sales scene was once hot.

　 Truly understanding young people

Innovation based on consumer demand

The sale of empty cases is not uncommon in the fashion industry, but the down jacket category is a real phenomenon. In order to put down the "off fashion" inherent impression of young people in the "down jacket", the brand of every down garment brand has made remarkable moves. The famous designers or super IP have launched cross-border joint names, and have been competing in various fashion week and tide festivals to become the international stage.

This effort to break through the fashion line of defense for young people is behind the understanding of young fashion culture and bold breakthroughs in the brand itself. In the selection of joint objects, he always sticks to the same pattern. From the top IP, such as the world-famous Huang and Xiao Huang people, to the deep and rich connotation, he constantly looks for the conjunction point with the brand spirit connotation value, and deeply integrates the elements with the down jacket design, and uses the clothing as the carrier to express the young people's life style and attitude individually.

Pepsi has always been in the forefront of fashion trends, highly suited to the spirit of fearlessness among young people today, and constantly strengthening the lead of innovation. Inviting Ginny Hilfiger, one of Tommy Hilfiger's founders and FILA fashion designer, is more fashionable in the design of down jacket.

　　 Deep reading and exploring young trend culture

It has become the new path of brand development.

Combined with Pepsi's classic blue and white color matching, logo's geometric combination and fluorescent pattern, we combine the series of Pepsi products to improve the monotony and drab of mainstream clothing in winter. The use of waterproof, windproof and breathable materials also upgrade the sense of quality and wearing experience.

Since its sale, this series of down coats has not only won the strong love of Pepsi fans, but also received the favor of Yu Wenwen, a talented actress, and joined the ranks of the girls in the series.

Their deduction is like a luminous body that is full of the most sincere fashion doctrine in winter, and drives away the so-called fashion as "traditional treason" attitude. In the fierce trend of all kinds of fashion bloggers, it has become the fashion magician of this winter.

The Z era has gradually become the mainstream consumer group. They have an independent decision and not blindly follow the personality. Then the brand members need to pay close attention to the culture of young people in the Chinese society, and communicate with them in the way of young people and young people. In addition to the star effect of carrying capacity in the fashion industry, the generation of the trend also stems from the initiative of the consumers themselves.

In the peak season of non down jacket sales, the Pepsi series will bring up a lot of panic buying trends. This shows that the trend culture has a strong influence on the minds of young people. The brand side can only go deeper and deeper to capture and penetrate into the lifestyle and fashion attitude of young people.