Jiangnan Cloth Clothing Group Three Big Brand Official Propaganda Spokesperson, Multi Brand Strategy Constructs The Multi-Dimensional Ecosystem

On July 15, 2021, the three major clothing brands of Jiangnan cloth clothing group, a Chinese designer brand group, were officially announced as spokesmen for a brand new image,

-- Designer Lane Bryant JNBY announced supermodel Ju Xiaowen as the first brand image ambassador

- less, the designer of women's wear brand, announced that actor Zhou Xun was the brand spokesman, which was the first time that Zhou Xun spoke for a domestic women's wear brand

-- Croquis sketch of men's wear brand announces actor and artist Liu Yaren as brand spokesman

As a result, Jiangnan cloth clothing group announced that under the group's multi brand scale operation, it combed the brands in different development stages and strengthened the core of differentiated brands.

Multi brand scale operation is one of the core strategies of Jiangnan cloth clothing group. In 1994, the founder of the group Li Lin The establishment of Chinese designer brand JNBY, along with the development of China's clothing industry, has gradually established a group brand matrix. The development has been divided into three stages, namely mature brand JNBY, growth brand crouquies sketch, less, JNBY By JNBY, Pomme de Terre, Pomme and other emerging brands. Under the grand plan of echelon brand construction, every brand always adheres to the group's "just naturally be" At the same time, it is constantly refined in style and personality.

Behind the selection of the three star spokesmen of Jiangnan cloth clothing group is a strategic upgrade of the brand's comprehensive development, more than the competition of traffic, but the help of brand development and the upgrading of consumer communication. 　　

JNBY is a women's wear brand growing up with the group's development process, and it has been highly known and recognized. In the face of changes in the consumer market, it is particularly important to communicate with loyal users accompanying the growth of the brand and a new group of young consumers, continue to consolidate the brand DNA, highlight the brand image of JNBY fashion pioneer, and tell consumers what is JNBY. First place brand image Ambassador Ju Xiaowen, with her unique appeal, is active in the international T-stage and is called "super model of the spirit" by the industry. She enriches the expression and body language of Guima, and vividly deduces the energetic, calm and interesting female image that JNBY wants to convey, and refreshes the inherent impression of consumers on the brand.

Compared with JNBY, less has a shorter brand history and a strong growth potential. Zhou Xun's free and unrestrained attitude towards life coincides with the concept of "life is subtraction, growth is addition" which is always emphasized by less brand. Brand design concept takes "simplicity, refinement, independence and rationality" as the starting point, and is committed to creating simple and comfortable dress styles for women in the new era, and achieving more surprises with effortless! After years of self precipitation, the brand logo of less changed from lowercase to capital in July this year, officially opening the road of brand upgrading. On the way to the future, less will carry more profound responsibilities and firm beliefs, and insist on providing more compatible, practical and unique clothing for independent women.

Croquis sketch takes "humor Rethinking" as its brand value, and is committed to creating a brand with music art DNA. Aiming at optimistic and independent thinking, Croquis sketch has begun to recognize its new generation of middle-aged young people with calm and rational eyes. With the growth of the brand, they pay attention to the diversified life attitude conveyed by the brand. Young actor Liu Yaren dares to break through the stereotypes and constantly release his talent in the professional field. He has a delicate interpretation and ultimate interpretation of each role he plays. In addition to the identity of an actor, Liu Yaren is an artist with strong desire to express himself. He combines his own attitude in an experimental way, breaks the "identity shackles" and rethinks his own value, which is similar to Croquis (sketch) Being familiar with art DNA coincides with the brand value of "humor Rethinking". This time, the brand joined hands with Liu Yaren, a real and charismatic Korean film emperor, to arouse people's emotional appeal with music and art, as well as humorous and independent spirit. Open a "beautiful new world" that subverts the imagination and explores the various possibilities of life.

It is obvious that JNBY, less and crouquis sketches, the chosen spokesmen, have their deep meanings behind them. In the environment of competing for traffic, Jiangnan Buyi Group believes that stars are KOL with greater communication value. Compared with the pursuit of data and traffic, it is more important for the group with accurate communication target. Through the cooperation with stars who fit in with their temperament, brands radiate their ideas and values to different circles, forming multi-dimensional cultural resonance. In the future, Jiangnan cloth clothing group will understand the consumer market at multiple levels, explore circle communication, and look forward to layout. It is expected that the three spokesmen will give more vitality and potential to Jiangnan cloth clothing multi brand ecosystem.