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Workplace Wear: How To Define "More Suitable For Commuting Young Casual Men'S Clothing"

2023/6/6 16:52:00 110

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　　 According to the latest data from the Ministry of Education, the number of college graduates is expected to reach 11.58 million in 2023, a record high. The severe employment situation has made people pay more attention to the workplace; At present, the total number of employees in China is about 402 million. Such a large group also faces another problem every day. What clothes do they wear at work?

　　 The aspiration of the elites in the workplace for a better life is not only material consumption. They love beauty, play and health, and are afraid of old age, fatigue and loneliness. Therefore, the image of the workplace needs to be created through appropriate clothing matching. Wearing too serious or too casual will undoubtedly become a sub item. Therefore, the demand of the consumer market segment - commuting clothes came into being.

　　 From the industrial side, the global demand for such clothing is also strong. According to the first quarter national clothing export data released by the Clothing Branch of the China Textile Import and Export Chamber of Commerce, the commuting clothing and clothing accessories grew rapidly, and the suits/casual suits and shirts grew by 9.9% and 5.4% respectively. A market segment with both supply and demand growth is coming.

　　 On May 28, GXG, a Chinese youth fashion brand, released a brand new strategy. Faced with the idea of "not too serious, not too casual" commuting clothes, GXG positioned the brand as more suitable for commuting young leisure men's wear, and proposed a new brand slogan that "GXG is just good for going to work". ?

　　 The simple three sentences are impressive. For the 25-35 year old main force in the workplace, the brand of pure formal clothes is slightly serious, and the sports brand is too frivolous. Now there is such a "skin", which is neither serious nor casual, and can also meet the needs of people in work and life and other diverse scenarios. It really has some attraction.

　　 What are the highlights of this strategic upgrade for this clothing company, which was founded in 2007, listed in Hong Kong in 2019, and the only LVMH fund holding more than 51% of the shares in the Asia Pacific region?

　　 Jointly with Focus Media,

　　 Billions of investment locked in two and one lines

　　 It can be seen that GXG is targeting a large number of young commuters, who account for 70-80% of urban consumption and have huge market potential. GXG has achieved an annual sales target of nearly 5 billion yuan, and its marketing plan and channel measures have also been slowly launched.

　　 "We will unswervingly invest in and transform the brand in the next three to five years: put 100 million yuan in advertising promotion in five core cities and five auxiliary cities; zero pressure series products will also make a shocking appearance in the annual brand show." said Wu Lei, vice president of retail of Mushang Group and general manager of GXG brand.

　　 It can be seen from the power of "people, goods and market" that GXG hopes to become a high-quality brand with accurate people, which is the key to cross the brand cycle.

　　 "Earning 100 million yuan" is a "small goal" in the eyes of some people, but where does the confidence of spending 100 million yuan in advertising in half a year come from? The answer comes from Focus Media, which signed a strategic contract with GXG in the first half of the year.

　　 Focus Media covers 400 million young mainstream consumers, occupies 80% of the core office buildings and 70% of the core apartment buildings in China. "People are two points and one line, and Focus Media's advertisements occupy the two floors." GXG is just right for work "appears frequently in the commuter elevators, which precisely corresponds to the brand consumption circle. We are sure to break through this crowd and break ten billion yuan," said Jiang Nanchun, the chairman of Focus Media.

　　 GXG has achieved success in cooperating with the most explosive media in China. In the Polo shirt category, which has been neglected for a long time, in addition to the brand technology innovation to improve the product's own strength, the sales volume has been significantly improved with the help of crowd distribution.

　　 Return to original quality

　　 Make "just right" a trend

　　 It is surprising that such a popular category has achieved high growth. In addition to the traffic dividend of Focus Media, it also benefits from GXG's ingenuity and persistence in product design. It is reported that the new product "Fashion Zero Pressure Series" in autumn and winter has strong black technology and functional selling points, which is expected.

　　 "Can you stand when an overcoat is lighter than a feather? We continue to do a good job in product development and create high-quality brands to win the hearts of consumers through some technological practices." Yu Yong, president of Mushang Group and founder of GXG brand, said in a low profile and humor.

　　 What is GXG's definition of "more suitable for commuting young casual men's wear"? In Yu Yong's opinion, "when I look in the mirror before going out today, except to please myself, I will certainly not affect others' perception of me. Today's dress may not be out of the ordinary, but it must not be out of the ordinary. This is' just good '. Unlike other brands' ups and downs, we have always been based on this product logic, making steady progress.", It seems that you have found the correct answer to men's commuting clothes in the workplace.

　　 Just right, GXG, a young leisure men's wear brand favored by Chinese young people, has set sail towards the goal of 10 billion brands.