Over the past year or so, I have studied dozens of brands in my spare time. For a person with no industry background at all, I never thought I could do this all the time (maybe curiosity is at work). My observation is far from the so-called "specialty", but in fact, during the year of exploration and exploration, I found that this was not my original intention at all. My perspective may be more focused on how to tap the unique essence of a brand. Simply put, it is how to find the difference between one brand and other brands among tens of millions of brands, and its strong recognition. Its carrier may be design, creativity, product itself, or even subversive thinking and business strategy in the process of brand building. I used to think that this process would be boring, but later I found out that I was actually positioning myself in the wrong direction. Its fun lies in constantly digging up the fragments of this brand, piecing together the true face of its over-packaging in front of the media, removing the false from the true, and trying to understand the core of the brand that is over-consumed. Commercial value is very important in this creative industry, but for me, I am more concerned about not only these brands, but also the people behind them, as well as their experiences and destiny closely related to brands.

This is a very unintentional starting point and I don't know how far I can go.

Ed Hardy is famous for designing bold street fashions. It combines the classic tattoo patterns of Don Ed Hardy, the godfather of contemporary American tattoo industry, injects punk elements and street culture, and boldly creates a distinctive brand with American spirit. The brand was founded without two core figures, Christian Audigier and Don Ed Hardy.

Christian Audigier was born in avignon in the south of France. He was attracted by rock and roll style since he was a child, expecting fashion to be a way to express his world view. /kloc-Christian, 0/9 years old, carefully planned the Paris Jeans Museum with his rich creativity, so he was awarded the title of "King of Jeans" by Sportswear International. After becoming famous in his early years, he also had the opportunity to visit some of his favorite stars, including Elvis Presley and steve mcqueen. Later, he immigrated to the United States and set up his own consulting company one after another, cooperating with Levi's, Dissel and Eagle Outfitters. However, these early achievements did not become an opportunity for Christian to establish the Ed Hardy brand. It was not until he joined Von Dutch clothing company and developed this unknown brand into an internationally famous brand that he gradually gained a certain international popularity.

After von Holland's success, until an unexpected opportunity appeared:

He began to study totem art and found that the name Don Ed Hardy kept appearing in his mind.

As for Don Ed Hardy, as early as 1977, he opened the first tattoo shop tattoo city in San Francisco. At 1978, the store that had been open for nearly a year was destroyed by a fire, so Ed Hardy opened a humble shop by the river to continue his work. Despite the misfortune, with the enthusiasm and extraordinary skills of tattoo art, it quickly attracted the attention of all parties and created a new era in the field of tattoo. It was not until the store was restored that it reopened at 1980, and then several branches were opened on Columbus Avenue and Lombardy Street. Because of its exquisite skills and unique totem design with oriental elements, it is regarded as the godfather of tattoo industry by many people. Now, Don Ed Hardy's tattoo works have also been included in new york, Sanshou and other world-famous museums.

After Christian found Ed Hardy, he persuaded him to authorize all totem pattern design and application in the fashion field only to Ed Hardy brand, and at the same time used Don Ed Hardy's reputation to enhance brand awareness. After purchasing all Hardy's current archive designs, Christian formally established the global brand of Ed Hardy on June 5438+ 10, 2006. Hardy's early works, beautifully designed T-shirts, jeans and accessories all reflect Christian's own fast-paced style and strong passion for color. After that, he began to further expand the brand, printed the logo of Ed Hardy on motorcycles, and even produced recyclable Ed Hardy energy drinks and briefcases, and then gradually expanded to establish his own global retail stores.

On the whole, Ed Hardy ingeniously incorporates elements with oriental colors, punk elements and street culture into his design, which is full of brand characteristics and high recognition. Embroidery, water washing, ink splashing and other techniques are used to create a decadent and erosive style, combined with tattoo patterns such as flying eagle, tiger, skull and devil. The master's pen is even more visually stunning. Especially the baseball net hat embroidered with tattoo totem has become the unique collection value of the brand.

Later, Hardy brand became famous all over the world, with far-reaching influence, not only because of Christian's unique vision of combining tattoo art, punk elements, street culture and fashion. In fact, it also has a lot to do with the early operation mode of its brand. As early as Von Holland, the first celebrity client of Christianity was Britney Jean Spears.

Although products are an indispensable part of the success of every brand he develops, Christian believes that the brand effect brought by the right people will help to quickly stretch the brand awareness. Since then, he has devoted himself to digging up the list of the best Hollywood superstars related to fashion and taking it as a customer base. He admits that paparazzi have played a great role in enhancing his brand awareness, and the negative reports on celebrities are in line with Ed Hardy Brand's rock and roll style. It is this way that won great attention for the early Ed Hardy brand. Since then, he has established his own brand management company, Aduigier brand management group. In addition to operating several own brands, the company also includes fans and crystal rock. His brand authorizes Ed Hardy to sell globally through distributors in 40 countries at hundreds of outlets.

Christian founded Ed Hardy and immediately founded his own independent brand with the same name. He was in a bad year at that time. 2065438+In July 2005, Christian died of cancer.

If we discuss the characteristics of Ed Hardy's brand road, when punk elements and street culture meet tattoo art, cowboy genius meets tattoo godfather. Besides Christian's keen artistic sense, he creatively combines tattoo, punk and fashion boldly, opens up a brand-new brand idea and shapes a brand-new brand image through style innovation. What continues is not the design itself, but the spiritual demands of people behind the cultural load. Compared with many brands that pay attention to product originality, they are good at helping Hardy brand stand out from the market competition quickly through certain brand operation techniques and superb marketing and advertising skills, which has brought excellent model cases to later brands.

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20 16 may 12 June18: 44: 24&; Beijing