Brands are like people. What kind of people are created and what kind of DNA they have will attract what kind of consumers. Previous brands were rough in positioning and target groups, and it was difficult to be consistent in all aspects, such as products, store decoration and so on. For example, Metersbonwe Bang Wei Bang Wei, once all the rage, has a very broad positioning and poor product uniqueness. Even if a powerful spokesperson was invited later, it failed to regain a place in the market. Boundless has a clear positioning, as Yin Jianxia, the founder of her brand, said: If the brand is compared to personality, Boundless is a "real and interesting fashion girl", and UOOYAA's brand attitude is true and interesting, loving freedom and taking risks. After the positioning is clear, all the work behind is moving towards a unified goal, and knowledge and practice can be integrated to achieve such success! !
Portrait of tourists
In the current consumer market, no brand will let go of Generation Z's desire for consumption power. This generation's consumption concept has reshaped the whole market, and they like "cool, interesting and fresh" things. For many people who are going to open a clothing store, the first step is to find a store, talk about rent, find a source of goods and so on. In fact, the first step has gone wrong. For opening a store or building a brand, we must first determine the' target group'. When the customer group is not clear, any follow-up work is futile and meaningless. Only by identifying your customer base can you know what their favorite culture is, what their acceptable consumer price range is, and what their social ways are. Therefore, the boundless customer base is very clear: the millennial generation after 1995 has good economic conditions, has its own understanding of fashion, is particularly strong in heart and is good at self-mockery, so the boundless original Slogen was born: the most beautiful world, the most beautiful me, a beautiful girl and a strong man, and so on.
Therefore, there are many playful expressions in the endless brand genes, which are full of fun, so consumers who like the endless style must be clearly identifiable.
Product characteristics
In the era of more and more homogenization, goods must be unique, fashionable and novel, but the price doesn't matter, no matter what the price, there will be corresponding consumer groups. Infinite never frames the style in the external forms such as fabrics, silhouette and some design elements, but always creates around the brand personality, and on this basis, tells a new story theme every season to keep designers curious and excited. This is their distinctive feature, which is different from the products on the market. Every product has its own story, and it is easier to impress consumers by supporting your product with stories.
China City series left a deep impression on Bian Xiao. In the series of China City (Chinatown), it is found that many foreigners' understanding of Chinese style is expressed through some elements, such as pandas and kung fu. These elements are expressed in a playful way, which makes every dress very interesting.
Marketing publicity mode
As a "bold, dare to play" brand, Infinite will play "cross-border" with originality, so that young women who flaunt "no shirt collision, high pressure" as the first purchase criterion can't stop. When all brands are co-branding with each other, Wu Ya is co-branding with "Monster". There is no celebrity blessing and no flying manuscript, but I remember it at a glance.
The theme of 19AW show is "monster invasion", which presents a magical realistic picture. Compared with real and simple real life scenes and exaggerated and grotesque monsters, it has a wonderful chemical reaction. Exquisite and clean suits and interesting monster patterns, Chinese tunic suit and punk, Chinese double-breasted jacket and monster jacquard fabric … firmly attract young people with the same attributes, let them find a sense of belonging, and their performance growth will naturally come!
When the price of 19 pork soared, the marketing method of giving pork to VIP customers was boldly put forward, and a very impressive promotional film was made, in which a cool girl accepted the gift ceremony of pork. It is easy to attract everyone's attention, and the cost of such publicity is very low, which is what we call high cost performance. Moreover, boundless customers like this marketing method very much, which is completely different from the traditional concept.