Although designer series products are unique, they should also strive to build brands like other commodities in order to occupy a stable position in the fiercely competitive consumer market. Li Shiying, a famous jewelry designer in Hong Kong, pointed out that the material of jewelry itself has certain value, and the designer's unique design value can be higher. If you add a good brand, you can complement each other. In addition, unique design and personalized brand are the key to increase profits.
Li Shiying recalled that when he started his business, he was bent on planning long-term investment and establishing his own brand. So, in 2003, he took his English name Karen as the brand name and began the process of building a designer brand. In the past few years, he has won many awards in the international jewelry design competition.
It is pointed out that time, resources and thoughts must be invested in building a brand, and the overall positioning of the brand should be clear, such as positioning what customers, doing market research, planning product design and display, and even store decoration, and comparing similar designs in the market, knowing ourselves and knowing ourselves.
It went on to say that building a brand requires a careful marketing plan and what kind of publicity methods should be adopted according to product characteristics. For example, some people will choose advertisements, but she won't, because her products need more written descriptions, so she will choose the form of interviews, or selectively attend public activities, directly contact guests and convey product information; The publicity photos of products should not be sloppy, but must highlight the personality, color and details of the products.
In addition, international brands are very popular in cross-border cooperation at present, and Karen brand in Li Shiying is no exception. It is believed that brand promotion must be continued and consumers' understanding of the brand should be deepened through different channels. Among them, designers can show their product personality from different angles by cooperating with other brands with similar concepts. For example, Karen cooperated with European skin care and cosmetics brands earlier to design limited edition sterling silver necklaces for them, and cooperated with the movie King Kong to design souvenirs for the guests attending the premiere.
Participating in international exhibitions is also an important brand promotion work. Therefore, Karen brand participates in two exhibitions every year, namely "Hong Kong International Jewellery Exhibition" and "Hong Kong International Fashion Series" organized by the Hong Kong Trade Development Council, which shows that there are not many resources for individual designers. It is advisable to use the exhibition platform to contact global merchants, promote new products and consolidate the brand image.
It is very important to emphasize the international reputation of the exhibition organizers. Only in this way can we gather high-quality buyers. Moreover, experienced organizers can provide exhibition venues with perfect facilities and equipment, so that exhibitors can focus on promoting products. In addition, jewelry is a high-value product, which requires high on-site security, and the role of the organizer is more important.
At present, Li Shiying owns two brands including Karen Precious Jewelry Series, which combines art and jewelry design with precious materials such as gold, diamonds, precious stones and pearls, and each design has only one piece. In Hong Kong, Shanghai, Japan, Britain and Singapore, there are ready-made and customized customers, including jewelry stores, individual collectors and consumers who like designer brands.
In order to take care of the needs of different customers, designers launched another young brand, re-r, this year, because it is mainly pure silver, and its price is cheaper than Karen's, plus bold ideas and the strategy of limiting each design to no more than 50 pieces, which satisfies another group of consumers who are pursuing designer brands.
In the future, Li Shiying said that the brand will continue to cooperate with other brands to explore markets in different countries and regions, including gradually setting up sales points in other places. Karen brand has a store in Hong Kong, and creates a comfortable and unrestrained shopping environment by making an appointment.