Interpreting The "Magic" Of Jeanswest Marketing

"Regularly follow the updated positioning of young people's consumer market", "study the life and consumption behavior model of young people"... Yang Qibin, chairman of the Hong Kong Fashion Designers Association, often“ brand ”Talking about "young people", he felt that such a strategy would be more conducive to the survival and development of the brand in the market. No wonder, all famous clothing brands know how to use "finding the influencing factors closest to young people as the carrier of advertising attachment". A brand building forum themed "How to build a young people's brand in the mainland of China" was recently held in Huizhou, Guangdong Province. The forum attracted thousands of authoritative people from the clothing industry to participate in the discussion.

According to the latest "Research Report on College Students' Ethnic Groups and the Use of Creative Media", 74.8% of college students "hope to become people with unique styles", and 57.7% "like shopping for products with unique styles". From the perspective of college students' lifestyle, consumption behavior and media contact, they spend about 20% of their time every day on learning, 10% on leisure and entertainment, and 5% on sports. College students believe that fashion is a "unique style", a "display of personality", but this uniqueness is unique to the group, with a high degree of consistency.

stay Clothing industry Careful designers certainly spare no effort to find this "unique" style to suit the appetite of young people. Yang Qibin believes that the commodity design strategy of young people's brands deserves attention in the clothing industry, and he enumerates 13 "business secrets" at one go: single product style design and series style design, brand goods need more comprehensive design planning, make good use of trend information and market data, color design strategy, fabric design strategy, style design strategy, commodity structure strategy Design style, theme story, combination, price category, design details.

At present, Jeanswest International (Hong Kong) Co., Ltd., which has opened nearly 1000 stores in more than 20 provinces, autonomous regions and cities in China, has an annual sales volume of more than 1.4 billion yuan. How does Jeanswest attract consumers and how does it have the largest casual clothing sales network in China? "Because we have captured the hearts of young people!" Yang Xun, the chairman of the company, proudly told reporters that their business is to reduce production and operating costs through economies of scale, launch key products at the most affordable prices, and strive to return benefits to customers.

Yang Xun revealed that, jeanswest The reason why the consumers who are 16 to 30 years old can attract them is that the product price is not high, the product follows the trend, and the quality and workmanship are guaranteed.

Represent fashion design newcomers, and keep abreast of young people's clothing needs. Its design competition with the theme of "playing with jeans" will officially open in October this year.

Guangdong Province is a major textile and clothing province in China, and the textile and clothing industry is one of the pillar industries of Guangdong Province. According to the estimation of the whole society, the total domestic clothing consumption of the whole society in 2004 was about 5395 billion yuan, up 13.3% year on year; In 2004, the total national clothing output was about 41.8 billion pieces, up 15.79% year on year. Among them, the output of Guangdong Province accounts for 26.38% of the national output, ranking first among all provinces and cities; In 2004, the national export of clothing reached 61.616 billion US dollars, of which Guangdong's export accounted for 12.05 billion US dollars, ranking first in the country. The unit price of Guangdong garment industry's export trade is constantly increasing, and the added value is also increasing. In particular, relying on the key industrial cluster cities and towns in the Pearl River Delta, Guangdong has emerged a number of famous clothing enterprises and brands, created a number of excellent clothing designers, and formed a strong circulation system facing the whole country and radiating the world.