How does Kaman quickly achieve the high-end fashion women's brand?

How does Kaman quickly achieve the high-end fashion women's brand? Where is the winning magic weapon? And listened to the cardman company's managing director Ye Xiaojun in the "Human Power, and then fight for the front, write a new chapter" as the theme of the Humen clothing development exchange summit The experience and experience shared in the speech "Analysis of the Road of Brands - My Opinions on the Development of New Apparel Brands".

Analysis of the brand road

——I see the development of new clothing brand

First idea

Carmen is a high-end fashion women's clothing launched by Kaman International Fashion Co., Ltd. In 2008, she was given a high standard of blood from the beginning of her birth, including our studio in Seoul, South Korea, where to collect and organize trend information from Europe in time, and then to Orientalize it through HongKong Studio. It is more suitable for the wearing of the oriental people. In the end, we will carry out the follow-up work one by one through the localized designer team, and truly put the conceptualized things one by one. Only in this way can we reflect the sense of the brand and also benefit the future. Exhibition and sales.

Second, have their own registered trademark (domestic). Here, we must pay attention to the relevant matters of the Madrid Agreement. If it is to be internationalized in the future, it will be legal from the very beginning. There are two ways to obtain a trademark: first, name it yourself, then query, and then register; the advantage is that it is personalized enough to better reflect the spirit of the boss, but its drawback is that the registration time is longer, previously basically It’s going to be about two years, now I’ve heard that reforms have been carried out, slightly faster! Second, the purchase of Others has already been registered, and the price negotiation is direct, and the action is fast! The brand has been insured from the beginning, and the drawbacks are self-evident: others have obtained Well, you can only make do with it.

The precautions are the classification of trademarks, 25 categories/35 categories, especially underwear, swimwear, children's wear, etc. There are different category requirements, and there is a trademark for sales, which is customized according to needs. In addition, many bosses will adopt the above-mentioned first type, first listed for sale, or even one door, and they are considered to be “brands”. I personally disagree, there must be standards, and VI&SI is the real brand.

Second belief

Once it is determined that the road to take the brand, in fact, has chosen a "no return", it is even more difficult to learn from Xuan Zang! Because he obtained the scriptures, after all, can return to the original path, and finally returned to the origin. We may ask the experts and predecessors here: Is there a destination for the brand road? Where is the end point? The original road is reversing, because I feel too tired, I still do it back wholesale! I still do the agency design! I still do the processing back! Why? Because I can't keep going! And what really can be sustained is because there is an unshakable belief in the heart, only strong beliefs can support the way down, what spiders are on the way The temptation, the gracefulness of the daughter king, can't stop a heart that continues to move forward. Of course, there may be a story like "three dozen white bones" in the process, because the ever-changing market is sometimes difficult to distinguish between true and false, but in any case, please remember: you have been walking on the "no return", There is no turning arrow in the opening of the bow. Only the dead faith insists on the same belief. Someone on the road will help you. Someone will stop you as always.

Third team

It is far from enough to have a firm belief, because today is a time of grouping, we will go to group purchases even if we have a meal or watch movies in our daily life, let alone we want to build a brand? I mentioned before In the concept of branding, we must first have a unified VI (Visual Identity) and SI (Shop Image). With these basic systems, it is natural to have people who are knowledgeable to implement and put these concepts to the ground. Furthermore, VI&SI is only a conceptual thing, and later requires professional maintenance and optimization. Of course, the latter is the core, that is, the operation of the store, which will involve a lot of questions about the goods. When opening, how to display the store is full? How to make the series reflect the style of the brand, or mix and match, inside and outside, a variety of styles, etc., and ultimately for the sale of the store, goods such as rotation! At the end of the day, how to display sales in the case of incomparable or missing code? All of them need professional staff to keep an eye on the operation of the store... and the next advertising articles, we also need us. Find the right professional team to operate.

Fourth: Advertising

In this era of information explosion, we need more advertising, than ever before! Don’t see every day is “Nongfu Spring”, “Shenzhou buys a car”... Why? Again, McDonald’s, World 500 Strong enterprises, there are fewer advertisements? All kinds of soft, wide and hard are like bombing. The so-called advertising, widely advertised, let more audience know, even if you are not her consumer, just as I did not eat McDonald's, escaped her advertising? No! This is the brand effect!

In 2008, the Carmen brand was just launched, and we selected Hong Kong TVB as our partner. When the mobile phone has not been widely used, the TV commercial is still the most influential carrier at that time, and the Cantonese people are generally grown up by the influence of Hong Kong TV. She is one of the top ten TV drama stations in the world, of course we are of course It is hoped that with such a strong media, our brand will have a precise positioning from the very beginning, just like our slogan: the crowd recognizes the delicate ambiguity at a glance. However, the market is changing all the time. The microblogging fever of the early years has never been the same, but now it has become the world of WeChat. Finding a media suitable for the brand can do more with less.

Chapter 5: Interpretation

What is a brand? Not only does it have a registered trademark, nor does it mean that there is a standard set of VIs and SIs. It is not just a bunch of advertisements that eventually makes her a brand. The core content is: the brand should Have your own tonality! eg Speaking of Burberry, I believe that most people will be like me. The first thing that comes out is the checkered image. In addition, both men and women, their windbreakers are equally good. For more than 100 years, returning to the market from the battlefield and leaving it to consumers is an indelible impression.

Similarly, as the brand image of Carmen, although it has only been a vicissitude for ten years, her current image has already had her prototype in the powder. When it comes to Carmen, it is natural to think of her light classic series, and then combined with the skirt series, whether it is A-line skirt, pencil skirt, hakama or cake skirt, it will become the sales crown in our store every year. It is precisely because of this that our designers will spare no effort to collect all kinds of fabrics so that they can continue to introduce a variety of choices to the flour powder every year, so that it is a benign cycle; with the brand's original age of 25 to 45 years old, different Age-level women provide wear for different occasions.

I have to mention the 25-45 age group, when it was a bold position put forward by me. Because ten years ago, all domestic brands stratified the age group with an echelon of ten years, and more than one brand or another brand was distinguished by gold and silver or other forms. As Carmen has just launched to the market, why is it so bold in 20 years? Because the brand was introduced to the market, we conducted a one-year market research, from Shenyang and Dalian in the northeast to Chengdu and Chongqing in the southwest. To the central Wuhan, Changsha, then the eastern Hangzhou, Ningbo and so on. Going through the market, I first felt that the age of the brand at that time was small and could not be adapted to the needs of the market. The young girls who had just set foot in the society, forced by the pressure of competition, they deliberately want to dress themselves more mature and stable, and the dressing style will naturally be biased. Mature at natural age. On the contrary, at a certain age level, due to the pressure of the years, they will choose a style with a low age. You may wish to look at the Ports brand. This is a typical case. Based on the above market research foundation, Carmen timely launched a series of products with a long span of 25 to 45 years old. At the time, it was also questioned by some shopping malls. However, we resisted the pressure and dared to cope with the challenge. Today, I shot With your chest, you are confidently saying to you: I did it! This is affirmation from the market!

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