From fashion clothes to fashion play, see how Jordan's dryness "makes Qin Chao"

n China's apparel industry, many brands focus on rapid product innovation and quickly pleasing young consumers, thus ignoring the cultural value that Chinese brands should have. In fact, in the face of the current market development, the idea of Guochao needs to be in-depth.

Nowadays, the situation of many overseas fashion brands in China has taken a sharp turn for the worse, and the current situation of Zara, C & A and gap is not optimistic.

These brands, which used to maintain high performance growth in the Chinese market, are now slightly acclimatized.

In fact, the problems at this stage are still multifaceted, but one of the core problems is that these brands only pay attention to the "fast" style update, but ignore the gradually rising demands of the younger generation of China for Chinese cultural values.

On the other hand, the strong rise of Guochao brand has formed a momentum of siege, and seems to have mastered the secret of customs clearance in China's young consumer market.

But behind the brand renewal, what kind of strategy should a real national fashion brand adopt?

National tide should have "advanced sense"

Nowadays, brands that can give consumers a "high-level sense" will not only focus on current trends and short-term interests, but build their own cultural values and spiritual heights under the Chinese culture and aesthetic system.

The traditional national style culture is a huge treasure house of this kind of construction.

We should know that today's young generation maintains a high degree of enthusiasm for national style culture. According to data, up to 73% of the audience of traditional national style documentaries are young people.

With the continuous appearance of national style cultural products in many fields such as film and television, audio and cultural tours, and fashion, "Chinese style" content has formed a unique "advanced" cultural label for the younger generation.

Local clothing brands should focus on creating a "high sense" around the whole link of national style culture.

Count the current hot IP. For example, the Forbidden City has become a "super Internet celebrity" in the hearts of the younger generation. No matter what you do, the National IP that is searched hundreds of times a year can always attract attention.

However, what must be worth thinking about for clothing brands is that design can not be simply symbolic, but also deeply absorb the classical beauty from the details, so that the clothing as a whole can express the ingenuity of the brand.

We should know that national style clothing is highly infiltrated among the younger generation, and is also the main force of cross-border joint brand consumption. The independent values of the younger generation towards the national style culture provide local brands with an efficient way to create a sense of advanced.

National tide should be "not cold"

The sense of superiority does not mean "high and cold", but "high and cold".

More and more young people pay attention to the more advanced changes of brand products, but also pay attention to whether the products can better meet the needs of real life.

For the younger generation, to continue to win their favor, originality is the first. Secondly, it is necessary to constantly improve the performance of products.

Therefore, in addition to creating a high-level sense of national style culture, clothing brands should also continue to create a "not cold" product, that is, integrate Chinese cultural elements, and at the same time, be more original and practical in design, integrating the daily life of the younger generation.

In addition, pricing is still the focus, and high cost performance and low price cannot be equated.

An original product deeply integrated with national culture and highly cost-effective, consumers have their own standards of measurement, and only need to build the brand with care.

In the face of increasing competitive pressure, the brand-new path of Guochao brand should be to create a brand concept of "high but not cold".

By integrating with the IP of Chinese traditional culture, it conveys the aesthetics based on Chinese culture, builds national cultural identity with the new generation, and continuously improves the cultural value and spiritual strength of the brand.

Secondly, through originality and culture, we can enter the real national tide track.

What a brand can keep "new" is not only the new product, but also the "new" concept, planning and marketing around the whole link of the product.

We are not only building a brand with a high-level sense of national culture, but also really catching the local spirit of the younger generation. Only in this way can our brand walk out of a new route.

Copyright notice: This article is reproduced online and does not represent the position of this website. If there is any error or infringement, please contact us to delete