Analysis Of Marketing Culture Of China's First "Men's Clothing" Brand JIM 'S

Xiao Bing, vice president of Wirancis (China) Fashion Co., told reporters with a very strong spirit that we should seize the new demand of "consumption men's color" in society and lead the upgrading of brand "species" with healthy and fashionable male color culture. It is the key to constantly inject JIM S into growth force and let the brand go from flashy to connotations. Xiao Bing's male color Latest fashion Brand JIM 'S, in 2011, achieved a year-on-year leap in sales revenue, which is the source of his bottom line.

　 Exploring desire differences, innovating brand value power

And numerous Men's wear Brand service object is different, JIM 'S only targeted young men aged 27 or so as the target group, and from this innovative consciousness, fast acceptance of information, accurate grasp of fashion ideas, character is growing up and full of exploration desire, it has found its unique fashion proposition: they are not only proud of their talent, wealth or success, but also know what is attractive fashion and what is eye enhancement.

JIM 'S seize the fashionable external features of fashion groups such as fashion year, fashion, personality and freedom. Using men's color to improve the brand's fashion image and show elegant style and temperament, not only become the fashion culture of women's "feel consumption", but also become the fashion vogue of men's Vanguard group.

Precise consumption positioning makes JIM S attractive. market The brand is soft and soft, loves science and technology, loves exploration, has dreams and has the future personality. It makes the core value of JIM S gradually refined out and is vividly created in hundreds of stores of the brand: in the metropolis, both fashion and taste, beautiful men with exquisite style and exquisite life display "Yiddish style of self-confidence, intelligence, and life". They are simple and generous, and the details are conveyed elegantly and elegantly. The hot spots of the attention of the consumer community are often carefully molded into commodity selling points, such as remembrance of Mike Jackson's hat, dancing posture and other elements, which are promptly designed into the costumes, and become the marketing point of the brand, which is much touted by consumers. He found his own position, and rebuilt it with oriental artistic character and western vision.

The modelling of large headed models with unique personality and male charm and beard has become a distinctive sign of JIM 'S in the shopping mall. The elegant and rich merchandise color in the store, the smell of men's fragrance floating in the fitting room and the cash register, the two group collude with customers' demand and shopping paste service, showing the brand affinity from many aspects such as visual innovation, taste building, tactile experience and feeling wake-up, so that consumers can find resonance, memory and idolatry in JIM' S brand store, and arouse the desire for consumption.

　　 Innovative terminal to enhance channel appeal

If we want to win the right to speak in the market, the key is to enhance the value power of the brand and the appeal of the channel. 1/3 times a year, Xiao Bing, who finds problems, proposes countermeasures and innovating in the first line of marketing, thinks that driving the channel merchants to maintain an optimistic attitude on brand investment and holding, and transforming the channel's brand promoter into the brand's service provider is an important strategy to boost the brand development and enhance the appeal of the marketing channel.

In order to win the right to speak in the men's wear market, which is carved up by many overseas brands and big domestic brands, Xiao Bing, while creating JIM 'S brand personality culture, increased the research on the international brand superiority, paid attention to the control of market resources, and took the brand marketing culture idea of new brand development culture and innovative brand, so that JIM S could be promoted from brand building to service concept in the competition.

Xiao Bing through marketing strategic planning, will brand Shenyang, Tianjin, Hunan, Xi'an, Nanjing, Hangzhou and other ten provincial-level key regional markets. We should focus on the market, balance the relationship between customers and users, introduce the operation of the system quickly, and quickly create a brand management side of an enterprise to become a new fashion. Using the effective leverage of multi models and the radiation of 360 degrees without dead ends, JIM 'S has been chosen from the market and turned to choose the market to develop perfectly, and the resource advantages such as supply chain, talent and management training have been gathered to make these regional markets a model market for brands. Through the big customer service mode, from the excellent retail outlets and franchisees of the model markets, we will create ten model stores, carry out unified management and unified standard services, and set up single chain stores in the market into a chain operation company to achieve competitive advantages such as resource sharing, logistics distribution, marketing alliance and so on, and enhance the brand's market challenge.

In order to continuously improve the efficiency of all aspects of brand marketing, JIM S invested more than 10 yuan in designing and developing more than 1000 new products each year. At the same time, it set up more than 10 person's dress consultant team, went deep into stores and organized business activities all year round. Through organizing the salesperson's analysis of customer types, style analysis, shopping psychology and behavior analysis, we paid attention to the fashion, diversity and personality of consumers, and carried out targeted sales service. They create a brand retailer college, which conducts half month professional training for outstanding sales representatives each year. According to the seasonal product research and development plan, make the exhibition matching standard video, and then distribute it to the brand dealer for long-distance guidance. By strengthening the level of store management, the average sales of JIM 'S brand reached more than 3 million, and the best single store sales exceeded about 8000000 yuan.

In the spring of 2012, JIM S created the brand unique value system with the first-class quality, vivid fashion image, distinctive personality style and considerate marketing service, and appeared in the nineteenth China International Clothing and accessories fair. The first time the brand's male color fashion concept was written on the national stage of Chinese clothing. Xiao Bing told reporters that once created the first brand of Chinese women's trousers, the company, changing the traditional fashion thinking and operation mode, is striving to explore the development of men's clothing brand culture and change the homogeneity of men's wear brands. "No matter whether there is a trace in the sky, we still have to fly hard." Xiao Bing said with a firm face.