Clothing Brand: do the terminal will show the experience
Lead:
End “quiet”, no “useful,” This is my June 2009, “hanging around” after a few clothing stores intuitive end brand experience, not just disappointing lack of overall planning of the terminal brand a sense of belonging, more importantly, the company has invested louis vuitton bags considerable funds for construction, but did not achieve the desired end result. All tangled roots, should be attributed to systematic effects, our own brand to consider the issue from the perspective of the system, the system provides a standardized method to build the terminal with the brand personality charm.
End of the “emotional” topics
Why use “emotional” connection with the end of this term?
Brand is a living, and this vitality of communication, precisely they are inextricably linked with the terminal. I entered a brand (Men) terminal stores, in addition to the door when the door to see some of the first and the interior decoration of identification with LOGO, I can not find the other with the brand “life” soft cultural elements related to it have to say is that were regrettable.
We know that China’s apparel companies are into the brand from the product of the louis vuitton bags times the times (some companies are doing the brand, but do not know the brand of “Drive” where, in the end is to sell products or sell the brand and culture). This transition is not blind, but China’s consumption environment emerging cultural phenomenon. Consumers to purchase products, more choice is a way a way of life, consumption, and stylish way … … the way of condensation with the form of a brand advocacy culture, the same time, precisely to meet today’s consumers “emotional needs” of the value of points.
Terminal to associate with the emotion, it is simple the best promotion of the terminal is the brand means that consumers perceive the brand from here cultural charm, all its culture can be a real experience in the end, this is the best brand of contact with consumers space, but also consumers, “vent” feelings, emotions get the value of ownership in the field of brand identity.
Therefore, it can be said, in the end all acts are for the release of better culture, build brand consumption emotions bridge.
Terminal “,” it is the key – experience
“Activity” is not Qunyi Flurry, nor hasty promotion promotion, but a systematic level of management.
This period was the experience economy era, experience has gradually become the product of economic, financial and service economy of goods after an economic form. More and more consumers eager to get experience, more and more careful attention to business experience to build stores.
“Experience store” in abroad in costume industry has not a new reference design for the core value of the large scale Bingfeizaiyu simple, Er Shi concept of a life, is Dai Biao Jing Shen and Pinpai the brand has unique personality and taste, is yearning for a way of life and expectations, communicate the brand attitude advocated.
“Will show” the experience of the terminal and how relevant?
To create a performance experience will end, What are the “Performing props”?
We can use a word Overview: System. For systematic construction of Terminal One, standard store operations specifications, to enhance sales; Second, establish a standardized model shop, which will help the brand scale expansion.
A systematic support of the terminal, in addition to the necessary management systems, more importantly, consumers associated with the systematic construction, such as: culture, environment, product, theme, character, display, promotion pictures, events, services.
This is the first important one is the “culture”, the brand wanted to say? Who to express? To express what to whom? Cultural identity were chosen to rely on the brand means of communication.
In other words, the brand and they all should reach a consensus to promote the culture. For example, the classic British brand Burberry, the British have a strong cultural heritage, its lattice point precisely one of the brand of cultural expression. Now seems, we can perceive a real phenomenon: when you mention the British, think of lattice; that grid, it will naturally think of it from the UK. Both have been integrated, the United Kingdom to clarify the national background check is a kind of British culture is a people’s way of life. This is not only a national cultural heritage, but just right is the combination of the two hundred years have shaped a culture of brand personality.
China’s clothing brands to create culture, with a high frequency words to express is: Innovation.
Development stage of China’s apparel brand, can be said that just started, our ability to design its own brand known for small, almost zero, most still are brand operators. So we have more brands to choose to “borrowing culture” approach to building brand culture, but please note that this Bing Bushi “used”, but rather to use a prototype of a kind of culture, through independent extension of the culture of curing Pinpaizhenzheng personality, that is what we now should emphasize innovation. Also stressed that making such a culture through various means of brand penetration and penetration.
Another topic is the focus on end products, we will directly think of personality, display and theme.
Character recognition is brand differentiation, a unique pattern, decoration, known as the brand may be the personality and cultural heritage (I am not here that genes shape personality on the product’s recommendations), the main highlight the coordination of the terminal and product personality . Factors that could cause our concern, such as brand personality patterns, brand culture, props design, brand mascots such as the embodiment of the terminal application. In addition, the key point is that the terminal space design, and brand culture meet. Such as France and Chanel, to elegant culture known for the classic black and white is the color of cultural products, the terminal stores more black and white highlight the brand that is cultural identity. Of course this is only one dimension of the brand terminal design factor.
Display, the concept is widely popular, it is an important part of visual marketing, also has a standardized system management, operation methods, display the brand can not be divorced from culture, more than simply focusing on product and produces a “priority cargo” behavior, it More by costumes, color combinations, themes, etc. meaning of a brand name in the end deliver the taste, such as the LV150 anniversary of the founding of the display case, we clearly remember that it once again demonstrated to the consumer culture of long suitcase, 2004 years in February, in Paris, Champs Elysees had a suitcase model on display, time, when the Sino-French Culture Year, Beijing Culture Week reverberates France, LV effectively to the cultural situation, in a huge suitcase marked a “congratulations Spring” (then it is China’s Lunar New Year period), we can see, LV clever way with a large display touch and pleasing attention to themselves. Successful in the end, in the minds of consumers around the completion of a collision of emotions. Over the same period in Paris, Barcelona, Spain, you can see the same street with the LV image display can be seen in Milan and Paris and Barcelona window display the same way, thus we can see a mature and systematic management of the brand’s global thinking. LV LVMH Group’s years as a classic brand, its management personnel many of which are managed by professional luxury out of college to pursue advanced studies, LVMH Group, the world’s largest luxury Management Group attached great importance to system operation mode of this sound and through its own systems, the reach of globalization, large-scale management.
So far, we have almost no domestic brands to establish a sound system of the terminal display, I have met a number of brand marketing director, to hear more of it is: “It is hard to achieve reunification, and regional disparities, while execution is weak, program to produce an easy-to-end changes, rely on supervisors to complete “but I have to say:” This is not the reason, the key is the system construction, standardization. “We have to establish standards, establish a standard, the terminal’s display must not by one or two supervisors to complete their job functions should be more display management, and support. To use a systematic approach to all matters related to display, of course, is the ability of corporate standardization requirements, but also the whole team on the requirements of professionalism. I will display the question included in the “market marketing system”, and as an important end visual marketing support points. Through the display system based on the theme of display systems, and window displays, display products, props on display, the concept of cultural display of the large display to enhance the marketing capacity of the terminal brand vision (in the future, we can further explore the topic).
Fixed line design, experience the service end point can not be ignored
To be honest, I do not know what is moving line, I only know through a consumer’s point of view, in the end how to enjoy a consumption process.
I understand the dynamic line is to change, “Welcome, welcome to come again” marketing greeting, the initiative in shaping the experience of end-consumer tips, this line in Terminal to do what consumers do, finally reached what effect.
Our goal is to reach the terminal, shopping initiative, custom experience based.
Shopping initiative: the consumer fixed line design tips through the terminal, take the initiative to complete the chosen clothes, with clothing, complete shopping consumption.
Consumption experience: the end of the brand history, services, product personality, a common story around the consumer experience a cultural resonance.
Active compounds in the consumer experience of shopping behind, relying on the system or how to take the initiative to make consumer recognition of your brand culture, to change from passive to active consumers to choose, the terminal is the most important part, because consumers have access to The only terminal that links, even if you say how good your factory, your workers, how dedicated, how wide your channels, these consumers will not pay attention, they know the products is the terminal shop. To create a unified image of the terminal, display brand culture, which must rely on a standardized system to support.
One final point: Experience terminal system compatibility
In many cases, our company was found to find a lot of strategic experts, cultural experts, photography experts, design experts, are outstanding and top companies, the results are great deal of diversity, but that brand can not be achieved in the implementation process is very easy , we call “system compatibility pathology.” The so-called compatibility, attributed to a point, or the unity of the brand culture and business in the terminal operation is through the application of specific systems approach. Mentioned here have a high degree of problem: brand strategy in the end the real release … …
In fact, we do all the work on the details of the brand are the brand products in the terminal to make has a good expression to show to consumers and stimulate louis vuitton bags consumption, to complete strategic missions. However, in our De strategy implementation process, the often slow emergence lag phenomenon, and even grand strategy, little implementation. Strategy is perfect, but it is not at the terminal to see results of the shadow.
Here we want to implement an idea – the release of the strategic and cultural ideas in the terminal. Emphasized three aspects of culture in the terminal, cultural products, cultural, social. Achieved through three strategic vision, and strengthen end-user experience.
In the end, we have said before can be around the atmosphere, cultural props, store design, store (moving lines, regions), promotional activities, brand management, quality, service, information, culture, taste or brand wall (spread of consumer culture) reflects culture.
Products, can be by subject, color, personality gene, listed bands, with a display, product pictures, etc. highlight the cultural charm of products.
In the community, this is a more long-term significance of the subject brand, brand in the growing process of the accumulation of social responsibility, creating brand recognition in the society’s credibility and image recognition of the intangible value of expression. This is a subtle process.
Experience of the times, you need to experience the terminal, the terminal need system support experience
This is a system problem and the brand long-term corporate guarantee of the topic, systematic Jianshe our garment industry to fill the gap here is rich in research and development areas and resources and, most importantly, we have to integrate China’s economic development and the fashion industry quality requirements, creating an integrated set of application of our garment enterprises in the whole system, this full system is one Zhan Lue, cultural mainline louis vuitton bags, every system is the implementation of the strategy’s implementation, Ru Chan Pin chain system, Ge Xing positioning system , decision-making system, management system and so on, each system supports end brand performance and business operations of any subsystem will be in the process of continuous upgrading, so its clothing in China’s core competitiveness of enterprises Geng has, therefore, We also firmly believe that China’s fashion retail brands in the near future will build through the systematic, emerged the unique achievements of the strength of the brand.