“Trainspotting” – Mark Fairwhale train journey towards where?
With the rise of China’s garment industry the pack, all kinds of foreign brands, local brands have been exhausted, “The Golden Touch”, power consumption by China, the Hermes Handbags most potential large market. The “Mark Fairwhale” a luxury apparel market, a stunning eyes of Jones, not only for its attitude in one fell swoop led the young Chinese men the new trend toward senior leisure, and its solid business foundation, surprise marketing strategies and unique culture, the industry leader in packaging. This mainstream clothing companies “Star + CCTV + monopoly” in very different business model. Leaving aside its success, many people who want to know Mark Fairwhale, why? On what basis do all this? The road in front of her if we can still bring the same surprise?
In the just concluded CHIC’06 on, staged a bit of a show: one bound for the old-fashioned train cars in Shenyang is out there, the platform, then Pavilion, the phonograph, the steps, there are foreign youth entertain the Solo, without exception, attracting people’s attention. This is the train journey to the edges of MarkFairwhale1863 heavy document … …
“Hell is it, ye can not read it?”
“Yes ah really do not know dim the train?”
“Well, it 忽悠 it!”
Northeast accent had two middle-aged man shook his head look like the dealer sent sigh. Yes ah, even they themselves do not know what the hell is bound for his hometown of consumers to the whole understand?
Along their line of thought can not help but think of a famous rebel British film “Trainspotting”, maybe we have to guess what MarkFairwhale of this train heading where?
Mark Fairwhale leisure achievements dream Hermes Handbags
Fifth of the world mentioned in TonyWear, JackJones, MarkFairwhale constitute the backbone of the new generation. Their young lives to the capital, cynical, psychedelic intoxication, direct publicity, wild self, represents the desire of young people 70-80 years of body and mind shelling, sublimation of the subconscious needs. Among these young people to represent the artistic mainstream of European life style of MarkFairwhale the most dazzling.
MarkFairwhale, Chinese brand name Mark Fairwhale. Mark is well-known designer Zhao-Da Zhang (MARK CHEUNG), he is the soul of Mark Fairwhale design, Fairwhale white whale, a free and pluralistic cultural totem, the brand slogan “return to nature, the release of self.” Since 2001, just a few years, cities in the country to open more than 350 stores, covering Men’s Fashion, JEANS men and women wear, shoes, bags, leather goods, perfume and accessories, and other categories. Target population for the 28-40 age group are Zhongyi fashion, taste, the pursuit of high-quality urban upstart.
Less than five years, Mark Fairwhale its fashion, character, westernized, art products and brand performance, a great shock to the Chinese garment industry, attracting industry and consumer attention, justifiably claim is a “phenomenon” class. This mainstream clothing companies “Star + CCTV + monopoly” in very different business model. Leaving aside its success, many people who want to know Mark Fairwhale, why? Why? And Zenmeyangzuo to all this?
Analysis of the success Mark Fairwhale
Products: Product line includes casual jackets, jackets, coats, down jackets, casual pants, leisure suits, sweaters, T-shirts, shirts and so on. Senior international fashion casual office workers, leisure suits, with emphasis on fashion installation. There’s Mark Fairwhale Jeans for boys, girl, business men’s three sub-brands.
Comments: Mark Fairwhale business men of this sub-brand is “intellectual man” model of the amount of body design clothing. She can be the class of people self-confidence, elegance, humor, happiness, passion, energy, poise, intelligence is very detailed and appropriately displayed. Unique and attractive image of the personality, very Westernized style, ingenious blend of Eastern and Western cultures, the style has been labeled, in the domestic self-contained. But it seems difficult for this style of clothing in the living and working in the scene to find a suitable dress. And product quality and change, with slightly different pitches. Particularly in the leisure area, it is even a new outlook on life, a new clothing concept Tide Navigator.
Population: continuing to pursue a higher quality of life for the urban male aristocratic tailored casual clothing, located in the 28-40 year old urban upstart. Just a few years, VIP membership number of the country involved.
Comments: basically, after 30-40 years of age 60 years to 70 years ago as the main target groups are people with strong purchasing power, the backbone of class. However, in product, brand performance seems to have deviated from the total feeling is talking 70-80 years, and 7.80 hours of age many people have been Japan and South Korea, in particular the impact of Japanese culture, style of the Europeanization of things unfamiliar .
Operation: International team, artistic director Zhang Zhaoda, image director of the famous designers from Japan, Director of goods from Hong Kong, brand team leader from Taiwan. Creativity, design, marketing, store all of Europeanization. Production is more than a hundred manufacturing alliance OEM. Division Three brand design, processing and marketing independently.
Comments: The globalization of the few in the allocation of resources, especially in key positions open, a fundamental guarantee for the products and operations with the domestic brand segmentation for.
Channel: Central City Department Store outlets, large and medium cities in the Direct + join.
Comment: Center City shop unique style, distinctive image, they can jump out of many brands. However, the actual situation of ordinary terminal performance from the spread of the discrepancy. The rate of expansion seems to stores fast enough.
Brand: Spirit of the core brand, Continental philosophy of life, emphasizes the integration of art and culture into the mainstream of the Western lifestyle of young people to emotional, practical approach to bring the audience close. Such as Cambridge, Harvard Food of Love & weekend train trip to the city tour, dozens of university culture line (can be hired to Peking University Tsinghua University), last year’s Mark Fairwhale CHIC palace belonging to the invitation of the Princess, this year’s CHIC Beverly Hills men’s show, as well as clothing Industry rare in mainstream economic press, “the Economic Observer reported,” published in semi-continuous, full-page graphic ad … …, these are local brands did not even thought of it. From the following ad copy can Benevolence:
“F = (N, N – independent of Yi Mei peerless soul f = (N, when the brand inspired by and a staggering demand for unity, the sliding friction of flint-like burst of electro-optic great mechanical force can. Friction coefficient and contact surface stretch, but any brand is the ultimate lever around. acceleration, gliding, and then accelerate, elegant turn, draw in the sky … a graceful arc … ”
Comments: similar to Taiwan’s advertising industry ideological brand of style, is almost universally acknowledged Mark Fairwhale international team in addition to color outside the most out of the part, especially the promotional activities of a more forward landing demonstration effect, to play a great brand and sales important role. Of course a number of obscure, psychedelic tune and text, some people can not understand.
In addition, Mark Fairwhale their claims, actually is the secret of its success:
Spiritual creativity, good design; human management; rapid flow of rapid response systems; understanding of the local population body build, for design, communication. Cursory view, it seems there was nothing special between. However, through in-depth analysis, we believe that Mark Fairwhale can lead to industry and consumers concerned about … …
Fashion arts advocates
The Mark Fairwhale advertised itself and the underlying factors attracting consumers is the fashion. From the company’s inception, we take the international route, the international design, operation team, the overall import of products rich European artistic avant-garde style and tone of the brand, said to 10,000 per year, paragraph design, production 5000 models. Look at any one advertising copy are all filled with the word fashion, each of activities are advertised himself as the European fashion culture of life. Even Mark Fairwhale fashion spies blend into bars, clubs, hotels detect the latest fashion signal. Mark Fairwhale determined to make visible the Europeanization of pure fashion for in the end. Looking at the domestic Which suits, casual wear fashion brands to its Competition. Style and fashion products in the promotion performance, Mark Fairwhale seemed to intentionally or unintentionally, close to ZARA. ZARA and Mark Fairwhale careful comparison of products poster, is not there look familiar?
More importantly, Mark Fairwhale this fashion clothing style, in the country was still blank, so when Mark Fairwhale swept from the new generation, it is easy to occupy the market segment leader. With Hermes Handbags positioning that is occupying the minds of consumers one of the top leadership position, since other competing brands on the high cost of difficult or take a squeeze coming.
Rapid Responder Information
The Mark Fairwhale establish and improve its efficient supply chain information management systems, information flow throughout the design, processing, storage, distribution and consumers until the end, with Mark Fairwhale own message loop, then called the quick, fast flow systematic rapid response. Chain integration of information technology design, production, circulation, and even the first domestic built according to the Chinese figure standard database. Common standardized information sharing, can the troubled garment industry of inventory quickly up to drive accelerated product design updates. Been able to achieve early prediction design, product sub-bands are listed in advance, make up one week fast, efficient flow of poor sales. Although many domestic enterprises have also established their own information system, but as Mark Fairwhale so seriously, invested heavily in building its lead organization as a customer’s operating platform, and has begun operation of a small benign!
Cultural identity branding “soul”
Mark Fairwhale most impressive, is full of romance, fashion, youth and casual atmosphere of visual performance and brand integration campaign. As stated before, Mark Fairwhale in full compliance with their clothes have to express the essence: the art of the European life, brand, visual, media, activities of the full range of integrated packaging, all key touch points with consumers , are the core values of the brand well-surrounded by layers of deferred, style, tone, in the form of non-distinctive uniform. Now we turn a blind eye might imagine Mark Fairwhale words, I believe many people will come to a similar or even very similar to the association symbols and content. Many years, the fashion industry to see so well the first time to promote the brand integration. This in turn set up for later by a high threshold.
Other options include a larger area of the central business district stores, clothing, window well furnished, with on-site experience of consultative selling to promote the purchase, less to do TV commercials, advertising costs substantially less than 3%, or even deliberately create space selling out of stock false … … have demonstrated Mark Fairwhale strategy and operations teams in the professional details excels.
Hidden behind the high-spirited
But when Mark Fairwhale proclaimed with pride, has been the industry have pointed out that its greatest weakness: Destructive Enthusiasm.
Log on its Web site will see a nearly self-blame their guilt, then, our development is not fast enough, we will quickly develop. Then in March of the Economic Observer, saw for several of the half-to full-page color ad, a little attention you will see Mark Fairwhale Jeans for boys, girl, fashion men’s investment hotline. Now in China many second and third tier cities could see Mark Fairwhale stand out in the stores, counters, however, whether the final sales figures so optimistic, only companies themselves know. However, according to a small area to visit, some small cities, consumers were more amazed, and promote away their money or Shique Homelessness: Nagan wearing out ah!
We can not blame these monthly salary less than 2000 small and medium cities, the public does not know elegance, fashion is a need for a solid material soil, as if the relationship between plants and sunlight. In the central, provincial capitals, Mark Fairwhale target population is the monthly income of at least three or four thousand more fashion-sensitive young family, this is one of the major cities of the mainstream crowd. But the second and third line cities can achieve this level not many people, this is an indisputable fact. Although many people become rich, but these little floating Choi and Mark Fairwhale most of the crowd not to eye each other. This able and willing to spend, the number is … …. Mark Fairwhale has now opened 350 stores, it is not expressed in the modest enough. Simple calculations about China’s major cities, provincial capitals, also 100 or so economically developed cities, each city to open 2-3 at home, it is full. Then copy down so fast, it can only further divide into small cities or the original market share. Is opening up new markets with innovative thinking, precision farming is still the old market, a fish and eat it’s Contradictions!
However TonyWear the more open the more successful the business district of kilometers large store strategy, as well as retail and product brands the practice of unity, and the representatives of foreign SPA ZARA, GAP, UNQLO, many of them can bring some inspiration for a new generation, is something for the.
Mark Fairwhale in three-dimensional analysis of the “no-go unusual way”, we are already aware of “horse train” the next stop and the terminal where?
Mark Fairwhale exactly represent the future of new forces, or just a “Wonderful”? We will see.
Apply Mark Fairwhale own words: there is no panic Magic Tips, as long as practical to Hermes Handbags implement would create difficult to estimate the precise value of this success is dedicated to pay, does not allow for slack.