Wearing ZARA Is Wearing Attitude.
Take a look at the crowd of 18 to 48 years old people in the ZARA store, take a look at the layout of UNIQLO from the first tier metropolis to the two or three tier city. The definition of the traditional target consumer group, such as the 25-35 year old working woman, seems to be inappropriate for many occasions in the modern context.
The role of age and identity as a distinguishing element is decreasing, and a style of gravity based on value identification is becoming.
Brand competition
The source chips.
Of course, this way of defining the standard of value as a target consumer group is not surprising for high-end luxury brands at the top of the clothing brand in Pyramid.
However, when people play "love network", love freedom, love late, love night stalls, love racing cars, also love 29 pieces of T-SHIRT, I am not a flag bearer, not who endorsement, I am Han Han, I only represent myself.
Like you, I am a guest. "
In such advertising language, it is no longer the privilege of high-end luxury brands to locate consumers with value and attitude towards life.
How do you lock your target customers in the 4C era?
Fan: Han Han endorsement enhanced.
Brand value
Identification
In June 7, 2010, Han Han, a pioneer writer, wore a 29 yuan T-shirt, which appeared in the advertisement of the Beijing subway and the light box of the bus.
Han Han's fans said they could not accept it. The marketing expert shook his head lightly. "This is another advertising gimmick."
The advertisement is a clothing online shopping brand called fan Ke pin pin, and its fans prefer to call it "fan guest".
In June 10th, CEO issued four micro-blog in succession.
"The planner initially did not want to write 29 yuan to Han Han, nor would he write 99 yuan to Wang Luodan, but I was going to write it.
All planners, and even users, think that we are looking for spokesmen to raise prices, which must be wrong.
So I said, we are not looking for them to sell clothes.
This is one of them.
Looking for endorsement is not to sell clothes, what is it for? What the guest responsible person recently interviewed by a reporter said that the offline advertising of everyone in 2010 is a corporate brand advertisement, which aims to pass on the brand culture, so that more people can share the consumer culture of "people's fashion" and enjoy the products with high cost performance and fashion sense.
The so-called "people's fashion" is mainly to advocate healthy consumption concept: fashion is a true and correct expression of self, fashion is not high above, fashion can be very simple.
As the old saying goes, "only the brand identity that user experience creates is the best brand practice."
As time went on, in 2011, "I am a fan" series of advertisements are still being launched, and a fashionable writing style -- "everything object" has been formed.
At present, it is impossible to measure the rate of return of van guest in this advertisement, but according to Chen, in 2010, customers can achieve 2 billion.
When the old man looked back, he gave his 2300 yuan ErmenegildoZegna shirt to his colleagues. "I hope he can bring it back."
Van guest
When the first shirt made the same quality and figuring out exactly what kind of price is right, he firmly believed that "it is right to only highlight 29 yuan in Han Han's side."
ZARA: experiencing weak physiological age positioning
In fact, the beginning of "customer experience and brand recognition" is not the starting point of China's clothing consumer market.
When the four fast fashion brands represented by ZARA came to China, they not only brought about the concept of "fashion", but also brought about the experience consumption which was totally different from the original consumption patterns in China.
1100 square meters of space, covered with black, white, gray and other basic colors of all kinds of clothing, many people are crowded, "looks like a big vegetable market" - this is a netizen's impression of Hangzhou's first ZARA store.
No one asks you the size, no one is chasing you, "enthusiastic" service, and even wants to ask a question. For a long time, Miss shopping guide is not found, because they are busy sorting out the clothes that customers are scrambling for.
There was a long queue in the front room of the fitting room. Many girls were waiting in a lot of clothes. It was said that they could take 10 pieces to try it out at most once.
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The latest fashion of ultra fast copy with attractive price is the obvious killer of ZARA, but behind it is a "invisible" trump card -- customer experience.
If price and speed narrow the invisible distance between the general public and the fashion, then the customer experience will turn this closer into tangible touch.
A lot of trying and self matching is not only a kind of service, but also a training process of moistening and quiet consumption habits.
In ZARA, the reporter observed an interesting phenomenon. The ZARA target customers locate in the 20 to 35 years old customers, but in the actual sales of the store, this age group has been extended to 18 to 48 years old, and even the colleagues of different age groups have bought the same product.
Obviously, the distinction between physiological age is very weak at this time.
Future brand positioning: value regression to achieve real self expression
As early as 2003, a new survey of women's clothing market led by Professor Liu Dehuan, Professor of Journalism and communication at Peking University, discovered this new trend, when they called it the "lovely wind of mature women".
Professor Liu described to reporters the most frequently heard language in the whole observation process: "can you see if I can wear it out?" (Interpretation: not feeling bad about myself, afraid of others saying that they are tender). "This is the best time to wear it." (reading: likes, but the workplace is not suitable). "My favorite color is too bright."
In market research, this group of people is defined as the "leader" of the market.
To some extent, the four fast fashion brands have come to China, which has accelerated the development of this trend.
The open fitting environment, the fast fashion of parity, let many target consumers' companions quickly become the "leader" in the non target consumer group under the "encouragement" of their companions, and then a group of "followers" are quickly trained through word of mouth and accompanying shopping.
The more individualized consumption atmosphere derived from modern life is gradually taking shape. Behind the Han Han version of all customer advertising is door-to-door, cash on delivery, when interviewed, and 30 days unconditional return.
Customers have broken the value pursuit of "people's fashion" that the customer experience points to. The common point between ZARA and customers is that through the omni-directional experience of customers, fashion as a real value of life has approached every consumer.
Here, consumers express their view of the world through dressing choices.
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