Is Clothing Brand Playing Cross Border In Self-Help Or In Tune?

Regardless of beer and clothing, cola and music, these products, which seem to be different from each other, are increasingly trying to cross border marketing in order to seek strong synergy brand synergy.

For the garment industry, the cross border marketing of multi - life development is already a business that can not be missed.

Marketing cross-border experience shop into the trend

Under the impact of online shopping craze, maybe it is not to become a fitting room.

Sales terminals will extend their reach to more fields. Luxury brands, fast fashion brands and even open up coffee, bookstores, salons, restaurants and other areas in the store.

In April this year, UNIQLO married Starbucks, leaving a special area for Starbucks in its flagship store in New York. In order to make the shopping environment more casual and relaxed, UNIQLO also provided couches, tables and chairs and iPad for consumers.

Of course, cross-border services are not limited to food and drink.

American fast

Gap sells magazines and books provided by third parties in the flagship store; the clothing brand ClubMonaco of Ralph Lauren group has invited the famous cafe Toby s Estate and The Strand bookstore to its flagship store; in the UK, the fast fashion brand Topshop is located in the flagship store of Oxford big street in London, and there is also a salon and Tattoo Salon.

Indeed, cross border cooperation has become one of the indispensable means for manufacturing industry. Especially in fashion areas with shorter fashion vogue and seasonal cycles than other industries, the significance of marketing crossover is not to be underestimated.

In this regard, the world

Analyst Ashma Kunde says the most important part of these experience services is its synchronization with the target audience.

Looking back on the merger of domestic formats, starting from the O2O store in the United States, and carrying out "one city, one culture, one store, one story", the road of pformation of domestic garment enterprises is becoming more and more diverse.

This autumn, the Cowboy brand JASONWOOD launched the "cowboy kitchen" concept store in Hangzhou, breaking the traditional fashion management mode and integrating space into more experience and trial water elements.

Hong Zilin, chairman of JASONWOOD, told the media that everything in the "cowboy kitchen" concept store is a life service related to cowboys and life attitudes.

"Cowboy kitchen" emphasizes interactive experience, the overall mode is "customized experience + lifestyle".

And in November this year, the Shenzhen women's clothing brand pink wardrobe held in the lifisee art space of the century shopping mall held a music poetry called "autumn sunshine", attracting a large number of customers. Customers beat drums, play the piano, read aloud, sing, and revelry.

In such an atmosphere, you are an artist and a customer.

Li Feiyue, founder of the pink wardrobe, said: "the brand has not been established for 10 years in the industry, but it is not the NO.1 in the industry. However, since the development of" art Recognition friends ", more guests have been attracted by art and have more sense of brand identity.

The collocation and experience of costumes are completed in the artistic atmosphere, and communication with the customers in an artistic way can greatly enhance the irreplaceable nature of the brand.

Although it is not easy to win a win-win situation across the border in the course of operation, consumers will undoubtedly prefer the stores with different industries.

Also, as the shoe and clothing commentaries, Ma Gang said, "people's consumption is no longer satisfied with simple purchase behavior, but more eager to pursue consumption space and mentality.

Similar multi dimensional brand crossover brings one-stop experience is the future trend.

Marketing crossover is permeated and fused with each other through industry and industry. The mutual reflection and mutual interpretation between brand and brand make the brand image and brand association of enterprises more tension, thus changing the disadvantages of traditional marketing mode that brand individual combat is vulnerable to competing brands and weaken brand penetration and influence.

Brand crossover clothing and clothing collision

Brand crossover is not simply copying, combining and grafting, but finding common brand value languages, commonalities and inclusiveness. The cross boundary between brands can have the possibility of concentric cooperation.

As early as 1999, the German sportswear brand Puma put forward the concept of "cross-border cooperation", and launched the high-end casual shoes with the German high-end clothing brand Jil Sander.

But Puma's crossover didn't stop. In 2003, Puma joined BMW mini to design a black sports shoes Mini sport two points shoes.

As the leader of fast fashion brands, H& is also the leader in cross-border cooperation.

Since H&M and Karl Largerfeld jointly launched the "Karl Largerfeld forH&M" in 2004, H&M has regularly thrown Hydrangea from international luxury brands or top designers, from Jimmy Choo to Comme des Garcons, from the second to the second, and has continued to cooperate with designer designers for several consecutive seasons.

For this kind of marriage between the civilian and aristocratic brands, the top luxury brands in the past show their affinity to the people.

It is not surprising that every "marriage" can create a sales legend again, so that H&M can earn a lot of money.

Luxury marketing planning experts said: "such cooperation is a marketing strategy that both sides have to take based on interests and realities, which allows luxury brands to enter more people's horizons and enhance the image of the public brand, and both sides can gain greater benefits.

But we must choose the brand of cooperation, the two sides must be consistent.

For example, H&M is a popular fashion, while Versace is a high-end fashion.

In the cooperation between high street brand and luxury brand, H&M is not the only one. TOPSHOP, MANGO, TARGET and our well-known UNIQLO have also carried out this kind of marriage.

Transboundary, limited, big brands and famous designers can be regarded as the annual dishes of high street brand.

Cross boundary cooperation sparks a different spark, which is indeed fatal to consumers.

"The inspiration of design not only comes from the textile industry itself, but also the support force for the upgrading of industries.

Cross boundary brings many refreshing designs and products.

China's textile industry can also open cross-border thinking and enhance the design strength of the industry through cross-border activities.

Sun Ruizhe, vice president of China Textile Industry Federation, said.