How To Protect "Taiping" Under The Fashion Of "Youth Culture"?

No matter how the times change, fashion is always the most direct outlet for young people to express themselves: the economic base, social environment, the way of communication and the evolution of retail experience are exerting a subtle influence on the fashionable consumption psychology and consumption behavior of this group.

Therefore, the younger generation naturally becomes the target group that most of the clothing brand operators are concerned about and eager to understand.

The apparel industry has experienced several years of "closing shop tides". The industry structure has been completely different. Some brands have lost their teams and have failed to keep up with them.

Pacific bird is one of the brands that keep up with the team.

As the first batch of clothing brands born in China, the 23 year old bird has gone through a generation of growth.

In the background of "young group is becoming the main force to promote consumption upgrading", Taiping bird began to remodel its brand. It took three years to make consumers move down the whole age layer. Now it has become one of the most popular domestic clothing brands after the quasi 90 or even 95.

Throughout

In 2018, a series of initiatives to create "youth culture" has been very clear.

In September this year, Taiping bird expanded the newly upgraded collection store coordinates to Hangzhou Joy City, and took the flagship flagship store as a retail site to create a PEACEBIRD+ platform. It further defined the brand's values and identity.

To shake off the original consumer group and aim at the "Z generation" young people, Taiping bird is one of the few clothing brands that dare to relocate in China.

To embrace the young people, how can Taiping bird remodel its brand image? This article will analyze the fashion brand as the most successful brand in the domestic pformation fashion, attracting young consumers, and the strategy and Inspiration of Taiping's brand remodeling.

From "do only"

"Fashion"

"From" focusing on business clothes and formal clothes "to the brand that we know best after 95 years, the old brand of Taiping bird has gone through many changes in the past 23 years.

First of all, it is to pform virtual operation from traditional heavy asset management.

To put it simply, the virtual business mode is mainly based on brand, design and marketing, upstream manufacturing outsourcing, stripping the manufacturing business which requires a large amount of capital and labor input, and downstream franchising chains, and rapidly spreading outlets.

Since Nike has introduced virtual operation into the country, it has been emulating by garment enterprises. Metersbonwe is the rise of a generation of Chinese goods.

Second, the pition from single product to multi dress.

Ningbo garment manufacturing industry started earlier, coinciding with the 97 years of financial crisis at that time, many factories were idle, and many local brands were used up.

Similarly, the diversification of production capacity brought by manufacturing outsourcing also lays the foundation for the development of women's clothing and fashion lines.

The Taiping bird dress was founded in 2001.

There is no soil for women's clothing. In the background of the prevailing channel, Taiping bird made the same name brand dress by virtue of the men's clothing channel, and extended to the youth dress and clothing.

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The dividend of the era has made a number of domestic clothing brands bigger and bigger.

But the good news is not long. With the development of international brands and the development of electric business, Taiping bird brand has begun to grow old.

After adjusting the tactics of "store adjustment", "cleaning up stocks" and "entering vip.com", Taiping bird has returned to its vitality and pformed into a fast fashion.

Finally, in January 2017, listing and listing became one of the brands that broke through the stock crisis earlier.

From the original men's clothing to women's wear, children's clothing, and now the main force of the younger generation, the "older" Pacific bird has changed smoothly several times, and has proved its ability to respond to the market and brand management.

Why can Taiping's "youth culture" succeed?

The anxiety of middle-aged people is eliminated by the times, while young people often maintain the ability of self-renewal, so is clothing brands.

Taiping bird can succeed in the domestic shoe and clothing brand "Guan Dian Chao". First of all, it lies in the strategy of "younger".

Having the ability to play together with the new forces is the way to brand long-term.

Secondly, the Pacific bird not only takes the younger generation as the label of brand upgrade, but also from the same time.

On the basis of value innovation, the brand is really young.

Of course, in the new marketing environment, brand playing is equally important, and the premise of occupying consumers' attention is to innovate the marketing content without interruption.

On the one hand, Taiping bird attracts young consumers' attention through running shows and offline activities. On the other hand, innovation in cultural connotation and content marketing has aroused widespread concern in the industry.

At this moment, the Pacific bird is not only a clothing brand, but also a medium for communicating with young people.

Younger age is a dynamic process that is constantly deepening, rather than a one-off success.

Let their brand culture continue to be close to the contemporary youth culture, constantly win the recognition of the new generation of consumer groups, and cultivate a number of consumer groups around the brand. This is the brand's long-lasting way, and is also the key to the brand ahead of the market.

After all, either self revolution or revolution.