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A New Round Of "Face Changing" In Fujian Style Clothing, Customers Do Not Buy It.

2011/6/15 11:33:00 77

Black background, silver gray font, big landing window, black or white display interval...

This includes

Seven wolves

The uniform impression of the shops of Fujian style clothing such as nine Mu Wang and Li Lang is very similar.

Some people even joked, "cover up logo do not know which one has entered."

Recently, a lot of Fujian style clothing has begun a new round of "face changing". Even heavy gold has invited foreign designers, but the embarrassment of visual similarity still seems to exist.

High profile face change

Customers do not buy it.

"A few of them passed away." Mr. Wang, who lives near Zhongshan Road, is a frequent visitor to the Fujian style clothing brand. For him, he only remembered the commodity characteristics.

Seven wolves

The jacket and the Qipai Chinese standing collar are all familiar to me, but I often go wrong when I enter the shop. The stores are designed too much.

The customers who feel the same as Mr. Wang are not very few. After struggling for a long time in the homogenization of the products, Fujian's clothing shows their unique products, but most customers do not have the power to store their memories. Therefore, Fujian's clothing industry invites top designers abroad, hoping to break the tight encirclement.

The reporter has learned that the new image of Fujian style clothing has mostly chosen designers from France, Italy and other countries. "A designer abroad is probably more than 3 times the price of a domestic designer, or even more."

Nie Wen, the brand director of Qipai, said that because the top brands of men's clothing are basically in Europe, so European style is also the direction for us to learn and imitate.

The reporter's visit found that the design of foreign designers did not make the stores stand out.

The seven wolf changed the original business color to black tone, and the seven cards also changed into a black keynote.

"In addition to attracting consumers, men's brand stores are often a manifestation of a sense of quality. They are competing for Europe, and this is also based on this consideration."

Another min clothing marketing director said, "in fact, if consumers can feel that they entered our store, they walked into Armani, which is also good!"

First track international

Or do we first create features?

"A good store image can not only lead to sales, but also make it possible.

Consumer

It has "sticky".

Because through the image of stores and even the taste and feeling of stores, consumers can deeply perceive the culture of a brand, and when consumers like a brand, sales are only a matter of effort.

As Liu Hong, the brand director of mascassini, said, stores are the key to visual merchandising and the embodiment of brand awareness. Therefore, Fujian style clothing has chosen to integrate with international style in the breakout of stores.

Many people in the industry have expressed their views that they should first create the characteristics of their stores, and then talk about linking up with the international market.

"If your face can only make people feel beautiful, but can not remember, no memory points, that is also a failure."

A senior brand marketer said that he had made a characteristic memory and considered how to make it more advanced.

In this regard, Nie Wen said, in fact, many Fujian clothing brands are struggling between them, but also trying to highlight their own characteristics.

"For example, the display in stores, the application of props, and so on, these are what we are doing, so that the customers can leave the impression of the brand."

The new store of seven wolves has changed the original material and added new mobile media equipment. "This is also a brand memory element embedded in the store design."