Apparel Industry'S "New Machine And Breaking" Under Epidemic Situation: Taking Advantage Of Danger And Self Iteration Of Fashion Brand

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In the fashion apparel industry of the new crown storm, the campaign of brand self rescue has started. This campaign is about survival and the future.
 
Phoebe has invited many professionals in the industry, international brand experts and famous management scholars to make suggestions for the clothing industry. Lina, who has been living in France for many years, has been specializing in product development and brand marketing strategy in fashion fashion company for a long time. Compared with the brand management strategy at home and abroad, she saw a new opportunity for the development of Chinese clothing in the crisis.
 
Great danger breeds great opportunities, and fashion consumption is sweeping through. Bless the industry brand, let go of the fog and move steadily towards the future!

Phoebe studies

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All kinds of information under the epidemic are both boring and focus. The focus of discussion in the industry media and friends circles almost every day is the impact of the epidemic on the industry and the various coping strategies of group efforts. Massive promotional information and monotonous discount activities suddenly emerge.
Indeed, the entity shops temporarily lose their functions, and timely liquidity becomes the most urgent demand. In 2003, Taobao was on fire, and private traffic and nail fire in 2020. When the black swans arrive, seize the opportunity window, transform the crisis into new kinetic energy, embrace the changes brought by technological innovation, learn to think more actively, and complete another iteration of brand upgrading.

Source: Dior

The 1940-1945 is the gloomy years of European fashion industry. Many of the fashion houses, including Keke Chanel (Coco Chanel), are short of war and material shortage. People are worried about their lives and their safety. After the end of World War II, French fashion has fallen to the bottom. Compared with the Chinese fashion industry under today's epidemic situation, people have to press the pause button in order to block the spread of virus and social public health, and the two have many similarities.
However, in Paris more than 70 years ago, there was such an important figure who experienced ups and downs in life and was not a professional. Finally, at the age of 42, he was an important figure in fashion history with the times changing the world at the age of 42. He was Christian Dio (Christian Dior). In February 12, 1947, Mr. Dior released his first fashion conference, which was called New Look, a fashion revolution. For people in 1947, New Look brings more fresh. Joy and encouragement. Mr. Dior adopted such a revolutionary and innovative form to fight against the growing poverty of social imagination. New Look is not only his personal victory, but also Paris's return to the center stage of the fashion world.

Left: New look 1947 source: www.dior.com right: New look 1947 - Maison Christian Dior Perfumes source: Dior
Dior defines elegance to the world and helps people find happiness again. Dior has also achieved great success in the field of business. The concept of patent authorization has brought a new profit model to the fashion industry at that time. In the same year, the launch of Dior perfume has contributed a pyramidal business model to the entire luxury industry.
From the middle-aged "down" uncle to the French fashion spirit, Mr. Dior used his life to define the formula for fashion creation value: Fashion = excellent creativity and innovation + exceptional business model.
Under the epidemic, the general period of home office may not give us enough time to strain. In fact, the dimension of creativity is multiple. Creativity is not necessarily a way to create new products, but also to deduce and package known or what we already have, using methods that are different from others or do not know. Fashion as a common carrier of perceptual and rational thinking, we must give it greater courage and determination to change, trying to break some rules, so that their brands become different. In today's fashion industry, because of globalization. The market is highly saturated with excessive capacity and excessive competition. How to get rid of price wars and learn how to use non sales activities to increase sales is particularly important.
As Mr. Dior has used revolutionary innovation to bring pleasure and inspiration to postwar consumers, we should learn to use creativity as a fashion practitioner to bring new hope to the industry.

Source: Luxury Strategy

In the face of crises, most of us are looking for solutions or answers. We urgently expect this so-called WHAT to act like a panacea, but not to explore the difference between our problems and our objective conditions.
In his recent speech on medicine and medical ethics, Bai Yansong said that with the development of medical services, the ubiquity of big data has caused hallucinations of medical omnipotence. However, because each of us is a dynamic individual, what we need to do is to make use of big data to diagnose individual diseases. Similarly, every fashion brand is a single person. The solution to the problem should be based on its own objective conditions. This requires us to think more about the problem from the perspective of WHY. Sometimes, why is more important than anything else?
When the epidemic forces us to decelerate, we can make good use of this time. Flexibly apply the PDCA rule, stand in an objective perspective, regard brand as a plan. From brand strategy The implementation strategy, the result inspection, the response measure height, to duplicate our brand in the year old business process question, uses the WHY thought pattern to seek the solution method or the solution pertinent.

In the commercial environment driven by interest value, the decision-makers of fashion industry can easily enter the myth of brand. We need to know that brand and brand are two very different concepts. We should first judge the core competitiveness of excellent brands from the following points: 1. does the brand have the ability to accept consumers' premium? Does 2. brand have enough voice in channel? Can 3. brand provide consumers with positive social currency?
To reconsider brand, we must be brave enough to find problems and decide how much water can be loaded in a barrel. It is not the longest board, but the shortest board. There are too many brands with too few products in China's clothing market. Brand is not a representation issue, but as the soul of an enterprise, it plays a leading role in an enterprise from brand strategy to product to operation and communication link.

Many people would say that pigs can fly on the draught, but where does the wind come from? Or in other words, where are our opportunities?
First of all, we should have the ability of introspection and external observation, clear cognition to the inside, and keen insight into the outside world. Mapping out the advanced map of fashion enterprises, clearly knowing the location of the enterprise in the industry and the space for growth. That is to say, we should clearly understand the characteristics and force points of each level, so that we can deploy ahead of time when we are approaching the turning point of the growth bottleneck of enterprises, integrate resources of information and stakeholders, and optimize organizational structure in a timely manner so as to successfully achieve enterprise's advance.
Next, find the advantage vacancy with the advantage of differentiation of their products. In a highly competitive market environment, finding brand identity recognition (IDENTITY) is your market place, giving reasons for consumers to love you, opening up a channel for dialogue with consumers, and product differentiation must be both universal and unique. We must know that fashion reflects the characteristics of our life. The trend of Forecast Ltd is based on the collection and summarization of L 'Air du temps (hot spots in the air) with the fastest speed and sense of sharpness.

Just as DIOR defined elegance, ZARA endorsed fast fashion, Starbucks created third living space, Jobs set different repercussions for apple. In the era of digitalization, we are busy labeling customers, and at the same time, we should learn to introspection. Label your brand. We have to master the ability of thinking from outside to inside and across the industry, and naturally we can feel your Iconic moves.

In the age of data transformation, we need to have a three-dimensional thinking mode, like finding our location and associated links in the data matrix of the MATRIX.
The concept of body is the basic element of fashion design and the foundation of aesthetics. In the era of intelligent commerce, under the impetus of technological force, points, lines, faces and bodies have become the choice of new positioning.

Most of the fashion retailing industry, which relies on physical channel sales, has been greatly affected by the epidemic. Private sector traffic has become a hot word. After the outbreak, the positive layout of the brand flow pool and the way to control the fission and the integration of the brand IMC (integrated marketing link) system will become the focus of everyone's work.
At the same time, the brand can also use points, lines, faces and bodies. The way of thinking is to find the economic level of private sector traffic from the point and the surface. A series of marketing behaviors such as private domain traffic and CRM membership system are derivatives under the Seamless Retailing seamless retail economic system. The core of seamless retail is to go to the middle level and make the definition of the channel wider. , That is to say, the contact point that consumers can perceive is the new channel or link that we want to get through. There are as many as 30-100 known contacts around a consumer around a brand, and more contacts will be discovered with the deepening of research. We will find that the more contact points we have, the more channels we will have to solve problems, and the way we operate will become more flexible and enriched accordingly.
Aesop Aesop, born in Melbourne in 1987, is famous for breaking the traditional marketing (no discount, no advertising). It uses the method of making products appear in contact points with the target customers so that customers can experience products naturally and stimulate purchase.
A brand of China's JALA Blue Group has lost its sales capacity in physical channels because of the outbreak, but they are actively deploying when the outbreak occurs. Because the product has the function of repair, it can effectively repair the skin problems caused by wearing masks for a long time, and they quickly made the activities of caring for doctors "mask face" from the public interest. Mass communication has been a positive positive image, and it has been spread to consumers with needs through the contact point of Department of Dermatology doctors. It has played a very positive role in overall sales.

　　 The understanding of brand contact points can be considered from the following two dimensions: 1. consumer buying behavior route (before purchase - after purchase - after purchase) 2. consumer's five sense experience to think.

Internal buying, high commission, spike killing, flash buying and other means can really boost sales data in a short time, but this kind of customer relationship based on interest relationship also needs our attention and consideration. Create enough positive social currency for consumers, combine brand and product into one. S2b2C, a mutually beneficial and win-win business model, suppliers, distributors and consumers, under the new business framework and rules, enable technology to empower businesses and achieve flexible roles to participate in creating value together. Let customers experience love, participate in love and give voice to love.
A good fashion brand should start with creativity, plus a remarkable business model. The ability to see things one step ahead will make you find another way to go upstream.

Consumers experience love and follow it for a long time because of trust. The creativity and cultural output of fashion brands can win customers' first sight, but the establishment of long-term relationships must be based on trust.
"We must not dare to save manpower even though we are skilled in processing, but we must not be able to reduce material resources even though we taste it." The operation of all old brands is all behind the effort. No bully and good material make Tongrentang still stand in the world despite the chaos of war. It is well known at home and abroad.
The competition now is not the price, but the mind of the customer. The arrival of the epidemic will inevitably turn the demand of consumers to the security needs of Maslow's demand level. People are willing to pay higher prices for high-quality and safe products, and provide consumers with safe and reliable products. This is a necessary condition for us to establish a quality credit system.
Brand reputation system is an important foundation for building brand moat.

"Nothing bold or magnificent is built from fear." all innovation or excellence is not born in fear, seize the hidden opportunities behind the epidemic, resistance is the driving force, the crisis is a turning point, the ancestors step by step to complete the brand's iteration and upgrading.
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