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How Do Fashion Brands Burn Up?

2020/5/26 18:25:00 0

BM Girl

Overnight, a group of girls dressed in small broken flowers, lattice skirts and matching short waist jackets appeared in the north and south of the river. They have a unified name - "BM girl". In the social Spring Festival of urban beauty, "BM girl" is often linked to good figure, sweet, spicy and thin.

Taobao, jowl, little red book, and even micro-blog, B station, each network red, big V, Up main tired of real estate "BM girl" related collocation. Fashion media, let alone the "BM girl" and the picnic craze, the girl's lattice skirt and the picnic equipment in the most classic lattice cloth mix and match, hit a kind of 3D disappear music feeling. Even Li Ziqi, the old wind fairy, wore small broken blouse in the latest video.

Nowadays, the beauty of city attracts BM fans. It is a trend of "all the wicked". However, compared with the "total villain" of the loose money, the BM, who is the main player, is not friendly to the figure.

Is there a lot of good stature in the world, or is there BM wind that helps you figure out? This is a problem. The more important question is:

From buying uniforms to uniforms, to queuing up the BM of navel, these plainly plain, long existing styles of clothing are how to implant the brand idea into the mind of users and set up a set of foreigners.

Queuing for three hours, where is BM sacred?

What is BM for straight steel? Sister? Dissatisfaction? Or noodles?

BM is the abbreviation of Italy brand Brandy Melville. As a country that breeds Gucci, Armani, Versace and other luxury brands, Italy fashion brands always give people the impression that they are exquisite, elegant, lazy and expensive.

BM is different. The brand name comes from the story of a fictional American girl falling in love with a Italy boy. The audience targeted at girls in high school is the hot girl style, such as the sunshine in California, and the price is quite close to the people.

The brand, founded in 1970, has been silent in the past decades. After opening flagship stores in the US in 2009, it has gained a reputation overseas. In 2019, BM officially entered the mainland and opened its first store in Shanghai. According to the blogger, I am a description of sister-in-law, and even if I have to queue for three hours, the enthusiasm of urban beauty for BM will not diminished.

The price of BM is not high, about $10 -40. The products are mainly based on basic funds. Hard candy Jun visited his official website and found that most products were not too strong in design, mainly in jeans, T-Shirts, short skirts and cardigan. Broken flowers, pure color and plaid are the biggest brand features of BM. (the more you say, the more you look like the girl's version of UNIQLO).

The so-called BM girl is usually dressed in a short cloth with a short skirt and a short jacket. A little bit of a dress with a conservative collar is similar to the uniform of the current show.

Take advantage of this, Dongfeng, a lot of people who make lattice skirts and cardigan, call themselves "BM wind". With the Internet red and the collective goods, the meaning of the word "BM" extends from the clothing brand to a dressing style.

It is said that fashion is a circle. The selection style of BM is quite similar to that of AA wind, which is also the main campus breeze and maiden sensation about ten years ago (the US brand American Apparel abbreviation). AA has already withdrawn from the Chinese market and doesn't know how long this BM trend can last.

In addition to basic and plaid, the biggest feature of BM is also the controversy, which is the main brand of the brand, and only S code. Such a politically incorrect approach has become the biggest selling point for BM to attract urban beauty.

After knowing about several BM girls, hard candy president found that many people did not catch cold in the style of this skirt skirt and short cardigan. Some people also spoke BM's old spirit. But it is precisely because of the "small code" that these girls have abandoned their favorite style and invested in BM.

"BM is very demanding for stature." The picnic fans who once shared with us the picnic of the picnic have no choice but to join the ranks of BM girls. "Pear shape and inverted triangular figure are not suitable for BM." Mowgli said that the girl with no fleshy buttocks can successfully put on BM's lattice skirt, and the girl with beautiful waistline just dares to wear BM's waist jacket.

In other words, you can wear BM, the subtext is that you are a superior 0 yard girl. Look at the so-called BM girl size table circulated on the Internet. The height is 170cm, and the weight is only 51kg. (the actual BM clothes are not so harsh, this weight table is obviously for the purpose of creating the topic), only deserve the praise of a "BM girl".

Of course, people who can dress BM well are not only thin enough, but also have a sense of vigour. You can combine these elements perfectly and congratulate you. You are the "pure and desire" BM girl.

Who is boosting "sweet, spicy, thin"?

There is a lot of controversy about how BM fires. Hard candy president, through consulting materials and communicating with many fashion editors, found that BM started overseas and still relied on social media, or Instagram.

BM was first promoted by the beauty bloggers on Instagram. Bloggers were exposed to daily life photos, different scenes, different makeup, the same lattice skirt and jacket, and neat #Brandy Melville# topics.

Instagram was originally the birthplace of domestic bloggers such as little red book and jitter. BM has also been using the social platform promotion strategy to enter China.

Fashion editor Ethel said that as early as 2018, domestic fashion bloggers such as Iris began wearing BM costumes to record Vlog, introducing the concept of BM wear into China. The BM brand also has some cooperation with some fashion bloggers in China, but because BM was not stationed in China at that time, the influence of BM wind was mostly confined to the first tier cities.

As BM set up shop in Shanghai, BM's purchase channel is no longer limited to official website and purchase. In addition to fashion bloggers, many ordinary girls share their experience of trying to buy and buy in real stores in Xiaohong, jolt and other platforms. BM has completed the spread from KOL to KOC, and has begun to spread rapidly across the country.

Through the exchange of hard candy, it is discovered that the main channel for BM girl to learn this style is Xiaohong book. On the platform, there are more than 20000 notes and more than 10000 notes of "BM wind" under the entry of Brandy Melville. Content from the new product notice, wear to assess the fat girl challenge everything.

In addition, stars bring goods, which is also the reason why BM is hot. Jennie, a member of the Korean women's group known as "Chanel of the world", has always been famous for its stature. Ouyang, Nana, who is acting on the rise of Vlog, is regarded as a fashionable weathervane by city beauties. These two young girls have recently made many models of broken flowers and lattice skirts, and they have also become the important drivers of BM wind.

By the way, with the freight forwarder and talented people out, Yang Mi's status as king of goods has been replaced by Jennie, Nana and Lisa.

Although the price is not high, BM's hunger marketing is quite effective. BM girls say that every time the official website is new, there are not many good-looking items to be stocked, and some popular items will even be sold out in a few minutes. Therefore, even if the style is not certain, but in order to prevent regret, BM girls will be the first time to order, "anyway, it is not expensive, second-hand can not turn out to keep it is okay."

In recent years, the fitness craze has also virtually boosted the popularity of BM. The BM style has a higher demand for the figure, and the brand S code is deeply rooted in the hearts of the people.

Though he says he refuses a single aesthetic, but who has a good figure, who doesn't want to show it? Whether it is the A4 waist challenge or the clavicle coin laying activity, behind the enthusiastic participation of women is the psychological need to display their superior figure externally. After training for a long time, the women's legged, right shoulder and waistline were finally presented.

Fast fashion also needs to be set up.

The popularity of BM in China is in sharp contrast to the financial situation of the four fast fashion groups.

H&M, the overall sales fell by 57% over the same period last year, and it is expected that Q2 will continue to lose. Zara nearly half of the world's stores are temporarily closed, and sales in the first half of March are down by 24%; Gap may not have enough cash flow to maintain operation in the next year; the uniformed UNIQLO has not been very popular, and sales and profits have fallen by 4.7% and 20.9% respectively. A trend of deterioration.

Behind the different circumstances is the impact and opportunity brought by the change of shopping methods to fast fashion brands.

In the era of the four fast fashion groups, shopping centres are the core of the retail industry, and the construction of Internet channels and e-commerce is still in its infancy. At that time, shopping under the line is the main channel for fast fashion brand sales. The difference between brands is not high. We all rely on the hearts of many, all, and cheap users.

With the development of social media, brand promotion channels have changed from advertising light boxes in the past to Instagram, Youtube and other social platforms. Consumers are no longer satisfied with spending less money to buy imitation products that are more like luxury brands, but require brands to have unique symbols and meanings.

However, the mall has gone two laps, and the fast fashion brand has been reduced to a poor quality parity store from the high-end high-end brand. In the four fast fashion brands, H&M and GAP are fading away. Zara relies on the big copy of every season. UNIQLO is caught in the sea of joint names. The gentlemen's series calls for Lei Jiayin's endorsement. It seems that she is resigned to "sinking" and is ready to take the mass line.

Marisa Meltzer, a New York Times columnist, once wrote that "style is no longer a fashion pronoun, it has become more synonymous with life style". In other words, a brand must be set up and set up so that it can resonate with consumers.

As pointed out by the BOF fashion business review, in order to cater for all groups and subcultures, the mass brands and retailers from 2000 to early 2010 did not create any brand aesthetic, value and bond that could enable consumers to identify themselves. However, in the current era of social media's popularity, brand needs to create a product ecosystem with cultural value, and the aesthetic and value of brand delivery is becoming more and more important.

At first glance, the price range of BM is not unique, and its product design is not unique, but it creates a topic space, which makes itself worth the value debate besides aesthetic value.

"BM is not advocating that girls turn into 0 yards, but that there are 0 yards of girls before they need BM. "White beauty is also a kind of diversified aesthetics. The emergence of BM meets the needs of this aesthetic crowd." BM girls say so.

"The 0 code strategy of BM is a single aesthetic, which is PUA for women." "Trying to wear BM is a woman's self discipline, and BM has the suspicion of body shame." Anti BM girl said.

Of course, it can also be explained from a practical point of view. Fashion editor Ethel points out that choosing a small code is indeed a better production strategy for BM's brand. "Bubble sleeves and sheep's sleeves are not suitable for large size women. The result of big brand production is unsalable, and the way of small yards is conducive to inventory."

Maybe this is the original intention of the brand, but the concept of the 0 yard girl is obviously more attractive. In an era of abundant material supply, everything must be taken with a little bit of story, a little bit of doctrine and a little publicity.

And compared to UNIQLO joint fund may only prove that your fast net fast legs fast, BM wind can really "flaunt" more: Beauty girls wear BM to wear BM is beautiful girl. This inference is rough, but it does have that atmosphere.

This year's teenage fashion is actually very interesting. The hottest JK uniforms and BM style are both cheap strategy and hunger marketing. How to help young people to achieve superior psychological satisfaction on the basis of poverty, and the folk proverb "spend money on X", you can use your brains.

 


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