V•GRASS Women's Positioning "Slim" Shape DNA

A few days ago, a V. GRASS new product conference titled “I have her, beautiful and prosperous” entered the Nanjing Golden Eagle Shopping Center. The self-cultivation version, the sleek and minimalist style, and the soft and graceful colors make this direct consumer-oriented new show earn a lot of popularity, and it also writes a beautiful annotation for its “precipitation wisdom, reveal classic” design philosophy. .

A few days ago, a V. GRASS new product conference titled “I have her, beautiful and prosperous” entered the Nanjing Golden Eagle Shopping Center. The self-cultivation version, the sleek and minimalist style, and the soft and graceful colors make this direct consumer-oriented new show earn a lot of popularity, and it also writes a beautiful annotation for its “precipitation wisdom, reveal classic” design philosophy. .

Style positioning does not need to "make the world"

As a guest of many high-end department stores in China, V. GRASS has always had a clear understanding of its position - not to deliberately pile up complex and fashionable elements; not to pursue a mediocre style that covers all ages. It hopes that it can be recognized by the crowd at a glance and has a unique temperament that stands out.

"If the company wants to do a big job, its position must be subdivided." V. GRASS brand chairman Wang Zhiqin said: In today's market segmentation, if any company is still holding the "big world" approach to management brand, it will sooner or later "OUT".

Today, women's brands in department stores can be described as flourishing. Potential sales rank competition, this beautiful customer contend for battle. However, V·GRASS appears to be particularly comfortable: sales in 2010 increased by 55%, while ranking first in the sales of department stores in the East China region, the channel system in the major department stores across the country is gradually full three-dimensional ... On the one hand, relying on In its steady development model of direct sales at its department stores, on the other hand, the product is the hard truth. It focuses on the close-fitting version of the model, and in the design of the visual language to set off the curve of the wearer, successfully creating a "to thin, wear V. GRASS' psychological dependence.

"V·GRASS is not greedy to include all consumer groups." Wang Zhiqin believes that under the narrow brand concept, V. GRASS has a precise positioning of its target consumer groups - intellectual women, a culture, appreciative Groups. This positioning also determines that V·GRASS must have a unique brand style.

And self-cultivation has become the soul of V·GRASS. Everything about V·GRASS is centered on its soul.

When the brand style of self-cultivation was determined, all of V. GRASS's functional departments, including design, pattern making, retail, etc., were developed around this style. For example, in the production of products, self-cultivation needs careful craftsmanship, and the horizontal dimensions must be grasped with great precision without deviation. In the communication strategy, V. GRASS teamed up with the popular female anchor Zhu Dan to take the red carpet last year. Through its sensational anchor image, V. GRASS displayed its aesthetic and elegant brand style.

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