Inman pushes high-end brand life to the left and opens multi-brand strategy

It is reported that Fang Jianhua has prepared nearly a year for launching the new brand "Living in the Left," and has invested more than 10 million yuan in the initial period. Inman said that because of the high-end positioning of this new brand, it chose the highest quality fabrics, and also heavily involved the introduction of overseas designers to design and develop products. And the main style will be handmade. It is reported that living in the left using natural materials such as cotton and linen.

Fang Jianhua disclosed to Yibang Power Network the original intention of launching high-end brands, and launched the “living in the left” high-end brand. It was a layout decision made around the multi-brand strategy of the Yinman cotton and linen life circle. The launch of high-end brands was inhabited. Customer needs.

It is understood that in 2013, Inman launched high-end “Inman Vip” products at the Tmall flagship store, and conducted preliminary tests on the reactions of consumers. From the analysis of consumption data, a group of customers with high-quality consumer demand is emerging. "Inman Vip" series also achieved nearly 20 million sales last year. After analyzing and sorting out the data, Yinman Group has decided on a strategic decision to launch high-end brands early this year.

Prior to this, in the February of this year, the cracks introduced the upgraded brand “Lian Chan”. Lien Chan and Inman Group launched living in the left are positioned high-end brands. "Liancan" price range is between 1,000 yuan and 2,000 yuan, while the price of "living at the left" is also around 1,000 yuan. The designer brand of Handu Clothing & Clothing Co., Ltd. also has a unique design style. Compared with the "Liancan" and "Living in the Left" brands, the two brands have lower prices.

The online clothing brands that have developed to a certain scale, such as Hibiscus, Inman, and Handu, are expanding their market share through the practice of multi-brand strategies. With the development of e-commerce, these online clothing groups have started to try to launch sub-brands with prominent design styles and high-end positioning to carry out market cards.