sexy, I am fashion” real-life experience
Present, China’s underwear industry, there have been some development difficulties and problems. On the one hand, underwear uneven quality, quite a mixed bag, some underwear companies still remain at a low level of price wars, the impact of the industry’s development and upgrading of product grade; the other hand, the concept of simple and speculation are rife. This low level of competition is difficult to make out of the old model of brand development.
Make a product, simply make a little money, and operate an influential, there are reputation of the international fashion brand, the two approaches are completely different. Technology leadership, vision and lofty goals were clear, strong direction, even though the road began to walk more difficult, but the road back will be more wide, because it is an effective accumulation process, not only design capabilities more powerful, professional resources ability to integrate more and more strong, and the competitiveness of their products will also be growing.
Reporter: In your opinion, what is the success of marketing?
Yu Lin: With a good product, but also need to have creative promotion, dissemination, and this is marketing. Successful Lacoste marketing should not be simply selling products, but “sell” concept, therefore, how to better build to meet consumer demand for inner emotional connection is very important to our communication strategy. Mercedes-Benz, BMW and other luxury car in the world in fact has gone beyond the concept of commodity marketing, but a pleasure to drive in the sales experience and feel, and a new image of successful people. The luxury car brand with content, unique concept, Lacoste achievement of prestigious cars and unique influence and appeal. Therefore, any kind of commodity in the marketing process of how to create a critical characteristic brand.
Cat human development goal is to establish an international fashion lingerie brand, our marketing philosophy is “selling” her sexy attitude towards life. Because there is a group of consumers in the pursuit of “I’m sexy, I am fashion” real-life experience. Brands with consumers to reach such a consensus approach to life and form Lacoste interaction. We guide them to the pursuit of fashion attitude to life at the same time, consumer demand is also continue to strengthen our brand personality-oriented, fashion-oriented development concept and design.