Violet Home Textiles: How To Create Brand Culture

Currently numerous Home textiles The brand is in the domestic market and the industry is becoming increasingly competitive. and Consumer Not only are they satisfied with the quality and style of home textiles, but more needs are expressed in the appreciation of the cultural information conveyed by them. brand Whether the connotation is recognized or not is also the added value of what we call the product. In the future competition of home textile sales, the added value of brand determines the survival space of enterprises.

Therefore, creating a brand culture that permeates the target consumer group has become the primary link in the home textile brand planning. For the home textile industry, it combines the following aspects to create its brand culture.

First, tap the culture of "Chinese and Western culture".

Judging from the status of the national culture in the whole home textile field, the dominant position is European and American culture, and even the culture of Japan and Korea also let the local culture retreat. The weakness of national culture has caused the brand to bow in front of foreign brands. However, the Chinese culture is not vulnerable to a single blow, nor is it a lack of culture. An important reason is that the excavation and development of home textiles are not in place, or simply inherited and lack of innovation, or the improper dissemination and promotion, which makes the overall performance of local culture on home textiles poor and desirable, and lacks the culture with Chinese characteristics.

　　 violet Home textiles, through the combination of Chinese and Western cultures, makes violet brand stand out in the home textile industry. Violet home textiles inherits Italy fashion style and combines Jiangnan embroidery features to show fresh style of naturalism. In the face of the new generation of consumers, by excavating the combination of Chinese home textile technology and Western fashion culture, the violet can not feel inferior to foreign brands, but also has the culture of Chinese characteristics, and is unique in the home textile industry.

Second, choose regional culture.

The influence of regional culture on home textile comes from two aspects, one is the origin of products, the other is the place of brand ownership (brand headquarters). At present, some home textile brands adopt the virtual management mode, resulting in the separation of producing areas and brands. As a place of origin, its role is mainly embodied in the support of solid products, such as cashmere home textiles produced in Inner Mongolia, which can undoubtedly enhance the cognition of product attributes. But for most products with no obvious difference in product attributes, the regional culture of the brand will have greater influence, which is mainly reflected in the strengthening of brand emotional attributes. For example, violet home textiles is from Italy's design and style, strengthening the brand's fashion attributes. Because consumers agree on the fashion capital of Italy and Milan.

Therefore, for home textile brand, it is necessary to measure whether the cultural orientation of the brand is related to the regional culture, and whether the selected brand base can provide the elements needed by the brand development such as fashion, popularity, charm and internationalization.

Third, with the help of category culture.

The origin of a home textile category must have its historical origin and unique culture. For example, the royal family series of violet home textiles, the product itself conveys noble cultural information to consumers. There is a good connection between brand culture and category culture. With the help of the innate transmission power of "royal culture", the brand culture of violet can be better recognized, and it can also make the brand develop well in this series. It is not hard to imagine that the Royal Palace "Rome Palace", which gives consumers a full imagination on the brand level, is a synonym for "noble and luxurious" culture.

Therefore, in the process of creating brand culture, on the one hand, we should try to avoid any difficulty in the selection of categories, avoid some types which are not easy to be butted; on the other hand, we should pay attention to the innovation and improvement of category culture in the process of dissemination and promotion, and guide consumers' cognition of category culture, so that category culture can better fit the docking of brand culture. {page_break}

Fourth, join the brand story.

Violet has a long history of brand names. Greek mythology and European customs have a natural brand origin from violet. Such stories as "Venus's tears", "Cupid's golden arrow", "midsummer night's dream" and "Napoleon plot" are an important part of the violet brand, and also a natural carrier for the dissemination of violet brand culture.

But it is important to note that the distillation of these brand stories is not fabricated by air, but not by mere formality. Take "Napoleon plot" as an example, the story tells Napoleon Ponabatosi, almost occupied the whole of Europe, not only the winner on the battlefield, but also the best player in the field of love; there are many women in the pursuit of life, but the most favorite of him is Josephine. Josephine loved violet flower very much. One night she met her lover Napoleon through violet flower in her dream. The violet flower was constantly changing shape with Napoleon's smile, finally condensing into a crown shape.

On the second day, after Josephine saw Napoleon, he gave him violet as a token of his affection. In 1804, Napoleon was honored as the emperor by the Senate. This beautiful romance has virtually covered the violet flower with a noble and elegant veil of romantic love, which has been deeply loved by all European peoples. Such a story spread, violet brand has "foreign blood", whether in form or in practice, such brand culture will win consumers' conviction. Because this story has reached the unity of form and spirit, with the support and cooperation of other elements in culture.

Fifth, learn from the group culture of consumers.

The brand culture must be recognized and appreciated by the target consumers. It arises from the target consumers, and also develops to the target consumers. Therefore, the creation of brand culture must draw the group culture of target consumers. Each specific consumer group has its own group culture, such as golden culture, white-collar culture, blue collar culture and so on. According to the age of birth, it can be divided into X generation culture and Y generation culture. If we can combine these cultural elements into brand culture, we will undoubtedly narrow the distance between the brand and the target consumer group, so that consumers can have a high degree of emotional resonance.

Take the violet's home textile brand "love her @ good products" as an example, facing the main consumer group, the basic urban "post-90s" group, so the love her @ good brand brand conveys and expresses the cultural elements such as "fashion" and "quick", and has won the general recognition of the "post-90s" group.

Sixth, learn from other popular culture.

Pop culture has a strong penetration. If we can learn from the cultural form that matches and integrates with its brand positioning in the process of brand culture creation, it will definitely make the brand's cultural attribute widely recognized. For example, violet home textiles signed Xun Zhou's "violet" brand and the new version of "the dream of Red Mansions", "Baodai Chai" endorsement "love her @ good products". With the influence of Xun Zhou and the new version of the dream of Red Mansions, the brand and popular culture can establish a strong brand association.

Based on the above cultural elements, we can create a brand culture that penetrates the target consumer groups, so that we can truly give the brand the cultural connotation and make the brand culture no longer stay in the abstract, empty and extensive comprehensive category. Violet brand culture is the solid foundation for its rapid development.