The Growth Story Of Fruit And Women'S Wear

Now, buy

Brand has become a deep-rooted consumption concept of many citizens in Wenzhou. Many brands from home and abroad have entered Wenzhou and Wenzhou has been an important stronghold in China.

However, not every brand can take a firm foothold in the Wenzhou market. Many brands are going to be defeated because of "acclimatization".

But in such a highly competitive market, a brand from Hongkong can win a good reputation in the short period of three years.

She is GRLIEA brand clothing.

Strength: low key elegance

Nowadays, when we enter the GRLIEA store, we can find that the color of "fruit" is black, white, grey and purple. The color selection is very strict, the tailoring is very simple and generous, but the details are quite exquisite, giving people a sense of "low-key elegance".

In addition, its accessories are very complete, the design is ingenious, a pearl, a scarf, a pendant, a trademark engraved with GR LIEA logo, all of which show the strength of a mature clothing brand.

This year's winter clothes reflect her consistent style. The monotonous change of the traditional warm winter clothes makes them fashionable and feminine.

Because of the tendency of Wenzhou people to be on the clothing consumption, the "fruit" conforms to this rule, especially its designers from Hongkong, which absorb more popular information, which determines the style and location of their products, so that they have the conditions to survive in Wenzhou's special market.

Intentions: distance care

At present, the consumption of GRLIEA stores is mainly based on private business owners and white-collar women working in public institutions.

This consumer group has distinct consumption characteristics: consumer psychology is stable, brand loyalty is high, and consumption power is relatively strong.

And with the development of economy, this consumer group is expanding day by day, and the market potential is gradually increasing.

The operators of GRLIEA have their own feelings: the care of a distance.

This is determined by the management of "fruit" clothing for the characteristics of its consumer groups.

In general, as working women, their work and life are equally busy, afraid of tedious, but have their own independent thinking ability.

Therefore, too much footwork can sometimes make them resist, but distance care may make them more receptive.

A small detail can reflect the intention of GRLIEA.

At ordinary times, consumers of VIP cards will never receive such promotional messages, such as product preferences and new products.

Instead, they will receive unexpected solicitude on some unexpected days.

For example, this year's children's day, the VIP card consumers of GRLIEA receive the text message from the brand: Please squat down to talk with your children today, because they are your past and will be your future.

Only by working hard can you make a start.

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Planning: becoming an excellent brand

Apart from caring for details and managing the consumer groups, a set of effective operational planning and clear management ideas are the first to bear the brunt.

The management of "GRLIEA" says that they should not praise highly if they first make the outline and do the content again. They will always insist on doing the content first and then making the brand.

They think, first of all, product quality is the cornerstone of cultivating brand.

Secondly, consumer identity is the direction of brand building.

Finally, a clear market positioning is the key to brand success.

Therefore, in the future, "Guo Er" will always pay attention to the elimination.

The consumer's values, lifestyles and future trends will make greater breakthroughs in product development, and strive to enhance their competitiveness.

For example, the establishment of a more powerful design center, improve the level of design, including rapid response, personality design, technology and application of three factors.

It is the assumption of "fruit" leadership to accomplish the company's shareholding, talent professionalization, management institutionalization and enterprise integration.