Seven Wolves Brand Strategy Upgrading "Character Men's Clothing", "Go Back To Youth" Easier Said Than Done

"Beijing youth" has ignited many young men and women who have "rekindled youth". Seven wolves I also want to follow suit. Recently, reporters at the airport in Beijing and Guangzhou, saw the seven wolves new season spokesperson's print ads, hanging in the most prominent position in the airport hall.

In addition to retaining two tough spokesmen, Honglei Sun and Zhang Hanyu, who represent a mature man's determination, responsibility and stability, the seven wolves added William Feng and Li Chen, who are relatively close to young consumer groups. For the two male stars of the same age group, the seven wolves are also subdividing their efforts. William Feng, the "master" specialist, represents the elegant and elegant "handsome handsome man", while Li Chen becomes the representative of the typical male struggling. The two spokesmen attack the two largest consumption force of the largest area.

Whether it is international group or small and micro enterprises, from CEO to store shopping guide, are worrying about the same question: who will sell my clothes to? Of course, "sell clothes to whom" is the guide shopping concept, for the brand founder, this problem has a more profound exposition - brand positioning.

In fact, seven wolves began in August 2012. brand The strategy is officially upgraded to "character men's clothing", and the brand slogan has also been upgraded to "men are more than one side and character is consistent". Adding two new spokesmen is the key link in the strategic upgrading. The intention of the seven wolves is obvious. Nowadays, casual business men's clothing is the fastest growing men's clothing industry and leisure business. Men's wear The main customers are not only mature men aged 40, but also young adults aged 30 and above.

The failure of domestic brands in the attempt to locate and transform young people is common. The most embarrassing example is Lining. Although there are great differences between the two so-called "young" camps, there are many lessons worth learning.

First of all, concern and value the feelings of the old customers. Close to young people is not at the cost of keeping away from old customers. At that time, the number of old customers was embarrassed and disappointed when Lining brand "90" label came out. Seven wolves in the process of approaching young people, it is inevitable to vote in the new media, sweepstakes and other activities to expand the influence, to avoid those more than 40 year old mature men feel that your brand is very impetuous, grasp the discretion is particularly important.

In addition, find the psychological resonance of target consumer groups. Psychological warfare is the biggest failure of post-90s Lining. After 90 years of hard work, the post-90s do not buy it. Their personality advocates their independent selves, and they do not like to be labeled for what they should wear. For the seven wolves, how to win the best after choosing the appropriate spokesperson, whether the publicity is really attracted to the "light matured male", or only entertained two young girls who speak for themselves, is worth pondering.