Ya Ying Group Is Another Fashion Women'S Brand DOUBLOVE. Its New Image Is Appearing In China International Fashion Week.

Unlike other domestic clothing brands, DOUBLOVE seems to be more dominant in the early days when young consumers are the main target.

The picture shows DOUBLOVE's new store image.

With the global fashion industry encountering a big reshuffle, the trend of consumer upgrading is becoming more and more obvious. The domestic apparel group has begun to start a new wave of pformation and upgrading, and there is no way to rely on single brand forever evergreen.

In March 25th, DOUBLOVE Bei AI, a member of the Ya Ying group, released the 2018 autumn and winter series in China fashion week. The show is the first show of the brand in the China International Fashion week. With the theme of "meet", starting from the birthplace of the brand south, it is the first time to show the public a new and diversified romantic appearance after the brand upgrade.

In order to highlight the brand new concept of "meet" ENCOUNTER, DOUBLOVE specially made the autumn and winter show in 2018 into a X cross platform, and invited the Chinese model Estelle Chen, supermodel Pei Bei and Wang Xinyu to debut on the stage of the first time last year.

Fan Minjun, general manager of DOUBLOVE brand, said that innovation and quality are always the core of DOUBLOVE.

In addition to the model lineup, the styling team behind the show can not be underestimated.

In order to create a more perfect DOUBLOVE 2018 autumn and winter show, the brand invited the first line team to help, including the famous Vogue stylist Wu Wu, who has participated in the makeup experience of the international famous brand stage for 13 years.

At the same time, actors Chen Ran, Liang Yuan, independent media man Wu Ling, brand friend Miao Miao bin, and fashion bloggers wrapped in childe girls and so on, a crowd of influential figures in social media, all came to witness the brand new DOUBLOVE.

The picture shows Pei Bei, actor Chen Ran, Liang Yuan, independent media Wu Ling, brand friend Miao Miao bin, and fashion bloggers, who are participating in the DOUBLOVE 2018 autumn winter show.

Founded in 2009, DOUBLOVE is the young high-end fashion women's brand of Ya Ying group. Its brand aim is to arouse young women's creativity in beauty through the romantic aesthetic design.

However, as young people gradually become the new force of fashion consumption, more and more domestic clothing brands begin to pform into younger ones. Some even choose to say goodbye to the original consumer groups and return to zero.

Unlike other domestic clothing brands, DOUBLOVE seems to be more dominant in the early days when young consumers are the main target.

Therefore, in this round of brand upgrading, DOUBLOVE chose to build on the original basis from image, product, promotion and shop dimensions.

It is reported that DOUBLOVE2018 autumn and winter brand upgrade is led by renowned creative designer Sun Junliang.

With the brand concept of "love" and "romantic encounter" as the core, he created a brand new recognition VI for DOUBLOVE and designed third generations of images for offline stores.

In terms of products, Cao director chose to combine silk, velvet and other advanced fabrics with details such as lace, drill chain, colorful onion, beads and water drills, and use pink as the keynote to highlight the new DOUBLOVE's free and romantic romanticism, just to fit contemporary women's temperament better.

The series is divided into three chapters: exquisite aesthetics, elegant workplace and high street fashion. There are more than 40 sets of different styles, and the main products are dresses.

DOUBLOVE new series has more than 40 sets of different shapes, the main products are dresses.

To select China International Fashion Week as the starting platform for the new image of DOUBLOVE, Fan Minjun, general manager of DOUBLOVE brand, told fashion headlines that China International Fashion Week is not only the stage of Chinese fashion brands, but also the channel of China's fashion and international exchanges, and more and more brands from Japan, Korea, Singapore, France, Italy, the United States and other countries and regions have begun to join.

Therefore, participating in China International Fashion Week has a strategic significance for DOUBLOVE, not only learning experience, absorbing nutrients, but also the best embodiment of Chinese fashion power.

In the face of increasingly internationalized Chinese consumers, creating uniqueness to differentiate in the market has become the key to the pformation and upgrading of local dress brands.

Earlier analysis pointed out that young brands of domestic brands often go into formalistic misunderstanding, but they ignore the most crucial point. That is, consumer demand for brands is not only a commodity demand, but also a demand for emotional resonance. This is the core of younger pformation.

Differentiates other brands from the dazzling elements and the broad profile to reflect the younger age. The more forward-looking DOUBLOVE is to predict consumers' needs for emotional aging ahead of time, and choose the emotional appeal of "love" as the breakthrough point, so as to impress young female consumers.

In addition to upgrading products and images, DOUBLOVE has increased investment in marketing, including cooperation with young artists and celebrities, and invited international photography teams to shoot blockbusters to create a more international brand image.

In the latest advertising blockbuster, Estelle Chen appeared in person, presenting DOUBLOVE new products to consumers with a fresh, gentle and romantic image.

In the face of the gradual revival of the overall environment of fashion retailing, consumer shopping habits continue to migrate from entity to online.

DOUBLOVE also pays attention to the development of e-commerce platform, constantly enhancing the visual creativity of Tmall and WeChat mall, and planning multiple interactive content, attracting a large number of online consumers.

According to fashion headline monitoring, the number of fans in DOUBLOVE Tmall flagship store has exceeded 190 thousand.

Consumer demand for brand is not only a commodity demand, but also a demand for emotional resonance. This is the core of younger pformation.

In addition, DOUBLOVE also plans to start creative marketing from micro-blog and WeChat on the basis of young people's favorite social media platform, and further upgrade the brand image and marketing means of publicity.

This big show, DOUBLOVE choose to firmly grasp the initiative of social media, not only in DOUBLOVE official WeChat released simultaneously, but also live together with Tmall, a live broadcast and NetEase cloud three live broadcast platform.

In fact, DOUBLOVE, which has been in existence for ten years since its establishment, has long been a niche in the market for young high-end women's clothing.

According to the exclusive data released by DOUBLOVE to fashion headlines, DOUBLOVE currently has more than 160 quality stores in major Chinese cities, and sales in 2017 increased by 34.7% over 2016, much higher than the average growth rate in the industry.

It is noteworthy that at present, clothing consumption in China is most focused on style and quality, reflecting the pformation and upgrading of consumer psychology from basic consumption to value consumption and individual consumption.

In an interview, Fan Minjun stressed that using emotion to connect with consumers is the first step. In the future, we hope to convey DOUBLOVE's lifestyle to consumers.

He said that innovation and quality are always the core of DOUBLOVE.

With the upgrading of consumption and the arrival of the oligopoly of e-commerce, the retail industry is bringing consumers back to the physical stores by providing more fresh experiences.

Fan Minjun revealed that in the future development, DOUBLOVE will add a lot of creativity to the service and enhance the shopping experience of consumers.

DOUBLOVE is well versed in the importance of talents to the sustainable development of brands. Therefore, the brand will continue to attract innovative talents in the future and maintain the brand's continuous creativity.

For the future, DOUBLOVE chooses to remain optimistic and prudent. It plans to continuously upgrade itself while expanding its quality store network. It is expected that the number of brand stores will exceed 220 in 2020 and the annual sales volume will reach 1 billion yuan.

However, in the face of increasingly complex environment and changing consumers, DOUBLOVE is more fortunate than other brands to have strong resources behind it.

In its continuous upgrading process, the parent company Ya Ying group is also developing and expanding. Its business includes not only its own brand EP Ya Ying, NGO N.Paia, but also the boutique retail store brand GraceLand, Daya home and children's wear collection brand Little Space.

It is noteworthy that in 80s, the blowout of garment manufacturing industry on the southeastern coast created the first batch of women's clothing brands in China. With the change of consumers and competition, the modern domestic apparel enterprises that can persist in 30 years and maintain their youthful vigor are few.

It is reported that the future may even involve more fashion areas, including fashion industry supply chain construction, fashion industry education and training, and other fashion industry investment.

The widening of the business structure, especially supply chain construction and industrial investment, will undoubtedly provide stronger technical and capital support for the future development of the brand.

The diversified brand matrix also provides more possibilities for the future of Ya Ying group, which will gain more synergy through resource sharing.

Some analysts believe that, regardless of the external conditions of organizational structure and capital acquisition, the reason for the success of a brand comes from the attractiveness of its products.

Nowadays, the trend of clothing market is clearer and clearer. Whoever can master the most accurate user portrait and purchase data can grasp the future of clothing retailing.

No brand can cover all markets. With the continuous differentiation of interest among consumers, DOUBLOVE is becoming a big chess game for the group.