November 2010, China Business Information Center released a "China's high-end women's brand development analysis report" shows that in 2009 and the first three quarters of 2010, Nanjing women's brand V · GRASS among the top ten women's market, the overall market share of the brand Rate of the column.
V · GRASS, the women's fashion brand in front of the media and the public, seems to be a brand that loves to be understated, perhaps because of the philosophy and style of its chief executive, Wang Zhiqin, the CEO of Vignees Inc., which runs the brand.
In fact, different brand development has a different path of development and expression. However, one thing is for sure. Whether it is high-profile or low-key, the only way to be self-sufficient is to be truly sustainable, naturally comfortable and the most explosive mode of competition.
From "product segmentation" to "cultural breakdown"
Relative to the current competing brands to put on the "cultural outerwear" phenomenon, V GRASS future brand development strategy, Vignees chairman Wang Zhiqin more hope to use a pragmatic approach, step by step to achieve gradual " Evolution "strategy.
This evolutionary roadmap can be described as: "jumping out of homogenized womenswear design style" → shaping V GRASS's product "Slim DNA" → focusing on "self-cultivation" qualities, reaching "strategic allocations for marketing, communications and other subsystems" Saying "→ forming a differentiated brand image in the minds of consumers → a natural transition from" product segmentation "to" cultural segmentation ".
"Product segmentation is very important for the growth of V. GRASS.If you look at many international brands, you can find that most of them start with the star of an item, or focus on the temperament and personality of a product in one aspect. For example, CHANEL's little black dress, BUBBERY's classic plaid.Also, V · GRASS chose each season's product 'Slim' style the same strain.
True, "choice" means "giving up." Choose to cultivate their own qualities, to give up all the "Slim" features do not match the style of planning, cut off part of the fitness wear is not high consumer groups, compared to many want to put all consumer groups are pregnant, make a pot full of brand V · GRASS's insistence seems to seem somewhat out of tune.
"Segmentation of products is the first phase of brand development.Generally to shape the brand image, but there is no way for consumers to know 'the only I' best at 'specific you' what this brand development , Is very dangerous. "Wang Zhiqin added.
Can be seen in Wang Zhiqin view, the brand's development is phased, it is impossible to cross the product stage, about the consumer's mind to form a perfect image of the cultural symbols, to achieve "jump" development. At the same time, "Product Segmentation" will be accompanied by the entire process of brand development. It will go hand in hand with the stage of "Cultural Segmentation" and become a feature of repeated transmission and enhancement of the brand.
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