V.GRASS Women's "True Culture" Originates from "Product Characteristics"

Women's brand Vignes "V·GRASS"

In November 2010, an analysis report on the development of China's high-end women's clothing brands released by the China Business Information Center showed that in 2009 and the first three quarters of 2010, Nanjing Women's Wear brand V·GRASS was among the top ten brands in the high-end women's wear market. Rate column.

V. GRASS, the women's brand in front of the media and the public, seems to be a brand that likes to keep a low profile personality. This may be related to the philosophy and style of the brand, which is headed by Wang Zhiqin, the chairman of Weignasi Co., Ltd.

In fact, different brand developments have different development paths and expressions. But one thing is certain: Whether it is high-profile or low-key, only choosing the right way is the truly sustainable, natural and comfortable, and also the most explosive competition model.

From "Product Segmentation" to "Culture Segmentation"

Compared with the current phenomenon of cultivating the brand “cultural outerwear” for the brand, Wang Zhiqin, Chairman of Vignes Silk Co., Ltd., hopes to adopt a pragmatic approach to realize the brand development strategy for the future of V·GRASS. Evolutionary" strategy.

This evolutionary road map can be described as: jumping out of homogenized women's design style → shaping V. GRASS's product “cultivating” DNA → focusing on “cultivating” qualities, and achieving “strategic distribution” of other subsystems such as marketing and communication. Called “→” to form a differentiated brand image in the mind of consumers → naturally transition from “product segmentation” to “cultural segmentation”.

“Product segmentation is very important for the growth of V·GRASS. Observing many international brands, we can find that they mostly begin with the starring of a single product, or focus on the temperament and personality of a product in one aspect. For example, CHANEL's black skirt, BUBBERY's classic plaid. Similarly, V·GRASS chose the style of each season's "cultivation" to the same strain."

Admittedly, "choose" means "abandoning" at the same time. Choose self-cultivation characteristics, give up all the consumer groups that are not in line with the characteristics of “cultivation”, and have a low degree of wear and tear, compared to many consumers who want to put all the consumer groups in their arms and earn a good reputation. For example, V. GRASS's insistence seems to be somewhat irrelevant.

“The segmentation of products is the first stage of brand development. To create a brand image in a general way, there is no way to let consumers know what “the only me” is best at for “specific you”. This is for brand development. It is very dangerous," Wang Zhiqin added.

It can be seen that in Wang Chin-chin’s view, the development of the brand is staged. It is impossible to cross the product stage and form a perfect symbol of cultural symbols in the minds of consumers and realize the “leap-forward” development of a smooth and consistent development. At the same time, "product segmentation" will accompany the entire process of brand development. It will go hand in hand with the stage of "cultural segmentation" and become a feature of the brand's repeated transmission and enhancement.