Youngor brings six sub-brands to Beijing: clothes big brother can also be very fashionable

On September 28, the Youngor Dongdan flagship store in Beijing’s most prosperous area was reopened. After reloading, all of Youngor's six major brands have entered, demonstrating Younger's multi-brand development direction and service orientation that meets customers' diverse consumer demands.

According to Youngor's deployment, after the National Day, a large brand flagship store with a size of more than 1,000 square meters like Dongdan flagship store will be opened in Shanghai, Hangzhou and Xi'an. This wave of flagship store reinstalling the wave of opening shows that Youngor, China's largest apparel company, is setting off a wave of brand promotion and accelerating the transition to apparel brand operators.

Building a Brand Square to Pursue Personal Development

In people's traditional impressions, Youngor seems to rely solely on a single brand to fight for the world, cover all consumer groups with a single brand, and concentrate on delivering the brand of Youngor's high-end image to people. However, with the in-depth development of fashion consumer appeals, Youngor also launched a multi-brand strategy, launching “six brands” to meet the needs of various age groups and consumers.

Currently, Youngor has formed a unique brand phalanx. The six major brands have formed their own distinct brand positioning and outstanding product style. The flagship brand youngor highlights the functional and formal image; the high-end brand MAYOR aims to build China's tailor-made brand, the connotation of low-key luxury; the GY brand constructs the concept world of young people in fashion style; the CEO represents the British style; the HAMP family of hemp stands out. Health, environmental protection, fresh and elegant from Tiancheng; HSM inherits the American style of leisure.

Yesterday, the reporter walked into the office building of Youngor's headquarters and was completely different from the serious and serious decoration style of the office on the 8th floor. The GY studio gave people a feeling of ease and vitality. Under the accompanied and introduced by GY designer Wang Guangyi, we visited the GY costume exhibition area. Reflecting the eyes of journalists is the black and white colors, mix and match tailored clothing style, with the United States imprinted with military brand pendants, eclectic Rome shoes, skull bracelet, this is the latest GY 2012 spring and summer clothes. It is understood that Youngor GY Studio only designers as many as 12, collect the latest fashion information at home and abroad all the year round, product design style of up to more than 300 quarterly.

The change is happening in Younger's quietly. Li Rucheng, Chairman of the Youngor Group, said that the Younger’s six brand names are differently positioned. In view of this, Youngor’s six brand studios actively nurture outstanding design talents, cooperate with the Japanese first-class designer team, and build designs in Italy and other countries. center. At present, Youngor's six brand studios have absorbed nearly 200 designers. They collect cutting-edge fashion information at home and abroad, and absorb the latest design concepts, making the design of Youngor's brands go to the forefront of the domestic fashion industry. Will effectively promote Youngor's brand promotion.

Proactively approaching consumers to interpret brand culture

While creating a clothing brand, it is also necessary to continuously interact with consumers through various channels to carry out marketing activities in order to maintain brand vitality, so as to create an increasingly clear brand image in the minds of consumers and deliver brand culture to consumers. . As a veteran enterprise that has been cultivating the Chinese garment industry for more than 30 years, Youngor’s management team also knows this well. Recently, in line with the brand promotion strategy, Youngor has quietly arranged numerous activities that interact with consumers and multi-dimensionally interpret Younger's brand culture.

Along with the reinstallation of Youngor's Beijing Dongdan flagship store, Youngor North launched a three-week "Yorker Suit Cultural Festival 2011" on October 10th, involving 280 Youngor stores in North China with Beijing as the core. Hundreds of special counters have launched a "suits for cultural experience of the suit" for consumers and have in-depth understanding of the unique charm of the suit culture.

In Ningbo, Youngor took part in the grand opening of the 15th Ningbo International Fashion Festival to invest 10 million yuan to participate in the large-scale entertainment evening of “The Younger Night” at the opening ceremony of the Festival of Apparel, and held a famous forum, costume exhibition, and Ryoma Club “City People" sea elections and many other activities. This festival is the first collective appearance of Younger’s six major brands, will display its latest products in a panoramic view, and show the brand connotation to consumers.

Dark Practice

Solid foundation for quality

In addition to fully demonstrating the image and content of Youngor's six brands to consumers, Youngor also exerted efforts on the quality of its products, and ensured the market competitiveness of all types of Youngor clothing products with perfect quality.

Different from other brands to virtual management, Youngor has a vertical industrial chain from cotton to ready-made garments to achieve independent production of key fabrics and independent production of garments, and build a perfect supply chain on this basis. This also became Youngor's multi-brand manufacturing base. In implementing the multi-brand strategy, Youngor also relied on this industrial chain to build a quality control system that was completely different from other brands in order to reinforce the brand's foundation.

Technology leadership can lead the product leader. Youngor was once obsessed with the technological superiority of the product, and developed breakthrough technologies such as VP and DP in a breakthrough manner. The world's first hemp fabric has brought Youngor the leading global counterpart.

In the Younger Family Studio of Hanma, the reporter learned that Youngor has carried out a large number of innovative research and development on hemp fabrics. With mercerizing, hemp products are kept cool, breathable, and environmentally friendly. At the same time, the characteristics of the hemp fabrics eliminate the rough and pungent disadvantages of the hemp fabrics, so that the hemp fabrics have the characteristics of fine and smooth texture, glossy appearance, soft touch, no pilling, and strong elasticity. At present, this is named "Gaozhihanhan Twine Silk Knitted Natural Multi-Functional Fabric" and it was listed in the national key new product plan in 2011. It has obtained the key support funds from the Ministry of Science and Technology, filling the domestic gap and reaching the international leading level.

Recently, Youngor has made new breakthroughs in blended fabrics. According to reports, Youngor has now developed a blended fabric made of marijuana and twisted silk. This fabric retains the environmental, breathable, and cool features of hemp fabrics, and is soft, drape, and not easily wrinkled. Advantages, ideal for women's wear and personal clothing, is expected to be officially listed next summer. This unique fabric is beyond the reach of other apparel manufacturers around the world.

Through internal and external cultivation, Youngor has also achieved wide market acceptance. The data shows that in recent years, Youngor’s sales in the domestic market have increased rapidly, with an average annual sales increase of 20% and a profit growth of over 38%.