MISAVOGUE name Sha: rooted in brand building to improve risk resistance

Internal and external brand development strategy


After entering 2010, with the belief of "internal and external care", the Mingsha brand has determined to transform from an emphasis on quality and service to an international operation route that emphasizes both internal quality and external brands, and gradually completes the "product + The change from "sales" to "brand + marketing". From the perspective of consciousness and strategy, the Mingsha brand has taken the lead in the development of the industry. Mingsha brand aims to improve the user experience after the brand upgrade for different groups of people. It has upgraded the theme series of “Metropolis style” and “Implication knowledge” on the product, and has upgraded the image of the storefront of the terminal, through the promotion of store furnishings and clerk. Services, product image, promotion of standardized service terms, membership services, etc., allow consumers to truly feel the brand-new charm of the famous brand “Yue Fashion”.


According to Jia Zhuxi, the chairman, the brand is the accumulation of culture. A successful brand can stand the test and test of time, and the Mingsha brand is relying on brand upgrading to strengthen the brand foundation. Famous names Shashi insisted on two legs to walk bigger and stronger, in addition to the traditional store, the B2C channel is also an important way. Currently, Mingsha has established its own shopping mall on the Lynx Mall e-commerce platform, but the Mingsha brand's B2C platform is different from other people's positioning. It is mainly used as a channel to clear inventory, and uses online shops to earn traffic, popularity and reputation. As for the development of the future, online cannot be replaced offline, and offline cannot hinder the development of online.


Talking about the brand, Jia Zhuxi has his own unique insights. He said the most is "quality", "there is no quality, the brand is impossible to talk about. Quality is the brand's plaque, is the company's social responsibility. Only insist on quality, can win repeat customers, and then establish a reputation among consumers." Jia Zhuxi said.


In improving quality, the Mingsha brand never fails to invest. It has established a multi-level quality inspection system that integrates “inspection” and “send inspection”, and has passed all levels of testing to make the product meet the standards. In 2011, Mingsha obtained the ISO9001 international quality certification system. At the same time of guaranteeing quality, the Mingsha brand never forgets its social responsibility as a company, and interprets the concept of “fashion can also be low-carbon and environmentally-friendly” with practical actions, and integrates it into a harmonious and sunny culture concept of the famous Shaba brand. in. Since 2010, Mingsha brand has been leading the trend of low-carbon fashion.


As a clothing company, quality is the foundation of survival, and taste is the foundation of development. In Mingsha, clothing was upgraded to an art and the industry was more often created as a culture. Perhaps this is not related to the personality of Jia Shaxi, the leader of the famous Shasha brand. “Cultivating culture is far from enough. Mingsha brand needs to create its own culture.” Jia Zhuxi said. It is reported that the Mingsha brand is in full swing to prepare its own fashion and cultural and creative industrial park, which is undoubtedly the masterpiece of the famous brand "cross-border" development. This industrial park will build a comprehensive cultural park with brand-based R&D, fashion display, and industrial design based on the characteristics of Hangzhou's regional fashion culture, which will serve as a window to showcase Hangzhou's geographical culture, culture, and art.

Brand Extension Needs Differentiated Management


Not only that, but Mingsha is looking at the clothing industry with a cultural perspective and integrates elements of culture. Nowadays, ICCI (Love), another brand under the Mingsha brand, is already blooming and bright.


In addition to building the main brand name, Shasa Apparel launched the ICCI brand, targeting youth and cutting-edge, through market segmentation, serving different audiences, and laying a solid foundation for the development of fashion and collectivization in pursuit of quality of life. basis. Since the creation of the ICCI brand, the expansion of the land in one year has enabled ICCI to form a market pattern that focuses on the nation’s mainstream cities and radiates the second and third tier cities in the country. In the market where competition is so fierce, ICCI has still achieved great success and is steadily developing.


Through research on mainstream brands, Jia Zhuxi saw the development of the ICCI brand, which is the main trend in the pursuit of personality and ICCI brand performance. It should be said that in 2012 ICCI autumn and winter products continued and sublimated its aesthetic experience of “low-key luxury”. This season's design inspiration brings the beauty of “elegance” to the extreme. This kind of elegance is not overly straightforward, but emphasizes the pursuit of its intellectual and elegant appeal in detail.


"Creativity is the brand's soul." Jia Zhuxi said, "Any brand story must be based on a very strong product and design capabilities. The brand's charm, spirit is not a passive water, no wood. This 'source' and 'this' are the products offered to consumers, and ICCI will not shake its fine-grained standards in product design capabilities and quality control. This is always relevant to the present and future of ICCI. Very important."


"ICCI is not an idealist brand. It has a very fast market response mechanism. At any time, the ICCI brand always emphasizes that art and business must achieve a high degree of integration. This is a measure of the success of a brand." The core value," said Jia Zhuxi. Before the development of the autumn and winter design, ICCI (Ai Xiao) accurately analyzed and studied the preferences of consumers, and moderately forward-looking fashion, so this season's design of the product will be based on the full pulse of the market, as well as Based on the reasonable prediction of the popular trend. In Jia Zhuxi's view, there is a close emotional connection between ICCI and consumers. It integrates the brand's overall style through design and inspires consumers' imagination. At the same time, this interactive process will also It will play a substantial role in improving the market performance of serialized sales.


Since its birth, ICCI has a rational and healthy corporate culture. At the same time, it knows that it is necessary to promote its internal brand culture and render its brand personality through imaginative designs. Only in this way can it be allowed. Its consumer groups show a loyal and enjoyable sense of belonging. Therefore, the future development of the ICCI brand will be a process in which the rationality and sensibility have a certain degree of freedom.


“Mingsha brand uses the Chinese classic ink painting as a creative element, blending freehand brushwork, writing “respecting traditions, creating the future” together with annual rings, accompanied by the broad and profound Confucian culture, and 'The heroic and far-sighted people feel the humanistic spirit of 'crossing' and carry forward the essential essence of Confucian culture. Let 'clothes and things' be transformed into consciousness in our hearts, then reach the realm of 'clothing and unification,' Define the new fashion sense of the dress, get rid of the ambiguity of the mind and resolve the contradiction between independent existence and symbiosis." Jia Zhuxi has a unique understanding of his brand and the cultural connotation of clothing.