EI parent-child fashion once again stunned the fashion week cross-border link to deepen the "family strength"

On October 15th, 2019, EI Yi loves the children's clothing brand with the "family fashion" as the precise positioning. Together with the international super IP Snoopy and the domestic authority public welfare organization Song Road Camp, it was once again stunningly unveiled at Shanghai Fashion Week. As the finale of the 2019 annual finals, EI showed the awakened parent-child aesthetics to the apparel retail industry with the theme of “family force” and “link force”.

(Shanghai Fashion Week EI I love parent-child fashion)

"Parental force" affects the initial signs, differentiated positioning and seized the market

EI loves parent-child fashion, and it contains new retail genes. From the day of its birth, it comes with a clear brand mission: to become a parent-child fashion brand, to create a full-class, omni-channel theme with the theme of “family love”. Parent-child fashion lifestyle platform. In the position of ambiguous positioning, serious homogenization, plagiarism and imitation of brand competition, the new EI has steadily moved forward, taking the positioning of parent-child fashion, walking in the forefront of children's wear fashion, constantly pioneering and enterprising, landing parent-child life aesthetics, joint The strong brand of each road crosses the border to create a parent-child lifestyle. In just half a year, EI has been expanding its terminal stores by nearly one hundred, attracting people with lofty ideals in the children's wear industry to join in the new career of parent-child retail!

At the same time, EI Yi Ai Zizi Fashion won the 24th place in the 2019 Winners Data Brand Watch List, the 1st in the Children's Wear List and the 2019 China Children's Wear Brand Fashion Award. Why did EI love parent-child fashion become the angel darling of the current children's wear market?

Focus on the brand show EI force to play parent-child fashion

There is an old saying in China: It is a scorpion that is a horse, pull it out!

EI is such a dark horse! Look at the market situation, the rapid impact of the hoof.

With nearly 20 years of brand accumulation in the fashion children's wear market, EI Yi Ai Zizi Fashion is very confident in its own market positioning. From April this year, it has boldly appeared in Fashion Week and Fashion Week, allowing the new concept of “family fashion” to be repeatedly implanted. Deep into the hearts of the people.

This time, the EI brand continues to name the Shanghai Fashion Week 2020 Spring, Summer and Autumn product show with “parental force”, from “awakening” to “connecting”, which means that the new life of this children's wear market has already established a foothold. The appearance of the stunning show on the big show also quickly improved the brand recognition of EI and reap the reputation of the blockbuster.

(Shanghai Fashion Week EI I love parent-child fashion)

Cross-border super IP to open up the market and precipitate users

"Lonely combat" often doubles the effort, and "strong alliances" are often deeply rooted in the hearts of the people.

At the 70th anniversary of Snoopy, this fashion week, EI and Super IP Snoopy are prepared, exclusive strategic cooperation released 2020 EI x Snoopy joint cooperation. This joint series still implements the brand positioning of parent-child fashion parent-child love, perfectly integrates the cross-border element Snoopy and EI parent-child fashion, and injects rich culture into the traditional clothing industry through the derivation of the animation image and cultural content symbols. And the connotation of emotions, adding cultural internal force to the parent-child fashion.

At the same time, EI made the "family love" a brand footnote - the companionship of love, together with the domestic authority public welfare organization Song Road Camp, to focus on the growth education of 30 million rural boarding and left-behind children in China, so that each boarding child left behind is healthy. growing up!

EI×Snoopy joint name and EI×歌路营inspirational children's hand-painted joint design design will be officially launched in the spring of 2020 after the debut, in the development of cross-border market, but also precipitate the brand's loyal users, look forward to more cross The connection, cooperation and mutual support of the big brands in the world.

(Shanghai Fashion Week EI I love parent-child fashion)

Add a new child to the parent-child series just for the other of the parallel world

EI fully demonstrated the next year's new show in this fashion week, and it was also a complete finale of the brand strategy.

The dramatic changes in the structure of Chinese families (the birth of a baby corresponds to seven parents of children and children: infants, parents, grandparents, grandparents), the tilting of family resources to promote the development of eugenics and the promotion of consumption, and promote Brands need to have more than one product line that focuses on segmentation.

EI loves the parent-child fashion to pay attention to the feedback of the market and the hearts of the new generation of consumers. With the theme of “Another of the Parallel World” as the development theme, the classic elements and the trend culture are organically combined, and the children’s series will be added in the next season. . On the one hand, EI launches seasonal products with scientific and technological performance, strengthens the professional attributes of the products, and on the other hand, it also launches fashion items including fashion week parent-child models and Snoopy joint limited editions, constantly creating a sense of freshness and breaking through the user's choice of children's wear. Limitations, so that users are more willing to buy and experience.

(Shanghai Fashion Week EI I love parent-child fashion)

In this fashion week, EI once again visualized the feelings between parents and children, established a model of parent-child fashion brand, and extended parent-child fashion aesthetics. Accurate market positioning, high-end tide brand pedigree, and advanced product design are the strong competitive advantages of EI, and will surely accompany EI in the market heat wave.