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专卖“xs”码的服装品牌爆火背后 反映年轻人什么样的消费观?

来源:36氪 2020-05-26 16:39中投投资咨询网 A-A+

  HAOWUYIWEN,JINNIANXIATIANTAHUIHENHUO。DANSHAOWEISHIGECHANGREN,DOUKENENGGANSHOUDAOZHEIGEFUZHUANGPINPAIDE“BUHUAIHAOYI”,TAJIUSHIBrandy Melville,YIGERANGRENAIHENJIAOJIADEPINPAI。

  DABUFENRENHENTASHIYINWEIBrandy MelvilleDECHANPINZHIMAIJUNMA,BINGQIEDOUSHI“XS”HAO,ZHEIDAOZHIBIESHUONIYOUDIANWEIPANG,JIUSUANNISHIYIGE1MI68DEGAOGENVSHENG,DANCHAOGUOLE100JIN,NIDOUCHUANBUSHANGHUOZHECHUANBUCHUTADEMEIGAN。ZAIHENDELINGYIDUANSHIFENGKUANGDEAI。

  JIBIANBrandy MelvilleYOUZHERUCIYANKEDEMENJIAN,QUEYIRANJIABUZHUNIANQINGNVHAIDUITAQUZHIRUOWU,SHENZHIYOUPINPAISHOUZIMUYANSHENCHULAIDE“BMFENGGE”,YIJINGCHENGWEIXIARICHUANDAZHONGZUISHOUZHUIPENGDEFENGGEZHIYI。RANERCONGPINPAIJIAODUQUGUANCHA,ZHEIGEPINPAIDECHANPINSHEJIJIANYUE、KUANSHIPIANJICHUKUAN、JIAGEYEBUANGGUI,JIBENZAI100~300YUANZUOYOU,BINGQIEBUZUOGUANGGAOZHIZUOSHEJIAO,DANTAQUEYIRANZUODAOLEBEISHOUZHUIPENG,SHENZHICHENGWEIYIZHONGCHUANYIWENHUA,BASHECHIPINDENEITAOLUOJIANZAIDISHANGBAOZOU。

诸城在线配资  ZHEIBEIHOUFANYINGDEDAODISHINIANQINGRENSHENMEYANGDEXIAOFEIGUAN?

  1.彰显自我:服装从装饰走向修饰

  ZAIBrandy MelvilleSHENSHANG,WOMENDIYICIZHENZHENGKANDAOFUZHUANGZHENGZAICONGZHUANGSHIZOUXIANGXIUSHI。

  JUGELIZI,ZAIGUOQUWOMENKANMOTEXUANXIUJIEMUSHI,SHEYINGSHIZONGHUIQIANGDIAOMOTEPAIZHAOSHIBUYAOQIANGLEYIFUDEGUANGCAI,YAOQUTIXIANSHANGPINDEMEILI。DANZHEICIKENENGYAOFANGUOLAILE,Brandy MelvilleZHENGZAICHENGWEIBUYAOQIANGLE“REN”DEGUANGCAIDENEIZHONGYIFU。TASHEJIFENGGEQISHIHENJIANDAN,CHANPINSHEJIYIGEZI、NIUZI、CHUNSEWEIZHU,DOUSHIFEICHANGDIANXINGDEJIBENSHEJI,DANTADECHAYIDIANZHUYAOTIXIANZAIYIFUDECAIJIANSHANG,SANJUHUALAIZONGJIEJIUSHI:YAOMEHENDUAN,YAOMEHENJIN,YAOMEHENLU,ZHUYAOJIUSHIWEILETIXIANSHENCAI。

  CHENGNIANRENXUYAOYIFUZHUANGSHEJILAIZHANGXIANZIJIDEPINWEI,YIFUZHUANGPINPAI、JIAGESHENZHISHIPIMAOCAIZHILAIZHANGXIANZIJIDESHENFEN,BIANCHENGLEYIFUZHUANGLAITIXIANZIJIDESHENCAI,XIAOFEIZHEDE“XINLIMANZU”HUIGUIDAO“ZHANGXIANZIWO”WEIZHONGXIN,ERBUSHIYIFUZHUANGLAITIXIANZIJIDEJIAZHI。CONG“JIEWUYUREN”DAO“WOJIUSHIWO”,ZHEISHIDANGDAIXIAOFEIZHESHENSHANGFEICHANGXIANZHUDEYIZHONGTEZHI,Brandy MelvilleTIGONGDEZHENGSHIZHEIZHONGJIAZHI,BUXUYAOYONGHENGUIDEJIAGE、HENDADEPINPAI、HENQIANGDESHEJILAIZHENGMINGZIJISHISHEI,YONGZIJIJIUNENGZHENGMINGZIJIDEQINGCHUN、SHENCAIDEYOUSHI。

  2.追求稀缺:另一个版本的限量款

  XIQUEGANDELUOJISHIZHONGMEIYOUXIAOSHI,Brandy MelvilleYOUZHEMINGXIANDE“PAITAXING”。GAIPINPAIDECHANPINCELVESHI“One Size Fits Most”,ZHEIYUQITAFUZHUANGPINPAIXINGCHENGJUDADEDUIBI,DANGDAJIADOUZAINULIRANGZIJIDECHANPINSHIYINGDUOYANGXINGDESHIHOU,TAQUEZHIMAIYIGEJUNMA。ZHEIKANQILAIZHISHIYIGEBULIZHIDEZUOFA,NANDAONIBUZUOQITANVHAIDESHENGYILEME?

诸城在线配资  MEICUO,PINPAIZHENGYAOSHIYI“JIN+DUAN+LU”DESHEJIFENGGEHEJUNMA,RANGDADUONVSHENGWANGZHIXINGTAN,ERQIEZHEIZHONGGANTANSHI:WOJIBIANYOUQIANWOYEBUNENGCHUAN,HUOZHEWOJIBIANXIANZAIMEIQIANDANXIANGBIZHENGQIANMAIYIFU,JIANFEIQUEGENGNANDEGANTAN。Brandy MelvilleDEZHEIZHONGYONGHUPAITAXING,HENDIANXINGDETIGAOLECHANPINDESHIYONGMENJIAN,ZHIYOUNEIXIESHENCAIJIQIXIANSHOUDENVSHENGCAINENGCHUANDEYIFU,WUXINGZHONGJIUCHENGWEILEYIZHONGXIANLIANGKUAN。ERZHEIZHONGXIQUEGANYEJIDADEMANZULENVSHENGMENDE“XUANYAOXINLI”,BINGQIEZHEIZHONGXIQUEGANYOUBIEYUSHECHIPINDEJIAGE、SHEJIHUOQITAPINPAIDEXIANLIANGFASHOU,ERSHITAMINGMINGHENBIANYI,DANWOQUEBUNENGCHUAN。

  YOUCIKEJIAN,XIQUEGANJIUSHIYIXISHENGYIBUFENXIAOFEIZHEDAIJIAERLAI,DANZHEIQUESHISHANGPINCHENGGONGDEZHONGYAOLUOJI。

  3.建立人设:BM塑造的用户圈层

  Brandy Melville正在塑造一种穿衣文化,这种文化首先来自于它正在塑造一个“BM女孩”群体。我们可以参考在网络流传的下图来看,这是一张描述着BM女孩的身高体重对照表,其中令人惊讶的是1米6的女生要保持在43kg也就是86斤,才能被称之为BM女孩。

  从“高富帅”到“白富美”,到“暴发户”、“富二代”、“穷屌丝”,中国文化诸城在线配资中很多人设标签都脱离不开“金钱”。可是跟钱有关的标签人设,在过去很可能是一种优势,但到了这一代年轻消费者,他们对建立自我圈层区分有着非常多的纬度,但更多的是希望自己是“小清新”、“小文艺”、“森女”这种气质型的标签,而不是沾有“金钱恶臭”的人设。“BM 女孩”这种标签一方面提供了它必要的门槛,另一方面也十分符合当下的审美趋势:“纤瘦、马甲线、皮肤白”等等,这为时尚圈充满着“奢侈品”、“限量款”的金钱玩味中提供了另一种平民女孩也能加入的圈层。

  RENSHEDUIYUPINPAIDEYIYIYESHIXIANERYIJIANDE,XIAOMIDE“MIFEN”,HUOZHESHIGEZHONGMINGXINGDEGEZHONG“FEN”JIUSHIHENHAODESHUOMING,WEIPINPAIJIANLIZHUANSHUDEQUANCENG,JIUSHIWEIXIHUANNIDEYONGHUJIANLIRENSHEJIANLIGUISHU,BINGXINGCHENGYIZHONGQIANGDADEPINPAIZHANLI。

  4.满足社交:BM女孩就是社交货币

  ZAIHANTUAN、XUANXIUZONGYIZHONG,WOMENCHANGCHANGHUIKANDAOYIZHONGFUBAI、MAOMEIDE BMNVHAI,Brandy Melville ZUIXIANSHIZAIGUOWAIYIN #BrandyGirls HUATIBAOHONGWANGLUO,RANHOUDAOZHONGGUOYOUXIANQILE “BMNVHAI”DERECHAO。BIRUHANGUONVTUANBLACKPINK,WULUNSHIRICHANGHAISHIWUTAI,TAMENDEFUZHUANGJIUSHIDIANXINGDEBMFENGGE,YIDUAN、JIN、LUWEIQIBIAOPAI。ZHEIXIEXINGZOUDEGUANGGAOPAIDOURANGBMNVHAICHENGWEIYIZHONGREMENDESHEJIAOHUATI。

  WOMENSHENZHIKEYILIJIEBMFENGZHENGZAICHENGWEIYIZHONGXINDE“NVSHENSHENMEI”,TABEIHOUZHANGXIANDESHI“DADAN”、“XINGGAN”、“DOUSHI”、“KEAI”DENGNVSHENGXIHUANDEXINGXIANGTEZHI,ERZHEIZHONGTEZHIYEYOUBIEYU“DAPAI”、“HUALI”、“ZHONGGONG”DENGDENGYIWANGDEFUZHUANGREMENBIAOQIAN,RANGBMNVSHENGYONGYOULEYIZHONGQIANGDADESHEJIAOHUOBI。XIANRUJINZAIXIAOHONGSHUSHANGSOUSUOBMJIUHUICHUXIAN8WANTIAOXIANGGUANCHUANDABIJI,ZAIDOUYINSHANGtag#BM#YEYOUZHE4YIDEZONGYUEDULIANG。

  KEJIANDANGNICHENGWEIYIGEBMNVSHENGHOU,NIJIUHUIKAISHIXUANYAO,DUIPINPAILAISHUO,ZHEIDIANYIYIYESHIFENZHONGYAO。YINWEINIANQINGXIAOFEIZHEBUJINSHIPINPAIKOUBEIDESHOUYINGXIANGZHE,YESHIPINPAIKOUBEIDESHIFANGZHE。DANGCHANPINCHENGWEINIANQINGRENDESHEJIAOWANGHONGCHANPINHOU,JIUYIWEIZHEZHONGCAOERDAILAIPINPAIDECHENGGONG。

诸城在线配资  HUITOUKAN,Brandy MelvilleBAOHUODELUOJIHESHECHIPINMENJIANZHISHITIANCHADIBIE,ERQIBEIHOUDEYUANYINZHENGSHIYINWEINIANQINGYIDAIXIAOFEIZHEDEJIAZHIGUAN、XIAOFEIGUANSHANGCHANSHENGCHUDEDAIJIBIANHUA,SHIQURENWEIZHEICAISHIPINPAIZHUAZHUNIANQINGRENDEGUANJIANDIAN。

新冠疫情搅动中国经济,也为很多行业带来重大机会!
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