With the rise of consumers after the 80s and 90s, the wardrobe enterprises have to pay attention to the needs of this part of consumers when they carry out brand marketing. How to deal with the 80s and 90s consumers in the wardrobe business has become a problem that every wardrobe enterprise needs to consider.
1. Wardrobe brand marketing requires the use of modern media tools
Influenced by the consumption culture and concepts created by modern media such as video, internet and mobile internet, "80s and 90s" have a strong concept of enjoying life. Such as the Internet, interactive games, travel, parties, fitness, etc., they are vulnerable to luxury consumer goods, brand awareness is very strong, computers, MP3, digital cameras and other electronic digital products become a necessity, daily entertainment consumption and tourism consumption increased.
In particular, "80s and 90s" have been at the core of the family since childhood, forming an independent and self-contained personality. They are not satisfied with standardization and pattern, have independent ways of thinking and values, and pursue individuality and make a difference. They advertise "I like it", advocating their own style, and like personalized and unique products. Therefore, the network has become an indispensable part of the "post-80s, 90s" life. QQ, WeChat, Weibo, etc. are the main ways of daily communication, and online shopping is becoming a must for shopping. Because of this, in the face of this group, brand marketing should focus on the use of modern media tools, leading the pursuit of personalized lifestyles to influence their consumption behavior.
2. Wardrobe corporate brand marketing needs to pay attention to interactivity
Faced with the "post-80s and post-90s" of advocating personality and self, the traditional media influence is or has gradually lost the right to speak. How can the brand marketing communication mode of the wardrobe enterprises effectively impress them? "80s and 90s" like to advertise personality, value originality, be willing to follow the trend, dare to accept new things, appreciate products with cultural connotation, and keen on network culture. Sports competition, in short, they want to pay attention to the experience process and fun through media participation and enhance brand personality.
In the face of today's "post-80s, 90s", the past celebrity endorsement advertisements that only put in a few humorous or indiscriminate bombings are no longer feasible. To impress "80s, 90s," most A good way is to let the media communicate with the "80s and 90s" and let them experience products, experience brands and experience culture. They need to participate in the experience of the experience through the media to consider whether to deal with brand marketing.
3. Wardrobe brand marketing needs to start from emotions
Different from the consumption concept that their fathers are eager to live and work hard, the "80s and 90s" rises ahead of the concept of consumption, spends money without restraint, earns how much it spends, rarely considers saving for the future, and dares to spend tomorrow's money. Today's dream . Since "80s and 90s" hope to obtain the dual enjoyment of material and spiritual, the functional and emotional needs of products or brands are very great. When enterprises carry out brand strategic planning, they need to have a broader vision for the development of brand core values. Create space, no matter from the difference between the product itself and the consumer's emotions, find out the core value that can both impress the target customers and create a clear distinction from the competitors. Only in this way, the brand strategy development space of the enterprise is broader.
Remember that wardrobe enterprises are not cultivating users today, and they will spend a lot of money to grab users tomorrow; today, they will not fight brand wars, and they will fight price wars tomorrow. The difference between a successful brand and a failed brand (the failure referred to here is simply not to be "like after 80s, 90s") is whether the company has the right brand marketing strategy and is willing to be "post-80s, 90s". It takes time to really understand and recognize them, otherwise it will be difficult to succeed in future marketing practices.
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