Summarizing V.GRASS as a self-cultivation expert

V·GRASS Slim Fit Shows Femininity

In the contest with many women's strength women's clothing, V. GRASS's market share has always been at the top of the list. Even in the global economic crisis, V. GRASS ranked 4th and 5th in sales in the East China area for consecutive months. Only after VEROMODA, ONLY, Iger, slightly better than ESPRIT. In 2009, the market performance of V·GRASS increased again by more than 44%... With persuasive data, V·GRASS not only managed steadily in the East China Base Camp, ranked first in the top 100 million shopping mall sales charts, but also entered the national market several times. The top 10 in terms of comprehensive occupancy, creating a truly nationally renowned women's brand.

Slim Fit: Ideal DNA Design

What kind of clothing is most likely to win the favor of women. In fact, the answer is very simple --- self-cultivation, this is the most easy to move people. V·GRASS cleverly grasped the elements of self-cultivation, which is the essence of V·GRASS distinguishing from other brands.

The type-based self-cultivation does not blindly cater to all consumer groups. The strategic positioning of V·GRASS specific consumer groups is very successful. V. GRASS brand chairman Wang Zhiqin believes that the V·GRASS brand has always maintained a unique fashion opinion and position, and does not follow all the consumers in an offensive manner. She chose a relatively narrowly defined product and service positioning - - That is, to lock in good-looking intellectual women, develop products according to their dress requirements, highlight the distinctive style of "cultivation", and cultivate brand loyalty and reputation.

In order to maximize the visual self-cultivation effect of V·GRASS, Song Yanjun, the design director, and other designers will not only consider the matching coefficient of clothes, but also skillfully help customers avoid weaknesses by accurately grasping the size and selecting the material of the fabric. “I am particularly pleased that many of the feedbacks that our customers have given us have mentioned that wearing V.GRASS clothes really feels like losing weight.” Song Yanjun said, “In fact, this is a design skill and a wonderful visual experience. ."

According to Song Yanjun's introduction, in addition to achieving the self-cultivation effect as much as possible, the type and fabric chosen by V. GRASS will avoid the constraint brought about by the fit, and the “complicated and simplified” design will increase the comfort of the garment. Minute". People-oriented is the brand spirit that V. GRASS wants to deliver.

Strategic Allocation: Leading the Brand Values

V. GRASS Chairman Wang Zhiqin has always believed that the success of a garment company is the result of a combination of factors, but the most important place should return to the product. So, how can we enable companies to have the driving force for sustainable development and come up with products that satisfy the market?

"Dreams are the driving force behind the continuation of fashion." Wang Zhiqin said, "Money is not the brand's first driving force. The immediate reward is only temporary. Whether a company can go on for a long time and the command of values ​​is very important."

Wang Zhiqin quoted the famous economist Michael Porter's concept of "strategic allocation" to rely on dreams to command values. Whether or not a strategy can succeed depends on not just doing a few things but doing everything well and taking care of all activities.

Specifically, in the process of brand operation, strategic matching must emphasize "simple consistency." For example, V·GRASS insists on “self-cultivation” positioning, and all company departments must fully cooperate and work together. In a healthy brand eco-system, in the aspect of design and production, it is necessary to meticulously master the layout and size, and not to have the slightest deviation. In the process of dissemination and promotion, the cultural characteristics of self-cultivation are emphasized; during the marketing process, , Pay attention to the guidance of the consumer culture of the cultivation of the culture... For the strategic positioning of a product such as “cultivation”, other areas are given full strategic allocation, and in the process, mutual reinforcement is achieved.

"At the same time, strategic positioning should have a ten-year or longer duration, not just a round of planning." Wang Zhiqin said that supporting this effective duration will enable companies to establish internal organizations and strategies. Matching unique skills and anti-risk capabilities, this basic point is not a short-term desire for profit, it is precisely the brand's dream.

The ideal state that Wang Zhiqin hopes to achieve is that when the customer is wearing a “self-cultivation” appeal, the first thing he thinks of is V. GRASS. At the same time, corporate management should gradually pull away from the brand effect. This is the reason why V·GRASS has kept its low profile at the helm of manpower—“Because, in addition to the brand itself, everything else is a supporting role. The public does not need to know who you are.”

Along the way, Wang Zhiqin summed up the success of V.GRASS in three points: “First, we will focus on nurturing the market for design and R&D, advocating the intimacy of observation and experience into our products, and second, we have a group of people who share a common mission. And the business partner of the vision; Third, our company has always been dedicated to a field. "In short, professionalism, expertise and focus. The analysis of V·GRASS only emphasizes its success in methodology, which is tantamount to blind people's feelings. The style of V. GRASS is destined to be profound and long-lasting in the disappearing fashion of the rivers and lakes, because it possesses a rational and unrestrained strategy.