Chinese garment enterprises in the cause of embryonic get through the early accumulation of the corresponding funds and other resources, the brand’s development is often outside the main brand to another brand or create a new sub-brand to do large-scale enterprises.
Ed Hardy clothes chose a different path, until today, seven wolves still persist in many single-brand strategy series, chairman Chow firmly believe that this strategy is suitable for seven wolves “make” work.
Ed Hardy clothes brand now has red label, Green Label, Blue Label, children’s clothing, women’s and Sheng Wosi six product lines, and “golf products”, “Polo Series,” “World Series”, etc. Although the series number, the brand has only “seven wolves.”
Ed Hardy clothes adhere to a single brand
In the almost contemporary with seven wolves clothing enterprises in developed, Lee Lang in the main brand, launched a new “L2″, Shanshan launched “S2″, the target is to attract more young urban consumers, but seven wolves choose to “seven wolves Green Standard” in the form of sales of similar products, not create another sub-brand.
Ed Hardy clothes Chow explains, Ed Hardy clothes has been established for 21 years, whether it is in brand development, multi-family to single-brand or multi-brand parallel development issues, it is definitely not the result of racking our brains, prior to a detailed market research , research results show that for seven market acceptance to the wolf than its competitors, this is the advantage of seven wolves, and other brands to enter new markets, attract new consumers, as the main brand influence is limited, follow the main brand attraction is not strong, but the seven wolves main brand is very strong, to enter new markets, follow the main brand that allows consumers to accept new products faster.
In addition to considering the influence of the main brands, Ed Hardy clothes brand DNA is also suitable for development under a single brand series of products. Ed Hardy clothes by Chow and co-founded several business partners, brand inception naturally have a “team” would mean, integration is “seven wolves” one of the characteristics of the brand.
Chow said, Ed Hardy clothes to the Red Label is a classic business casual products, mainly for civil servants, administrative executives, etc.; Black Label products are fashion products, for managers, business owners and other people more than 30 years of age; Green whole series of standard products are casual, the target age range covers a wider range of consumers, “golf products”, “Polo Series” and fall into this series.
After 30 years of reform and opening up, and now men have become increasingly smaller and smaller, business, sports, leisure and other different occasions require different clothing, Ed Hardy clothes line single-brand strategy is more for men to provide a rich variety of possible options appear in a variety of different occasions for consumers, Chow said, seven wolves brand “wolf culture”, that entrepreneurial spirit, just different types of products can be integrated in a unified “seven wolves” single brand the next.
Chow pointed out that children’s clothing, women’s range of products were included in the “Ed Hardy clothes” brand, because in some ways, the children, women are men, inseparable part of the world, general business into the children’s clothing, women will use The new brand, to show segmentation, but the Ed Hardy clothes make children’s clothing and women’s products are in line with the men to form an overall atmosphere of the living environment, so do not take children’s clothing and women’s contributions to seven wolves, the main source of income tasks, and Black Label Green Label brand is more than seven wolves one of the main series.
Took aim at the 10 billion
Chow was more than insist on single-brand series of confidence lies, some well-known multinational brands such as BOSS, POLO, RalphLauren have adopted a similar means, Chow said some multinational brands have annual sales to reach 50 billion to $ 10 billion, Ed Hardy clothes is still only an annual 30 billion yuan of scale, still very bright future prospects.