Original designer brand ALT FINE ISM: Singing new entertainment marketing model

Original designer brand ALT FINE ISM: Singing new entertainment marketing model

Starting from 2012, garment companies generally face problems such as tight cash flow, falling profits, and increasingly prominent contradictions among distributors. The traditional business model of the apparel industry faces major challenges, although industry experts believe that the apparel industry is currently experiencing a “moderate growth period”. May continue until 2016, but throughout the industry, the original designer brand, with its unique brand advantage, stands firm in the storm and stands as the original designer's representative brand ALT FINE ISM (hereinafter referred to as ALT ) Feng Shang menswear has become one of the undefeated winners in this battle! With its original designer brand characteristics and new entertainment marketing model, it wins the market and makes eyeballs.

To say that ALT can circumvent the market's general trend of decline, we must mention its entertainment marketing. From the principle of analysis, the essence of entertainment marketing is a kind of perceptual marketing. Perceptual marketing does not persuade customers to buy from a rational point of view, but triggers customer purchase behavior through perceptual resonance. This kind of detour strategy is more in line with the humanistic thinking of the Chinese market, and marketing in China has always been "get the people, get the world!" It also says that whoever captures the needs of consumers will win the market.

How does ALT's entertainment marketing operate? How to promote the brand in the brand development process? This article will interpret ALT entertainment marketing from the perspectives of ALT entertainment marketing methods, strategies, and communication methods.

Original designer brand ALT FINE ISM: Singing new entertainment marketing model

【Big One】 Inestimable Star Effect

ALT "starlight" accurate positioning of consumer groups

To play entertainment marketing, we must lock in accurate consumer groups and analyze their expectations and emotional needs. The original designer brand ALT respected the “modern, elegant, and capable” modern college style for the consumer groups, and retained the elegance and dignity of the college style, allowing the “modern” brand to integrate more fun and design, and make the products closer to modern fashion trends. . And developed three series of products: black gold series, platinum series, holiday series, taking into account the consumer groups in the life of each environment.

In order to perfectly match the brand image with the characteristics of consumers, ALT has signed the domestic fashion combination Fahrenheit and fashion actor Wu Zun. In March 2013, it officially signed the South Korean supermodel Sung Ha. The fashion, exquisite, capable and healthy star image is ALT. Add a lot of brilliance and accelerate the fan effect of celebrities, which not only increases the popularity but also broadens the young people's market! Not only that, in 2014, the actor Zhang Zhibiao, who became popular with the hit TV series “Gu Jian Tan”, was dressed in a light grey suit tailored by ALT original designer in the “Happy Camp” program. He made a handsome and generous appearance to the public. With the eyes of the audience, the ALT brand has scored a lot. The Zeng Xiaoxian in "Love Apartment", which is most familiar to everyone, is also a frequent guest of ALT. What excites ALT fans is that more and more South Korean entertainers have chosen to wear ALT costumes to appear in public. At the same time, ALT has created a series of accessories, shoes and bags that are beyond the scope of celebrity costumes. Elegant and capable attitude to life. With their influence, the ALT trend culture has spread rapidly among Chinese and Korean fans.

Original designer brand ALT FINE ISM: Singing new entertainment marketing model

Wu Zun and Fahrenheit's Spokesmanship Ceremony (in the case of Chairman: Hou Jiasheng)

"Change" creates the highest High brand experience

If you are emotionally connected with your customers, they will look forward to renewing the experience. After the "Feng Shangda" selection activity, ALT has successively and innovatively organized the "After Heart Painting, Feng Shang Me Type" ALT brand portrait drawing contest, "I love you, ALT type" celebration activities, "I The "Alan Gold" ALT brand slogan invites fans to participate enthusiastically in a series of activities such as competition events. Especially the "original art contest" tour exhibition, fans are even more closely.

It is not difficult to see that ALT attaches great importance to interacting with consumers in order to strengthen consumer's emotional appeal to the brand. In order to create a sense of participation, interaction, and experience for fans, ALT quickly adjusted and improved its operations team, strengthened its brand building and promotion, and comprehensively improved its product design capabilities. To this end, ALT did not hesitate to hire well-known South Korean fashion designers to provide direction and provide design guidance for the brand.

In order to live up to expectations, ALT has gained a warm welcome from the market through its super-popular popularity and influence, excellent design capabilities of the design team, and the integration of the company's powerful capabilities. The brand's reputation and visibility have been further enhanced and consolidated, and its products have been greatly affected. Consumers love it. This year, ALT has meticulously prepared to launch the “Original Art Contest” event in an effort to find more unique art masters through the event to enhance its own strength! This grounding gas marketing model is one of ALT's undefeated secret weapons.

Original designer brand ALT FINE ISM: Singing new entertainment marketing model

Zhang Zhiyi wearing an ALT FINE ISM suit

Original designer brand ALT FINE ISM: Singing new entertainment marketing model

South Korean star Park Jae is wearing ALT FINE ISM clothing

[Big 2] Concentrate all propaganda fire onslaughts and open up new trails

For brand promotion, this is an era of blooming flowers. Traditional media, online media, and self-media have coexisted in many forms. It can be said that branding ushered in the best period in history, and ALT will not let this happen. A good time, WeChat, Weibo, websites, TV magazine ads, and movie implants... Alt aims to maintain uninterrupted exposure of the brand in the shortest possible time, focusing all available resources on the offensive and exploiting high-quality terminal markets. The most obvious result of this is the rising performance of the terminal.

Thousands of successful companies, the methods of success are also different! ALT can find another way in the sluggish environment of the apparel industry, borrow entertainment marketing and a series of promotional activities to start the brand and increase popularity, and have to give him a group of "like"!