Now, after 90 has gradually grown up as emerging consumer groups, they represent the future direction of consumption, which is why so many well-known brands value the 90 after the market reasons. Ordifen Group's underwear brand RUBii focus 20-25 year old consumers, from brand positioning point of view, it is aimed at post-90 crowd. For this special group, RUBii lingerie brand to create a unique style of design. Sweet personality without losing the personality of the brand is the biggest bright spot for consumers after the 90 has brought a new exclusive experience.
Oudi Fen's brand RUBii and "90 after" marketing complex
Design heart
Ordifen's brand RUBii promotes brand competitiveness through professional product design and consumer psychology. RUBii and Peclers, Carlin co-design products so that international fashion condensation, leading the domestic front of underwear, to fully meet the 90 groups after the fashion brand and personality pursuit. At the same time attention to the details attracted 90, the more use of their favorite design elements and ways, such as a large number of bright colors, a sense of strong design folds, and young consumers intimate interaction.
In addition, Ou Difen's brand RUBii store image design also made a new adjustment. The latest image of the standard shop inspired by the concept of BackStage and T-extension concept, a large number of background lighting, props and mirror decoration with metal rivets and handsome hand-painted graffiti, expression RUBiiGirl young fashion and self-confidence style.
RUBii design director Lin Xingyi said: "After 90 is changeable, we will be based on the characteristics of 90 to adjust the variability of the design style, in order to meet or even guide the preferences of young people." RUBii each product line was born, Designers are infused with a wealth of fresh elements.
Simple yet creative trend design, breaking the traditional shackles and the pursuit of ever-changing arbitrary, allowing young consumers enjoy the amazing life at the same time feel the most meticulous care; comfortable and healthy product selection of materials, new and varied Joker and so on these design considerations, are inseparable from the brand's strategic thinking after 90.
Marketing passion
In another three to five years, after 90 will become a very mainstream consumer groups, in the frequency of purchase and acceptance of new products, will be more positive after 90, brand companies introduced new features, innovative products, they will be willing Try it now and share your buying experience. According to these features after 90, RUBii also made a lot of simultaneous adjustments in marketing.
Olivier brand RUBii from the beginning of its introduction of brand management mechanism to marketing ideas simultaneously reflect the brand value through a new look to enable a new generation of VI vision, SI counter image, supporting the RUBii PR activities, product promotion, DM catalogs to shape Maverick RUBii delivers a brand new fashion attitude to young consumers and sells a "HAPPYMOMENT" concept of happiness and confidence to trendy young women.
At the same time, Oudi Fenning brand RUBii from 2009 launched the "RUBii (Youth Creative Education Program)" brand charity activities for young students and team staff to provide a platform for the realization and self-realization. It introduces international brand management with advanced management concepts and models, enhances the professional standard of the enterprise, makes the brand more standardized and has more potential for development, and can attract the active participation of target groups. RUBii brand manager Chen Wei Yu said: "RUBii advocate a show of young life attitude, with youth and vitality to show a courage to self-expression, distinctive personality of the new generation of life, for every fashion girl to build the glory of life on stage in the brand marketing PR Activities, in addition to the invitation after 90 like supermodel endorsements, specifically targeted at 90 after more marketing activities are gradually being carried out.For example, digital marketing will be more fit the characteristics of the crowd after 90. Advertise online, focusing on interactive This is exactly the way you like after 90. "
In fact, taking the young people as an entry point has always been an important marketing strategy for many brand development. Nowadays, the positive application of new media in brand marketing and the rapid development of online sales are the result of changes in the business model caused by new-type consumers in their interactions with the merchants. Whether it is an international brand or a local brand, from product design, brand storytelling and marketing forms, have to move closer to the 90's. For example, the introduction of anime cartoons, the use of fresh sales methods, or adding young people like new elements, such as skateboarding, Parkour, bicycles, etc., these new trends and innovative elements and enterprise products together. At the same time with the help of new media marketing and other means to achieve a more benign promotion, through these high-tech to enrich consumer life. For example, the top brand Cartier watches launched a software, consumers can click manually, from all angles to understand the internal structure of the watch, both to enhance interactive fun, but also increase practicality. In fact, this is the result of a brand's application of new media technology to the marketing of a company in order to cater to the psychology of the consumer. On the one hand it improves the sensory effect of the consumer and on the other hand stimulates the sale of the product. More importantly, Customer base has a higher reputation and recognition.
With the improvement of the spending power and taste of the post-90s, Chinese brands face the challenge of how to enhance brand connotation, improve product design and product quality, and how to improve service to consumers in a certain period of time. Closer to the international brand distance. Chen Weiyu said: "90 after the birth of a face from the international challenge, their source of confidence is the Internet age, which requires the brand in the business process should break through the limitations of thinking .RUBii will do more and better research for 90 groups , So that our concept of brand promotion and marketing can be more close to the needs of consumers 90. We will continue from the product design and marketing of two levels, firmly grasp the consumer psychology of young groups, and even lead after 90 Healthy growth, more rational consumption, providing them with new aesthetic standards. "
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