Color Has Become A New Marketing Strategy For Shoes Enterprises In Jinjiang

　　前不久，又一块中国流行色协会研发基地的牌匾落户闽派服装企业。“色彩，我的时尚密码”、“7上我的色彩”等口号今年也成了七匹狼运动、赛琪等企业的订货会主题。

As the head of the seven wolves fashion sports marketing center said, color is always the theme of clothing and an important part of fashion elements.

Today, concerns about color are warming up in Fujian style clothing.

However, the industry believes that color as a means of marketing is not only manifested in products, but also can be interpreted in terms of commodity planning, brand identification and terminal image.

In terms of the use of color system, Fujian style clothing is still in its initial stage, and it needs to be supplemented with "color lessons".

　　    现象：纷纷成立研发基地色彩营销广受关注

Since 2007, Liang Yong, President of China Fashion Color Association, has appeared frequently in Southern Fujian.

Recently, the order of Xiamen powerful tyrants will be on the spot. In front of 3000 dealers, on the T stage of the spotlight, he handed the plaque of "Chinese jacket color research and development base" to Hong Zhaoming, the chairman of Limited by Share Ltd.

So much attention is paid to this plaque because the "color research and development base" is not only an honor for men's clothing, but also the future direction of development.

Lian Jin, vice president of Jin Ba, said that as a "Chinese jacket color research and development base", in the future, strong will study the trend of jacket consumption market in depth, provide more color performance suggestions and technological innovation for jacket design, and guide consumption through regular fashion trend survey, research, forecast and release, and enhance the innovation ability and fashion competitiveness of Chinese jacket industry.

The cooperation with China is not the first attempt of China Fashion Color Association. As early as 2007, the Chinese fashion color association turned its attention to Fujian style clothing.

Since 2007, the Chinese fashion color association has established the "China Men's clothing color research and development base", "China leisure men's clothing color research and development base", "China Sports sportswear color research and development base" and "China Youth Youth color research and development base" respectively in seven wolves, AI Deng Bao, bin Nu and POOVE.

That is to say, there is a certain weight in Fujian style clothing in terms of the right to speak popular colors in China.

Attention to color has become more and more important nowadays, and color is gradually becoming a marketing tool.

For instance, the theme of "7 colors to me" is the theme of the product, and it also serves as the theme of its 2010 autumn winter ordering conference.

And the seven wolf campaign is followed by the 2010 spring and summer order meeting, "my color, my wardrobe". Once again, the theme is color. "Now, it should be said that the competition of clothing products is more dependent on color, fabric and technology.

In the seven wolves fashion movement, the two consecutive sessions were color focused, because we found that color is an indispensable factor both in the social environment and from the perspective of consumer psychology. It plays an active role in every corner every moment. "

Saito Mitsuo, director of the seven wolves sportswear development center, said.

　　　问题：闽派服装企业还需补色彩课

According to the survey data, the added value of 10%-25% can be brought to the product by changing the color design without increasing the cost.

The so-called color marketing, the industry believes that not only the product itself and packaging can make full use of color to enhance the value, color can also become the core concept of corporate identity, such as "green crocodile", "red and yellow contrast" McDonald's and so on.

So color marketing is a system involving many links.

"Color runs through all aspects of production and marketing, forming a set from color design to color management to color marketing."

Liang Yong said.

Liang Yong believes that the use of color in domestic enterprises is still at an early stage when compared with the overseas use of color marketing.

Insiders said that although the color R & D base has been "gathering" in Quanzhou, Fujian clothing enterprises have gradually been concerned about color marketing, but have not yet been able to apply the system.

As one of the enterprises that set up color research and development base early, Li Mingxin, executive vice president of Aden fort, also admitted that "the whole Chinese color research is still lagging behind in foreign countries. For example, they are not only on clothing abroad, but also in many creative industries.

Li Mingxin believes that in the next 3 to 5 years, clothing enterprises will not only study the color of a single garment, but will also dig deeper, such as color matching, color coordination, color uniformity, color balance and so on.

The industry also generally believes that Fujian clothing enterprises need to fill in the "color class".

It includes putting more funds and energy into color research, developing color management as a basic work, paying attention to the training of color professionals, and making more comprehensive use of color marketing in commodity planning and terminal identification.

   　　 借鉴：商品企划、品牌调性方面已有成功案例

In the course of the interview, from the application of color marketing in commodity planning, brand tonality and so on, we have excavated some cases that the Fujian style clothing has been done relatively well.

  　　  色彩营销用于商品企划

There is a theme in every quarter of the product.

The theme of London wind, for example, is that the two symbolic colors of London's red and blue will be integrated into the clothing of London. "Of course, we can't have a red shirt and big blue performance. We just use these two colors to make a finishing touch, for example, a certain line of cuff is blue, and a button is also a blue feeling."

Li Mingxin introduced that the product is not only embodied in the product, but also includes collocation. "For example, a model in the window of the theme, his coat expresses this blue, so his bag may also have a blue color, and a piece of shoes will also have a blue color, which is actually a joint relationship."

Saito Mitsuo of the seven wolves movement believes that color is the most intuitive visual perception of the goods displayed in the shop group.

So the product series of the seven wolves sports has a series of themes, such as golf, ocean, retro light and shadow.

"But color is another main line. You will find that Ming Huang, fruit green, color blue, purple and so on not only affect your eyeballs as the main colors, but also become the" finishing touch "of other basic traditional colors, improving the brightness and fashion sense of a single item.

We can also build a consumer's "7 day dress guide" through color themes. For example, Monday is the beginning of a week, which can be matched by dark black and bright coloring, without losing the steady and energetic presentation on Monday.

   　　 色彩营销用于品牌调性

At present, there are German fashion men's clothing HOPERISE and other brands or product lines that run by local entrepreneurs to express the tone and temperament of the brand through color.

For example, HOPERIS's product color is only black and white three colors, it uses black and white ash to show simple, pure, personalized, restrained product connotation, but also molded HOPERISE brand fashion and deep introverted temperament.

And through different colors to express brand positioning, the most successful clothing companies are seven wolves.

The wolf wolf wolf family has seven wolf wolves series, seven wolf green Wolf series and seven wolf wolf youth fashion series. Among them, the green Wolf focuses on leisure style, the red wolf focuses on the business style, and the youth fashion series is called the blue label.

Today, the three series of the seven wolves have independent terminals and are widely recognized by consumers.

Representing different sub series through different colors becomes a typical success case of the seven wolves brand extension strategy.