Apparel WeChat marketing success stories ONLY marketing strategy

Case highlights

According to the accurate positioning of the target audience, with the attention and pursuit of individuality by the fashion group, combined with the ONLY micro-film "recall" theme activities, the brand concept and the perfect combination of fully meet the interest of the target audience to guide consumers Focus, to achieve a flexible interaction between the brand and consumers, the brand concept is more prominent.

Case background

Product Description: ONLY is one of the four famous brands owned by BESTSELLER, a Danish fashion company famous in Europe. It came to China in 1996 and is positioned as a lively, confident and independent urban woman between the ages of 15 and 35. ONLY launched the first sci-fi micro movie "Recalling War" in August 2012. The in-store posters triggered the consoling of consumers and highlighted the individuality of the ONLY brand.

Market Background: As Bestseller in October 2009 with Taobao to establish a strategic partnership, only now has an online flagship store, repeated sales success. However, the lower price of online sales will have a substantial impact on the store's business. Consumers who buy clothes usually go to try on themselves, and only feel fit is possible to reach the actual purchase behavior, so that consumers see, touch and try on real products, is the largest store operating advantages. But very competitive online shopping prices often lead many consumers to look good clothes models in the physical store, and then buy directly online, resulting in online and offline channel conflict. Dissemination analysis

Target Audiences: ONLY's audience is targeted at urban women between the ages of 15 and 35, the group's purchasing power is the strongest, the frequency of the purchase of clothing, have a certain economic base, to maintain a high fashion and popularity Acerbity, has a strong pursuit of something new, creative activities also have a strong interest and attention.

Dissemination needs: Through interactive marketing, make up for a single lack of brand promotion form, with the ONLY "recall" micro-movie themed activities, highlight the ONLY brand and service concept, increase consumer awareness, thereby promoting consumer interaction.

Dissemination Challenge: In the highly competitive mid- and low-end brand apparel market, due to Esprit, Etam, Azona, Mango and other well-known multinational fashion brands and Bestseller's brand positioning is very similar. In addition, Bestseller's clothing brand vero moda and only ranked the most popular women's brands in the top three, occupy part of the market, and online sales is becoming an important way of branded apparel business. Therefore, in order to seize the consumers, the activities organized by offline stores should be novel and unique, highlighting the theme, full of creativity and emphasizing the concept of brand and service. Consumers should have a higher awareness of the brand while participating in the experiential activities Degree and recognition.

Marketing strategy

Interaction of ONU through the preference analysis of ONLY brand consumer groups, with ONLY interactive marketing program based on "The Memory Mission" According to ONLY's brand positioning, the market segments, accurately target consumers, 15-year-old to 35-year-old consumers focus on promotion, with ONLY brand awareness, to attract consumers to participate in activities, not only conforms to the beauty of women shopping habits, to satisfy the desire of shopping, but also to enhance consumer awareness of this innovative activity .

Executive highlights

Activity creative performance

Thematic activities to store two-dimensional code screen and thematic posters combined with ONLY brand personalized concept into it, placed in the shop in the most prominent place to meet the pursuit of consumers of new things, has attracted the attention of many consumers stop. Targeted precision Using ONLY brand's audience analysis, as well as the theme of the event - "micro-film" focus groups, this event is mainly targeted at ONLY brand positioning of students and urban white-collar workers carried out.

Background monitoring

Background data monitoring, real-time recording of the code, effective statistics of the number of participants, to ensure the authenticity of the information and effectiveness.

Marketing effectiveness

According to statistics, the theme activity for a period of 4 weeks, about 20,000 people participated in the overall response to the activities of new, interesting and creative. ONLY Weibo average daily page views increased by more than 10%, while offline followers, the number of participants has also been significantly increased. This interactive event has effectively demonstrated the personalized and humane new experience of ONLY brand to consumers, expanded the influence of offline activities and played an promoting role in enhancing the overall brand competitiveness.

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