V•GRASS Tips for Success: Accumulation of "Strategic Matching"

V·GRASS Fashion Women's Brand

The "strategic name" based on product and design has become the driving force for V. GRASS to promote the national well-known women's clothing brand.

In 2010, V. GRASS, formerly known as “Jincao”, started a comprehensive temperament upgrade project, accelerating the expansion of high-end department stores in China. The "strategic name" based on product and design has become a help to the national well-known women's clothing brands.

Between low-key and hot-selling, V·GRASS is becoming a “strength party” among high-quality brands. In 2008, when the financial crisis broke out, the brand’s sales in East China ranked fourth in consecutive months. 5, and in the summer dress stage, only after VEROMODA, ONLY, Iger, slightly better than ESPRIT.

In 2009, its market performance grew again by more than 44%, not only in the stable operation of the East China Base Camp, frequently topped the list of 100 million shopping mall sales, but also pushed into the top 10 of the national market share several times, becoming a true sense. Nationally renowned women's clothing brand.

How to manage the low-key business style and market performance? What is the secret of V·GRASS's success?

Women's Brand V·GRASS Shop Display

Positioning with "Slim" posture

For many women's wear brands, "product positioning" can be regarded as the lifeblood of their success or failure. It directly determines who is the brand's service audience and who is deciding how the brand has a business orientation. The reality is that many brands always want to extend consumer groups as much as possible, and do not hesitate to obscure product positioning to form a situation of “take-all”, and quickly expand market share.

V. GRASS chairman Wang Zhiqin did not agree with the above view. In his view, the brand's consumer groups should be divided into a "focus" attitude. For female consumer groups, they should also be subdivided according to age, body type, temperament, and even personality. The subdivided consumer groups will determine the product positioning of the subdivisions and shape the competitive elements that highlight the core of the profession.

"A company wants to be big and its scope must be narrow. If you want to include all consumer groups, then you may not be anything," Wang Zhiqin said, although the V·GRASS brand does not exclude more potential Consumers are included in the magnetic field of brand consumption, but they still maintain their own fashion ideas and positions. In other words, V·GRASS does not follow all the consumers behind it. It chooses a relatively narrowly defined product positioning and service positioning - that is, locks up well-know knowledge women according to their dress requirements. Develop products, highlight the distinctive style of “cultivation”, lock in this segment of consumer groups, and foster brand loyalty and reputation.