With the global fashion industry undergoing a major reshuffle, the trend of consumption upgrades has become increasingly evident. The domestic apparel groups have also begun to set off a new wave of transformation and upgrading, and there is no way to rely on a single brand forever. On March 25th, DOUBLOVE, a part of the Yaying Group, released the 2018 autumn/winter collection at China International Fashion Week. The big show is the debut of the brand at China International Fashion Week. The theme is “Meet†and starts from Jiangnan, the birthplace of the brand. It is also the first time that the brand new diversified romantic outlook has been displayed to the public. In order to highlight the brand's new concept, “Encounter†ENCOUNTER, DOUBLOVE has made an X-Crossing stage for the 2018 Fall and Winter Show, and invited French-Chinese models Estelle Chen, Chao Chaoyu, and Wang Xinyu who made their first appearance on the stage of Wei Mi last year. Catwalk. Fan Yijun, general manager of DOUBLOVE brand, said that innovation and quality are always the core of DOUBLOVE In addition to the model lineup, the modeling team behind this big show must not be overlooked. In order to perfect the DOUBLOVE 2018 big show in autumn and winter, the brand specially invited first-line team cooperation to include the famous Vogue stylist Wu Yan, and has 13 years of experience in the backstage makeup of major international brands. Xu Fengli et al. At the same time, the actors Chen Ran, Liang Yuan, Wu Ling, an independent media member, and the brand's friends, were invited to join the ceremony. The picture shows guests participating in the Doublove 2018 Winter and Winter Show, Supermodel Celebrity, Actor Chen Ran, Liang Yuan, Wu Ling, an independent media member, and the brand's friend's friends. Founded in 2009, DOUBLOVE is a young high-end fashion women's brand under the Yaying Group. Its brand aims to arouse the creativity of young women consumers through the use of romantic aesthetic design. However, as the younger groups have gradually become a new force in fashion consumption, more and more domestic apparel brands have begun to transition to younger ages, and even some have chosen to bid farewell to the original consumer groups and have zeroed out. Different from the starting point of other domestic apparel brands, DOUBLOVE, with its main target of young consumers at the initial stage of its establishment, seems to have an advantage. Therefore, in this round of brand promotion, DOUBLOVE chose to start from the original basis, starting from multiple dimensions such as image, product, promotion and store. It is reported that DOUBLOVE2018 autumn and winter brand full upgrade led by well-known creative designer Sun Yiliang. He took "love", "romantic" and other brand concepts as the core, creating a brand new identification VI for DOUBLOVE, and designed a third-generation image for offline stores. In terms of products, Director Cao chose to combine advanced materials such as silk and velvet with details such as lace edges, diamond chains, onions, beads, and rhinestones, and used pink as the main theme to highlight the novelty of Doublove's casual romanticism. More consistent with the temperament of contemporary women. The series is divided into three chapters: refined aesthetics, elegant workplaces and high street fashion. There are more than 40 sets of different models. The main product is a dress. DOUBLOVE new series has more than 40 sets of different models, the main product is a dress For the selection of China International Fashion Week as the starting platform for DOUBLOVE's new image, Fan Yijun, general manager of DOUBLOVE brand, expressed to Fashion Headline that China International Fashion Week is both a stage for Chinese fashion brands and a channel for Chinese fashion and international exchanges. Many brands from Japan, South Korea, Singapore, France, Italy, the United States and other countries and regions have also begun to join. Therefore, participating in China International Fashion Week has a strategically important significance for DOUBLOVE, not only learning experience, absorbing nutrients, but also the best embodiment of delivering Chinese fashion forces. In front of the increasingly internationalized Chinese consumers, building uniqueness to achieve differentiation in the market has also become the key to the transformation and upgrading of local apparel brands. Earlier analysis pointed out that the rejuvenation of domestic brands often goes into the form of errors, but ignore the most critical point, that is, consumer demand for the brand is not only the demand for goods, there is a need for emotional resonance, which It is the core of the younger transformation. Differentiating other brands to reflect youthfulness with cool elements and large outlines, DOUBLOVE is more forward-looking in that it anticipates the consumer's need for emotional rejuvenation in advance and selects the emotional appeal of “love†as the starting point. Impress young female consumers. In addition to upgrading its products and image, DOUBLOVE also increased its investment in marketing and promotion, including cooperation with young artists and celebrities. At the same time, it invited the international photography team to shoot large-scale fashion films in order to create a more international brand image. In the latest ad blockbuster, Estelle Chen personally appeared to present the new DOUBLOVE products to consumers in a fresh, gentle and romantic image. Faced with the gradual recovery of the overall environment of fashion and retail, consumer shopping habits continue to migrate from the entity to the online. DOUBLOVE also pays attention to the development of the e-commerce platform, continuously enhances the visual creativity of Tmall and Wechat Mall, and at the same time plans diverse interactive content, attracting a large number of online consumers. According to the fashion headline network monitoring, the number of fans in the DOUBLOVE Tmall flagship store has exceeded 190,000. In addition, DOUBLOVE plans to start from young people's favorite social media platforms, conduct creative marketing on Weibo and Wechat, and further upgrade its brand image and marketing methods. The big show, DOUBLOVE choose to firmly grasp the initiative of social media, not only in the simultaneous release of DOUBLOVE official WeChat, but also with the Tmall, a live broadcast and NetEase cloud three live broadcast platform joint broadcast, in fact, since its inception 10 Years of Doublove has long occupied a place in the young high-end women's market segment. According to DOUBLOVE's exclusive data to fashion headlines, DOUBLOVE currently has more than 160 high-quality stores in major cities in China. In 2017, sales increased by 34.7% compared to 2016, which is much higher than the average growth rate of the industry. It is worth noting that the current domestic apparel consumption is now focusing most on style and quality, reflecting that the consumer's psychology is shifting from basic consumption to value consumption and individual consumption. In an interview, Fan Yujun emphasized that the use of emotions to connect with consumers is the first step. In the future, he hopes to convey the lifestyle of DOUBLOVE to consumers. He stated that innovation and quality are always the core of DOUBLOVE. With the advent of consumption upgrades and e-commerce oligarchs, the retail industry is pulling consumers back to physical stores by offering more fresh experiences. Fan Yujun revealed that in the future development, DOUBLOVE will add a lot of ideas to the service to fully enhance the consumer shopping experience. DOUBLOVE understands the importance of talents for the sustainable development of the brand. Therefore, the brand will continue to attract innovative talents and maintain the constant creativity of the brand. For the future, DOUBLOVE chose to remain optimistic and cautious. It plans to further expand its network of high-quality stores while continuing to enhance itself. It is estimated that by 2020, the number of brand stores will exceed 220, and annual sales will reach 1 billion yuan. However, in the face of increasingly complex environments and changing consumers, DOUBLOVE is more fortunate than other brands to have strong resources behind its backing. In the course of its continuous upgrading, the parent company Yaying Group is also growing and expanding. Its business includes not only its own brand EP, N. Paia, but also Grace Land, Daya and children's wear. Collection shop brand Little Space and so on. It is worth noting that the blowout of the southeastern coastal apparel manufacturing industry in the 1980s created the first women's wear brands in China. With the changes in consumers and the rush of competition, there are only a handful of modern domestic apparel companies that can maintain their youthful vigor for 30 years. Ya Ying has undoubtedly become the most successful domestic high-end women's apparel group. It is reported that Yaying Group may even involve more fashion fields in the future, including the construction of fashion industry supply chain, fashion industry education and training, and other investment in fashion industry. The expansion of business structure, especially supply chain construction and industrial investment, will undoubtedly provide stronger technical and capital support for the brand's future development. The diversified brand matrix also provides more possibilities for the future of Yaying Group, and more synergies will be obtained between the brands through resource sharing. Some analysts believe that aside from the external conditions of organizational structure and capital mergers and acquisitions, the reason for the success of a brand is fundamentally the product's attractiveness. Nowadays, the fashion market trend is becoming clearer. Whoever can master the most accurate user portraits and purchase data can grasp the future of apparel retailing. No brand can cover all markets. With the continuous differentiation of interest orientation among consumers, DOUBLOVE is becoming a big game played by Yaying Group. 
May 16, 2018