Costume culture: T-shirt war
November 03, 2018
Thousands of Thousands in One Thousand T-shirts Someone saw culture in the simplest clothing category from this "one-piece vest with two sleeves," and some saw the unlimited expansion of sales. Is the possibility of brand upgrade This is a very brief but with a little legendary clothing category. To say it simple is that no matter how many color patterns are transformed, it is "constructed with the addition of two cuffs to the waistcoat"; it is legendary because it is " Everyone's men and women have a place in their wardrobe. More importantly, accompanied by the emergence of a new generation of consumer attitudes. The time has come to get out of bed and the food is not filled. The traditional concept of "three years of sewing in the last three years of the new year" is outdated, and the buying behavior of consumers is becoming more frequent and improvised. This means that for the clothing business, the war T-shirt war summer smoke has started, how can consumers have hung up three or five t-shirt in the wardrobe to add their own N +1 pieces , It has become a new head-scratching problem. For the T-shirt itself, it represents a culture, a value proposition that characterizes freedom, independence and equality. Any opinion or opinion can be the most direct and eye-catching expression on a small T-shirt, but the T-shirt itself is invisible behind, like a river bed generally carries a variety of social trends and changes in people's lives. From the 1950s, the tough guy wearing a tight white T-shirt first appeared in the movie "Sand of Iwo Jima" and "A Streetcar Named Desire," and was used by the U.S. presidential election in the 1960s as a campaign media. Then to the 1980s in Silicon Valley popular "every done a program to design a commemorative T-shirt", minimalist T-shirt gives all designers to maximize the freedom and imagination, but also be transformed from each Kind of amazing form and style. For businesses, T-shirts are also a medium at the same time, a medium that allows businesses and consumers to interact. Perhaps you will say that other categories of goods can also be done, but through the T-shirt, you can most intuitively understand what the consumers are most concerned about, what they like most and what they care about most On the other hand, the category itself is as simple and wild as the "parts" feature and allows consumers to offer them from merchants Many of the options with a unique style. Thus, the ability to balance the unique options offered to consumers and the space they have reserved for themselves has become the recipe for winning T-shirts. As Yan Niuzo, the founder of Nippon Uniqlo, put it, "T-shirts, the simplest product to sell in all types of apparel, have the best potential to make an ideal business model." In this issue of Wealth Creation, we selected four business cases from the T-shirt wars that started from the smoke, trying to interpret the unique commercial value of the T-shirt from four different latitudes. For starters, T-shirts look like real utopias and offer the possibility of building any business model. From value propositions to resources and capabilities, to profitability, anything you can think of can be arbitrarily combined into a t-shirt that is worth about zero but which may be magnified to infinity. As long as there is a reason enough heart-touching, whether it is creative or price, will make this potential business opportunities into real reality. For those mature companies, T-shirt is also becoming a brand upgrade tool. The successful experience of UNIQLO and Metersbonwe, Vanke Eslite ongoing commercial practice has proved that the relatively independent temperament of the T-shirt from the other clothing category in the pull out to the way the brand gives its new meaning, It is highly likely that they will knock on the inherent brand image of consumers and trigger their renewed understanding of the parent brand. Eileen Chang once said, "For people who can not speak, clothes are a type of pocket play that is carried with words." If so, T-shirt is probably considered one of the most straightforward, the most lively, but also the most free a repertoire. The curtain has already opened, and see you play the protagonist -