"Useless" Brand Story: Only On Display, Not For Sale.

Name of useless clothing brand.

In 2008, fashion designer Marco was invited to the Paris Haute Couture Week of Paris in July and published "useless" in her official catalogue. It was "pure art exploration" and was displayed only for sale.

In 2013, Peng Liyuan accompanied President Xi Jinping for the first time to visit abroad. For the first time, he appeared on the international stage in the capacity of "the wife of the president of China," and was stunning the whole world.

Its clothing brand has attracted wide attention.

According to the news of relevant organizations, the design of this garment came from the famous designer Marco from China, from cloth to processing and dyeing, mostly based on the concept of environmental protection, purely hand-made.

The customized clothing and accessories (handbags, scarves, etc.) provided by Professor Ma for Professor Peng (Peng Liyuan) are made by exceptional and useless teams.

Origin of name

For the "useless" brand, Mao Jihong once said, "useless" implies Laozi's inaction philosophical concept: "this brand is playing the national card.

It requires foreigners to understand and understand Chinese culture.

We use the Chinese character Chr (34) useless Chr (34), let the foreigner issue the Chr (34) useless Chr (34) sound, this may not spread well, but I want to make this sound, this sound is China.

Up to now, "useless" still keeps the principle of "no sale" only. In Mao Jihong's words, it follows the rules of the circle of pure art brands.

"In the art world, or in museums, museums, museums, museums, museums, museums, museums, museums, museums, museums, museums, museums, museums, museums, museums, museums, exhibitions, etc., to publish a culture attitude, or to think about people or future."

With the exhibition in the planned Holland Amsterdam Museum and the Montreal Museum in Canada, the "useless" of fame has virtually increased the added value of exceptions.

Introduction to "exception"

4.1 development course

The exceptions created by Mao Jihong and mark in 1996 are said to be one of the longest fashion designer brands in China.

From the first batch of clothes sold in the clothing store, Mao Jihong started running in the clothing industry 9 years ago.

Until 2000, after the exception style was established, four or five stores were opened in the whole country, and the number of stores increased to twenty or thirty the following year, and in 2004 it jumped to nearly 100.

After that, the exception cut the store down to nearly 60.

This figure remains basically unchanged.

It is worth noting that after the "subtraction" of the major works, the exceptions of clothing prices have nearly doubled, and the price level has not changed much in recent years.

However, nearly 60 stores have been carrying out "internal dynamic adjustment" in recent years.

For example, "the average store area has increased from 100 square meters to 200 square meters now."

Another addition is reflected in the adjustment of channels.

"The whole retail form has shifted from the more popular department stores to Mall, and the form of inner street and roadside shops."

Mao Jihong said that exceptions also follow such an industry trend to optimize channels.

Mao Jihong always stressed to reporters the cultural attributes of clothing.

In his view, the exception of clothing is half the merchandise and the other half is culture. Therefore, in conveying this idea, "we need to find some rich brand practices, so that the customers who like the exception will further recognize the aesthetic concept of exceptions".

Therefore, the exceptional store form is constantly adjusting.

In November last year, the "exception" greeted its 12 year old birthday with the opening of "eco store". Exceptions were officially opened in the SOGO750 square meter eco store in Beijing.

Mao Jihong has already opened two 400 square meter shops with double sided exceptions in Kunming and Nanjing.

Apart from the ordinary exclusive stores specializing in the sale of clothing, the "double exception" combines clothing and books.

In eco shops, cultural and artistic books form a "loose understanding" with the clothes designed by mark.

The concept of ecological store is interpreted by Mao Jihong as an upgraded version of "double exception".

According to the introduction, the decoration and furnishings of the shops are all made of environmental protection and recycling materials, presenting a new way of life by distributing their clothes, books and household interaction with consumers.

The concept of renewal will also be unveiled near the eco store in Shanghai Xintiandi.

Exclusive stores, double sided exceptions and eco shops constitute three kinds of stores.

Although double sided concept stores and ecological shops account for only about 10% of the total number of stores, in the plan, "the proportion of the future will grow."

5 years ago, exceptions began to "subtraction", and contracted production and outsourcing.

At this point, exceptions begin to "move forward lightly."

But in the direction of improving and maintaining the added value of the brand, the exception has quietly begun to "add".

Therefore, even in the context of economic weakness, the exceptions in the first 4 months of this year were "two digit" sales growth.

4.2 business strategy

In the mature clothing market, the competition pressure brought by local and foreign brands has led Mao Jihong to control the exceptional market performance with entrepreneurial thinking.

"In fact, this year the exceptional price system is also making some adjustments, so that the level of products is appropriate for Lakwan."

Mao Jihong said that all the time, exceptions, the production of each garment is a small batch production in the peer industry.

In order to expand the consumer group, he began to adjust some basic styles in recent years, so as to increase the output of some styles in order to reduce the price of its supply.

In addition, the control of the production process and logistics links is also harsh.

Because of the designer's brand positioning, exceptions can also have many bold attempts in the style and material experimentation, and the cost needs to find room for control.

"For example, printing and dyeing as far as possible, on the one hand reflects the characteristics of brand advocating environmental ecology, on the other hand, it also controls the cost."

All the time, the audience of the exception has been mainly concentrated in the "urban knowledge women" group. According to the data provided by the exception, the exception of nearly 60 stores in more than 30 districts across the country has nurtured nearly 30000 loyal customers.

It is the exception of the "addition and subtraction" in operation that makes it possible for the first four months of the year to maintain a two digit sales growth even in the economic downturn.

Five

Peng Liyuan accompanied President Xi Jinping for the first time to visit abroad. For the first time, he appeared on the international stage in the capacity of "the wife of the president of China," and was stunning the whole world.

When they arrived in Russia for the first time, Peng Liyuan's clothes and bags immediately became the focus of attention.

It is understood that the designer of "Li Yuan style" is a famous female designer, Marco, who co produces "exceptional" and "useless" domestic brands.

An exception is introduced to the media:

1. Professor Peng's part of his visit to costumes is specially designed and customized by famous Chinese designer Marco, which is made by the national brand "useless" and "exceptional" team.

From cloth to sewing and dyeing, the concept of environmental protection is implemented and hand-made.

This is the trust and support for domestic brands, and also the pride and pride of Chinese designers. Thank you for your recognition and recognition.

2, "useless" is a public welfare independent designer brand created by mark in 2006. It implements the design concept of pure handwork, environmental protection, simplicity, and pursuit of spiritual value. Since its establishment, it has won many acclaim at home and abroad.

3, Professor Peng has always loved the "exception" brand and is an "exceptional" old customer.

This is the same taste and pursuit. The "exception" style is a low profile fashion and personality publicity, and is loved and recognized by successful independent women who love artistic and personality design.

4, the design and production is a special custom product, not sold in any public place.

5.1 designers

Peng Liyuan, a designer of "style", actually majored in modeling while she was a university student, but her design effect was good in her class.

In the past few years, she had hardly any scandals and lace, and her models in the heaps of beauty were extremely rare.

All in all, she is a hard-working person.

In those days, the division of labor between the couple was very clear. Mao Jihong, who graduated from Beijing Institute Of Fashion Technology, was responsible for marketing and marketing. He graduated from the Department of Arts and crafts of Suzhou Silk Institute of technology and was responsible for the design.

Marco's popularity in the 94 years' work "terracotta warriors" has been commented at that time that the works have been corrected, and the Chinese traditional culture of dress has been corrected.

Some commentaries also said that Ma could destroy a group of young designers, and the "terracotta warriors" became a form of forced appearance in the tens of thousands of terracotta sculptures.

In the 95 year, mark set up the "state studio" and launched the "exception" dress.

Mao Jihong also told such a small story: "in 1996, when he and Ma were exceptions, he was bent on making works with his own thoughts.

That winter, we sent our first coat to the shops in Beijing and Guangzhou. I remember the store in Beijing called "vegetarian shop", which sold 6 from 6 to 9 in the evening. I always remember the amazing eyes when people saw the exceptional clothes, because in those days, the unusual style was an accident for everyone.

This has brought confidence and encouragement to me and Marco. "

These confidence and encouragement enabled Marco's career to advance by leaps and bounds. He won the prize in China, Hongkong and France and won the honor of the world's outstanding Chinese designer in 2009.

Renowned director Jia Zhangke once filmed her useless movie, and later won the best film award of the horizon film documentary of the nice film festival.

Whether it is "exceptional" or "useless", it will benefit greatly from "Peng Liyuan style".

Now, the sales volume of the "exception" has exceeded 1 billion yuan in the whole country.

In addition to the design of Marco and Mao Jihong's business sense, as early as in 2008, Mao Jihong doubled the price of clothes and doubled the price of clothes.

As a result, the 100 stores in the year turned into 60 now, with the price range adjusted from 500-800 yuan to 1000-1500 yuan, taking the high-end route.

He said, "if we don't upgrade at that time, we will be swept away as rubbish."

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