Relative to Lun's theory of relativity: the small masses difficult to base

Absrtact: May 15 News, clothing brand status is increasingly stable, more and more minority brands began to force the breakdown of the clothing market, some of the independent designer brand also began to emerge. One of the independent designer brand relative LUN is a typical representative. Billion states

May 15 News, clothing brand status is increasingly solid, more and more minority brands began to force the breakdown of the clothing market, some of the independent designer brand also began to emerge. The independent designer brand "relative LUN" is a typical representative.

Billion power network connected to the founder of the relative Lun Li June, Li June said they designed the relative LUN brand mainly for the 25-Year-old to 35-year-old urban white-collar minority style clothing, mainly light retro and elegant for the main design concept. As consumers buy clothing products, the breakdown of the demand for many original clothing designers have brought many opportunities to design clothing.

At present, relative LUN was founded in 2010, the brand team a total of 12 people, including two designers and customer service art and other people, and the production of clothing work is entrusted to the factory to complete. Relative LUN is now mainly in Taobao and cat open shop for sale, and also in some independent designer website for sale, such as wild sugar net.

According to billion power network to understand, the relative LUN 2013 years of sales of 6 million yuan, and customer repeat purchase rate reached 20%-30% ratio. This for a small number of Taobao designer brand, has been a more optimistic numbers. And in order to increase the brand's exposure rate, relative LUN also took the form of articles and photos to show the brand image, this way is also a lot of other original designer brand to adopt the promotion method.

However, when it comes to the future of designer brands, the relative founder Li June said, although Taobao gives designer brand a good platform, but this is only the first step, the current market for the original designer brand acceptance is still relatively low, if you want to make the brand size is still very difficult. And designers themselves are generally more sensitive, designer inspiration for the development of the brand also has a great impact, full of uncertainty.

In addition, the face of many big brands also began to slowly launch a number of sub-brand to seize the market segments, but also allows consumers to buy original designer brand frequency will be reduced. This will create a number of smaller, style is not particularly distinct designer brands face great difficulties. Therefore, in order to deal with the challenges from this aspect, the designer brand at the beginning of the creation of the need to clear their own positioning, so as to seize the market segments.

For the future development of the relative LUN, founder Li June said that in the next period of time, the relative will start to expand sales, and will continue to take the high-end niche routes. and also to balance the clothing style and sales direct contradiction, leading to a higher conversion rate.

Taobao as an original designer brand, relative LUN also plans to go to the next line to start the entity shop, has also been with some offline clothing stores have cooperation to start sales.