When a denim brand born in Northern Europe took root in the Chinese men's wear market25It can still maintain annual growth——JACK&JONESThe story is never as simple as a "classic reproduction".
fromStarting with the enthusiasm for denim in 1990, it will enter China in 2000 and become a regular in the urban men's wardrobe by 2025Take Tmall again618 full-cycle store list men's clothing ranked fifth, this has35The brand with a history of years is always there"Continuing the classics"and"Embrace change"Finding a balance.
But there are always hidden worries behind the growth: as the product line expands from denim to business commuting, street trends, outdoor functions and other scenarios, designers are facedthe dual pressure of "inspiration shortage" and "efficiency death"; When consumer trends turn to segmentation and personalization, how to accurately capture the needs of urban men aged 18-35 is a bottleneck that brands urgently need to break through.
It is in this context thatJACK&JONESself2021andKnow the clothesReachedlong-termCooperation, using data as a blade, cutting through the pain points of design and marketing, and completing a from"Experience driven"arrive"Data-driven"Key evolution.
Source:JACK&JONES official website
1990, JACK & JONESThe original intention of birth is very pure- Love for denim fashion. At that time, denim was the brand's core label, and the classic tailoring and durable quality allowed it to gain a foothold in the Nordic market.
As the brand gets bigger and bigger, the men's clothing needs of urban men are becoming more and more diverse.JACK&JONESNo longer limited to cowboys, but around"Urban lifestyle" is builtDiversified product lines: SMART series for business commuting, ORIGINALS series for trendy streets, DENIM MASTER series for denim culture...... Each series accurately corresponds to the different scene needs of urban men.
And with thatThe "outdoor" scene has become a new consumer trend that has emerged in the past two years, and JACK&JONES has also begun to expand the boundaries of the scene again, upgrade and develop functional new materials"Light Outdoor"Segmented items.
A new product lineASCENTRAVERSE has recently released a strong release, teaming up with internationally renowned designer Yosuke Aizawa to High-performance technical fabrics, smart details, minimalist aestheticsAs a product highlight, taking into account the adaptation of daily commuting and outdoor scenes, many items such as jackets, down jackets, slacks, jackets and so on have been launched.
JACK&JONES new product
however"Boundary expansion" is inevitably accompanied by an increase in the complexity of work. Especially rightDesigner teamThere is a lot of pressure to say that.
For example, in the development of light outdoor products, the team must not only know the silhouette and style of the current outdoor men's clothing, but also understand whether consumers are more concerned about "lightweight", "versatile" or "strong sunscreen" on a certain item. You also have to look for a lot of pictures through shows, competing products, and big-name official websites to get design inspiration.
How to gain insight into the preference trends of domestic menswear consumers faster and more efficiently?
How to improve the efficiency of finding money and looking at pictures?
howInnovate on the basis of "continuing the classics", while avoiding innovation becoming a "bet" on the designer's experience?
This is givenDesigner of JACK & JONESIt brings a huge workload and uncertainty.
whereasKnow the clothesThe core value is to willThese vague questionsTransformed into"Quantifiable data indicators”, let the design from"Experience driven"veer"Data-driven”。
First of all, Zhiyi provides the ability to integrate global fashion and apparel data.Zhiyi's database covers the world's mainstream e-commerce and social media platforms, and is currently the largest known structured clothing database in the world. contain4 million e-commerce store data,100 billion Product data.
Know the clothes- Data capabilities
With the help of ZhiyiKnowing the truthplatform, designers can not only realize domestic and foreign e-commerce, social media, shows, brand official websites and other channelsOne-stop aggregation and selection of funds, and you can also see the sales data of each clothing product in detail and the traffic data of hot posts of talents, so that the selection is more scientifically based.
Knowing the truth- Style library
The second is the ability to accurately screen styles.Know the clothesKnowJACK & JONES' "Brand Tonal Red Line" – CLEAN, MODERN, FUNCTIONAL. In the actual selection, designers can quickly filter out styles that do not match the tone according to the detailed filter items in the product library, and export an accurate reference list with one click.
Knowing the truth- Product library filtering
In addition, you can also directly track the product dynamics of similar competing brands, view the new and hot-selling styles of the competition, and understand the competitionStore category distributionandHot selling genes。
Know the clothes- Store monitoring
Finally, with the help of ZhiyiMarket analysisBrands can also quickly obtain the current fashion trends in the market and predict potential popular design elements, such as fit, sleeve shape, color, pattern, etc. Any hot-selling element will be linked to the current hot-selling product, which also provides designers with an intuitive product reference.
Knowing the truth-Men's sports style design analysis in a certain cycle
Knowing the clothes passed"Global fashion data integration and accurate screeningFind money、Market market analysis”Three core competencies,forJACK&JONES has built a "data-based payment system", which greatly improves the efficiency and explosive rate of the designer team。
From fuzzy insights to precise grass planting
If the pain point on the design side is:"Efficiency", then the pain point on the marketing side is"Precise"。
aboutFor JACK&JONES, the needs of the 18-35-year-old urban male customer base are not "monolithic" - 25-year-old newcomers to the workplace may be more concerned"Cost-effective basic model", 30-year-old white-collar workers prefer it"Commuter wear with both texture and design", outdoor enthusiasts will give priority"Functional fabrics"。
OrAlso buying jackets, commuting scenes and outdoor scenes, what selling points do consumers pay more attention to? be"Anti-wrinkle and easy to care for" or "waterproof and wear-resistant"? Lack of data support, marketing content can only be "generalized".
I want to keep up with the ever-changing differentiated consumption preferences of consumers on social media platforms and quickly disassemble them into ..."Landable marketing actions" have also become a major problem faced by clothing brands.
Take the Douyin platform as an example, with the help of Zhiyi Technology"Shaking clothes"tool, you can view the hot topics and popular works related to clothing on the platform at any time, and support filtering by category and clothing style.
For example, one-click viewing of men's clothing-commuter style hot and soaring works, understanding the mainstream preferences and dressing scenes of the current target customer group, and understanding the core concerns of the customer group on various categories of products through the real evaluation of consumers on social media platforms.
Shake clothes-Men's commuter style popular works list
Of course, the intuitive exploration of consumer needs also provides guidance for marketing content——For example, for commuting scenarios, focus on producing "anti-wrinkle suit teaching"; For outdoor scenes, focus on "waterproof jacket measurement" to accurately hit the needs of different groups of people.
In the marketing process, Douyi can also passLibraryforJACK&JONES provides a large amount of content material reference, passedTalent PoolAccurately screen and match the clothing experts of the specified category, style, and fan level, and provide clear data on past live broadcasts and works, so that the brand's talent selection is more based on and the effect of bringing goods is more guaranteed.
epilogue
reviewJACK&JONESandKnow the clothesThe essence of cooperation is not a "one-time pain point solution", but"Long-term data symbiosis".
For the entire men's wear industry,The cooperation between JACK&JONES and Zhiyi also provides an important enlightenment: in the wave of consumption upgrading and digital transformation, "experience" is no longer the moat of the brand."Data" is the core driving force of growth.
When both design and marketing can make data-based decisions, brands can remain invincible in a changing market.
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