Rebirth of the Entrepreneurship Era

Xu Yiyang brought Li Xuan into the house, and Li Xuan, like Shen Lele back then, was too shocked by the mansion in front of her to speak.

She looked at this and that, and couldn't help sighing: "President Xu, you live alone, and buying such a big house, doesn't it feel empty?"

Xu Yiyang smiled and said: "I think it's okay, but I usually live in the dormitory, and I don't live here."

Li Xuan said: "It's such a luxury to live alone in such a big house..."

Xu Yiyang said: "Then you can feel this kind of luxury in the past few days."

Li Xuan smiled and said: "Being in your light also allows me to experience the feeling of living in a mansion alone."

Xu Yiyang said: "You can feel it in the evening, let's figure out the layout first."

"Hmm!" Li Xuan hastily opened the drawing board and various tools, stood up next to the sofa in the living room, looked at Xu Yiyang and said, "Mr. Xu, please introduce your design ideas to me first."

Xu Yiyang nodded, and said: "My idea is to treat jeans like electronic products, systemize, model, and brand them."

Li Xuan couldn't help asking: "Can you introduce it in detail?"

Xu Yiyang said: "Systematization is to form a complete product system. For example, it is like a car. Although a series of models has similar technology and configuration, they will be subdivided into several different models, such as Some are extended models, some are two-door models, and some are even convertible models, and the shape of each model will have certain differences.”

"In addition, each model will provide many colors for consumers to choose from. In this way, although it is the same series, there are at least a dozen or even dozens of models and color combinations that consumers can choose. "

Immediately afterwards, Xu Yiyang paused for a moment, and continued: "If we apply this concept to jeans, we don't need to design too many weird styles, we only need to design several series in detail, and then we can make a new design based on each series. On the basis of maintaining the basic style of the series, while developing different styles.”

"For example, in terms of waist design, it can be divided into low-waist style and high-waist style; in terms of trouser design, it can be divided into straight-leg style, slim-fit style, and leg-leg style; Old style, hole style, and then add a variety of colors to each style, such as light blue, indigo, dark blue, black, dark coffee color, so that this series alone can cater to a variety of consumption group."

In fact, in Xu Yiyang's impression, many cross-industry brands in later generations operate in this way.

For example, Mercedes-Benz, the best-selling E-Class sedan, has many styles,

For example, E-class standard wheelbase, E-class extended wheelbase, E-class coupe Coupe, E-class convertible Coupe, E-class AMG.

There is also Levi's, the classic 501 series, including 501 Original, 501 Taper, 501 Slim and so on.

In addition, there is another typical one, which is the Apple mobile phone. Before Apple 6, each generation of Apple only had one model, and then provided different capacities for consumers to choose from. However, since Apple 6, Apple began to add the Plus model, and later It is the Max model and the Pro model, which is also the standard operation of product systemization.

However, at this stage, this way of playing is indeed a bit trendy. The clothing industry that Li Xuan has come into contact with has never had this kind of routine.

Most of the domestic clothing brands she knows have one version and one version, so everyone's layout is very messy.

For example, for a brand like Baleno, there may be dozens of different styles of jeans. According to the method Xu Yiyang said, as long as there is one systematic jeans, the different styles derived from it may be comparable to all the styles of a brand like Baleno. .

However, it seems troublesome, but in fact, it is not troublesome from the point of view of design and production.

For example, design, as long as you design a basic model, and then make fine-tuning on the basic model.

In this regard, Volkswagen is the best. People joke that Volkswagen only has one Golf, which is a Polo if it is longer, Passat if it is longer, Tiguan if it is higher, Touareg if it is higher, and still if it is shorter. cool.

In fact, the design is like this. As long as a classic model is released first, then the design elements of this model can be used to improve the entire product system.

After figuring this out, Li Xuan seemed a little excited. She already had the prototype described by Xu Yiyang in her mind, and felt the general shape of this systematic clothing.

Xu Yiyang went on to say: "As for the model, it's very simple. We can't just launch a model and say it's our straight-leg pants, or skinny pants, or leg pants. We have to give it a professional model, such as Levi's. People use digital models, 501, 505, 510, 511, and the colors and styles have their own corresponding codes. In this way, for example, the model of a 501 jeans is 501OS010, 501 represents the basic model, O represents ordinary waist height, S Represents slim fit, 010 represents light blue, consumers who understand us can know the basic information of these pants just by looking at them.”

This is relatively easy to understand for Li Xuan, she immediately nodded and said, "I understand what you mean, Mr. Xu."

Xu Yiyang nodded, and said again: "As for branding, it is the strategic policy of our entire brand. I told you this before. If we want to do it, we will be the best-looking, most professional, most famous and most popular in the country. jeans brand."

Li Xuan hurriedly said: "Mr. Xu, let's start designing the style first."

Xu Yiyang said: "Before making specific styles, I think we should first think about some classic elements, such as what our brand name is, how to design our logo, and then what kind of shape should our jeans' back pockets adopt, and what kind of car should we wear on them?" Flowers and what kind of cloth label is sewn on the side, these must be carefully considered and carefully designed. After these classic elements are designed, they will be used on each of our jeans, so that consumers can recognize them at a glance and improve brand recognition. .”

In my previous life, many brands were highly recognizable, such as the classic patterns of LV. Whether it is clothes, bags, shoes, belts or other products, they will use their classic patterns, which can be recognized at a glance. This is their classic elements;

There are also Burberry's classic checkered elements and Supreme's classic red label, which are the most eye-catching and classic existence of clothing brands.

The logo of Levi’s is also very recognizable. No matter what style of jeans, the bottom of the back pocket is tapered, and there is an M-shaped pattern on the back pocket. Moreover, no matter what color Levi’s jeans are, the right On the side of the back pocket, a small red Levi's red flag will be sewn, these are the classic elements of Levi's.

Therefore, Xu Yiyang also hopes to design these classic elements in advance, and setting the classic elements is tantamount to endowing the brand with a unique soul.

Thinking of Supreme becoming that bird in the future, Xu Yiyang had an idea. Before you become a trendy brand, I might as well borrow your classic red logo and create a new brand that is similar to you but not the same thing. .

The new brand is simply called SuperX!

In English, Supreme means supreme, and Super means super and top.

Although one is Supre and the other is Super, the meanings are pretty much the same, but the X in the back is the soul, which is the English initial of Xu Yiyang's surname.

Therefore, the brand name SuperX is still very interesting!

The design style of the SuperX brand Logo is basically the same as that of Supreme, which is also white on a red background.

But the X behind SpuerX is capitalized.

Moreover, it will be slightly different from the previous Super font, so that the X can be more prominent.

At the same time, based on this X, Xu Yiyang also had other classic inspirations.

For example, all rivets and buttons are designed with the letter X on the front, so that people can tell at a glance that it is SuperX.

For example, the pattern in the middle of the back trouser pocket is also designed to form an X with double lines.

In addition, a red flag will also be added to the left side of the right rear trouser pocket, but the red flag is printed with SuperX arranged vertically.

In addition to these, Xu Yiyang also formulated three series of jeans for SuperX.

The first series is the 1 series. The whole series uses numbers such as 101, 102, 103, 104, and 105 as the series name. The number after 0 is the corresponding style of this series, and this 1 series will be SuperX’s first. Stage flagship series.

The second series is the 3 series. The series name rules are similar to the 1 series, but the overall positioning should be above the 1 series. It is equivalent to a high-end series with better fabrics, better workmanship and more expensive prices than the 1 series. But this series We will not withdraw for the time being, and after the 1 series hits the market, we will launch the 3 series at an appropriate time;

The third series is the 5 series. The positioning of this series will be higher than that of the 3 series, reaching the level of light luxury.

For example, in the future, the overall price of the 1-series jeans will not exceed 200 yuan, and the maximum will only be 198 or 199, while the 3-series will be higher on this basis, and the price will reach about 500 yuan;

As for the 5 series, the price may be more than 800, or even thousands.

Whether it can improve on this basis, Xu Yiyang feels that he is not optimistic. Any clothing brand can't stretch too much in the price range.

For example, if LV launches a low-end family-friendly series, and a bag only sells for about 1,000 yuan, it will immediately pull down LV's position in the luxury goods field. The threshold is too low, and it may even lose the attributes of luxury goods;

Similarly, a brand like Zara takes the civilian route. Most of the clothes are less than 1000 yuan. A T-shirt that sells for 1,000 yuan, there is a high probability that it will be sold on the street, because users have long been accustomed to and accepted its setting of the people-friendly route. In this case, if the price is sold at a high price, it will make people feel that it is not worth it. .

In other words, if Jack Jones jeans sell for more than a thousand pairs, boys will never buy it, because this brand is not worth the price at all.

What Xu Yiyang thinks is to first use the 1 series to open up the market, and then use the 3 series to add icing on the cake. As for the 5 series, it is not used to sell volume, but to show product strength and let consumers know that SuperX can also do it. It is enough to produce relatively high-end clothing.

As for the style subdivision, Xu Yiyang decided to design according to the high, middle and low of the waist first, and display them with the letters H\\\\M\\\\L respectively. For example, H is the high-waist style, L is the low-waist style, and M is the normal style in the middle;

In terms of pants type, O means Original, which means classic straight; SL means Slim, which means slim fit; SK means Skinny, which means very thin slim fit; T means Taper, which means tapered; B means Bootcut fit, It means micro-La style.

As for the oversized flared trousers that go against the modern aesthetic logic and can completely hide girls' shoes in the trouser legs, Xu Yiyang is not prepared to do it to death. Although this type of trousers is quite popular now, it will eventually be eliminated by the times.

Moreover, Xu Yiyang hopes to focus on the slim fit and use SuperX to lead the trend of slim fit.

Ning Ruolin wearing a pair of Levi's can cause such a strong pursuit and imitation among female college students. This proves that the trousers that can highlight the figure are the most suitable trousers for girls. Girls should not hide a pair of beautiful legs. Underneath the dreaded oversized flares.

If SuperX can lead this trend, then its domestic position will be firm.

If it is done well, it will definitely become the most popular jeans brand in China in the future. When Levi's enters the mainland in two years, there may be nothing wrong with him.