In the underwear industry, the brand is an enduring hot topic. A good brand to bring the added value of enterprises, its significance is self-evident. Although the Chinese men's underwear industry started late, and a lot of men's underwear brands have emerged, there are not many brands that are widely read by consumers.

Creating a brand not only requires excellent product quality, but also requires effective brand marketing strategy. Among them, the star marketing is one of the effective means. At the same time, it is also a double-edged sword, improper use, it will bring some negative impact on the brand. Men's underwear how to lay the star card, we may wish to take a look at the following case.

With the help of Olympic marketing and professional men's brand LOOKSEE, her two-star star, "Dream China" champion Wu Wenjing and the American "Dynamic Idol" champion David Diego, has drawn wide attention in the industry. According to the current target consumer groups lifestyle and psychological characteristics, combined with the development strategy of enterprises to extract a new core theme: the dream? fly. Except for the specific operation, the company developed an effective marketing plan to maximize the star effect and become the current star of men's underwear industry marketing a rare success story.

Precise positioning rush to do "favorable conditions"

There is a saying in England: "The wind in any direction is against the wind before the heading is definitive." Find the target consumer consumer demand, accurate positioning for the brand, build business and consumer psychological bridge, the brand marketing and marketing enterprises can play an immeasurable role.

Since 2008, Heron has put forward the core theme of "Dream and Fly" and has fully catered to the present society's consumer psychology, popular culture and characteristics of the industry development, and has taken advantage of the advantages of both man and nature.

From a social point of view, in recent years, economic fever began to fall, the public's temperament gradually cooling, blind pursuit of fashion has also become more rational. British aristocratic taste of life began to infiltrate every corner of the trend, the public desire for a dream life, reflected in the pursuit of exquisite and luxurious quality of life. The combination of products and dreams not only creates added value for the products but also meets the psychological needs of the current consumer.

Compared with the style of publicizing and leaving a few years ago, young people nowadays have less confusion and restraint, and their ideal is more ambitious and long for their release and realization. So the whole era is talking about dreams, all kinds of symbolic dreams show in full swing. Popular culture gave birth to "dreams? Fly."

Domestic men's underwear industry, is currently entering a booming period, the industry calls for leaders, national brands and international brands a high moment is approaching, men's underwear industry need to take off. In the early days after the establishment of the enterprise, the Lukeshya Enterprise determined to "look into the world and soar the international fashion arena" has witnessed an opportune time to accumulate more strength, fulfill dreams and reach the world stage after ten years of development.

The Beijing Olympic Games has been successfully concluded, and all the Chinese in the world are paying close attention to it. The long-awaited aspiration of the Chinese people is now becoming a reality. This will include not only the nation's national aspiration but also the sustenance of individual dreams. To "dream? Fly" brand new ideas for the implantation of vitality, both to tap the current popular culture appeal, but also close to the Olympic Games, a good borrow a "Dongfeng."

In the pursuit of Chinese and Western "dream" star

With a precise brand positioning, how to choose a star deduction will become the key to success. Star is an important manifestation of the brand personality, there is no appeal target customers, brand marketing is difficult to achieve. Blind pursuit of celebrity fame, without regard to star and brand qualities fit, the results and aspiration will run counter to.

In this regard, Lukeshiro experienced a comprehensive consideration of up to six months time, after careful selection, layers of screening, signed the "Dream China" champion Wu Wenjing, the United States "dynamic idol" champion DavidDiego brand image advertising.

Chinese and Western stars Shuangjianbibi, not only demonstrated the company's solid strength, but also reflects its well-intentioned star candidates.

Wu Wenjing, coming from the stage of CCTV "Dream China", dreams of music accomplish the dream, break through numerous obstacles, and cut off the throne of the coveted champion. Wu Wenjing, born from a civilian draft, is the embodiment of a dream and carries the hope of a young fashionist. It is the best spokesperson for the characteristics of the times.

DavidDiego was born in the world movie carrier "Hollywood", is the representative of Western fashion culture, participate in the United States "dynamic idol" and won the championship, grew into a generation of idol superstar. His joining, concentrating on the international dream of both Chinese and Lukesh, also embodies the brand's unique combination of nationality and internationality.

Why is this company particularly popular draft star? Because the draft star is the "dream" of the image, they are thousands of fans won the dream of the sustenance, but also a symbol of Heron Ke brand growth process is the perfect combination of brand culture and celebrity qualities for the "dream? Fly "The theme gives a vivid vitality.

Bold interpretation of "flying man"

As the brand's visual window, the image of advertising in the most vivid interpretation of the brand is undoubtedly more powerful. Image advertising is a silent marketing communication, tired of the insinuating inflexible, consumers are more inclined to accept the visual impact of the connotation and imagination.

Compared with 2005's "Locomotive Man", this year's "Flying Man" launched by Luke Lang is more atmosphere and tension in terms of props, scenes and collocation of space. The vast blue sky, helicopters, two kinds of flying intuitive images almost equal to the eye, instantly inspired the hearts of all the desire to fly. The two stars also attack and defend filled with a duel atmosphere, awe-inspiring righteousness for the dream went to the momentum, infected with every appreciator. Wu Wenjing, DavidDiego represented by the collision of Chinese and Western cultures and temperament, forming a huge aura, people's eyes unable to stop.

Image advertising is a story of performance, a story about the corporate brand, but also a story about your dreams. From the image ads reflect the hearts of all the pursuit, the purpose of this advertisement has been achieved, prove it successful.

Brand core content in place of the wonderful interpretation of the slogan is often more than a thousand words shouting even more shocking effect, Lukeside on this series of image ads can be described as planning a lot of thought, no flower embroidery embroidery, hit the key, this is the company Consistent image of the style, but also its unique star operating practices. For many advantages of celebrities, Lukeshu did not abuse it, only refined its most prominent "dream" qualities that best fit the brand, and created the image of "flying males" to achieve the best possible results.

Marketing "intensive"

Even the best marketing solutions, are inseparable from the real ground marketing. This cooperation with Chinese and Western celebrities, and did not see the use of adidas skull bag to fight the world homework, there is no high-altitude throwing indiscriminate bombing. Careful study found that the promotion of its target audience for accurate, its implementation is a fine penetration marketing strategy, adhere to the target concentration of high, fine open up the line.

Prior to the Wu Wenjing cooperation issues exposed, Lu Ke 鸶 for young fashion owners, launched the first round of network pre-roll promotion. Launched a large-scale "Guess Star Face" quiz to attract tens of thousands of fans, including Wu Wenjing, Wake Up, Shao Bing, Shawn Yue, Lo Chung Wah, He Weiqi, Leo Ku, Prinz Xiaotian, Pu Bajia and Zhang Xiaochen and other popular stars. Walking in front of the trend of star fans group is a potential huge market, they are affected by the idol obvious, Lukesidan at the beginning aimed at this potential consumer groups, the effect is remarkable.

In order to further expand and consolidate celebrities and fashion men's brand loyalty, following the celebrity club, Lu Ke 鸶 this year a high-profile recreation of the men's fashion star club --- LOOKSEE Red Hall, attracting stars such as Wu Wenjing, DavidDiego supermodel gathered And help out Lukesi men's underwear trend of communication, vows men's high-end fashion in the end, this is also a professional men's underwear company offensive high-spending groups an important platform.

In the promotion of the use of media, Lukes 鸶 preferred network --- high education and fashion people to receive the main platform for information. In the entertainment, fashion websites and forums GF News, to attract the attention and discussion of the trend of the family, so that the audience changed from passive acceptance to active communication, the use of network marketing influence will be expanded. Second, a large number of keywords associated with the brand, industry, to improve the visibility of the search, to further target the target market.

Taking into account the unity of the network media, promotion can not reach 100% of the target consumers, Lukesi take full advantage of its hundreds of stores of outdoor resources. Through clever use of counters, windows and outdoor billboards, Wu Wei-jing and DavidDiego's image ads were replaced. A series of visually stunning "flying men" were staged quietly in upscale shopping venues.

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