American Apparel: Hunting The Young Trend

Sun Da Sam either clutches the man's beard, or takes a Golden hoop to chase the land, but it is

In the T-shirt of the dress, the positive print pattern is Sun Wukong holding the land, a look of respecting the old and loving the young.

The T-shirt is one of the most popular MTEE series this year.

As of August this year, the MTEE series of clothing sales totaled nearly 3 million.

To attract consumers, it is closely related to the style of the designers in the United States, such as wearing scarlet scarf to monkey king, and putting the badge leader "three bars" on the arm.

"T-shirt material is the image and elements familiar to this generation, reflecting the rebellion of the younger generation but not the mainstream personality."

This is a summary of a market person.

This also fully produces the gene of the most innovative enterprise in China, that is, constantly changing and subverting.

The company operates the two brands of Meters Bonwe (MB) and ME&CITY (MC) through two departments, which share management platform, supply chain platform, risk control system, and have separate shop system and different brand strategy.

MTEE is actually the fist product of MB. It is also the most popular product this year, reflecting the unique logic of the company in product research and development and sales strategy.

On the one hand, the company is good at catching the aesthetics and psychology of the 85 consumers.

For this reason, the company spent much money last year with the paramount film company and Hasbro Inc to develop "Transformers" series clothing, sold more than 100 pieces, and sold more than 100 million yuan.

In March this year, the company also worked with DreamWorks to launch a three year tour of Hollywood cartoon images including Kung Fu Panda and Shrek, while working with Shanghai art film studio and Japanese Sanrio Co.

"Let every consumer who likes to watch cartoons can find a T-shirt that fits his taste in the MTEE product line."

It is this fishing and hunting strategy that subdivides products and puts down the price threshold.

On the other hand, we should dig out the layout and display strategy of the store.

From the beginning of this summer, the company stores are divided into different thematic displays, divided into different theme zoning, different styles in each partition, different colors in each style, and different sizes of colors. This gives more collocation choices and guidance, so as to find a more suitable layout and display style for their own brands, and has a significant effect on store efficiency. In the first half of this year, direct business achieved 1 billion 321 million revenue, up 53% over the same period last year.

In terms of marketing, the United States also shows strong innovation characteristics.

It is handy to enhance the reputation of the image spokesperson. The company said it will launch a more cool MJeans in the autumn after MTEE.

And the appointment of the world's top model Sean aupri to deduce, emphasizing the innovation in the cowboy style.

However, huge investments in brands and stores also need to be paid.

In the first half of this year, the US bond business revenue increased by 2 billion 541 million, up 39.49% compared to the same period last year, but net profit was only 40 million 330 thousand, down 82% compared to the same period last year.

The cost of rentals, staff costs and decoration fees increased directly with the expansion of store size. The sales cost in the first half of the year was 875 million, an increase of 53% over the same period last year.