Benny Road "peer" triumphant variety of bright and stylish advanced

Today, the apparel brand market is showing the phenomenon of creating shared values ​​with young consumers to open up new consumption patterns. At the same time, casual wear has also been labeled as lacking in freshness and fashion. As a Chinese casual wear brand that has entered the 23rd year, Benny Road may have found a new way to break this concept.

On February 26, 2019, the Benny Road 2019 Autumn and Winter Brand Launch Conference and the 19FW Product Ordering Conference were held at the Langham Place, Guangzhou, Guangzhou. With the theme of “peer”, this innovative clothing brand will make a new departure for this casual wear brand. The new charm of the brand.

Scenario area - check-in

Conference site

Going together with the two trillion garment market

Peer, explained in the words to walk together. Benny Road uses this word to say that the brand will use the concept of fashion, youth and diversity to move forward with the partners, so that the brand can be more vividly transformed and renewed. Ms. Fan Xiaolan, general manager of the Benny Road brand, said in an interview: "Peer, thank you for your company in the past 22 years, and also a vision for the future. I hope to bring the concept of brand innovation in the new year and work together with partners. ""

At the Benny Road 2019 autumn and winter conference, I saw that the brand has been supported by many partners for 23 years. It can be said that it is full of people and people. Whether it is the clothing seen in the event area or the product on the brand release show, everyone can see the face of Benny Road with appreciation, excitement and attention, but also reveals the expectation of the future development of the Benny Road brand. .

Mr. Hu Zhiheng, Executive Director of Benny Road

Mr. Hu Zhiheng, executive director of Benny Road, said in his 2019 brand development strategy that Benny Road has adjusted its development strategy from different angles to gain more market share. In the future, Benny Road will consistently adhere to the multi-brand development strategy and continue to strengthen the diversification; inherit the brand's craftsmanship spirit, and focus on creating innovative products with more cost-effectiveness; under the favorable policies, it will reshape the women's wear brand and strengthen the development of children's wear brands. Deepen the multi-element of the brand and increase the competition share of the brand market; expand the third- and fifth-tier cities and enhance the image of shopping malls. Benny Road and its partners are dedicated to the two trillion clothing market.

The strategy of cooperating with IP brand, omni-channel expansion, launching new franchise policy, and optimizing store experience not only enhances Benny Road from quantity to quality, but also accelerates the way to achieve common value exchange with a new generation of consumer groups.

On-site interview - brand development strategy

Miss Lu Jingyan, Deputy General Manager of the Benny Road Affiliate Department

Lu Jingyan, deputy general manager of the Benny Road franchise department, said in an interview: "The new franchise policy is based on cooperative alliances. It can not only regulate the entire brand market, but also enhance the image uniformity of the brand. It can also be a benign operation of goods, rapid promotion response, and control. Sales of goods, discounts on goods, etc., to achieve self-employed management of franchise stores, allowing customers to share resources with self-operated stores, image integration, and enhance brand awareness."

Mr. Zhang Hui, General Manager of North China Zone, Benny Road

Zhang Hui, general manager of North China, said: "In North China, we will increase the expansion of the relatively strong children's wear series, and will open a certain proportion of independent children's clothing stores. In order to meet the needs of independent store products, in terms of products, we have invested hugely this year. Costs, monthly joint cooperative brand children's wear series launched, such as Thomas & Friends theme series, Xiaoma Baoli series, Super Pan Xia series, Meng chicken squad series, etc., in many children's wear brands, highlighting the brand features, to meet the children's animation dreams. ”

Miss Fan Xiaoyu, General Manager of Benny Road Brand

Ms. Fan Xiaolan, general manager of the Benny Road brand, said in an interview: “In the era of personalized consumption, customers need more diverse clothing, and different groups of consumer markets have different styles of love. So we start with internal product innovation, such as fabrics for clothing. Innovation, style and differentiated design, and the combination of technology and clothing innovation, so that people have no one, people have me, to meet the needs of more consumer groups."

Event site - site design planning

The Benny Road 2019 Autumn and Winter Conference was divided into two different areas. The off-site is a different theme space exhibition area of ​​the 2019 autumn and winter new products that are divided into various brands of Benny Road. The venue is a simple white background with a bold red "Baleno" logo. The layout of the T-station gives a new design that fits the brand positioning.

The 2019 autumn and winter new scene display area focuses on the latest products of the group's Baleno men's and women's wear, Baleno junior children's wear, Baleno Youth's young trend series, S&K European and American street style series, ASTRO BOY, ONE PIECE and other brands. The most eye-catching is the independent display area of ​​the men's jacket, soft jacket, ultra-light goose down jacket, warm and medium-length thick down and other three coat series are displayed one by one in the light-emitting glass cabinet, stylish and young, with Benny Road The latest design concept is unexpected. Among the coolest exhibition areas, the non-beautiful trend series Baleno Youth is all wrapped in silver tin foil with strong metallic texture. It is dazzling and colorful, showing a trend of young people and a unique personality in the design of the costume. Consistent.

Scene Area - Baleno Men's Collection

Scene area - men's three coat series

Scene Area - Baleno Youth Collection

The colorful fairy tale world is a place that children yearn for. The display area of ​​Baleno junior children's wear presents a colorful style, full of childlikeness and innocence. It consists of original design theme series and Thomas, Barbie and other cooperative IP exhibition areas. The variety is unique and novel, and it can build a high-quality and multi-variable clothing kingdom for children. Men's women's wear, ASTRO BOY, ONE PIECE and other exhibition areas have their own characteristics, and can not be separated from the unified design concept of Benny Road - innovation and youthfulness, the entire exhibition area gives a refreshing feeling, completely changed the people have always been to Benny Road Tradition, lack of freshness.

Scene Area - Baleno Women's Collection

Scene area - Baleno junior children's wear series

Scene Area - ASTOR BOY Series

On the Benny Road 2019 autumn and winter new T-station release scene is a wave of climax, a piece of clothing in the performance of the model, seems to have been given a vitality, fashion, youthful soul. Orange, blue, red, green and other bright pop elements continue to appear in the new 19FW products. Metal, technology and printing are included in the fashion trend of Benny Road. Sport and street style have become common elements, whether it is men's clothing or Women's wear has been labeled as a "personality and fashion" Titel, children's wear is outstanding. From the whole conference, we can see that today's Benny Road has set up a creative bridge to the younger generation with the pursuit of fashion by young people, creating a new era for the brand and even the casual wear industry.

Fashion catwalk - men's collection

Fashion catwalk - women's series

Fashion catwalk - children's wear series

Fashion show - ASTOR BOY series

Fashion show - ONE PIECE series

Fashion show curtain call

A publicity and multi-trends conference left a deep impression on everyone. At the same time, Benny Road showed that the brand that once represented “taste” and “trend” is looking for a repositioning and breakthrough. The trend of the fault brings a strong return to the redefinition of casual fashion.

Brand development concept - peer

Conference theme design

At the moment when apparel brands are frequently cold, Benny Road has re-started with “peer” as its core value choice, and upgraded from brand, product, consumer group and marketing to meet the diverse consumer demand and life scenes. It also shows Benny Road. Different paths to competition in uncertain markets.

More and more young consumers are having unique insights and perceptions of fashion, while the surging young marketing is gradually distracting consumers. In this regard, Benny Road has examined and organized the dispersive market, and has made a new positioning and reshaping of the brand. The diversified products, young individual design concepts, unique innovative marketing and other strategies will further sharpen the brand in the market. And the image of the consumer's mind, the brand is more recognizable, more vivid, more individual, and further clarify the value and core culture of the Benny Road brand.

The value of the 19FW conference at Benny Road is not only to bring the brand design and products to the show, but also to create a dialogue and interaction with the market and consumers, and promote the brand's young and diverse fashion trends to enter the market sales system. Really form a core relationship from the product to the sales level, and stimulate more possibilities for the future development of the brand.