Focus on Commodity ZEGDA Accelerates Brand Upgrading

Who will become the new king under the depth adjustment of the industry? On August 13th, the leader of the new fashion life ZEGDA Chia Tai "free-wearing" 2013Q1-Q2 new conference launches, to announce the king's determination with a new attitude. After six months of polishing, the three different styles of FUN, STREET, and CITY brought by the Italian design team made a colorful debut in the new series of spring and summer products, and formally established ZEGDA Zhengda's complete product system to accelerate the upgrading of the brand's fashion.

Commodity power to enhance the brand pattern

Different from other brands' marketing-driven brand transformation models, ZEGDA has been focusing on the enhancement of its merchandise for several quarters. It has invested heavily in product research and development, and has used its magnificent transformation to enhance the brand's overall structure.

How to break through commodity power? The first is the category changes, of which jeans are the most. In the spring and summer of 2013, ZEGDA Zhengda made 8 large-size models, aiming to enable young friends with different bodies to find the most comfortable and perfect jeans. And this is already the standard of professional jeans brand. Followed by the renewal of fabrics, more natural fabrics have completely replaced polyester spandex, which is lighter, breathable, and environmentally friendly, highlighting the texture.

The last is the systematicization of the ZEGDA Zhengda commodity structure. Under the auspices of the Italian team, ZEGDA Zhengda has organized the prototype of the autumn/winter 2012 commodity system, refined three more major series that are more complementary, and completed the system construction of the commodity system.

“In the past, ZEGDA Zhengda’s single-season products had series divisions, but they did not achieve sufficient segmentation in terms of style differences. The three series of new products in spring and summer in 2013 were truly different styles and could meet different aesthetic needs to a great extent. The fashion consumer groups: three series, three styles, popular fashion, and high-end fashion.The diversity of product choices, the trend of fashion products, and breakthroughs in product design and production processes will all be the ZEGDA brand. In the industry and consumers in the image of adding a lot of weight." ZEGDA head of brand said.

Style breaks to meet new fashion needs

In the ZEGDA Chia Tai survey, we found that a new generation of young people are eager to break away from their shackles, hoping to be able to freely put on various occasions, relaxed and stylish, so they have three series of ZEGDA Chia Tai new style.

Interesting fancy, chic, and youthful FUN series is designed for the younger generation. In the tradition of retaining ZEGDA's grand tradition, new transformations will be implemented, using vivid colors to project youthful vitality and a sense of fashion. The STREET collection brings colors and styles that are full of street feel. Concise and comfortable lifestyle, using lines and patterns, fabrics with retro taste, emphasizing street taste. CITY series pays more attention to the modern fashion sense. Its key words are: elegant colors, simple design, fine fabrics, and an exquisite costume feeling. Every elite must own and wear it in the city.

ZEGDA's three major series from bold to comfortable and refined, along with the new style of the main line of life and style gradually, allowing people to wear freely, get rid of the shackles, still ubiquitous.

Experts said that ZEGDA’s upgrading of products conforms to the trend of fashion trends in the apparel industry. Although the apparel consumer market as a whole was sluggish this year, the fashion brand has developed rapidly. According to statistics, most of the international fashion brands continue to grow rapidly in Huamen, and sales growth in the first quarter of 2012 also exceeded 10%. As the new generation of consumers pays attention to the sense of design and fashion of the clothing, the requirements for the category width and design diversification of fashion brands are getting higher and higher, and the entire industry has evolved from “daily leisure” to “fashion trend”.

As a leader in the new fashion lifestyle industry, ZEGDA’s terminal stores have also started upgrading after the breakthrough in commodity products. The image of the store and the atmosphere of the terminal will also be more stylish, bringing a new new fashion life experience.