As the post-95s' young people go to society and become the mainstream of consumption, the fashion industry is also paying more and more attention to the preferences and tastes of these young consumer groups. Compared to previous generations, they have grown up in social networks, established their cognition of fashion and clothing matching earlier and faster in the rapidly circulating information, and personalized their own styles. Definition, understanding and interpretation. Their thoughts and preferences are really a little different.
"Lucky value" determines shopping desire
The more limited edition, the more keen? Who will draw the lottery? EVISU can also hide a pair of large M jeans in the lucky bag? Before Pop Mart buys a blind box, be sure to shake and listen to the sound of things and pray for a new style that you don't have ... When young people in the post-95s shop, they not only consider the value and practicality of clothing products, they Thinking has even risen to metaphysical guessing, luck choices, constellation trends and other elements you can't imagine.
In addition to being “good to wearâ€, they must also be “funâ€. If they add a little luck to their clothes, they will easily fall into it. Like the interactive cooperation between Glory of Kings and ONLY, League of Legends and Nike, young people who fought in Kings Canyon and Summoner Canyon have reposted sweepstakes Weibo, or voted online during live game games, they all hope that they are that luck The bursting "European emperor" can get limited-edition clothing gift packages or flagship store vouchers from the brand.
Thanks to that ray of obsession
On the morning of the New Year's Day, I lined up to buy a limited Avengers jacket. Perhaps a store sold a total of 10 pieces, but there were more than a hundred people in line. For the special color PALACE items, Generation Z could even fly from China to Los Angeles. Although it sounds incredible, this is what they do for "good heart", as long as they are optimistic about the single product, no matter how complicated and harsh the purchase is, they must also buy it! Even if you want to get up at 5 o'clock on the first day of the new year, even if you want to learn English shopping guide by yourself, even if you want to fly over half of the earth ...
Provoking their consumption obsession and desire to challenge is the key to marketing in the new era. Even if both Converse and AJ require buyers to line up in stores, they must wear the brand ’s full set of clothing to purchase limited editions, and young people will buy all relevant brand clothes for a pair of 1970s. Through a limited pair of shoes, the brand actually sold far more than a complete set of clothing to wear.
Mammoth star in clothing
Imitating the dress of fashion stars, trend bloggers and sports superstars, and caring about their every move, you can't imagine how young people are now paying attention to star clothing. Picking up at the airport, wearing an item of idol Amway asking for a signature, or killing the crowd at the event just to glance at it from afar, young people ’s enthusiasm for idols has never been higher, and they are more willing to learn about celebrity endorsement brands the story behind.
So we saw Hua Chenyu hand in hand with Li Ning, and this was also the first time Li Ning used an artist as a spokesperson; Wei Daxun came to the PRADA factory to reveal how the fashion travel bag was produced; FENDI invited the little ghost Wang Linkai to come to Rome headquarters to tell the story of the brand. Clothing brands are seizing the interaction between young people and celebrities. Although they cannot live the same life as celebrities, they can at least dress like idols.
"Dual personality" values
Equally confusing, there is the post-95 price view. When they are shopping, they have a very high sensitivity to seasonal discount promotions. Ordering meals and takeaways can be calculated for half an hour for full reduction. The coupon game on the online shopping platform is extremely enjoyable. But paradoxically, the tide brand of tens of thousands of yuan said to buy it, buy a variety of platform members to spend thousands of years, double eleven, double twelve debt owed, is also this group of young people.
In the eyes of these young fashion players, they can bring comfort and satisfaction to their consumption, such as the same clothes with eye-catching clothes and love beans, buy your teeth! But I feel that unnecessary expenses such as postage can't be paid out! They have the conditions to pay for things they like, but they also want to take advantage of the cheap mentality of "free shipping, full reduction, as long as 98, pay attention."
In fact, the consumer psychology of young consumers is not difficult to speculate. All new and interesting things, they are very acceptable, fashion clothes that can bring a sense of satisfaction and happiness, for them to gnash their teeth, they must chop their hands; discounts in accordance with psychological expectations, that is equivalent to nothing. They like new things, like to share social, they will follow the trend of star hotspots to buy, unswerving but herd mentality, generous consumption but careful planning, chasing the trend but love retro ...
You can find these fashionable and changeable temperaments on CHIC. CHIC is also demonstrating the diversity of the market and consumers with a new attitude and look. Business matching, inspiration, order cooperation, and channel discovery ... CHIC has integrated these characteristics and will present you the youngest fashion event. .
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