Y-3 brand image: above fashion and sports

Adidas has strong technical advantages in sports shoes and sports equipment, and Yohji Yamamoto has a high status in design. Both sides make full use of their respective resource advantages and maximize their use, resulting in today’s Y- 3 - A product created by cooperation between Adidas, a global sportswear giant, and Yohji Yamamoto, a famous designer in Japan.

The Y-3 entered China very cautiously. Last year it opened its first store in Asia. Since less than a year since its opening, Y-3 has quickly become popular in China with his "good karma." The Y-3 is definitely more than just these avant-garde clothing and accessories. It can be said that Y-3 pioneered the cooperation between a sports brand and top fashion designers, and this concept has brought the global fashion industry It is a very new revolution. Recently, the reporter interviewed Miss Yung Chen, director of the Y-3 Brand China Image. Through her communication, Y-3's brand image has become clearer, showing a temperament that overrides fashion and sports.

Make simple black and white more affinity

WearWeek: What kind of style brand is Y-3?

Chen?: Y-3 inherited the simple style of Yohji Yamamoto. In a series of black-and-white-colored products, it is difficult to find the colors and styles of the flowers. This clearly reflects the designer's consistent design style. When Y-3 entered the Chinese market, the brand had its own marketing philosophy. Y-3 is not eager to sell the brand in China, but rather requires the image of the brand. This is the biggest difference between Y-3 and other brands.

WearWeek: What kind of life philosophy does Y-3 advocate? What is different from other brand special places?

Chen?: Highfashion, life. But this does not mean that Y-3 is a very unattainable brand. Y-3 has affinity, although the price is not cheap, but it gives the impression that this brand is not assertive, you can try. For people who like fashion, there is no pressure to accept it. Y-3 has the brand's own status, which makes many people like Y-3, but some people just know the Y-3 only stay in the LOGO like, can not afford real goods, so now the market will also find There are many Y-3 fakes. This also proves that Y-3 has quickly established itself in the Chinese market in just one year.

WearWeek: As a groundbreaking brand, how does Y-3 combine sports and fashion perfectly?

Chen?: Design is the most important. From LOGO to clothing styles, it gives people a feeling that is very easy to access. The temperament of Y-3 is very attractive to those who are pursuing fashion and concise style. Y-3 has three different levels of product lines. The more athletic line is cheaper and more easily accepted by the general public. The middle line will be more refined in the selection of fabrics, and the design will be more fashionable. The highest line is the clothing on the quarterly conference. It is very fashionable and the price is not cheap. Most celebrities and artists will choose this series.

Test the ability of the buyer in the difference

WearWeek: It's true that I heard that Y-3 can do almost no inventory.

Chen?: Yes. Since Y-3 is not a brand for the purpose of taking away quantity, Y-3 can not be added, which is why we can basically do not have inventory. We will have at least hundreds of models on the market every quarter, and there will be big series and small series, but the number of each model will not be too much. Sold out is gone, so this is a big test for the buyer.

WearWeek: Is China's goods consistent with foreign ones?

Chen?: Since the shop operators are different and the buyers are different, the goods in different countries and regions will be different. In some domestic stores, it is rare to see the clothing styles that appear at the conference, because some domestic agents will scruples the market demand and the ability of target customers to accept. Stores like foreign countries, such as those in Tokyo and other cities, will have more high-priced products in their stores.