Chapter 23 Section 4 Vancl Eslite (VANCL)

The women's shoes and clothing sold by Belle and Zara are not suitable for online sales, so are all clothing not suitable for online sales?That's not necessarily the case, VANCL is a successful example of selling clothing online.Why is VANCL successful? VANCL was established in October 2007, choosing the business model of online sales of its own clothing brand.Its business purpose is to advocate a simple and decent lifestyle, adhere to international first-line quality, reasonable price, and devote itself to providing high-quality and exquisite life for emerging Internet groups. At present, VANCL has expanded to cover five categories of men's clothing, women's clothing, children's clothing, shoes and home textiles. In 2009, VANCL has entered the online B2C field in China, ranking among the top four in terms of revenue. Among the B2C websites of its own clothing brands, it ranked first with a market share of 28.4% in 2009.

1. Adhere to international first-line quality VANCL's partners are suppliers, manufacturers and designers of international first-line brands. Example 1, the VANCLPOLO cotton short-sleeved T-shirt is made of the best cotton name in the world: Australian cotton, with sufficient sunlight to make its fibers ultra-fine, mature and resilient.The fabric has been combed and processed, without details and hairiness, tight and elastic, with a long-lasting pearl texture, full of particles, and not easy to deform.

Example 2: Mainland and Spanish designers jointly designed canvas shoes. This Spanish design team has cooperated with ZARA for four years and has international experience in footwear design.And the production factories have the production experience of OEM for ZARA, CONVERSE and other international first-line leisure brands. Example 3, a team of Korean designers is invited to join. Among them, Kim Mi-yeon, the chief designer of Korean nationality, has served as a core designer in FILA, CONVERSE, KAPPA and other international brands. 12 years. 2. Reasonable price VANCL focuses on mid-to-low priced apparel, and launches promotions from time to time in order to match customers' spending power.The following are the prices of some VANCL products in December 2009:

3. Brand positioning is correct Clothing and clothing can be roughly divided into three categories according to their closeness to the trend: the first category, basic clothing; the second category, trend-basic clothing; the third category, trendy clothing. Category 1: Basic clothing.This type of clothing focuses on its functionality and comfort, and the design is relatively simple. The second category: trend-basic clothing.The design of such clothing changes with fashion trends, and consumers purchase them for their work or social needs.For example, when going to work, gathering or attending a banquet, the needs for clothing design are also different.As fashion trends are constantly changing, consumers also need to buy new clothes from time to time, driving the demand for such clothes.

The third category: trendy clothing.Such clothes are generally designed by internationally renowned fashion designers, whose clothes lead the fashion trend in the world.The price is generally more expensive than the first and second categories of clothing.Suitable for consumers who like to be on the cutting edge of trends. For easy understanding, we put the three types of clothing in the trend triangle (see Figure 4-4).The clothing and accessories sold by Belle and ZARA, which were analyzed earlier in this article, belong to the second layer of the triangle.The clothing sold by VANCL belongs to the bottom of the triangle.In the trend triangle, the higher the clothing and accessories, the more they pay attention to the rapid response to the trend, and the higher the uncertainty of their demand.

VANCL "promotes a simple and decent way of life", and its products focus on the design of simple basic clothes and casual clothes, which belong to the bottom of the trend triangle. The product features of VANCL are: ①VANCL's products mostly use solid colors, pink or simple lines, and the same style of products also provides a variety of color choices, making it easy for customers to find suitable products to match their clothing. ②VANCL mainly focuses on the basic clothing market, such as: T-shirts, POLO shirts, sweaters, sweaters and other products are not easy to become obsolete due to changes in trends, which is conducive to mass production, reduces costs, and reduces the risk of accumulating obsolete products.

③The product design of VANCL is relatively simple.Because there is no complicated design, customers can understand the characteristics of the product without touching the actual product.Just think of T-shirts, polo shirts, and casual clothes, which don't have to be close-fitting.If you want to buy a business shirt, you only need to know the size of the collar and sleeves.Therefore, customers can buy with peace of mind without trying it on. In contrast, the products of Belle and ZARA have to cater to the trend, so the design is generally more complicated. It is difficult for customers to understand the characteristics of the product if they do not touch the actual product.

Because VANCL has paid close attention to the brand positioning of basic clothes and casual clothes, the products can be less affected by the restrictions of online sales conditions.After customers understand the product features online, they can buy with peace of mind without going to the store.This is the difference between VANCL and Belle and ZARA products, and it is also the reason why VANCL's products can be successfully sold online.