Topic selection of academic paper

ESPRIT is an internationally renowned brand, and Jinan Store is its franchise store. ESPRIT's excellent clothing design and manufacturing level, constantly improving brand image, complete enterprise concept, code of conduct and unified image recognition formed over the years will provide scientific and standardized design, technology and management guarantee for Jinan store.

A.Esprit market analysis

As a medium-sized city, Jinan lacks real international brand stores and sales counters, and most of them are well-known domestic brands. Dzheniya, Maestro, Langwan, Versace, MEXX, PRADA and PORST, the internationally renowned brands that have landed in Shanghai, Beijing and Guangdong, are unheard of in Jinan. Pierre Cardin and Playboy brands that entered the Jinan market did not perform well because their clothing styles, prices, locations and marketing were not in place.

Now that ESPRIT has entered the Jinan market, it should be said that it has found a gap-a gap that an internationally renowned brand lacks. However, if we want to establish our own image and attract consumers' attention and purchase, we still need to make some efforts in the types and prices of clothes sold, advertising and marketing methods.

As a brand with high taste and high price, ESPRIT has a series of difficulties in sales promotion in Jinan. First of all, Jinan's consumption level and people's consumption concept are at a low level, so the high-consumption class here is small, and Esprit is facing a niche market, not a big market. However, because of the high price, the successful development of niche market also means a large increase in sales. Although ESPRIT is an internationally famous brand, consumers in Jinan know little about it, or even have never heard of it. Therefore, in Jinan market, ESPRIT has the problem of re-building famous brands. In this regard, only by grafting and making good use of the reputation of the original brand can we create popularity with half the effort and let some consumers quickly know and understand the brand and its rich content. Another question is the location of Esprit Global Jinan Store. ESPRIT pays special attention to the choice of store location in sales strategy. Although the Jinan store located in Shunhe Street is located in a high-traffic area, there is a lack of decent boutique shops on this street, and most of them are passers-by. We can't rely on the lot itself to attract specific consumers, but on the store's own efforts to attract customers. In addition, the Jinan municipal government has stipulated that 1996 Shunhe Street should build a viaduct. Now it is necessary to know the construction mode of viaduct in time, consider the positive and negative effects of its suggestions on specialty stores, and make some preparations and adjustments when necessary.

B. product analysis and consumer positioning

ESPRIT's products have always been unique in the international fashion world with their vibrant, lively and cheerful image. The design style of its products has a strong California color, full of the charm, sunshine and unrestrained feeling of California beaches.

ESPRIT's products are mainly lifestyle-leading high-end leisure series, including casual wear designed for professional women and modern men, as well as sports casual wear, middle-aged wear, children's wear, shoes and socks and accessories. These products are international, fashionable and casual, and hundreds of products are launched every season, which meets the needs of modern successful people including Jinan.

The so-called modern successful people mainly refer to the consumer class composed of economic strength. In Jinan, the composition of this middle class is relatively diverse, including self-employed individuals who support their own portals, investors with abundant capital, some senior intellectuals who rely on technology and knowledge to enter the market to make money, and some administrative officials with real power. In the case of spending power, their dress styles are also very different. But one thing is * * *. These people who strive to achieve their careers all want to have the opportunity to relax themselves, and they all want to have time, image and mood outside work. In this regard, casual wear may become the demand of most of them.

There is also a consumer psychology that consumers spend a lot of money on clothes and want to buy unique and extraordinary things. One of the reasons why the playboy store is unsuccessful is that the clothing styles are too simple and uniform, which is not much different from non-brand clothing, and the price is very high, which makes people feel that money can't buy personality and style.

ESPRIT leisure series, with diverse styles and unique styles, may make consumers feel value for money by constantly introducing new varieties. From clothing to shoes and socks to accessories, it is also convenient for people to choose and match.

Esprit global operators need to be clear that the consumers they face are niche, and what they want is unique and unique. Therefore, in advertising, product types, and store services, we must have characteristics and emotions. Fortunately, ESPRIT Company has strict standards in store appearance and interior decoration, employee responsibilities and visual image, and its unique product taste provides a certain foundation for establishing a clear and accurate image.

C. Advertising strategy and advertising purpose

Based on the above analysis, the advertising purpose of ESPRIT Jinan Store in the initial stage of opening is to let the public in Jinan know and understand this international brand, understand its development process, clothing style and brand connotation, and thus generate trust, respect and yearning for this brand. Only on the basis of broad public understanding, it is possible to produce a few consumers, who are part of the public who already know ESPRIT. They are people with financial strength and taste in clothes.

In the early days of opening, advertisers mainly wanted to spread the popularity of ESPRIT and let people know about this international brand. For reasons such as the price of ESPRIT, consumers will not buy advertisements immediately. They often go to specialty stores to watch, understand and measure the price and style of products and the corresponding relationship with brand awareness.

People are more rational when buying expensive clothes and other items. Therefore, the initial advertising should show the high quality, high quality and various styles of ESPRIT, so that the rich are proud of owning it, and those who have no money temporarily yearn for it and are eager to get it.

The basic purpose of advertising at the beginning of the opening of ESPRIT Jinan store is to accurately shape the noble image of ESPRIT and let as many people as possible know and understand this international brand.

D. Advertising methods and media selection

The opening of ESPRIT Jinan store is the beginning of the brand's entry into Jinan market. At this time, advertisements need to introduce brands to people in detail, rationally and seductively, and the choice of newspaper media should be the main aspect. In the newspaper, it can be explained in detail that the newspaper has strong timeliness, and it is also convenient to spread the information about the opening of the specialty store. After you have a basic understanding of the brand, you can choose TV, magazines and other media to spread the brand awareness and image. Advertisements within a year should be mainly newspapers.

Before and after the opening, print advertisements can be placed in Qilu Evening News, Jinan Times, Quancheng Weekly and Shandong Radio, Film and Television Newspaper (the latter two TV newspapers can also choose one) to announce the opening of ESPRIT Jinan Store and introduce the brand in many ways. Make a comprehensive introduction advertisement of ESPRIT before opening, and the layout size is determined according to the advertisement content; After opening, newspaper advertisements can only introduce one aspect of the brand, and banner advertisements will do. In the future, you can publish a series of short articles in Jinan Times (or Qilu Evening News) to introduce all aspects of this brand of clothing; In this kind of small articles, we should properly combine knowledge and information dissemination, introduce knowledge on the surface, and secretly spread some information related to ESPRIT. This series of small articles has a penetrating and unconscious influence on consumers. Small articles should be published in one newspaper first, but not in other newspapers at this time. After this newspaper has published all the newspapers, choose other newspapers to ensure the integrity in a newspaper media.

In the above-mentioned newspapers, except Qilu Evening News, the advertising prices of other newspapers are all in the tens of yuan; So the initial investment is not too big. In the next stage, a series of essays were published. When the store has its own special promotion activities, it can launch a small advertising activity, but the newspaper advertising space should not be too large, and banner advertising should be the main one. The key is to attract high-quality consumers by the uniqueness and high taste of advertising content, advertising creativity and advertising design.

E. Advertising content and advertising creativity

You can choose one of the following advertising headlines for newspaper advertisements:

Around the world, when California is mentioned, people think of the Golden Gate Bridge, Hollywood, beaches and ESPRIT.

Enjoy leisure and sunshine in California. "

Let the sunshine of California shine on Jinan.

The following advertising content is used for the advertising copy under the newspaper advertising title:

ESPRIT is an internationally renowned clothing brand in more than 30 countries on five continents, and its headquarters is located in San Francisco, California, USA. There are fashion design centers in San Francisco, USA and Dü sseldorf, Germany, recruiting design experts from all over the world to design clothes that express ESPRIT style; Every season, thousands of international fashion styles will be launched, and designers in Hong Kong will choose according to the preferences of Asian consumers and launch the styles and colors that suit them best. The head of ESPRIT in Hong Kong is Mr. Xing Liyuan, the husband of the famous movie star Brigitte Lin.

In this age when women need femininity and men need to relax, casual wear is popular. However, not all casual wear are internationally renowned brands. ESPRIT casual wear comes from California, USA, and its design style reflects the sunny California color, highlighting the unrestrained feeling of casual wear, making you feel like you are on the beach in California and enjoying the sunshine. ESPRIT is mainly a high-end leisure system in line with international fashion, including leisure clothes specially designed for elegant women and modern men, as well as a series of leisure products such as sports, jeans, children's clothes, shoes and socks, accessories and so on. Create a self-image, experience a leisurely life and enjoy the "California sunshine". Please come to the ESPRIT store.

Now, you can enjoy "California sunshine" with Americans, Europeans, Hong Kong people and Shanghainese. The world-renowned ESPRIT has 120 stores in North America, 380 in Europe and 33 in Hong Kong. ESPRIT entered the China market from 1992, and first set up its first exclusive store in Shanghai. Now, confirmed by ESPRIT Group, ESPRIT Jinan Store has officially opened. Now, you also have the opportunity to join the ranks of ESPRIT consumers and keep pace with the world fashion. Give the best brand to the most successful one, and you will feel the vitality and freedom of California sunshine.

(ESPRIT now has 50 specialty stores in Chinese mainland, which are distributed in many cities; Shanghai is only mentioned here to make Jinan people feel in sync with Shanghai and the most fashionable areas in China, so as to satisfy everyone's self-esteem. )

When designing advertisements according to the above headlines and copywriting, if you use ESPRIT fashion pictures, you must pay attention to the clarity of the pictures and the effect of printing them in newspapers. If the picture is blurred, it will make consumers misunderstand and doubt the brand itself. Can also cooperate with hand-painted fashion illustrations, relying on the rules of fashion illustrations, meticulous, smart performance of various styles and romantic mood.

F. Series of articles (for publishing in newspapers and periodicals, and spreading the brand awareness of ESPRIT through knowledge)

The origin of casual wear

Casual wear originated in the United States, and was the first to promote jeans, shirts and jackets made of cloth. The earliest use of casual wear is to use it as work clothes by virtue of its durability, comfort and easy sorting. After World War II, casual wear has been widely promoted by American entertainment stars, and has gradually become accepted by Europeans and Americans. Hippies in the sixties advocated returning to nature, and their clothes were simple and comfortable, so casual clothes naturally became the mainstream of clothing at that time. Since the early 1970s, casual wear has become an important part of the world fashion industry, and formed an irresistible trend in the 1990s, which strongly influenced people's fashion. ESPRIT is a casual clothing brand originating from America. Displayed in a natural and simple style, it gives people a sense of unrestrained freedom. At present, there are specialty stores in major cities in China. The overwhelming leisure trend will make many people begin to favor casual wear.

The Development of Casual Clothing

At present, the popular casual wear is often neutral in shape and can be worn by both men and women. In terms of specifications, it is loose, fat and thin, so it has wide adaptability, which is also an important factor for the rapid popularity of casual wear. In the past, the knowledge and understanding of casual wear stayed on the clothes for rest, entertainment and travel, and thought that casual wear was the clothes for rest and entertainment. Now people think that casual clothes can relax the body and adjust the mood as much as possible, so they can be worn not only at rest, but also at work, formal etiquette and diplomatic occasions. With the increase of wearing occasions and the extension of wearing time, casual wear has snowballed into other categories of clothing, forming a comprehensive concept of casual wear. The world-renowned ESPRIT leisure series includes men's and women's casual wear, sports casual wear, denim casual wear, children's wear and so on. Shoes, socks, ornaments and other comprehensive contents. The new understanding of casual wear will make casual wear as the leading fashion trend forever.

Classification of famous brands

As far as clothing is concerned, famous brand not only means its popularity, but also means reliable quality, fashionable style and status symbol.

As far as the classification of famous brands is concerned, there are designer brands, such as YSL of Saint Laurent, Pierre Cardin brand and Chanel brand. There are celebrity brands, and well-known brands are founded by the popularity of celebrities, such as Li Ning sportswear and Xiaoqing fashion. There are famous brands of goods, which are founded by the popularity of shops, such as Peromont suits and Hongdu clothes. Then there is the company's famous brand, that is, the brand itself does not rely on famous designers or celebrities to build its own famous brand, such as the internationally renowned ESPRIT, which borrows French ESPRIT as the brand name, implying youth, liveliness and vigor, and its clothing pays attention to giving people a sense of freedom. Many types of famous brands have formed a famous brand family, attracting the attention of successful people.

Leisure trend

"Leisure" is the antonym of "busy". Only when you are busy can you long for leisure. Facing the fast-paced work and life, in a crowded and noisy city, people's free time and unrestrained space are extremely limited. People expect to relax, adjust the rhythm, let the body get rid of the shackles and the skin can breathe. At the same time, people can't spend too much time and energy on dressing up. As a result, casual clothes that are comfortable to wear, simple in style, free and generous, and casual and natural came into being.

It is the pursuit of casual wear to give women a softness and men a relaxation. For example, the ESPRIT leisure series from the United States emphasizes that the concept of "ESPRIT" cares about mentality rather than age, and attracts people who are sensitive and active to fashion. Its consumers are mature, active, tasteful but unconventional, diligent but not formal. Perhaps this is the spiritual portrayal of all people who like casual clothes.