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How to predict the market and grasp the trend of fashion design?
For today's young people, when making consumption decisions about clothing, the so-called "sewing and mending for another three years" and the era of pure "quality" are long gone, and now what can make them willing to pay is the style design, brand expression, and aesthetic preference of clothing.
On the one hand, there is an objective and changeable trend trend, and on the other hand, there is a subjective aesthetic difference between consumers, designers and brands.
而作为一个初创于1997年的韩国品牌，Teenie Weenie, who focuses on Ivy League style在2004年进入中国后，17年来便一直在积极地尝试和融入新的思考，在品牌、产品、营销等层面不断更新迭代，以赋予整个品牌和服装设计更崭新的生命力。
Source: Internet
selfTeenie Weenie officially announced that it has reached a cooperation with ZhiyiafterIt means that this brand will open a new chapter in the field of clothing design to capture fashion trends with AI big data.
Following the old map, you will definitely not find the New World.
在数字化转型进行地如火如荼的今天，服装行业作为中国国民经济的传统支柱型产业，面对骤变的市场风向，第一时间选择乘着直播电商的东风整合、布局线上线下渠道，并率先占得先机，拔得头筹。
Previously, CCTV's "Morning News World" reported that in 2019, clothing products accounted for 46% of the live broadcast data, which was the category with the largest transaction volume in live streaming; In the first half of 2020, the number of live broadcast products and the number of shelves in the clothing category have ranked first. ExactlyIn 2021, Teenie Weenie began embracing TikTok livestreaming.
In fact, since the new crown epidemic has raged around the world, Teenie Weenie has been accelerating its online transformation, from inviting Zhao Lusi to become the brand spokesperson, officially announcing the new brand value "maverick and good", outputting ideas and new product launches on Douyin, and co-branding with many national fashion brands...... After a year of exploration and precipitation, Teenie Weenie officially launched its brand self-broadcast on Douyin in January 2021 with a more vibrant brand.
Source: Teenie Weenie's official Weibo
The "brand power" that has been carefully prepared for a long time has finally waited to explode: on the 4th day of self-broadcasting, the single-game turnover exceeded 2 million; The average turnover in 21 days exceeded 4 million; In February, the total amount of goods was 155 million, beating Luo Yonghao to rank first in Douyin station; the turnover exceeded 34 million in 36 hours, breaking the self-broadcast record in the apparel industry; and the cumulative sales in the first 8 months exceeded 800 million......
Source: Internet
Especially in the recently concluded "Teenie Weenie x Douyin New Day" project,Teenie WeenieIt has refreshed the historical record of the brand since it entered Douyin, not only bringing more than 300 million impressions and 52 million GMV, but also the unit price of the brand's live broadcast room is as high as 1,900 yuan.
自此，凭借着抖音平台多元破圈的内容生态与站在风口上的直播带货，Teenie Weenie携着重新诠释的价值主张完成了一波“品牌力”的强势输出，在各项不断被刷新的销量记录中愈战愈勇，终于一炮而红。
Kotler, the father of modern marketing, once said:“市场变得永远比营销更快”。 This adage has been confirmed in the Chinese market.
It can be clearly perceived that in the coercion and catalysis of emerging trends such as the Internet, big data, new retail, and live streaming, Chinese consumer behavior is changing and advancing at an unprecedented speed. In just two or three years, people's consumption scenarios and shopping preferences have undergone earth-shaking changes.
Based on this, in order to cope with these changes, all walks of life on the topic of brand power, product power, marketing power, channel power, innovation and other "mechanics" are very hot, whether it is the dual-core drive wheel of "brand power and product power", or the "troika with goods: promotion power, product power and brand power", various statements emerge in endlessly.
But in the final analysis, the product is the core competitiveness, and the attraction of the product to consumers is the real foothold of a company. For apparel brands,好的服装设计，便是他的产品力。
The same goes for Teenie Weenie. In recent years, in order to meet the younger and personalized needs of Generation Z, Teenie Weenie has incorporated more trendy design elements in addition to the original classic retro college style, determined to create a contemporary new college style and establish a new generation of new fashion, so as to help the brand successfully acquire customers.
图源：Teenie Weenie官方微博
In order to better predict the trend of the clothing market and design clothing styles that lead the trend of the industry,Teenie Weenie and Zhiyi announced a strategic partnership, using its "Shake Clothes" product to open the road of intelligent clothing design with AI big data to discover trends and mine popular models.
With Zhiyi's "Douyi" product, brands can intuitively observe the market data of the entire Douyin clothing market, mainly including four main menus: commodity market, live broadcast market, work market and talent market.
Source: Shake clothes
In the "Product Analysis" submenu in the product dashboard, brands can carry out a comprehensive analysis according to multiple dimensions such as category, price, source, brand, and shipping location, and all of them can be presented in the form of concise and clear visual data charts, and then slowly establish a preliminary understanding of the overall situation of the Douyin clothing market.
Source:Shake your clothes
So how to judge the effect of brand self-broadcasting/talent live broadcast and work delivery? In the two pages of "Live Streaming" and "Works Selling" in the product dashboard, you can clearly see the ranking of the live broadcast room under each category, as well as the corresponding group analysis.
Source:Shake your clothes
After selecting a monitoring expert, you can also see all the past sales data on the homepage of the "monitoring platform", including the list of works, cooperative stores and fan portraits, which greatly lowers the threshold for brands to choose placement and cooperation objects.
Source:Shake your clothes
As the saying goes: only by knowing oneself and knowing one's opponent can one not be defeated. Based on200 million social platform images, 400,000 e-commerce platform stores, and 80,000 influencers/KOLs data reservesZhiyi's "Shake Clothes" also has a large number of data displays such as commodity library, talent library, small store library, and ranking list, which can fully meet the brand owner's global analysis of themselves and peers.
At the same time, it can also greatly improve the efficiency of the commodity department in obtaining and analyzing data, which is conducive to feeding back design and operation planning, and making more scientific and reasonable product production decisions.
Source:Shake your clothes
For example, in the work library, brands can view the conversion rate and quality of the works brought by the influencer by viewing the number of likes, sales and other data. Click to enter the homepage of the work, and there are more multi-dimensional data details such as the number of views of the work, product details, etc.
图源：Shake your clothes
On the top page, you can see the product list, store list, talent list, live broadcast list, work list, topic list and brand list under various categories such as women's wear, men's wear, and children's wear, which is convenient for brands to directly grasp the latest Douyin hot spots.
Source:抖衣
So far, Teenie Weenie has cooperated with Zhiyi, with the help of Zhiyi's "Shake Clothes" products, brand ownersIt has greatly improved the efficiency of daily viewing and selection, further optimize its design efficiency and new sales, and the "product power" has been comprehensively improved.
Judging from the data, since September, Teenie Weenie's monthly average first-day sales of new products have increased by nearly 2000% year-on-year, and the first-day sales of new products have increased by 800% year-on-year.
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【Copyright Notice】
The pictures in this article are all from the brand's official website, official WeChat, and the Internet
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