羽芮命名
快时尚女装品牌成长之路
项目背景：
快时尚快时尚是指可以在很短的时间将时装周时装周中展出的潮流服装推出的商业模式商业模式。与速食年代“求速”的特点如出一辙。消费者来说可以在很短的时间平价购买到和奢侈品牌样式差不多的衣服。中国市场是消费潜力最大的区域，“快时尚”更是备受青睐。过去的几年，各大快时尚品牌除布局一线城市之外，更是深谋远虑地把触角伸向了二、三线城市。快时尚卖的不是衣服，而是时尚的感觉。与快消品消费不同的是，在这里衣服的功能属性基本被彻底抛弃，只关注衣服的附加价值——那就是时尚的感觉。对企业来说，卖的不再是产品，而是时尚的节奏，快时尚的顾客价值就在于不断地给顾客营造这种时尚体验。
Project background:
Fast fashion is one that can show in a very short period of time the fashion mode which displays in the Fashion Week fashion . It runs in the same groove features like the instant time "for speed". Consumers can buy the luxury brand clothes in an ordinary price that looks like the same in a very short time. Chinese is the largest regional consumption market with huge potential , "fast fashion" is favored. With the fast consumer goods consumption is different, functional attributes here clothes basic completely abandoned, only pay attention to value added -- that's fashion sense. To enterprises, selling is no longer the product, but the rhythm of fashion, fashion customer value is constantly give customers create this fashion experience.
面临挑战：
我国羽绒服市场呈现出一些别的特征和趋势，主要表现为：轻、薄、短款羽绒服继续受到热捧，秋羽绒概念蔓延多品牌推出秋羽绒系列，专业羽绒服品牌遭受外围时尚、款式简洁价格适中的产品在网络热销分流传统卖场销售，羽绒服市场缺乏新颖卖点短期内无法改变增长乏力的销售预期等。有危机就有机遇，为迎接挑战，服装企业以小量多款快速响应市场变化；重视反季销售、结合户外加强四季化进程；形成特有的品牌风格，并以专业性、高质量特色立足市场，与时装品牌开展竞争；寻求差异化市场定位，并根据渠道特色调整或定制专门网络渠道产品等。
Facing the challenge:
The down jacket market in China showed some characteristics and trends, mainly as follows: the light, thin, short down jacket continued to be favored, autumn down concept spreads to many brands in their autumn down series, professional down clothing are popular from peripheral fashion, sports brand down jacket single product gravity extrusion advantage is abate, the style is concise and moderate price product sales in the network flow traditional sales, down jacket market lacks new selling point of the short term can not change the growth expected sales etc..Combined with the strengthening process of outdoor seasons,fashion brand development competition and seek differential market position, in accordance with the channel characteristics to adjust or customized special network channel products etc..
解决方案：
现在是一个流行快时尚、轻时尚的时代，年轻的消费者追逐的是一种舒适、跳跃的感觉，花比较少的千就能体验当前流行的时尚，这是年轻一代的共同点。“羽芮”是先知命名团队根据以上几点的思考做出的命名。羽字突出了轻，暖，真实；芮是絮，还有绶带的意思。二字组合在一起给人以轻松感，让人产生美好的联想。V&R以其领先的设计，优质的原辅料，精湛的工艺，赢得了广大消费者的认可，现拥有的销售网络遍及全国30多个省市，成立了数百家专卖店，V&R秉承“国际化、时尚感、功能性”的设计理念，精准把握女性的穿着品味。
Solutions:
Nowadays is a popular and light fashion times, the young consumers is pursuing a comfortable, jumping feeling, spend less money while experiencing the popular fashion, this is the common in our young generation. "Yu Rui" is named by Wevin based on the consideration above made. “Yu” highlighted light, warm and reality; “Rui” is silk and ribbon. Two words together to give people relaxed feeling, let people produce a beautiful thinking. V&R with its leading design, high-quality raw materials, superb technology, win the majority of consumers, now has a sales network throughout more than 30 provinces and cities, the establishment of hundreds of stores, V&R adhering to the "international designing and functional", accurately grasp the women's dress taste.
