奥格妮
引领羽绒快时尚
项目背景：
奥格妮是国内时尚羽绒服品牌，多年来品牌以创造出富有审美情趣的女装及羽绒产品为目标。企业发展到一定规模后，为了扩大市场占有率，产生更多利润，扩大企业的影响力，企业向差异性的层次产品发展，这时就要借助一个全新的名称来区分，这便是子品牌。主副品牌模式最明显的特征就是，这种产品消费者知道是某一个公司生产的，但产品的命名却是看似和主品牌无关的一个名称。通过明确市场细分，主品牌和子品牌搭配可以满足不同消费者的需求，提高企业整体的收益和市场占有率。便于展示清晰的品牌价值，让消费者明确自己的需求，提高消费者对企业整体品牌的认知。
Project background:
Ogne is an internal feather dress brand that aims at providing aesthetic women and feather products for a long time. While the enterprise developed to a certain scale, in order to expand market share and generate more profits, to expand the influence of enterprise, also aiming at a differential multi-level development, a new brand name was needed, namely a sub-brand. The most obvious character of a master-sub brand mode is that consumers know the product company,but the product’s name and main brand is seemingly unrelated. Through clear market segmentation, the master brand and sub brand’s collocation can meet the needs of different consumers, and improving the overall revenue and market share. It facilitates to display a clear brand value, to allow consumers to clear their own needs, and to improve the cognition of consumers to enterprise’s overall brand.
面临挑战：
服装行业向来是竞争非常激烈的，市场上充斥着大大小小无数个服装品牌，市场已经趋向于饱和。为了应对行业性的产品过剩危机，快时尚品牌在转型方面再次走在行业前列。除了与设计师合作计划，快时尚品牌除主品牌加速扩张外，还推出多品牌战略，向更细分的年轻市场或者轻奢侈品市场进军。多品牌战略有一定的优势，但品牌的运作并不是简单的事情，从产品成型到推出，再到被消费者接受，至少需要3-5年的时间。而且需要企业本身具备很强的实力才可以，并非所有的企业都有这样的实力和承担。对于奥格妮来说，新品牌的发展需要强有力的推广，如何成为新的流行时尚将是品牌成功的关键。
Facing the challenge:
The clothing industry is very competitive, the market is flooded with numerous large and small garment brands, the market tends to saturation. In order to face the industrial product surplus crsis, fast fashion brand again in the front raw of transformation. Expect cooperation with designers, the fast fashion brands accelerate the expansion of master and sub brands, multi brand strategy has been promoted, and they advanced to a more specific younger market or light luxury market. Muti brand stratergy has certain advantages, but the operation of brand is not a simple thing. From molding to producing, and then to the acceptance by the consumer, at least 3-5 years were needed. And a very strong power of enterprise itself was also needed, not all businesses have such strength and power. For Ogne, the development of a new brand needs strong promotion, how to become a new fashion will be the key to the success of the brand.
解决方案：
奥格妮有丰富的层次感和质感，独成一派的艺术风格，简单的剪裁，加上色彩对比，同时以面料和优秀的制作而闻名。奥格妮定位人群是热衷时尚并传播时尚信息的都市丽人，她们珍爱家庭、珍惜友谊，虽感受工作压力也乐于其中，选择奥格妮更显示她们独立、自信、浪漫、优雅的格调与品位。产品设计理念基于设计师对都市生活的思考，赋予了这一神奇的保暖材料以鲜活的生命，呈现出多彩的外观、保暖的品质和时尚的风格。先知命名团队为这以女性快时尚品牌取名“奥格妮”，突出了女性的特点，同时又非常的朗朗上口，对于品牌的传播和推广来说都是非常有利的。
The solution:
Ogne has rich layerings and texture, it turns into a distinctive art style, simple tailor plus color contrast, it also known for qualified fabrics and excellent manufacturing. Ogne’s targeting group is the ladies in bid cities ,they are in favor of fashion and in broadcasting fashion informations, they cherish family and friendship, although feel work pressure is basked in, the selection of Ogne shows the style and quality of their independence, self-confidence, romantic, elegant. The product design based on designers’ thinking of urban life , given this magical warm-resident material a fresh life, showing a colorful appearance, warm quality and fashion style. We named this female fast fashion brand as "Ogne", highlighting the female’s characters, but also easy to catch, good for the dissemination and promotion of the brand.
