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.
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.
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.