On September 5, GXG held the GXG zero-pressure commuter autumn and winter new product launch conference in Shanghai, which is another major move of the brand after the official announcement of Gong Jun as the global brand spokesperson on August 29. This event naturally also aroused the attention of many parties in the fashion circle and industry circles. In May this year, GXG's brand strategy was upgraded and positioned as "more suitable for commuting youth casual menswear", tearing a hole in the fiercely competitive men's wear market and becoming a "new force" in the men's wear industry. Recently, GXG has returned with new products in autumn and winter, confirming the brand strategy upgrade from the product side, defining a new standard for commuting men's wear, and continuing to promote the reshuffle of the industry.
The men's wear market is highly competitive, and GXG's differentiated positioning fills the gap
Since the beginning of this year, the increase in offline social networking and consumption scenarios has driven the demand for clothing consumption, and the men's wear market has shown a recovery trend. According to the consumption data statistics of the National Bureau of Statistics for the first quarter of 2023, clothing is one of the categories with the best consumption performance. In the first half of the year, retail sales of clothing increased by 12.8% year-on-year. At the same time, there are many brands in the men's wear market. The current men's wear market presents a sports brand based on casual sports style, a business brand based on business styles such as shirts, suits, jackets, etc., a casual brand based on trendy fashion styles, and a supply pattern of "three parts of the world".
At the same time, the younger generation of consumers is gradually rising, and diversified needs have brought new development opportunities to the market, pushing brands to adapt to new directions. Many domestic brands seek transformation to achieve differentiated and youthful development. Although the strategic approach is different, most of them strive for innovation in product design and try to find a place in the segment track. However, many brands follow the trend, do not find the direction of development, have a vague positioning, and are exhausted in various segments, consuming opportunities and word of mouth.
As the pioneer of youth casual men's wear, GXG focuses on the brand positioning of "youth casual men's clothing more suitable for commuting", anchors the commuting scene, distinguishes between the "too casual" sports and leisure style and the "too formal" business style, identifies the brand differentiation advantages, and fills the gap in the commuting casual menswear category. GXG zero-pressure commuting autumn and winter new product launch, the concept of fashion commuting throughout the whole process, won the favor of the market and the industry, GXG conference topic #Good a workplace drama #Views as of September 6 has reached 270 million, the spokesperson's official announcement topic #Gong Jun wears GXG to work just #The number of views has also reached an astonishing 830 million. GXG's brand strategy upgrade meets the market demand from top to bottom and will re-lead the new trend of the men's wear industry.
In line with the consumption trend of commuting men's wear, GXG's hardcore products have been recognized by the market
When the young group represented by Generation Z enters the workplace, aesthetic transformation puts forward new needs for commuting men's clothing. Commuting men's wear has become a "high demand, weak brand, high awareness" segment, in the current blind transformation of many brands to chase the boom, GXG has always been guided by the needs of young people, through products to connect with young groups. At this GXG autumn and winter conference, the brand successfully consolidated the positioning of "more suitable for commuting youth casual menswear" with the blockbuster combination of "master series" and "zero pressure series", and gained a solid reputation. The "Master Collection" collaborated with Giuseppe Marretta, former chief designer of Giorgio Armani, to capture the inspiration of the younger generation of commuting and enhance the quality of urban menswear wardrobes with luxury experiences. The "Zero Pressure Series" focuses on the neat and decent needs of commuter clothing, and develops and uses a variety of easy-to-care, lightweight, anti-fouling and wrinkle and other technological fabrics to achieve "light and zero pressure", "zero pressure care" and "zero pressure commuting", creating a more efficient, more aesthetic and more comfortable life for urban commuters.
As a brand focusing on menswear for 16 years, GXG filled the gap in the "youth commuting leisure" market at the beginning of its establishment. This year, GXG has dug deeper into the demand, combining the essence of commuting fashion with the spirit of youth, summarizing it as "Don't want to be too serious, don't be too casual, wear GXG, just right!". At the brand strategy upgrade promotion meeting held in May, Mr. Wu Lei, Vice President of Retail of Mulsanne Group and General Manager of GXG Brand, pointed out that in the future, GXG will focus on the brand positioning of "more suitable for commuting youth casual menswear", anchor the work and life scenes of young people, and finally firmly establish the brand positioning of "Youth Commuting Casual Men's No. 1".
In addition, in order to deepen the imprint of youth, GXG recently invited Gong Jun to become a global brand spokesperson to establish a communication bridge with young working consumers, which has also received extensive support. Gong Jun, as one of the most concerned young actors, his professional fashion expression and vigorous and energetic youth spirit are recognized by the industry, not only gathered the men's slam of China's five mainstream magazines, but also appeared on the 2023 Beijing Spring Festival Gala, Gong Jun and GXG in the fashion sense and youth spirit level of the high fit was recognized by the working youth, jointly promote the brand into more consumer vision, open up a larger brand market.
Gong Jun's high compatibility with the brand and his own popularity have also brought great attention to the brand. According to the data of think tank Xingtu, Gong Jun's endorsement GXG has a voice value of more than 10.27 million, becoming the highest volume endorsement in the week (8.28-9.3). The commercial value of the spokesperson can be seen, which has helped GXG achieve the dual outbreak of "traffic + voice" and accelerate the "cognitive renewal".
Based on the core advantages of the brand itself, GXG pays attention to aesthetic needs and commuting pain points, communicates with young groups with products as the foothold, develops solidly and steadily, and achieves the road to the rise of the brand. In the future, GXG will also give full play to its own advantages, make more extensive use of advantageous resources, and provide a reference development model for the high-quality development of China's men's wear market. (Promotion)
(Source: China.com)