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(1) Brand Positioning
1.1 Brand Positioning: Volkswagen is positioned as a specialist in fashion down jackets, focusing on quality, style, and comfort. The brand aims to become a go-to name for those who value both functionality and design in their outerwear.
1.2 Target Group: The primary audience ranges from 25 to 60 years old, targeting middle-income wage earners. These consumers are discerning, valuing product quality and brand balance. They appreciate practicality, comfort, and a sense of style. Many belong to the upper-middle income bracket, with an appreciation for cultural trends and aesthetic values.
1.3 Product Positioning:
1.3.1 Yalu Men's Clothing
1.3.1.1 Urban Leisure: This line caters to individuals who prioritize a comfortable lifestyle, seeking casual, easy-to-wear pieces that offer both style and ease. The target age group is 25–35, with a moderate spending power and a focus on daily wear.
1.3.1.2 Business & Leisure: Designed for those who seek high-quality, mature, and elegant styles, this category blends professionalism with comfort. Ideal for professionals aged 25–50, it offers versatile options suitable for both work and leisure.
1.3.1.3 Mass Leisure: Focused on practicality and function, this line appeals to a broader demographic, especially those aged 25–60 who look for durable and stylish yet affordable clothing. It emphasizes brand differentiation through functional design.
1.3.2 Yalu Women's Clothing
1.3.2.1 Youth Fashion: This category targets young women aged 18–30, featuring trendy, fashionable elements that reflect current popular styles. It’s all about staying on-trend and expressing individuality.
1.3.2.2 Urban Leisure: Designed for women who appreciate simple elegance and ease of wear, this line reflects mainstream cultural consumption. It’s ideal for those aged 20–38 who want stylish yet comfortable outfits for everyday life.
1.3.2.3 Popular Fashion: A more mature and practical approach, this category combines style with functionality, appealing to women aged 30–60 who value timeless, versatile designs.
As for the market, there are now special washing liquids available for down jackets. If you can't find one, you can use a small toothbrush dipped in a mild detergent solution to gently scrub stained areas. Then rinse with clean water and let it dry. Be sure not to use too much alkaline in the detergent, as it may cause color fading.