Sub Culture Raises A New Shopping Frenzy. How Does The Brand Stamp The Consumption Point?

In a fast fashion industry saturated with market competition, people are doubtful about the emergence of popular brands. How long they are popular and how long they will continue to be welcomed has been accompanied by its rapid development.

KM, the first breakout brand to lead the male fashion lifestyle in China, is also being questioned about sustainability. But at present, KM's product aesthetic system and brand values still attract young consumers.

Exploring spirit, the only outlet for collective anxiety of the younger generation

The current Chinese market belongs to the millennial generation. They no longer focus solely on the superficial brand culture, nor are they simply buying products, spiritual appeals, culture and attitudes that come from the same product, personality and style brands are their hearts yearning. Therefore, brands are paying attention to the spiritual needs of consumer groups.

Anxiety is the most common emotional commonality nowadays.

With the awakening of the consumption power of male fashion, men are increasingly concerned about their own image, and are in the younger stage of "want to be better" and "overwhelmed". For any generation, this period is full of exploratory spirit.

Who am I? What do I want? What do I like? What do I hate? How can it make me better? What is best for me? What makes me look better?

Clothing consumption and clothing for young people in the exploratory stage, it is not just a simple purchase behavior, more is the external manifestation of the spirit of exploration.

After all, under the bursting of social needs and growth needs, it is perhaps the most valuable and meaningful part of young people's superficial shopping behavior to try to find the role of "more like themselves" and make themselves closer to their dreams.

It is the business mission of KM as a designer fast fashion brand to provide practical convenience with fashion and cost-effective.

It means constantly discovering the wonderful aspects of the world, and also means constantly digging for yourself.

From the outside, to provide contemporary aesthetic design sense of wear and clothing category, from the inside, encourage the spirit of exploration and continuous self-improvement, these brand personality, is KM can let consumers feel "deep my heart" is the key.

With the liberation of freedom and individuality in this era, the diversity of the crowd has brought about the popularization and rise of minority culture. The younger generation is more interested in expressing themselves through different voice styles.

If I saw people wearing Cosplay clothes and baggy pants and big chains in the streets a few years ago, I believe that many people will cast their eyes on curiosity.

But with the popularity of minority culture and products in China, people's acceptance of them is getting higher and higher.

Because of the "street hip-hop" sweeping across the street in front of the public, his popularity and popularity have made the tide and street style become the current traffic and are loved by young people.

Street culture is a kind of culture that expresses itself bravely. It only belongs to minority culture in the early stage. With the popularity of subculture, the culture of street culture is constantly expanding.

The tide series of KM has emerged in such a great environment.

The "Chao" culture originating from street activities such as skateboarding, hip-hop, hip-hop and so on has its own rebellious and free ideas, which are embodied in the mix and use of avant-garde sports elements, clear-cut stamp totems, sharp colors, decisive and cutting styles and personalities and declarations.

Clothes are like their people.

When consumers buy products to wear products, they are also seeking spiritual consensus through vision.

To voice their own voice, to promote the love of freedom.

The most popular street culture is KM, which provides the most popular young people with affordable aesthetic products. The creative series is intensive in material, satisfying the unique tastes of minimalist lovers, and the elite series is trying to interpret work and workplace roles in a more fashionable way.

The four series carries at least 90% contemporary young men's roles and needs, concerns their hearts, focuses on their spirit, and focuses on their needs. Finally, these insights are embodied in dress design and appearance, which is the true meaning of brand insight.

Without the love of no reason, the preferences of the new generation of young people are even more confusing, but there is always an insight into both internal and external considerations.

Perhaps it is understood that it is more important than love to understand that a truly "know" consumer brand is unreasonable, unsought after and loved.