T.B2: "Self-reshaping" Creates a "Korea-Cowboy Mashup Fashion" Concept

2012 is the “self-reshaping” year for the T.B2 brand. The T.B2 brand repositioned with Trout China, the world's top positioning and strategic service company, has started to be featured in all of Focus Media's video advertisements in Beijing and fashion magazine authoritative media such as fashion COSMO and Ruili fashion pioneer since August of this year. Scale to promote new brand positioning.

The T.B2 brand from Seoul, South Korea, launched a "South Korea? Cowboy mix and match fashion" "Jiangnan styel" in Beijing Shin Kong Place on November 16th to 19th, which attracted the attention of numerous media and customers. In this way, the series of T.B2 brand promotion activities will be carried out in major cities across the country.

2012 is the “self-reshaping” year for the T.B2 brand. The T.B2 brand repositioned with Trout China, the world's top positioning and strategic service company, has started to be featured in all of Focus Media's video advertisements in Beijing and fashion magazine authoritative media such as fashion COSMO and Ruili fashion pioneer since August of this year. Scale to promote new brand positioning.

After reinventing the newly debuted TB2, the company has taken a clear view of the new image of "Korean cowboy mix fashion" and consumers. It focuses on avant-garde, fashion, cool, personality design style, for the 18-40-year-old personality in the metropolis, the avant-garde, the pursuit of self-independence and taste of fashion women to provide "male mix fashion"; products in the cool, personality, avant-garde, vitality Based on jeans, it covers T-shirts, jackets and tops, jackets, and accessory accessories that are mixed with cowboys.

Perfect Edition Creates Excellent Sales Performance

T.B2 was born in Seoul, South Korea and has been focusing on the study of fashion denim for more than 30 years. In 1998, T.B2 entered the Chinese market and opened its first store in Beijing Set Mall. Since then, it has started the Chinese market process.

In the past 14 years, T.B2 has been stationed in Beijing's Shin Kong Place, Nanjing Golden Eagle Shopping Center, Chongqing Far Eastern Department Store, Chengdu Wangfujing, and a number of well-known high-end department stores and shopping centers in China's first-tier cities. At present, it has 60 stores.

In November 2009, Cosmic International Business Management (Beijing) Co., Ltd., as the T.B2 brand's international marketing planning management company, acquired the T.B2 brand in Korea, the United States, the United Kingdom, Germany, Italy, France, Switzerland, International trademark rights of countries such as Sweden, Spain, Japan, China, Singapore, Russia, and Malaysia.

Since entering the Chinese market, T.B2 has been focusing on the study of the characteristics of Chinese women's body characteristics. This has enabled them to modify their legs and hips very well, with a very graceful curve on their hips, waist and thighs. Plays the effect of lifting buttocks, abdomen, and leg repairs.

In mature stores, T.B2's VIP customers contribute 70 to 80% of sales each year. At present, the ping effect of the TB2 brand nationwide A-type department store can be ranked in the top three of fashion women's apparel sales. In the department stores that were the first to collaborate, it ranks higher on the sales floor of fashion women's floors, and their daily sales are also very stable.

Joining hands with Trout China to rebrand

"South Korea? Cowboy mix fashion", this is T.B2 brand new brand image and positioning.

In 2012, T.B2 spent money to cooperate with the world's top strategic positioning company, "Teratt China positioning strategy agency." The agency conducted a comprehensive survey of the T.B2 national market, comprehensively analyzed the existing advantages of T.B2 products and brands, and re-examined and combed T.B2.

In May, Trout China deepened its professional advantage of T.B2 fashion cowboy for more than 30 years, and it had another advantage of “the perfect integration of fashionable denim and fashion”. On the basis of integrating its previous market performance, Trout China will The brand image and positioning of the brand clearly focus on the "Korea? Cowboy mix fashion"; in June, around this new strategic positioning, T.B2 completed the product planning, design research and development and supply system, marketing and expansion system and brand The core strategic departments and other comprehensive adjustments.

It can be said that this reshaping is a "self-revolution and innovation" initiative initiated by T.B2.

The first is the adjustment of the designer team. Previously, T.B2 had two R&D and design centers in South Korea and Beijing. After adjustment, the current T.B2 is centered on the Korea Design Center, and cooperates with European design companies such as France and Italy.

There are two main designers in the team, one of which focuses on R&D and design of fashion denim, and the other focuses on R&D and design for a series of tops and other fashion products with jeans. The original T.B2 Trend Lady and T.B2 JEANS brands did not meet the core brand appeal of “Korean-denim mix fashion”.

After refocusing and positioning, T.B2's denim series still adheres to 100% South Korean manufacturing, tops, skirts and other collocation products. The production area is mainly divided into three places: Italy, South Korea and China. The fall/winter series of single products costs about 2,000 yuan. (Without fur), the average price in spring and summer is about 1300-1500 yuan.

Next, T.B2 will continue to open new stores by selecting department stores that fit its new brand positioning, gathering international and first-tier brands, between fashion and boutique.

In terms of marketing, T.B2's marketing methods were relatively decentralized and will focus on the promotion and marketing of T.B2's “Korea? Cowboy mix-and-match fashion” brand concept.

In fact, in the current Chinese fashion industry, brands are diversified frequently, and many brands are branded in hopes of earning more profitable points. Companies that believe in doing “addition” account for the majority, and dare to merge multiple brands and dare to do “subtraction”. "How few are there.

Moreover, the previous T.B2 also has good sales performance in department stores and shopping centers. Under such circumstances, TB2 chose to do a “subtraction” and drastically cut down nearly half of the stores that did not meet the new positioning. It actually required the courage of the “strong men to break their wrists”. However, T.B2 resolutely chose to adjust.

The person in charge pointed out that the remodeling of this brand upholds the focus strategy, reluctantly discards some categories that do not meet the current positioning of the brand, cuts down some stores, and more clearly expresses the concept of “Korea? Cowboy mix and match fashion” and can be a brand In the future, we will lay a solid foundation for bigger and stronger companies. At the same time, we will also create a better service system for consumers.

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