线上抢购线下排队,波司登为何再度火爆?
品牌动态

线上抢购线下排队,波司登为何再度火爆?

2018.11.12

  在许多曾经家喻户晓的服装品牌逐渐 “淡出” 大众视野之际,一个充满70、80后童年记忆的羽绒服品牌波司登却顺势而上,42年历久弥新,一派畅销景象。刚刚结束的双十一购物节,波司登成为首家预售破亿的服装品牌,正式开售后销售额更是一小时破2亿;与国际三大知名设计师推出联名款,一经上线就被抢购一空;线下百店齐开,大排长龙更是常见。

 

(波司登旗舰店线下排队盛况)

(波司登旗舰店线下排队盛况)

(波司登旗舰店线下排队盛况)

 

  昔日的“中国羽皇”,是如何追逐浪潮,紧跟时代发展步伐? 

 

  线上抢购线下排队,波司登再次“火”了

 

  对于很多七零、八零后的消费者来说,人生的第一件羽绒服就是波司登。但过去几年的波司登似乎在主流人群的视野中逐渐淡去,成了消费者心中“上一代的记忆”。而今年,不少消费者纷纷表示,波司登“霸屏”模式开启,不管是作为唯一入选国家品牌计划的服装品牌、登上纽约时装周、推出设计师联名款、植入综艺节目等动作,都让人难以挪开视线。

 

  线下门店焕然一新,大排长龙已是常见,不少热销单品更是出现“上线即售罄”的情况。线上天猫旗舰店,双十一波司登销售额一小时破2亿,实现超越2017年双十一全天,双十一当天线上线下总销量超7.4亿。

 

  明星达人更是难掩对波司登的喜爱,陈意涵、莫文蔚、郭品超身穿今年最流行的Puff系列;“猩红女巫” Elizabeth Olsen、“精灵王子” Orlando Bloom、“流汗女神” Adrianne Ho、陈立农、欧阳娜娜等也穿上“波司登x国际设计师联名款”系列,引得粉丝们纷纷求Get同款。

 

(猩红女巫、精灵王子身穿波司登设计师联名款)

(猩红女巫、精灵王子身穿波司登设计师联名款)

(猩红女巫、精灵王子身穿波司登设计师联名款)

 

  此前的纽约时装周走秀、国际设计师联名款走秀等,更是引爆海内外社交媒体, 吸引主流权威媒体报道。

 

(海外媒体、社交平台纷纷报道波司登)

(海外媒体、社交平台纷纷报道波司登)

 

  作为专注羽绒服42年的“国货经典”,如何实现品牌的转型升级呢? 

 

  觉醒之路,波司登真的“变”了

 

  消费市场总是在不停变化,创新是引领品牌未来走的更远的原动力。今年,波司登聚焦羽绒服主业,全面从产品、渠道和品牌力方面,进行自我革新。

 

  波司登强化拳头优势,携手国际一流供应商和设计师,在设计、原料、技术、工艺、性能等方面持续优化与创新。不久前与Ralph Lauren前设计总监Tim Coppens、师从山本耀司的Ennio Capasa、LV和Balenciaga前设计师Antonin Tron合作,推出“波司登X国际设计师联名款”系列就是重要举措之一。

 

(波司登x国际设计师联名款发布会)

(波司登x国际设计师联名款发布会)

 

  此外,今年波司登新推出的Puff系列、极寒系列、迪士尼合作系列羽绒服等,融合当下时尚元素和顶级技术工艺,兼顾保暖和时尚的品质设计,也受到海内外明星达人的追捧,一经上线更是抢购一空。

(陈立农、欧阳娜娜身穿波司登羽绒服)

(陈立农、欧阳娜娜身穿波司登羽绒服)

(陈立农、欧阳娜娜身穿波司登羽绒服)

 

  不仅产品变化明显,波司登门店形象也焕然一新,10月20日,波司登上海南京东路旗舰店盛大开业。与此同时,在全国各大城市核心商业街区中,百家波司登的店铺也同时开业。上海南京东路、北京西单商场、杭州杭大商场、成都春熙路等全国地标性商圈都出现了全新形象的波司登店。据悉,全新升级的旗舰店形象由法国顶级设计师团队倾心打造,旨在构建一个一站式的购物体验中心。

 

(波司登上海南京东路旗舰店)

(波司登上海南京东路旗舰店)

 

  品牌力的打造上,波司登亦大步向前。9月受邀登上纽约时装周主场走秀,吸引了包括安妮·海瑟薇Anne Hathaway、“鹰眼”杰瑞·米雷纳Jeremy Renner、邓文迪等一众大牌明星的目光,引起200多家外媒报道和ins热议,此外还携手迪士尼、漫威、无敌破坏王等大IP推出联名款,植入热门综艺《跑男》等,这不仅是波司登品牌的一次自我革新,更标注着波司登荣耀回归主流。

 

(纽约时装周波司登秀场嘉宾,被称为“最贵”合照)

(纽约时装周波司登秀场嘉宾,被称为“最贵”合照)

 

  深耕42年,“中国名片”畅销全球72国

 

  其实,波司登能迅速回归大众视野,引爆主流人群,离不开42年对羽绒服的专注和积淀,在羽绒、面料、工艺、版型等方面不断创新。

 

  波司登与MONCLER采用同一羽绒供应商,拿蓬松度来说,480+是入门级,而波司登最高可达800+,堪称5A级羽绒。

线上抢购线下排队,波司登为何再度火爆?

 

  每一件羽绒服至少经过62位工艺师、150道以上的工序,并用专利技术达成跑绒难题新突破,针孔更微细,缝制更精密,每3厘米高达13针。此外,每一款羽绒服都能通过-30℃极寒等三大极端测试。

线上抢购线下排队,波司登为何再度火爆?

 

  质量上的精益求精,也使波司登屡获国内外权威大奖,成为羽绒服行业标准的制定者与推动者。

 

  可靠的产品品质与设计还为波司登开拓国际市场奠定了扎实的基础。从1999年迈出国际市场化第一步起,波司登已畅销美国、法国、意大利等72个国家,全球累计销量突破2亿件,充分证明了波司登在行业中的领跑地位。

 

  波司登集团董事局主席兼总裁高德康先生表示,波司登专注羽绒服领域42年,累积了强大的品牌声誉,目前产品的优质和专业已经赢得市场及消费者认可,引领了行业发展。

 

  从纽约时装周、百店齐开,到推出设计师联名款、双十一销量创历史新高,今年波司登让大家惊喜连连。未来波司登也将凭借其42年的专注精神和畅销全球72国的国际地位继续前行,赢得消费者的选择。


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