The source of the trend brand is the United States. Since the 1960s, the United States has gradually formed some cultural activities with American characteristics, such as street graffiti, hip-hop, hip&hop, skateboarding, parkour, and so on. The trend brand was born in the American street culture.

Fashion brands pursue self-thought, emphasize individuality, and have the characteristics of emphasizing originality, small scale and relatively single category, which are different from the fixed luxury brands and standardized mass brands.

Its distinctive personality makes the trend of Chaoshi spread rapidly, and it has been a long time since Chaoshi entered China. However, due to the lack of designers and street culture soil in this field, Chaoshi entered China for 20 years, but its development is still limited.

In the past two years, the new generation of consumers has risen rapidly. The great development of China's economy makes these young consumers get rid of the most basic material needs and turn to seek higher level of consumption. Some of them choose to show their unique personality with fashion brands. At the same time, the trend of the global tide brand circle is generalized, giving tide brand new cultural connotation, no longer confined to the original street culture.

With the strengthening of Chinese brand awareness, many people hope that the country tide can rise. They want the brand to focus on having rich connotations and express Chinese culture while showing individuality.

As far as the actual situation is concerned, Guochao brand is in a stage of rapid discovery. The newly rising consumers are willing to accept new things and pursue individuality. Guochao brand just meets these requirements, and more and more Guochao brands come into being.

In the brand development, the domestic tide brand circle is not big, in addition to pay attention to the product design, quality and cultural content, marketing means is also the great power tide brand attention.

Stars drive the national tide to start

In China, celebrities are the first to contact fashion brands. Due to the unique nature of their work, celebrities can be exposed to the latest fashion trends, and they are more likely to fall in love with the unique culture represented by fashion brands.

In the variety show The Rap of China, which aired at the end of last year, Kris Wu wore supreme(a brand that is not sponsored by the show) for an entire season, with a variety of items at his command. supreme's popularity in China has soared, and the popular brands in the major countries have also been discussed by viewers.

It is also supported by star power, but different from supreme, many Guocao brands are directly founded by stars. For example, Edn Chen's Clot, Shawn Yue's madness and DJ Li Chen's MLGB are all self-founded by stars.

It is worth mentioning that Clot has been the first trend brand in China and has gone to the world, taking a place in the national trend brand. Founder Edn Chen, also known as the "father of Guocao", uses his star power to promote the brand, but also participates in the design and production of products.

Stars can make use of their strong star effect to promote the Guochao brand, expand the brand display surface, to achieve the effect of publicity. In the eyes of consumers, the stars' wear is often linked to the fashion trend and has better quality assurance.

Brand alliance, make topic

The combination of brands, in addition to being able to bring more novel products, the topic of both manufacturing is also interesting.

As a first-country trend brand, clot is not only rooted in its home market, but also partners with other big brands such as Levi's and Nike to produce products.

In 2012, Nike cooperated with clot to release Nike Clot Tennis Classic AC, which perfectly combined clot's fashion creativity with Nike's traditional handicraft, and added Chinese red elements to create a simple retro classic shoes.

Clot and Nike itself is two strong brands, Nike Clot Tennis Classic AC integration of the creative clot and Nike product production process, improve the height of the product, and the two brands made the topic, but also let this classic shoes do not worry about sales.

Promote the generalization of national tide

For a long time, in the impression of many people, the tide brand is generally limited to personality, niche, underground culture, but whether at home or abroad, the current situation of the tide brand is "big brands give birth to small brands, each other is not separated".

In February this year, Li Ning and Tmall went to New York Fashion Week together, with titles such as "Enlightenment" and "White Cranes in the clouds", to show their products, which was a great success. Li Ning transformed into a new "national tide", the harvest of high topic degree, also got rid of the previous decline, Li Ning this old brand, also radiates new vitality.

Limiting Guocao to niche products will only limit the development of the brand. Instead, it is better to extend to the daily field, expand the development of the brand and expand the life cycle of the brand. To avoid the popularization of the product, Guocao brand can be limited sales, which supreme has been doing.

From the current social background, Guochao brand is stepping into the stage of rapid growth. On the one hand, it is due to the expansion of market demand, on the other hand, it is also due to the rise of Guochao brand. In terms of product connotation, although it lacks the injection of street culture, the rich Chinese culture and elements can also give the brand profound cultural content.

The change of The Times also makes the Guocao from the impression of individuality, minority and underground culture to the field of daily life, from minority to mass. At this stage, what effective marketing methods are adopted to introduce private brands to the public and occupy a place in the market, which is the problem facing all major tide brands at present. After all, many local tide enterprises are not like the stars to create their own tide brand, which can have the star effect.