BMW sells clothes and feels elegant BMW lifestyle

There are many people who know that the Marlboro denim collection sells well, but it is not enough to know that BMW has extended the brand from the sedan to the costume. BMW extended the brand to the apparel industry. China's first store opened in Beijing Oriental Plaza. The products include men's and women's dress, sports and leisure and accessories. The reason why the BMW brand extends to clothing is that it not only hopes to be a symbol of extraordinary technology and craftsmanship, but also wants to be a symbol of a “cheerful, elegant, stylish, laid-back and relaxed” lifestyle, while cars and clothing are interpreted as BMW. The carrier of core values.

From the outside, BMW Garments has been designed to be consistent with BMW's style. In the choice of color is beautiful without losing stability, the line also maintains BMW's streamlined design. BMW set foot in the apparel sector and expanded its consumer base. At the same time, it also hopes to cultivate young consumers' feelings about the brand and become potential consumers of BMW cars in the future. For young people who have just graduated from college, buying a BMW is not enough, but he can buy a BMW costume and feel BMW's lifestyle. Therefore, the trust and loyalty of the BMW brand can be nurtured in advance. When he has a successful career and chooses a premium car, he will have a soft spot for BMW. This is BMW's initiative to cultivate the market and seize commercial opportunities.

BMW's case shows that whether the core value is compatible with new and old products is a decisive factor in the success of the brand extension. The core value of the brand is inclusive, so that there are many examples of successful brands that share the same product with more distant products. Marlboro's extension to jeans, jeans, caps, and belts has been a great success because these apparels, like cigarettes, have always extolled the “brave, adventurous, aggressive” brand spirit. While Marlboro did not extend into suits, the suit brand needed a “gentleman’s style”, which seemed to have nothing to do with the core value of Marlboro.