Analysis:

Piko brand was formed in the Hawaiian Islands, and gradually formed a series of leisure clothes with rich marine culture atmosphere from the initial beach and surfing leisure clothes. The pronunciation of Piko stands for "the waves of the sea" and "surfing" in the local language of Hawaii, and has extended meanings such as "sunshine", "life" and "health". Piko's Logo design is also formed by abstracting the outline of the waves, which implies the navel of the human body, the origin of individual human life.

in China, according to the homophonic pronunciation of Piko brand in English, its product style and the way the target consumers understand fashion, its Chinese brand name was named "Binku". "Bin" explains the regional characteristics of the origin of the brand, and "Cool" represents the leisure style and characteristics that Piko products will provide to consumers in China.

The registered owner of PIKO English and graphic Logo in China is Japanese CRYMSON Company, and Wuxi Mengdao Fashion Co., Ltd. has the exclusive right to use the trademark in the direct sales stores, goods, graphic images, advertisements, etc. in Chinese mainland. The registered owner of Piko's Chinese trademark "Binku" in China is Beijing Wigan Garment Co., Ltd., and Wuxi Mengdao Fashion Co., Ltd. also has the above rights.

second, the brand concept and cultural connotation

the ocean gave birth to life and Piko. Through the comprehensive display of the sea, sunshine, beaches and beautiful sunflowers, Piko brand expresses human's love for nature, praises colorful youth and flamboyant vitality. What Piko brand represents and advocates is a lively, unrestrained, personalized and comfortable leisure lifestyle. Piko's philosophy is to provide the most beautiful clothes to the most beautiful time of life-youth.

third, brand positioning and evolution:

divided by age: the mainstream products of piko brand are targeted at young and energetic men and women aged 16-24, especially junior high school, senior high school and college students. Satisfy and guide this part of consumers to understand the leisure style of this age group in brand concept and display; Satisfy and improve the way they express their individuality through casual clothes in the content of goods; Meet their consumption level at the price of goods; It is the goal that Piko brand will work hard to meet their psychological needs in sales.

according to the product structure: through the continuous product development in recent years, the Piko product line has been extended to piko boys men's wear; Piko girls women's dress; Piko kids children's clothing; Piko family family leisure suits and accessories, fashion watches, glasses, bags, home decoration products, car decoration products and other serialized products for different target consumers and similar consumers with different needs.

divided by goods application: Piko brand clothing mainly involves OUTDOOR series; City leisure series (city); SPORTS series, and corresponding clothing, bags and sundries have also been developed, produced and put on the market.

according to the price of goods: the consumption grade of Piko brand products belongs to middle and low grade, and the marketing concept is to achieve the ultimate goal of forming loyal consumers, enhancing brand awareness and realizing final profits through lower price level and larger sales scale. Because there are a wide variety of product categories and frequently updated printed pattern designs in similar products, Piko's mass marketing aims to enrich consumers' pursuit of personalized dress.