Fashion Marketing: The Source Of Fashion And The Power Of Mice

First, the clothing industry is thriving.

From the data of the China Statistical Yearbook of the National Bureau of statistics, we will find that the expenditure on clothing for Chinese consumers is increasing year by year. Chinese people should not only wear warm clothes, but also wear them well. The whole clothing industry is higher than the total retail sales volume of the whole society from its prosperity index and the total retail sales of social commodities, and the clothing industry is showing great business opportunities.

Second, clothing is becoming the driving force of fashion.

Today's cars, home products, cell phones, watches and so on are beginning to learn from the elements of fashion design.

Clothing promotes fashion manufacturing and fashion, and has become the driving force of the core of the fashion industry. Many successful top brands in the world rely not only on the products themselves, but on the international fashion trend they are leading, and the desire of their consumers.

For example, crocodiles, Dunhill, Chanel, Baozi, Levi's, GUCCI, Dior, Versace and so on, these brands create and lead the fashion culture.

As a fashion designer puts it, "we are not only designing clothes for consumers, but designing dreams."

Third, the clothing industry needs innovative marketing.

China's clothing consumption market has entered the era of pluralism. 10 years ago, people dressed and dressed respectfully. After going out, people looked at you and thought that this person's image was still good. But today, Chinese consumers pay more attention to fashion, pay attention to leisure, and pay attention to wearing different clothes on many occasions.

If the structure of the clothing consumption market in the past 10 years is relatively simple, today's clothing consumer market has entered a diversified era, people want to wear sports, sexy, business, leisure and so on, so clothing enterprises need to have a new understanding of clothing marketing, local clothing brands to create high-end fashion brands, from Chinese elements to "Chinese design", through brand culture dissemination and designers to build the global fashion industry chain to find breakthroughs and new positioning.

Fourth, clothing brands should be targeted to target consumers.

Different consumers will have different brands. For example, CMMS data show that JEANSWEST's brand penetration is more prominent among female consumers. Consumers of Baleno, Giordano, mus and bang Wei are relatively younger. Consumers covered by G2000 are more high-end leisure markets.

The consumers of the seven wolves are more mature male markets.

From the life form, it is the same. For example, the value orientation of Adidas's consumers is more innovative and unique. Nike is more inclined to pursue fashion. Lining is relatively conservative and steady. For garment enterprises, accurate segmentation of the market and the capture of consumer lifestyle to brand communication are important elements to foster consumer loyalty.

Fifth, China's leisure wear, sportswear, suits, men's shirts and other fields present a prominent market situation of brand regional separatism.

The clothing market is already a regionalized and fragmented market today, and the leading brand in this area is leading because it has reached a certain balance of its consumer market share in various regions, such as the international brand Nike, Adidas and so on, and has achieved good market coverage in many regions.

And some clothing brands are regionalized obviously, for example, take the suit brand, YOUNGOR in Jiangsu and Zhejiang, Shun Mei in Beijing, Luo Meng in Jiangsu and Zhejiang, Qipai in the Fujian market, the relative advantage is obvious, but in other markets it appears relative advantage is insufficient.

This shows that clothing brands still have much room for market growth, because many brands have not become the largest consumers in the market in many areas.

Sixth, clothing needs to pay attention to the use of Internet marketing.

From the survey data, the frequency and time of clothing consumers' access to the Internet are relatively long, so it is very suitable for clothing brand to promote the Internet.

From the consumer decision point of view, a clothing consumer has many factors to consider when buying. Single advertising marketing has been hard to catch them. The clothing brand needs to interact with consumers more often. The Internet is undoubtedly unique in this respect. It not only covers a wide range, but also has high interaction and high experience, which can better convey the unique personality and connotation of the clothing brand. The clothing brand can share more information with consumers through the Internet, pmit the information of the brand, and use the Internet to develop community marketing for target consumer groups.

In the future, consumers will be able to complete the purchase of clothing through the Internet. This trend has already appeared in the US and Europe, and the Chinese PPG mode has fully demonstrated the value of the Internet platform for clothing marketing. Chinese garment enterprises need to take Internet marketing as a long-term strategic consideration in the future to keep up with the trend of China's Internet development.