How Should Clothing Enterprises Locate?

Many garment enterprises began to consciously position themselves, some focus on brands, others turn to processing, and a few enterprises try hard to pform the brand to "lifestyle brand".

This positioning process is actually an objective reflection of the degree of fragmentation of the clothing market.

How should clothing enterprises locate?

How much more can it add to the business?

Many clothing bosses are deeply concerned about this because they reflect the development of clothing enterprises.

To this end, this reporter of the "production and economic news" weekly specially invited a professional institution that has long been committed to consulting and consulting for garment enterprises? D, D, general manager of Shanghai Jiaming Consulting Co. Ltd., "how to locate the clothing enterprises?"

This lively topic was discussed with him.

At this stage, clothing enterprises can make three kinds of location selection.

Reporter: why is the positioning problem so popular in the industry?

I think an important premise is that now the clothing bosses generally feel that the market is becoming more and more difficult to do.

Olim: Yes, that's true.

The garment practitioners face an increasingly competitive market environment, and many competitors must compete continuously to obtain limited resources, including consumers, high-quality employees, funds, dealers, good shops and good advertising carriers.

At the same time, the consumption environment is undergoing drastic changes.

Consumers are facing the dilemma of excessive information and how to make reasonable choices in front of a large number of optional brands.

One way to deal with consumers is to exclude information, and the two is to simplify and classify information automatically.

According to the discovery by Professor George Miller of Harvard University, there will be no more than seven choices on the sorting ladder.

Usually when you buy a product, you will not remember more than seven brands, that is, your list is limited, you can not write more than seven brands.

The same is true of Chinese cities.

Consumers in Beijing can name 5 brands without prompting or help.

In the more fashionable Guangzhou, consumers can name 9 brands.

Some experts have analyzed that the existence of the seven brands is only the initial stage of the market. With the maturity and stability of the market, people often remember only two brands, and one of them is enough.

Reporter: it can be said that it is said that the book "location" written by a famous brand expert trout is very popular among clothing owners.

Ollie: Trout put forward the theory of positioning, that is, let the brand occupy the most advantageous position in the mental ladder of consumers in fierce competition, and make the brand a representative brand of a certain category or characteristic.

In this way, when the consumer generates the relevant demand, the positioning brand will be the first choice, which means that the brand occupies the position.

The brand must be accurately positioned to seize the minds of consumers, and marketing must focus all the resources of the brand on its positioning and strengthen the brand's advantageous position in the mental ladder of consumers.

Reporter: so according to your analysis, what types of clothing enterprises can be classified?

In order to stand out in the competition, it is very important to re-examine the existing brand positioning and make timely adjustments when necessary.

I think clothing enterprises can make three kinds of location selection: LOEM brand, that is, processing for other brands; 2., product oriented brand, that is, focus on a certain type of clothing products, and strive to make the brand form a favorable position in the minds of consumers in similar products; 3. lifestyle oriented brand, that is, clothing and clothing that focuses on a certain lifestyle, through emotional appeal, to achieve the brand's favorable position in the consumer's mind in similar lifestyle apparel products.