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Realistic Problems Of Fashion Management Mode

2008/11/4 9:43:00 19

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China has always been the main production base of world clothing, and the garment industry has always been the most mature industry in China. Therefore, both garment manufacturing industry and apparel retailing industry are constantly breaking through their original business models in the process of maturity and looking for new development directions.

At present, there has been a competition pattern of "a hundred schools of thought contend" in our country's clothing management mode. Here, we summarize the existing problems of various garment management modes, and hope to discuss with the industry people the future development of clothing.

Too blind to cooperate with overseas

Some domestic operators lack the speculation on brand planning, R & D and even the future development of the brand. Foreign operators do not know enough about the local market, and the two sides have a great conflict in dealing with brand management.

In the distribution of interests, as a proxy partner, domestic enterprises hope to gain more benefits, while many foreign enterprises do not simply measure their interests in terms of money value.

Fewer international brands.

With the development of branding of Chinese clothing and apparel products, more and more international fashion and fashion information flow to the hearts of Chinese consumers more rapidly, forming a market oriented consumption orientation guided by international clothing brands and sales of Chinese clothing brands.

The middle market is basically made up of half of the domestic and imported clothing brands, and the high-end shopping malls are almost the world of foreign brands.

Play fast brand in games

Large and small clothing brands, because of speed, do not have any distinctive quality products, nor are they different from their competitors' profit models. They fall into the trap of overname, so they soon disappear.

Only using huge amounts of funds to stir fry, playing the game of burning money is to grab a lot of eyeballs with the money in the shortest time. It is a well-known brand with money.

Cloned brand harms the future

Foreign brands have been attacking the Chinese market aggressively, making consumption oriented "the moon in foreign countries is more than China".

Domestic brands have to survive, and many enterprises have gone through the road of "clone brand".

As a result, the four major "clone" schools of Chinese clothing brands began to appear: Beijing, Shanghai, Guangdong and Han.

The Beijing school mainly refers to "clone" Europe and America. Shanghai style mainly refers to "clone" Japan, Guangdong school mainly "clone" Hong Kong and Macao, Han school "nine provinces thoroughfare", what clothes are "cloned", so some people call Han faction "mixed school".

Ask foreign models to make a brochure.

The fashion industry in China is very popular, asking foreigners to shoot advertisements and try to show Europeanization of their products.

If you take the picture books of several enterprises together, you can form a group of eight nations.

It is true to admit that models in Europe and America are a little better at expressiveness.

But to be clear, our clothing brands are mainly faced with Chinese people with yellow skin.

Cling to the magic of fashion trends

The domestic clothing brand with great influence has scientifically predicted the fashion trend through its own R & D team, and has made a good market return.

Popular forecasting and publishing also greatly reduced the cost of garment brand research and development, controlled the pace of brand development, and promoted the strategic development of the brand.

Whether we can grasp the fashion trend of clothing will become the key to the success of brand strategy.

Single brand no longer beat the world

Different age, personality and value of consumption demand is different, not only requires the individuation of the product, but also requires the differentiation of the brand. In the same grade, the brand segmentation will be carried out according to the different consumption personality.

We need to launch a variety of sub brands, each brand has its own target market and target consumers, and they will not fight or crash each other.

No more head management.

The development of enterprise brand is a systematic and scientific process of construction. Many fashion brands often change their original brand strategy at random. Without a systematic brand planning plan, the brand development goal will not be clear and the brand execution process will wavering.

For enterprises that are not good at brand building, they will invite professional brand planning and management companies familiar with garment industry to carry out brand management.

Experience competition reveals mountains and rivers

Consumers' contact experience will be the best carrier for brand promotion and sales promotion. For example, the experience of space, environment, personnel, display, image, promotion and so on will make consumers deeply experience the character and atmosphere of the brand, lead to direct purchase, and the experience of online shopping mall in modern network, and realize the change from passive acceptance to active and interactive acceptance.

Channel is no longer the biggest headache.

Channel has always been the core and the most troublesome part of garment enterprises. Many enterprises lack reasonable channels, and they often go to the primary market and class a business district.

Enterprises prefer not to make profits, but also to show the strength of the brand through the terminal, to get the trust of consumers through the most intuitive form, and to enhance the business confidence of partners.

The attitude of going out is exquisite.

China's clothing brand is obviously stepping up its overseas market expansion.

In recent years, a number of enterprises in China have achieved brand sales in East Asia, Southeast Asia, and the Middle East, as well as Australia and Russia.

There will be more and more enterprises to export their own original brand, and the market will be more and more extensive, and we can see the successful cases of opening up markets in developed markets such as Europe and the United States.

Designer brands get together

Designer brand doesn't have to be big, and it doesn't have to earn a lot? Script src=>