Analysis And Reflection On Clothing Brand Extension

Abstract: facing fierce competition, garment enterprises have begun to extend their clothing brands for their own feet in the same industry and have a bigger growth. At present, there are 4 situations for the extension of clothing brands: one is the extension of clothing and apparel categories; the other is the extension of clothing archives; the three is the extension of spring and autumn; four is the extension of sex. The article analyzes the above 4 kinds of extension through the analysis of the above 4 extension, and puts forward some solutions and strategies to solve the problems and problems that they encounter in the brand extension.

1 extension of clothing and accessories

clothing

As can be seen from table 1, the brand extension strategy is generally adopted by these garment enterprises, from single brand to comprehensive brand.

For example, YOUNGOR expands from shirts to various products such as suits and trousers.

Practice has proved that the extension of clothing categories is widely adopted by enterprises.

And often successful.

Table 1 also shows that some enterprises (such as Zhuang Ji, Luo Meng, etc.) extend the brand between clothing and clothing. The basic feature is that the clothing brand is extended after the clothing brand has a considerable reputation and reputation.

This is the brand extension of common clothing and clothing at present.

Because clothing is used to embellish the adornment of clothing, highlight the dress or add beautiful accessories, from clothing brand to dress extension, fighting power is easy to succeed.

In fact, more and more domestic clothing brand enterprises are no longer confined to the production of clothing, they are more to extend the clothing.

Third, the brand extension mode between clothing and clothing is from the original clothing to the production of clothing growth.

Internationally, Prada, a famous brand of Italy, is a good example.

Prada was the first to manage excellent leather suitcases, leather bags, wallet and other accessories. At the moment, men and women clothing, underwear, shoes, accessories and many other categories were successful.

It has injected the avant-garde elements in its brand extension product - clothing, blending tradition and fashion, expressing elegant beauty and thick bookish spirit, which has been taken over and loved by consumers.

There are many enterprises extending from clothing to clothing in China, but it seems difficult to have outstanding examples.

The most important reason is that the difficulty of clothing to clothing is longer.

On the other hand, a lot of original clothing companies do not have enough capital and equipment, which limits the expansion of enterprises.

In response to these two cases, we can have response to the solution: first, we can use the sub brand strategy, each vice brand can operate the original brand of brand assets, touch the light of the main brand, and do not have to put in a big advertising promotion fee to set up a brand from scratch; follow the vice brand inexhaustible launch, can also promote the reputation of the main brand.

In addition, once the Deputy brand is extended to lose, it will play a certain role in buffering and reducing the risk of brand extension.

Second, clothing enterprises can consider cooperation with domestic and foreign garment enterprises to develop their respective advantages and meet their needs, so as to expand the scale of enterprises and enhance market competitiveness.

Posted on the official website http://www.haosc.cn

2 extension of clothing grades

Clothing brands are usually divided into 3 grades. The highest grade brand is designer brand, followed by first-line brand and second line brand.

The extension of brand name refers to the extension of brand from the higher grade clothing to the lower grade clothing, such as the extension from designer brand to first-line brand, or from the lower grade clothing to the high-end clothing, such as the extension from the second line brand to the first-line brand.

Almost all the most famous brands in the world are designer brands, such as Pierre Cardin, Xiang Xiang Nair, Versace, Valentino and so on.

Designer clothing is mostly clothing for the aristocracy and rich class.

Therefore, the market of designer brand clothing is very limited.

It can not make it grow into a large scale enterprise and brand. Any practice is to extend the brand and extend the brand or even the second line brand by designer brand.

At present, there are two kinds of first-line brands at home and abroad. One is the brand that is extended by designer brand. The basic feature of these brands is to add a word or word to the designer's front or back to form a new brand, which is commonly referred to as the sub brand or sub brand, and the other is the brand of the production enterprise.

Most of the clothing brands in the country are original brands rather than designer brands, such as YOUNGOR, Luo Meng, Goldlion, white-collar workers and so on.

The second line brand is a clothing brand for the middle and low income people, or a public clothing brand. It emphasizes more on the applicability and cost performance of the clothing brand products.

This brand often does not pursue the added value of the brand.

First, emphasize the reliability of clothing quality and the applicability of products, and buy comfort.

It feels right to wear it.

3 brands of different grades, each and every successful brand, have their weird brand focus value and brand positioning, which must be considered when the brand is extended.

Generally speaking, if the focus value can contain extended products, and the product attributes and brand image do not conflict, the brand extension can be bravely carried out, otherwise it is not suitable to extend.

In other words, brand extension can not be inconsistent with brand focus value.

Therefore, it is hard to realize the extension of clothing brand.

Whether it is upward continuation or downward extension, there are problems in the city, especially the clothing brand with grade, identity, status and cultural symbol as the primary selling point. It is generally difficult to be compatible with the middle and low grade products.

Because when people buy high-grade clothes, they are not limited to the physical attributes of the garment. They are more interested in pursuing the symbol of identity and status brought by the clothing brand, and the glory of the top brands.

Generally speaking, it is difficult for a company producing its lower garment and its brand to extend to the higher grade.

Because consumers' mindset and their belief in the value of brand clothing are rising.

In order to make the extension of promotion brand successful, enterprises need to change the concept of consumers' ignorance through various prefaces and means, and change the positioning of the clothing brand in people's minds. This is not a problem that can be solved overnight.

From the higher grade to the lower grade extension, we must pay attention to the fact that the original value of the brand can not be destroyed because of the extension.

Generally speaking, the upward extension of clothing brand is more difficult than the downward extension.

3 spring and autumn extension

When choosing and wearing clothes, everyone tends to relate to his own age.

Different styles and different colors of clothing are suitable for consumers in the spring and Autumn period. The consumers in the spring and Autumn Period differ in their choice of clothing.

Because of the differences between the spring and Autumn Period consumers, because of their differences in their scenery and their growth, they formed divergent living positions and consumer culture.

As an expression of life style and a phenomenon of cultural consumption, clothing is bound to be influenced by the spring and Autumn period.

Young people may choose to fight for fashion, avant-garde, or even fancy style, because this is suitable for them to pursue fashionable and grotesque personality. Middle-aged people prefer to look steady and rich in clothing, while the elderly are more inclined to traditional, simple and suitable clothing and fancy.

Based on the above reasons, a uniform clothing brand can be used to dress the clothes that are different in spring and autumn.

The extension of clothing brands across the spring and Autumn period will be restricted. This restriction is a cultural restriction in terms of quality.

Take the "red bean" clothing brand's spring and autumn extension as an example.

"Red bean" is the brand name of a clothing enterprise in Jiangsu. Its meaning comes from the famous poem of Tang Dynasty poet Wang Wei.