The Five "Low Age Pain" Of Domestic Clothing Brand Management

Our country is the world.

1.

2, strengthen the construction of clothing marketing network.

Whether in the form of franchising or direct marketing, the domestic brand clothing marketing network is relatively thin, and there is a gap between the brand coverage and the number of stores.

Foreign famous brands such as Zegna often take the form of Direct stores, establish their own marketing system, ensure the synchronization of clothing sales, so that they can get market feedback information and improve products in time.

For example, there are more than 600 marketing outlets of Esprit in women's clothing, and more than 700 chain stores and franchises in T-shirts have been distributed in 2003.

The marketing network of YOUNGOR in domestic brands is relatively good, with more than 300 outlets.

3, improve the ability to grasp fashion.

The competitive advantage of famous brands abroad depends to a large extent on the grasp of the fashion trend. With the acceleration of information dissemination, domestic consumers, especially young and high consumption groups, are paying more and more attention to fashion trends, and are willing to follow the international trend, which is the main force of brand clothing consumption.

Practice has proved that this group is familiar with international famous brand clothing, and has a good understanding of the international fashion trend. However, domestic brands have little influence on them.

4, promote clothing brands in various channels.

It is customary practice for the stars to act as the spokesperson of the brand in China. Stars are flooded with TV advertisements and street propaganda.

There are more ways to promote foreign brands. First of all, the clothing brands of foreign countries have a relatively clear positioning of consumer groups, and there are also different ways of promoting the target groups.

For example, JEANSWEST focuses its activities on sponsoring young people's favorite activities, such as holding the national first extreme sports competition.

5, improve marketing capabilities.

Some enterprises in the whole country are lack of experience and have poor marketing execution ability.

In the summer of 2003, the leisure clothing company "seven wolves" spent 4 million yuan to sponsor the activities of Real Madrid China bank. It was a good publicity campaign for its own brand but failed to achieve the desired results.

First of all, after the Real Madrid trip to China, the company did not follow up the publicity so that the event became a short-term behavior.

What is worse is that in the advertisements of the Real Madrid players who are used by the seven wolves, the Real Madrid players are wearing Adidas's jerseys, and are undoubtedly advertising for others.

This negligence undoubtedly has a great impact on the whole activity. This activity has no continuity and can not enhance the brand image.