Analysis Of The Management Strategy Of "Advanced Clothing" Joining The Brand

As a member of the general public

Analysis of senior apparel franchised brand management:

From an economic point of view, luxury refers to the product with the highest value / quality ratio in the market, and the understanding of advanced clothing franchised brands should start from this point of view, instead of merely referring to the "18 hours" made by the Paris senior custom Fashion Association.

According to the yardstick of economists, that is, the quality standard, McKinsey defines luxury as "goods that are priced higher than consumer goods".

This definition of economics includes the concept of the basic utility of brand.

Here, the key is not the absolute price, but the difference between luxury goods and ordinary consumer goods.

In the same way, the difference between the senior clothing brand and the ordinary clothing brand is the difference between them.

What does it mean to be a luxury consumer product? What are the elements of luxury that it represents? Etymology can help clarify this concept.

Luxury originates from "Lux" and Latin means "light".

This can be seen as a typical feature of luxury clothing as a luxury product: the high-end clothing brand is shining.

The visibility of high-end clothing brands is crucial.

Luxury should be visible to consumers.

Therefore, the senior clothing alliance through the logo to externalization of the internal characteristics: brand logo must be visible and touches.

For example, GianniVersace Versace can easily see the "Mdusa snake devil" Avatar on the pattern or tag in the design of all the sub items and sub cards of the product. It symbolizes the spirit of GianniVersace with the spirit of mythology, representing the fatal attraction, and her beauty is so confusing that people who see her instantly become stone.

Versace has been pursuing this kind of beauty deterrent all his life. His works are always full of extreme perfection, so that they are on the verge of destruction.

The brand logo of advanced clothing is the embodiment of beauty and the artistic expression of * *.

The senior clothing alliance is a manifestation of the senior taste of the times. It should give people inspiration and inspiration.

It represents the specific culture and lifestyle of the senior white-collar female class.

The high-end clothing franchised brand has become a "lovable sign". Consumers need to define their personalities and buy some lifestyle. The unique designers of Italy are MaxMara, GiorgioArmani, GianniVersace, Gucci, Prada, Fendi, D&G......

It is gaining popularity among many followers, because these brands interpret their own cultural understanding and recognition of their way of life.

The high-end clothing brand is not only a consumer product, but also a high standard of white-collar women's elegant taste.

Women need advanced clothing to join the brand to express themselves, so that they can meet the interests of their social circles.

Not only rely on the trust of consumers, but also have their own mechanism, strategic vision and interest standards, and spare no effort to achieve these goals.

Just as life and prosperity are brought by light, the brand of advanced clothing is also symbolic.

In the United States, every senior clothing brand has its own clear positioning, conveying the symbolic meaning of the brand itself.

For example, "Polo" represents the life style of the middle and upper class in the United States; "Tommy" interprets the way of life of the younger generation of the United States; "Naulica" means sports, travel and ocean; and "CK" represents the sexuality and vitality of people in the United States.

The high-end clothing brand should be the embodiment of creativity and inspiration.

The company that produces high-end clothing is made up of innovative talents. Their ingenuity attracts the elite in the elite society and society.

High level clothing manufacturers also have high requirements for their customers: buying the ability to pay for advanced clothing and appreciating the artistic taste of advanced clothing.

Besides etymology, sociology and history can also help us further understand the meaning of the word luxury.

Luxury is a symbol of the nobility. It is the separation of the senior people from the society.

In this sense, the senior costume alliance solidifies and extends the past noble taste and status in commodity form.

In a democratic society that has abolished the aristocratic system, it is unthinkable that the senior clothing alliance has retained and reduplicated some social ideals and values of the aristocratic society.

The brand of high-end clothing makes the product famous and brings honor and honor to the women who have it.

Gucci (Gucci) is a typical example of this. Gucci brand has always been famous for producing high-end luxury products.

Whether it is shoes, bags or clothing, it is a symbol of identity and wealth, becoming a wealthy consumer of upper class society.

Christine Dio, the famous French fashion brand (CD), has always been a synonym for fancy fashion accessories.

He has chosen the high quality and gorgeous fabrics to show brilliant and brilliant gorgeous and elegant clothes, and he has attracted much attention from the fashion industry.

He inherited the tradition of French high-end clothing, and always maintained a high level of gorgeous design, fine workmanship, catering to the taste of mature women in the upper class, symbolizing the highest spirit of French fashion culture, and Dior brand in Paris.

Therefore, the senior clothing alliance is not only a garment, its social significance is much richer than the general clothing brand, but also much more conspicuous.

Advanced apparel brand management rules

As a luxury brand, its management has its own characteristics and rules.

For example, the senior clothing alliance should distinguish between long-term customers and non customers, safeguard the rights and interests of customers, create a sense of superiority and distance for women in the upper class of society, and can not confuse with the masses.

Through price, monopoly and other sales methods and detached aesthetic taste, obstacles are set up for uninvited guests.

To join the brand of advanced clothing to become the ideal dress for a few women, but only for a few women.

The dialectical relationship between the inside and outside is also reflected in the media.

Brand recognition is much more important to strengthen the high-end clothing to join the consumer than the actual sales.

The huge gap between the number of people who know the brand and the number of the actual consumer brands is the key to the great charm of luxury goods.

The popular clothing brand is the opposite: expanding popularity and encouraging consumption rather than restraining consumption.

Because of this, Chanel sells a small eardrop for up to 900 yuan, while the price of the Hermes scarf is as high as 1000 yuan or even several thousand yuan.

On the contrary, we can not maintain the interests of customers without restraining consumption.

Although modern society is a democratic society, people still have to rank, position and stratum.

Once the supermarket shelves are placed on top brands, the difference does not exist.

In France, for example, a large number of handbags in Vuitton affect their reputation as a luxury brand.

Similarly, Chanel's T-shirt sales are far larger than expected.

There is no doubt that Chanel's name is loved by women.

In the process of marketing such a small T-shirt, marketers ignore a key factor: goods must be consistent with their brand ideas, otherwise it is just a brand logo.

The real high-end clothing brand must be consistent and worthy of the name.

If the two are out of touch, the brand of advanced clothing will join the brand in the same fashion.

When the high-end clothing brands join in the brand retreat, no longer adhere to the high-end brand strategy, that is to encourage consumers to buy fake products.

They sell not products, but the last halo of the brand.

From the perspective of short-term interests, large sales volume and issuance of franchise licenses, expansion of brand products and increase of business varieties are all more effective strategies.

But the result of this is the democratization, popularity and rapid commercialization of the high-end clothing brand, while the advanced clothing brand should keep a certain distance from the public, so that consumers enjoy the privileges of the privileged class.

This lesson was very profound in Saint Laurent. When San Laurent founded his brand in 1962, he was only 26 years old, and he was already very famous at that time.

His talent made CocoChanel, a French woman designer, regarded him as his heir at that time.

San Laurent reinterpreted the concept of modern fashion.

In terms of business, he is a person who takes clothing design as a serious business operation, and is also a person who promotes sales growth through brand registration.

Saint Laurent produces a large number of products, from the cigarettes of Saint Laurent to the $125 of Saint Laurent plastic shoes sold in the Tokyo subway. This strategy finally destroys the brand of Saint Laurent.

The design of nine different shops around the world, the lack of coordination of the various brands of mass produced cheap goods, further shattered the brand's unified image.

At the beginning of 1990s, some senior department stores sharply reduced the price of this brand, making it quickly overtaken by brands such as amni, Chanel and later revived Gucci.

The strategic error of Saint Laurent has led to a slump. Finally, it was only after the image acquisition was reacquired by Gucci that it returned to the peak of fashion.