Brand Marketing Positioning Of Shoes And Clothing: Niche Market Segmentation

03 October,

In twenty-first Century and in the future, humanity will be respected and free to the greatest extent. Everyone has their own aesthetic views and needs.

The consumer goods represented in the fashion field, which are thoroughly represented, satisfy the aesthetic needs of tens of millions of consumers. The consumption market in the era of individual aesthetics is impossible to form a brand with a monopoly market on April 4, even if there are more stores and more stores.

The essence of the aesthetics of shoes and clothing determines that it is a "hundred flowers bloom and a hundred schools of thought contend".

Like cola, chewing gum and other fast food products to the president, down to beggars, the poor and the rich can all consume their markets.

Kazakhstan is the more than 5000 Township in the country.

Even all villages have sales outlets.

Meeting the consumers with the largest network and infiltrating into every corner of the market.

Wahaha is available for every place where there is a drink.

Can this marketing method and planning method be applied directly to the field of fashion brand marketing? I'm afraid not.

The marketing foundation of fast moving products with the core of "function" is the "infinite extension and ten deep tillage" of the market channel network.

The positioning of fashionable consumer goods centered on "aesthetic value" is limited by market capacity and market level.

If so

Will the package of "LV" and "LV" clothing be distributed to more than 5000 towns across the country, will it still be a luxury brand?

No monopoly is bound to divide each other. Compared with the mass market of fast moving consumer goods, the biggest feature of elbow products is that they belong to the niche market, serving only consumers of a certain level or a small group.

Two, the division of the retail market, the rule of law shouting the market.

A market that serves only one level, a certain position or even a certain style of consumer, that is, niche market, or even niche market.

The change in retail stores has proved for ten years.

The department store industry is the main platform for the sales of 6 high and medium level Rui Fang Tian.

Most of them are located in the market of Zhong Gao Rui, but the change in the past ten years is that it has been subdivided into many friendships, such as new Lufthansa and Guangzhou, which are positioned in luxury, such as Beijing.

Such as Wangfujing, Guang Bai; general public positioning, such as the old Hefei department store; discount positioning such as Guangzhou modern department store; even small area shoes and clothing department store chain positioning, such as Sanford in Fujian.

Its target consumer group is about 15-25 years old young consumers.

This classification of distribution and retail positioning reflects the classification of the market positioning of the fashionable shoes and clothing brands that are mainly operated by various shopping malls.

It also proves the reality of the clothing niche market and the unreallocation of the "unlimited distribution" strategy in the retail market.

Some international brands usually restrict the existing agency in the Chinese mainland market, such as stipulations that China's general agent can only open 89 shops in China.

Why can't a brand open 189 or even 890 in China? Is it not the more shops, the better? Actually, this strategy is a precise understanding of the market.

In their view, shoes and clothing need a clear demand for brand culture, and they need to serve a small number of consumers. Even though the most widely targeted leisure companies are not subdivided by market segmentation, no brand can monopolize people.

They all need to wear my shoes, not those who need business and leisure needs to wear my shoes and clothes.

Three, multi brand strategy of fashion brand, precision marketing.

Nowadays, it is very common to adopt a brand with multiple products and multiple levels of product strategy. For example, Haier, the United States, regardless of refrigerators, washing machines, color TV all use this brand name, even with household appliances independent mobile phones, computer products also use this brand name; the brand of electric rice cooker, the price of 100 yuan to 1000 yuan, but all grades use a brand name.

This brand is an important way to win the scope economy by leading the thousand troops to brand extension.

But fashion clothes represented by shoes and clothing are quite different.

It takes a multi brand operation, that is, the sub brand and sub brand strategy of shoes and clothing, even if it is women's clothing, it also uses different brand names and different channels for marketing because of the difference of consumer groups or the different aesthetic styles.

Such as BEST SELLER men's wear for Jack Jones, women's wear is ONLY, VeRO MODA.

The multi brand operation indicates that the marketing of shoes and clothing requires the aesthetic and core values of the brand to have precise demands. It is a unified strategy of the mass market for individual, differentiated, small and small niche markets rather than "standard, common and certain functional demands".

The precise marketing of shoes and clothing is different from that of low-end market, high-end and low-end brand, and the key points are different.

The requirement of brand operators' operating ability is also different from whether an enterprise can locate or style.

As long as there is interest, any brand can operate or agency, in fact, it is a test of its brand extension capability.