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When Will China Improve The Value Of Clothing Brands?

2010/10/5 16:25:00 62

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Our country is

world

Clothing production,

Exit

The first big country.

However, due to the lack of clothing in China

brand

Competitiveness, the number of well-known clothing brands entering the world market is very few, so the added value of products is far lower than that of international similar clothing products.

In terms of the current situation of clothing enterprises in China, "brand management" is a concept that Chinese entrepreneurs have realized but is not fully familiar with. In fact, it is closely related to the development of domestic garment enterprises.

Domestic brand clothing has always won consumers at low prices. With the improvement of people's living standards, the acceleration of internationalization process and the development of the clothing market, more and more consumers are paying attention to the intangible value of products, that is, brand.

Most of the brands in China are still immature in brand building and marketing, and have great defects compared with foreign famous brands. In order to improve the value of clothing brands, enterprises should make efforts in the following aspects:

1, clothing design should pay attention to the unity and originality of clothing style.

The famous brand clothing abroad focuses on the overall design concept, the uniform style of clothing design, and its own exclusive designer. Every season, new products are both innovative and keep the brand's own style.

Domestic brands tend to follow the trend of famous brands in the world. They have more plagiarism and have not formed their own clothing styles.

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.