Caution: Three Different Brands Of Clothing Brands
Clothing chain Monopoly Pattern has become a mainstream mode of brand clothing sales nowadays. Be in Brand life cycle Clothing brands of different stages have different characteristics. Franchiser We should carefully evaluate its strengths and weaknesses and think twice before proceeding.
Clothing strong brand
These brands have been operating in the domestic or international market for many years, with a high degree of brand awareness and recognition. They have established a complete image in the minds of consumers and have a high and stable market share.
Advantages: rich experience in brand operation, strong control over products and terminals, and perfect licensing system. For franchisees, the other side can provide sufficient licensing support, including product development, store design, merchandise display, customer management and so on.
Disadvantages: the threshold of joining is relatively high, and affiliate fees are often hundreds of thousands of yuan. Such a strong local brand will focus more on brand maintenance, pay more attention to the status of Direct stores, and have no time to take care of franchisee management. As a result, terminal franchisees often complain that good sellers can't get the goods they sell, and those that are not sold well become inventories.
Rising brands
Advantages: in the market has achieved certain popularity, a product in its subdivision market has achieved good results, the franchise threshold is also lower than the strong brand, the corresponding goods deduction rate is also low, the profit margin of a single product is larger.
Disadvantages: most of these brands are production and processing transformation brands, and their success has great chance, lack of long-term brand strategy, brand image has not yet been fixed, and has not yet formed a stable brand image in the minds of consumers. Lack of terminal retail management experience, although there is a considerable marketing network, but there is a big difference in store image. Once you have done too much, most of the losses will last on the franchisee.
Brands that have just entered the market
Most of these brand operators are originally engaged in apparel processing or brand management. After market segmentation, they find a reasonable positioning and expect to have a share in the market.
Advantages: these enterprises have more or less experience in a certain field of clothing. Its affiliate threshold is lower, some even avoid joining the fee, the deduction rate will generally be below 50 percent off, the profit space is bigger.
Disadvantages: this type of brand marketing channel mainly relies on the franchise system, and has no brand awareness, so it is difficult to expand the market. If you do not absorb a certain number of franchisees, the flow of goods and capital flow may not keep up. Once the business is not good enough, it will be easy to tear the contract unilaterally, so that the franchisees have no demand.
- Related reading
- Analysis and research | How Far Are We From Hongkong Fashion Week?
- Shoe Market | Lining'S Brand Remodeling Promotes Growth Of Business Performance
- Shoe Market | How Can Foreign Trade Enterprises Turn To Domestic Businesses To Succeed In E-Commerce?
- Shoe Market | In The First Half Of 2010, The Export Shoes Of Manchuria Port Increased Significantly.
- Analysis and research | Textile Industry Suffered Cold Appreciation Of RMB Appreciation
- Visual gluttonous | Big S Challenge The "Feng Jie"! I Am The Star Of Harmony.
- Fashion shoes | Summer Sandals
- Fashion frontier | Be A Smart Dad.
- Fashion shoes | Cool High-Heeled Sandals &Nbsp; Create Sexy Curves.
- Fashion shoes | Deduce Hepburn Style &Nbsp; Sweet Princess Shoes.
- This Autumn And Winter, Straw Shoes Become The New Favorite.
- 圓頭鎖眼機壓腳不穩定的處理
- Currency War &Nbsp; Textile And Clothing Exports To China
- 李寧之惑:服裝內傷傷人?
- Ah Sa Responds To Siblings, Saying That He Has Made Psychological Preparations.
- Exploring History -- "High Heels &Nbsp" In The Qing Palace.
- Antistatic Quality Fabric Series Price (10.14) Market Reference -- China Zhili Cotton Cloth City
- Shaoxing Textile And Garment Export Situation "Cloud Covered Fog"
- The Basis Of Standard Names Is Not Uniform &Nbsp.
- 鴻星爾克簽約ATP球員羅布雷多