He Jun: Interpretation Of Fashion Brand Promotion Mode

No matter in the growth stage or the mature stage, the brand needs active and effective promotion mode. Brand promotion has two major tasks: first, establish a good image of the enterprise and product, enhance brand awareness, reputation and credibility; two, it is necessary to sell products with corresponding brand names.

For a long time, the bosses of garment enterprises are distressed by the brand promotion mode. Some bosses are not rich enough to find a good promotion mode. Some bosses do not have the money to find the most economical promotion mode. Professional managers are racking their brains to think about the best promotion mode. Then how do we find the most suitable mode of promotion? The fashion brand promotion mode is mainly manifested in the following aspects:

First, hire brand spokesmen: brand enterprises want to hire spokesmen, try to find popular stars or movie protagonists, and quickly establish brand status and popularity in the minds of consumers. At the same time, pay special attention to the reputation of the spokesperson, the quality of the spokesperson, the degree of match between the spokesperson and the product, and the degree of match with the target market.

Two, common network promotion forms: B2B network promotion, search engine promotion, network, production company website, set up direct selling forum, direct door, open fan forum, QQ group, use blog, space show, brand advertising word award collection, SKYPE and other Internet.

Three, the form of professional media promotion:

Four, exhibition promotion forms: actively participate in international and domestic exhibitions, national and international exhibitions: International Clothing Fair, France Paris and Germany Cologne exhibitors, Italy international Milan clothing exhibition, international clothing products trade exhibition, international brand costumes fair, international textile and Garment Fair, China International Clothing and fashion fair, China costumes Art Festival and so on to fully display the brand personality and enterprise strength.

Five, conference or Forum promotion: convening brand conference, fashion show, news media meeting, brand annual celebration meeting, Fashion Show, ordering meeting, franchisee event exchange meeting, shopping mall activity, clothing research conference, clothing culture research conference, ginseng clothing forum, Chinese and foreign clothing trade cooperation forum, textile and garment industry pfer conference, etc. public speaking, such as expert teaching class, Peking University Centennial lecture hall, fashion talks, fashion beauty salon, color matching professional lecture.

We should make full use of the form of meetings to show the corporate image to the guests and increase the media coverage rate.

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Six, terminal image display: unified terminal image, set up flagship store, life hall, expand brand effect, do well in terminal unified propaganda, such as "corporate image album", "brand image album", "product catalog", "franchised franchised Handbook", "store display and display specification manual", "CI manual", "store sales personnel image planning", "sales behavior specification Handbook".

Seven, the form of TV advertising: large area advertising, product advertising, brand advertising and concept advertising in the whole country or key areas; the form mainly includes: the entertainment presenters and guests' costumes, such as the news broadcast hosts' clothing, the clothing provided by the XX company, the costumes provided by the TV drama actors, the star awards ceremony, the costumes, the sponsorship television stations, and the high ratings of the hot programs, such as happy camp, day day up, if you are the one.

Eight, public relations, event marketing, public welfare activities: enterprises are good at catching the opportunity to create or solve some sharp and sensitive problems, and make full use of media power to promote skillfully. The common forms of event marketing are: counterfeiting brand manufacturers litigation, advertising language collection activities, brand culture communication ambassador, spokesperson imitation show and other activities.

Common forms of public welfare activities are: tree planting activities, National College Students' online essay solicitation activities, spokesmen supporting the network action of the poor students in central and western regions, participating in environmental protection activities, and supporting new rural construction activities.

Nine, the form of brand alliance: the brand alliance is to make the effort effortless. This way of application will get twice the result with half the effort. The common forms are: forming strategic alliances with charitable organizations such as China Youth Foundation, Red Cross, women's Federation, participating in exhibitions with auto industry joint organizations, and cross boundary cluster marketing with network companies, media industry, mobile, telecommunications and postal union.

Ten, the form of enterprise activity: carry out a series of brand promotion activities, enhance brand image with activities, enhance franchisee's confidence and common forms; set up design concept factory, Centennial Fashion Museum, set up business school, foundation, fashion creative industry base, produce super (super) large product application Guinness record, enterprise sports science laboratory, build enterprise dream factory, exhibition teaching center, exhibition center, research center and so on.

The above is my simple summary of the fashion brand promotion mode, no specific details, for reference only. If you need to customize the brand promotion plan for the enterprise, you can contact me.

(He Jun: clothing professional manager QQ:495087172 TEL: 18688205652 blog website: http://blog.sina.com.cn/victor5252)