Analysis On The Management And Management Of Advanced Women'S Clothing Brand

As compared with the general public dress brand, advanced women's clothing can better reflect women's identity and luxury life, and is a consumer goods far away from the general class. Therefore, in essence, advanced women's clothing is a luxury consumer goods.

Based on this understanding, the marketing of advanced women's clothing can only be carried out by following the brand management rules of luxury consumer goods.

Luxury consumer goods are both objective concepts and subjective impressions, which are derogatory in our ethics.

For some people it is a luxury, but for others it is a great commodity.

Some brands are rated as luxury goods by 50% of the public, but are rated as ordinary consumer goods by another 50% of the public.

Analysis of women's wear brand management

From the economic point of view, luxury refers to the products with the highest value / quality ratio in the market, and the understanding of advanced women's clothing brands should be started from this angle, instead of merely referring to the 18 brands of "high fashion" produced by the Paris top tailor 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 women's wear brand and the ordinary women's wear brand is the difference between them.

What does it mean to be a senior woman dress as a luxury consumer goods? What are the elements of the so-called luxury that it represents? Etymology can help clarify this concept.

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

This can understand the typical characteristics of high-grade women's clothing as luxury goods: the high-end women's wear brand is shining.

The visibility of advanced women's clothing is crucial.

Luxury should be visible to consumers.

Therefore, advanced women wear labels to externalizing their internal characteristics: the brand 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 women's clothing is the embodiment of beauty and the best form of artistic expression.

Advanced women's clothing 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 senior women's clothing brand has become a "lovable sign". Consumers need to define their personalities and buy some lifestyle. The unique designer of Italy is 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 senior women's clothing brand is not only consumer goods, but also the high standard of white-collar women's elegant taste.

Women need advanced women's clothing brands to express themselves in order to match their interest in social circles.

Advanced women's clothing not only relies on consumer's trust, but also has its own mechanism, strategic conception and interest standard, and spare no effort to achieve these goals.

Just like light brings life and prosperity, the senior women's clothing brand 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 senior women's clothing brand should be the embodiment of creativity and inspiration.

The production of advanced women's clothing is made up of innovative elites. Their ingenuity attracts the elite in the elite society and society.

High level women's clothing also has high requirements for their consumers: the ability to pay for advanced women's clothing and the appreciation of their artistic taste.

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 ladies dress solidified and extended the past aristocratic taste and status in the form of merchandise.

In a democratic society that has abolished the aristocratic system, it is unthinkable that advanced women wear and retain some social ideals and values of the aristocratic society.

The senior women's wear brand makes the product famous, bringing honor and dignitaries 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.

The famous French fashion brand Christine Dio (CD) has always been a synonym for the beautiful women's wear.

He has chosen the high quality gorgeous fabrics to show dazzling, glittering gorgeous and elegant women's clothing, which has attracted much attention from the fashion industry.

He inherited the tradition of French senior women's dress, 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, advanced women's clothing is not just clothing. Its social significance is much richer than that of ordinary women's clothing brands, and it also needs to be much more attractive.

Senior women's clothing brand management rules

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

For example, advanced women's clothing 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 make the brand of the high women's dress become the ideal dress for a few ordinary women, but only for a few women.

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

It is more important to strengthen the brand cognition of advanced women's clothing 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 women's 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-grade women's clothing brand should be consistent and worthy of the name.

If the two are out of touch, the senior women's clothing brand will be the same grade with the popular women's clothing brand.

When the senior women's clothing brand first retreat, no longer adhere to the strategy of high-end brands, 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 women's clothing brand, while the advanced women's wear brand should keep a certain distance from the public, so that consumers enjoy privileged sense of privileges.

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 Gabriel Chanel, the chief French designer of France, regarded him as her heir. (CocoChanel)

San Laurent reinterpreted the concept of modern fashion.

In terms of business, he was the first person to regard garment design as a serious business operation and the first batch of people who promoted 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.