Analysis On The Success Of Brand Marketing Of Fragrant Cat Children's Clothing

First of all, from the perspective of fabric selection and study, the world's science and technology are changing rapidly, and chemical fiber fabrics are emerging one after another. But after long term use and screening, people still love cotton products.

Cotton fabric shows its eternal vitality because of its good air permeability, strong water absorbency, comfortable handle, durability and low cost.

Therefore, the brand of T-shirt, from T-shirts, cotton padded clothes, shirts, jackets, trousers and socks, is made of cotton or high cotton fabric.

This meets the needs of children at all ages and lays the foundation for getting as many consumers as possible.

According to the price and style, we should serve the children at the age of 3~16.

Secondly, judging from the price positioning of clothing, "fragrant cat children's clothing" is keenly aware of the lack of varieties of children's clothing in China's clothing market, especially in the form of "big staple goods".

In view of this situation, the "Xiang cat" is positioning the product price as: cotton long and short sleeved T-shirt 35~79 yuan, cotton shirt 45~79 yuan, trousers 35~109 yuan, jacket and thickened cotton jacket 59~168 yuan.

Wool coat is 39~79 yuan.

This price positioning is very suitable for the consumption level of residents at this stage in China.

After careful and thorough market research, "Xiang cat" established the strategy of targeting large and medium-sized cities in China, and formed a business network with Wenzhou as its headquarters, Jiangsu and Zhejiang as the center and radiation to the large and medium-sized cities throughout the country.

In the city, the "fragrant cat children's clothing" will store in the prosperous commercial market with large traffic volume, large traffic volume and wide influence. According to the different population size of big cities, we should establish different sizes and quantities of exclusive stores.

With large cities and large population, the scale of shops is large and the number of them is greater.

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Although the size of the shop is different in size, its brand style is completely consistent.

All the brand stores are registered with YISHION wood color, and the white and bold cross written Chinese and English words "fragrant cat and children's wear" are directly registered as shop names. They are concise, striking, impressionistic, and like billboards.

All the local stores, from the exterior to the decoration? J includes colors, shapes, materials and shelves, and clothing furnishings. K has a unified style.

"Xiang cat" also pays attention to using the media to promote advertising according to its own characteristics.

But the goal level is not limited to simple clothing publicity to expand sales at the moment, but more attention is paid to the creation of its brand culture atmosphere.

Every year, creative advertising pieces are displayed on TV.

In the shop, paste posters and calendars that display their brand themes and are full of vitality, reverie and memorable.

This undoubtedly improves the image quality of the brand, enriches its connotation, and deepens its penetration and expands its influence.

At the same time, the huge brand of "fragrant cat children's clothing", which is located in the prosperous city of the city's commercial center, is itself an advertisement not advertised, showing its elegant demeanor to the passers-by.

While expanding its scale to the whole country, "Xiang cat" has carried out the "four unification" of chain operations in order to maintain the unified brand style of its chain stores.

1, unified business.

All the exclusive stores use the uniform name of the brand, and the enterprise's trademark, external image, interior decoration, merchandise display, shelf and clothing are all produced uniformly.

2, unified supply.

To implement "centralized supply and decentralized distribution", goods from all branches are directly supplied from the manufacturer by the distribution center, and the goods are delivered uniformly.

3, unified pricing.

The selling price of the commodities sold by each branch shall be executed according to the unified pricing established by the headquarters, and the occurrence of unauthorized discount and market price disruption and the destruction of its brand image shall be prohibited.

4, unified management.

The company's unified regulations on the management plan, index assessment, operation standard, staff training, personnel, finance, administration and other management of each branch are implemented.

"Fragrant cat children's clothing" takes the brand as the core to develop factories and franchisees. It provides sales analysis, marketing promotion, market analysis, image design, financial analysis, personnel training, warehouse analysis and computer support from the "fragrant cat children's clothing" to join the business. It has formed a nationwide strong and stable joining force, forming a marketing network covering the whole country.