Historical Inheritance &Nbsp; The Era Of Integrated Marketing Of Women'S Clothing Brand Industry.

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But at that time, the brand was not mature, and that kind of brilliance was largely due to the demand opening trend. Most of the designers could think of what kind of clothes they were designing, and not yet considered the development of a brand. The brand of that era was still in the hazy stage.

From the beginning of twenty-first Century, Chinese women's clothing entered the era of "design is king".

Some designers, such as Marco, Wang Yiyang, Liang Zi and Luo Zheng, have become successful in business. Designers no longer expect to wear a star like halo, but expect their designs to be pformed into commodities and become more rational and pragmatic.

From this point on, the designer brands, such as "exception", "Su ran", "Providence" and "Ji Fen", are gradually shaping and being sought after.

The popularity of the designer's brand and the refinement of the industry all come from the improvement of the female consumers' fashion appreciation ability and the pursuit of personalized differentiation.

In this period, individuality and differentiation become the biggest pursuit of fashion women.

But from the perspective of the world's fashion industry, the market size of designer brand is not very large.

This is because the designer's brand personality and taste are unique. Modern people demand individuality, but the same personality is very small. This determines that the size of the designer's brand will not be as large as that of the mass brand.

In fact, the designer's brand is bigger, which means individuality disappear.

In addition to these representative designer brands, the Chinese brand women's wear industry has also experienced changes in fashion trends from "Korean wave" to "European and American Wind".

The sustainable development of brand women's clothing needs not only designers but also operators who can have marketing thinking. Later, some brands encounter bottlenecks in these brands, and some brands grow gradually. The biggest reason lies in whether the owners understand the overall operation.

Some designer bosses actually do not have the brains of business besides design, so when the market becomes more mature, consumers become more mature, but brands can not adapt to them.

With the rapid development of brand clothing market and fierce competition, the new management concept of clothing brand has been breeds. Chinese fashion women's clothing industry has gradually entered the era of pition from romantic to rational.

The development and growth of women's clothing brand need not only the enthusiasm and passion of designers, but also a complete development plan for the whole brand management concept.

Because of the lack of investment and short period of recovery in the early stage of the development of brand clothing, the rapid development of garment enterprises and the fierce competition of all kinds of clothing brands in the market have resulted in the overcapacity of the garment industry.

When the market competition enters the intermediate stage, the competition between the dominant brands is highlighted. At this time, under the guidance of such prominent brands as "brother," "ESPRIT" and so on, many women's clothing brands begin to focus on "the design as the king" and gradually turn to the location, image and sales management of the terminal stores, and begin to seize each other's time.

In order to enter the golden commercial streets of big and medium-sized cities and seize the best location of department stores at all costs! Some clothing enterprises even do not consider the positioning of brands and internal factors of enterprises. They often open large stores, spend a lot of money on building image stores, and train sales teams.

In this competition, do you have the feeling that the rents of the shops are becoming more and more expensive, and the products are cheaper and cheaper? The operating profit of the brand clothing has been continuously compressed, and many brand clothing enterprises have also caused a lot of brands to disappear from the sale because of the blind expansion of the terminals.

Many people in the clothing marketing circles say that the development stage of Chinese brand women's clothing is: the era of "terminal is king".

In recent years, many brands of women's clothing enterprises have constantly studied and introduced new business ideas in the competition, improved their marketing ideas, and reconsidered the development of enterprises and brands. Quite a number of brand women's clothing enterprises have fully realized that the long-term development of a brand is a dynamic process and requires strategic planning of every enterprise's system.

According to the author's observation, brand marketing of women's clothing has entered the era of integrated marketing. This idea is not to deny the importance of the terminal, but to think that if our marketing concept of branded women's clothing still stays in the era of "terminal is king", it is already somewhat outdated.

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What is integrated marketing?

Integrated marketing is also called integrated marketing communication. Its English is Integrated Marketing communication.

Integrated marketing is to integrate all kinds of resources in the market and sales, including product development, production, logistics and other departments, and work together to achieve a unified marketing strategy.

Integrated marketing is a systematic combination of various marketing tools and means, and dynamic modification based on the environment in order to make the exchange enterprises and consumers realize the value added marketing idea and method in interaction.

Integrated marketing is to build, maintain and disseminate brand, strengthen the access system and consumer demand, so as to plan, implement and supervise a series of marketing work for the brand.

Integration is the integration of independent marketing into a whole to produce synergy.

The core of integrated marketing execution is based on the positioning of brand. It is systematic operation from product development, price positioning, channel optimization, promotion plan and even enterprise public relations planning.

According to the author's research, in recent years, the success of the European market women's clothing with great response is not only in product and terminal management, but in the successful application of the brand's integrated marketing mode.

The brand positioning of Ou Shi Li women's clothing is a fashion public. We can see that the brand marketing system is planning and controlling around the brand positioning.

Clothing brand marketing not only refers to the new product release, media promotion and promotion plan, but requires brand clothing enterprises to adopt a variety of marketing means, so that all aspects of the entire value chain can be involved in marketing.

In terms of integrated marketing of brand clothing, we should pay attention to the following points:

First, develop a product listing plan to ensure that the main products related to brand activities can be listed in time.

Secondly, we must integrate various marketing and communication means under the main line of brand management, including media delivery, corporate public relations planning, DM, network marketing, various promotional activities, etc., and unify the slogan of dissemination, brand mission and related brand information, implement specific implementation plans, and establish a consistent and effective connection and interaction between brands and products with target consumers.

Thirdly, when formulating the product listing plan and communication plan, we should fully communicate with the sales department and listen to the opinions and suggestions from the front-line sales staff.

As a salesperson in the front line, they often have first-hand information about customers and consumers, especially the feedback from consumers and the sale of products at retail terminals, which is especially important for product planning.

Finally, the support of retail terminals will be indispensable while product launch, brand activities and market support are being carried out. This includes a series of work such as product knowledge training, display guidance, POP support and so on.

The essence of integrated marketing (4C theory)

(1) not to sell your products, but to analyze the products your target consumer wants to buy and really value the needs of consumers.

(2) it is not to consider the strategy of pricing through cost, but to understand the cost that consumers want to satisfy their needs and desires.

(3) instead of considering distribution channels, we should think about how to facilitate consumers to buy your products.

(4) do not consider how to promote sales, but consider how to achieve good communication with your customers.

It is too early for China's brand clothing industry to talk about "brand culture is king". Now it is the era of enterprise resource integration.

Who can succeed in the age of great change to create the potential and flow of integrated marketing? Who can create a brand miracle?