Fashion Industry Development Path Five Models Create Brand

Editor's note: Although China has become the world's number one textile

Large countries, but the vast majority of enterprises can only earn a small profit by low level processing. There is not a famous clothing brand in the world, and the domestic market is controlled by foreign brands near 1/3.

How can we get rid of the fetters of traditional mode and create our own brand, from a big garment country to a powerful garment country?

These models can enlighten the industry.

On one occasion, he chatted with his friends, and he came out with a cold voice. "Actually, there are not two kinds of clothing industry and media industry and entertainment industry. They are content providers."

Yeah!

As a function of "shielding", in a sense, it is a medium, and the texture, color and style design, and production process are the contents that consumers really care about.

These elements are different choices and collocations, just as the media can have strange contents and designs.

If an enterprise can innovate according to this logic, what other customers can't catch it?

From this point of view, the clothing industry should be included in the sunrise industry.

Later, listen to St. Malone of Huizhou.

Chen Haoran, general manager of the limited company, tells me his entrepreneurial story, which makes me believe that tradition is only relative, and opportunities for innovation and growth are everywhere.

For the clothing industry, there are also tens of millions of roads leading to the world clothing capital of Paris.

Path 1: make a brand from "doll"

Choosing this path means that you must start your own brand from the start or start of the business, and then all activities of the company will take this as the criterion.

The convenience of this path is that it can find a carrier for enterprises to accumulate credibility. As time goes on, reputation accumulates more and more. Finally, wherever consumers go, consumers regard you as the most trusted friend and some kind of psychological spokesperson.

However, this is a test of perseverance and perseverance. Once it starts, it means continuous investment. Any slight negligence may make the previous pay discounted or even go to waste.

Path two: take the road of internationalization

The clothing industry has a high degree of internationalization, whether it is

This is also the reason why brand internationalization is so attractive.

The domestic situation is that processing is the first step to achieve internationalization, and the market and cloth are second to none. Until now, the internationalization trend of design and brand has begun to take place, and what is fatal is that these links have been cut apart, and truly implementing the internationalization oriented enterprises from design, processing to brand is rare in China.

But once this is done and effective, it will generate a positive impetus for the enterprises. Not only can we find a part of the market in the foreign market, but more importantly, we should go back to the domestic market with the image of the international brand, which will add some lethality.

Path three: breakthroughs in market segments

For a long time, the main function of clothing is to shield the body. Wearing is the main index to evaluate the quality of a garment.

Starting from the mid 90s of last century, people began to pay attention to the personalization of clothing.

This provides a new path for clothing enterprises: Aiming at a niche market and launching personalized products, and then adhering to this positioning until fully accepted by consumers.

To a great extent, Chuang Ji's success lies in the fact that when the domestic Western-style clothes manufacturers are crowded in the middle and low grade market, they focus their attention on the middle and top grade Western-style clothes market of about 2000 yuan.

Path four: let the "irrelevant" virtual get up.

If the apparel industry of the whole mainland or the whole world is taken as a whole, every link from design to production and sales has reached a fairly high level.

This provides the conditions for those who only focus on brand operation rather than production. They can give everything that is outside the brand operation to the manufacturers that are better at it. Theoretically, these vendors can be located anywhere in the world.

In this way, the threshold for the birth of the new brand has been greatly reduced and the brand has also been reduced.

Cost and risk.

Path five: bigger

brand

Pierre Cardin, Versace and other well-known international brands are designer brands.

But in China, the designer brand is still in its infancy.

The brand that is named after the designer or created by the designer has the advantage that it can enhance the clothing brand by the designer's personal popularity, and is easy to make his own style in the design.

The challenge lies in the fact that the designer himself may not be good at business operation and management, and in practice, it is easy to focus on the individual and is not conducive to the operation of the enterprise.

In terms of designer's brand, Shenzhen women's wear has taken the lead in the whole country.

After 8 years of singing, the annual revenue has reached 100 million.

According to the founder of Xia Guo Xin, the secret is to solve the problem of role pformation between designers and business operators.

Milton Kotler, an international marketing guru, was asked at the beginning of June last year when he was speaking in Shanghai, "what industry in China can produce a truly world-class brand?"

His answer is: "entertainment and

Ready to wear. "

Why?

I think the main reason is that China is a huge market. Chinese people have their own unique characteristics in culture, history and aesthetics. Chinese enterprises are naturally the most qualified ones. Besides, China is a big country of garment production in the world with abundant industrial resources. This also creates the conditions for the birth of International brands to a certain extent.

Therefore, as long as Chinese enterprises start from the characteristics of the garment industry and seize the key links, they can produce ever-changing market and brand strategy, and the road to success is more than that.