Brand Positioning And Price Strategy -- The Construction Of Apparel Merchandising Model
I talked about "4P * 3C".
market
Portfolio.
The combination of winning brands and information communication is very important in strong brand construction.
In the market, we should look for "customers" and "competitors" and show "the image of the brand" in the shop.
Through the combination of 3C and 4P, we can establish the competitive advantage of brand in order to be invincible in the market.
The vertical axis is the price and the horizontal axis is the design.
brand
Graphical representation of "x country".
In the market, most brand strategy is to form a number of design teams first and display them at the store.
The upper right design series is of high design and high price.
In the background of sunny and bright mood, it is recommended to wear special days.
Right lower city leisure series, low prices, suitable for their own time alone or high spirits when friends and lovers together, mainly in pure cotton, knitted fabrics.
A series of career women in the lower right.
Business Suits
With the suit as the center, the trousers style is from black to gray, and the fabric is not easy to wrinkle.
It can also be a gift for high-end gifts.
However, there are only three brands in this series, that is to say, the competition is very small, which is a relatively easy entry of new brands.
Now women's workplace suits, mainly in the high price range to win, the interest rate is also very high.
Although there are not many people in China wearing women's suits now, if the tendency of women to wear formal clothes to work is increasing in the future, then entering the market competition from now on, once the time is ripe and the market demand grows, we can create second brands quickly, and aim at the low price strategy to seize the market first.
The XXX series on the left has no brand.
If we aim to develop the brand with this combination, we will have a unique brand structure.
This series takes holiday leisure as the background. Unlike the former, it needs to use advanced fabrics, show a sense of comfort, high function, affluent style and family travel.
Especially for travelers, the number of people travelling at home and abroad is increasing rapidly, which is followed by the diversification of dress design.
Travel can show a "distinctive sense of relaxation and affluence", and a series of new clothing and accessories can attract more followers.
As long as these garments remain "decisive position and favorable price band", they can win.
If too many competitors will enter the brutal price competition.
Is the same thing happening in the manufacturing industry? Only the brand with the decisive structure can survive.
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