Design Determines The Life And Death Of Clothing Brand

Act as clothing Enterprises decide the success or failure of market operation. There are two key parts, one is design, the other is marketing, these two are the core of enterprise operation, and also the powerful weapon to win the market. The two is marketing.

A simile is that only when the products of the design meet the needs of the market, can marketing be sold well, and then the products can be marketed and harvested by means of brand promotion, channel construction, advertising and other measures.

But if there is a problem in the design of the product, no matter how the marketing department buys the power, it will not buy your account.

For a new fashion brand, product Design It is also important to decide whether or not to live or die. Generally speaking, the most important task of the newly emerging clothing brand is to look for the design director with industry experience to operate the whole product, and all the work in the early stage is centered around the design. For example, the market investigation, through the market research, to determine the direction of design, and raw material procurement, and provide a guarantee for the material basis of the design. Therefore, in order to save costs, some companies are generally setting up design departments, and then preparing marketing departments. After one to two months, they will consider setting up core departments such as customer service and promotion.
 

(A company is originally engaged in wholesale business, and is a traditional circulation channel. Besides the provinces of Tibet, Ningxia and Qinghai, there are provincial wholesalers all over the country. The wholesale network is almost all over the country. The company has two production plants and three wholesale clothing brands, the main business is women's casual pants, is one of the founder of casual wear casual pants. In the women's trousers Market, it is known as Fujian's "M·SUYA" and "Zhengzhou". In 2003 and 2004, the development of its wholesale business was at its peak, and the boss made a fortune. However, in the second half of 2004, sales performance declined gradually because of the change of competition pattern and the weakness of the consumer market. In early 2005, after a thorough analysis of the market, the company decided to invest three yuan to create a new economic growth point and prepare to build a new brand of women's clothing (G). At the beginning of the year, a 1000 class square grade office building was leased in a downtown area of Guangzhou, and a marketing center was set up. Overall responsibility for the operation of the new brand. Clothing designers and print masters are dressed in costumes. style The design. And hired the director of marketing, its responsibility is the overall layout, full responsibility for the operation of the new brand.

In business management, design and marketing are like dumbbell, and the two are heavier and larger. Generally speaking, clothing enterprises can maintain the balance of the two heads, such as planning, execution and supervision, in order to exert their strength. But in the newly established clothing brand management, first of all, emphasis or design is the foundation. In the new brand operation, there will be a marketing plan first, through the marketing plan, the overall layout, such as the style, style, time of production, sales policy and the construction of the channel. But these are just theoretical things. In the early stage, the design of garment style is the specific operation, while others will enter the normal procedure later. Therefore, the design of clothing is very important. If only the designed products can be sold well in the market, it will probably win the first battle. If the product is not designed, then the work done by the previous marketing department may be in vain, which wastes the manpower and material resources of the enterprise. 　　

(A) after a month's operation in the fashion design department, enterprises began to set up other departments such as marketing. As soon as the marketing department entered, it began to work tense immediately. After a period of operation, the sales model and channel construction plan were determined. The sales mode of the brand is mainly based on brand alliance, supplemented by proprietary business (including: Guangdong district is mainly self-employed, and other parts of the country adopt brand affiliate marketing mode). Channel construction: in terms of channel construction. One is to set up a self run store. Because it is a preliminary operation, after analyzing the market, it is unlikely that it will attract new franchisees in 2005. Therefore, the company plans to set up self operated stores in Guangzhou and the Pearl River Delta region, and build self shop into boutique, so as to create a sample project and image to attract new franchisees. brand The driving effect can form good word-of-mouth publicity in the industry, so as to help the market department better develop the market. Two, we plan to select some people who have the brand management consciousness and strength in the wholesalers, through the company's assessment and training, and transfer them from traditional circulation channels to franchising marketing modes. Through the combination of these two, the company's network construction will expand from coastal areas to inland cities.