Brand Planner He Jun: Fashion Industry Brand Promotion Mode

Fashion industry is a sunrise industry, with many brands of fashion industry. brand No matter in the period of maturity or maturity, active and effective promotion mode is needed. The current fashion industry urgently needs to build famous brands with high brand awareness and reputation. Therefore, the owners of enterprises are worried that money can not find a good promotion mode. There is no money to find the most economical promotion mode. There are two specific tasks for effective brand promotion: first, establish a good image of enterprises and products, enhance brand awareness, reputation and credibility; two, it is necessary to sell products with corresponding brand names in the end. I generally conclude that the brand promotion mode is mainly manifested in the following aspects:

First, hire brand spokesmen: brand enterprises want to hire spokesmen, try to find popular stars or movie protagonists, and quickly establish brand status and popularity in the minds of consumers. At the same time, pay special attention to the reputation of the spokesperson, the quality of the spokesperson, the degree of match between the spokesperson and the product, and the degree of match with the target market.

Two, common network promotion forms: B2B network promotion, search engine promotion, network, production company website, set up direct selling forum, direct door, open fan forum, QQ group, use blog, space show, brand advertising word award collection, SKYPE and other Internet.

Three, the form of professional media promotion: World clothing shoes and hats net "Newspaper", "clothing industry", "clothing vision", "clothing sales and market", "clothing times", "Shanghai dress", "Ruili", "vision", "underwear style", "fashion design", "fashion designer", "dress design", "clothing guide", "clothing times", "today's demeanor"; China apparel network, Huayi net, China brand clothing network, international apparel network, China apparel talent network, 51 fashion network, clothing investment net, clothing net, needle thread lead international popular information network, China textile net, China textile net, China home textile net, clothing investment promotion and so on. Chinese dress

Four, exhibition promotion forms: actively participate in international and domestic exhibitions, national and international exhibitions: International Clothing Fair, France Paris and Germany Cologne exhibitors, Italy international Milan clothing exhibition, international clothing products trade exhibition, international brand costumes fair, international textile and Garment Fair, China International Clothing and fashion fair, China costumes Art Festival and so on to fully display the brand personality and enterprise strength.

Five, conference or Forum promotion: convening brand conference, fashion show, news media meeting, brand annual celebration meeting, Fashion Show, ordering meeting, franchisee event exchange meeting, shopping mall activity, clothing research conference, clothing culture research conference, ginseng clothing forum, Chinese and foreign clothing trade cooperation forum, textile and garment industry transfer conference, etc. public speaking, such as expert teaching class, Peking University Centennial lecture hall, fashion talks, fashion beauty salon, color matching professional lecture. We should make full use of the form of meetings to show the corporate image to the guests and increase the media coverage rate.

Six, terminal image display: unified terminal image, set up flagship store, life hall, expand brand effect, do well in terminal unified propaganda, such as "corporate image album", "brand image album", "product catalog", "franchised franchised Handbook", "store display and display specification manual", "CI manual", "store sales personnel image planning", "sales behavior specification Handbook".

Seven, the form of TV advertising: large area advertising, product advertising, brand advertising and concept advertising in the whole country or key areas; the form mainly includes: Entertainment presenters and guests' costumes, such as news anchor hosts, costumes from XX company costumes, TV drama actors' costumes, Star Awards, ceremonies and costumes, sponsorship TV stations, and high ratings of hot programs, such as "up to day" and "if you are the one".

Eight. Public relations and events Marketing The form of public welfare activities: enterprises are good at catching the opportunity, building or solving some sharp and sensitive problems, making full use of the media power to promote skillfully. The common forms of event marketing are: counterfeiting brand manufacturers litigation, advertising language solicitation activities, brand culture communication ambassadors, spokesperson imitation shows and other activities. Common forms of public welfare activities are: tree planting activities, National College Students' online essay solicitation activities, spokesmen supporting the network action of the poor students in central and western regions, participating in environmental protection activities, and supporting new rural construction activities.

Nine, the form of brand alliance: the brand alliance is to make the effort effortless. This way of application will get twice the result with half the effort. The common forms are: forming strategic alliances with charitable organizations such as China Youth Foundation, Red Cross, women's Federation, participating in exhibitions with auto industry joint organizations, and cross boundary cluster marketing with network companies, media industry, mobile, telecommunications and postal union.

Ten, the form of enterprise activity: carry out a series of brand promotion activities, enhance brand image with activities, enhance franchisee's confidence and common forms; set up design concept factory, Centennial Fashion Museum, set up business school, foundation, fashion creative industry base, produce super (super) large product application Guinness record, enterprise sports science laboratory, build enterprise dream factory, exhibition teaching center, exhibition center, research center and so on.