Differentiation Is The Foundation Of Clothing Brand.

Shishi garment industry has experienced more than 30 years of development. Although the quantity and quality have been greatly improved, most of the clothing products or services of the majority of enterprises do not have a differentiated personality, but also lack a unique competitive advantage. They can only compete on the basis of price war with their rivals. The results are mostly submerged in the chaotic market competition. The author thinks that clothing If enterprises want to break through, it is the key to get rid of differentiation.

After the recession caused by the global financial crisis, the global economy is still in an unbalanced and fragile recovery stage. Under this background, Shishi garment enterprises are also in the critical stage of industrial transformation and upgrading, and the important focus of competition is "culture", "innovation" and "R & D". The ultimate goal is "sales revenue" and "market share", and the "differentiation" sword was particularly sharp during this period. As we all know, the domestic front-line clothing brands, such as the seven wolves are jacket experts, nine herdmen are experts in western trousers, YOUNGOR's fist product is western style clothes, and the sign of seven cards is the Chinese standing collar. It is easy to see that each Success Behind the brand, there is a unique clothing category, the implementation of differential competition, in many clothing brands homogenization competition in the tight encirclement, into the development of brand "fast lane". In contrast, Shishi clothing enterprises lack more attention, which seems to be the concern of "innovation", especially the foreign garment manufacturing industry has been carrying on the "Shanzhai style" development path for many years, not only has no brand and technology advantages, but also seriously lacks its own cultural elements and design style.

Differentiation is the internal strength of the brand, and it is also the foundation of the brand's foothold. about clothing For enterprises, differentiation is mainly reflected in the following two aspects. On the one hand, the culture of products is the core competitiveness of enterprises' sustainable development. For example, the idea of "fast fashion" is to realize the differentiation of product culture; on the other hand, enterprise products need continuous self innovation, now the market competition is intensified and the consumption patterns are constantly changing, so that enterprises should innovate independently based on the principle of changing all things and changing the needs of consumers. Among them, plagiarism and imitation can not make enterprises enter a virtuous circle of sustainable development. Most garment enterprises have always been manufacturing and creating less, and lack of investment in science and technology and market research and development, which will be very dangerous in front of this market. Therefore, independent innovation is an important link in the development of enterprises.