The "Three Deadly Holes" Of Clothing Brands In China

Brands have the market.

One is the lack of brand planning.

Although the "brand" is the consensus of the clothing industry, the lack of professional and the quick success and instant benefit of the domestic garment enterprises directly lead to the difficulty of making the domestic garment brand bigger.

The formation of a good brand is just like brewing old wine. It not only needs time accumulation, but also needs the optimal allocation of various resources.

This includes brand positioning, brand personality, brand culture and so on, and brand personality needs to be displayed through brand name, product design, product packaging, product promotion, product sales and so on.

The two is positioning homogeneity.

Now is the age of individuality, and there is a great psychological difference in dressing. Let's go to the large clothing store to see that the clothing design of the domestic brands seems to be almost the same.

In the past two years, the concept of "business leisure" has been put forward for men's attire. However, until now, we can not understand exactly what is "business leisure".

The three is the lack of cultural connotations.

The difference of clothing brand lies in the different feelings of consumers. Clothing for consumers is the carrier of their own personality and their own image.

The essence of consumer's brand consumption is cultural consumption, which is a consumption of personal psychology.

The Chinese clothing brand does not seem to grasp the psychological needs of consumers. It does not cultivate the unique national cultural connotation of Chinese clothing brands. It can not be internationalized and appealing to the international market by advertising bombing and international celebrity endorsements. It will only be a flash in the pan or a follower of the international garment market.