Interpretation Of Local Women'S Clothing Brand Against The Trend Of Growth

If it is only a superposition of one or two problems, basically everyone will have a better solution. But with so many problems coming together, it will not be possible for water to come to earth.

The news of "becoming a luxury season in Beijing" in March reminds us again: where is the way out for China's fashion brands in the face of internal and external troubles? Let's listen to the famous international marketing expert Wu Gang.

The trend of local women's clothing brand development

For the clothing industry, especially for women's clothing, the upgrading of China's department stores, the realities of the economic environment and the current situation of the industry can only get the low end wholesale and high-end brands, while those who are not stuck in the middle are rather sad.

Lang Xianping's hot interpretation of the luxury market is that the popularity of international brands is stimulating the development of Chinese women's clothing industry in the predicament, just like the chairman's shaking the arm on Tiananmen and the millions of educated youth in the countryside.

The development of Chinese women's wear brand has entered a new stage.

This kind of development presents a wave of violent rush. The clothing enterprises are conditional and have no conditions to create conditions. For a time, how many heroes are coming to the stage!

Through these phenomena, we will analyze the successful practice of a new high-end women's clothing brand.

Clear brand positioning, eliminate blindly follow suit

This is a common problem that many brands do high-end. The typical performance is that there is no strategy or mechanic application.

Looking at the high profits of brands and those of white collars, and feeling that they have earned money, they should upgrade to high-end brands. Then they should take a look at the characteristics of several brands that they think are good. They register a foreign brand and start to make high-end products and enter shopping malls. As a result, they will lose about 10000000 in a year and return to the thirteen line after a year. There is another brand that has been doing low-priced women's clothing for many years. These two years have been squeezed down by low-end and high-end women's clothing, and the crisis has been overwhelming. Feeling that doing high-end brand upgrading is the only way to upgrade the brand. A certain brand in Guangzhou has been successful in the thirteen industry.

These two brands are very representative. They are guilty of vague positioning.

The former, the big direction is right, what to do is not clear, what is good to make money to do, and the result is not getting one, not better than A personality ratio.

When I was in charge of the high-end women's clothing brand "EASTALES Yi color", which was responsible for the Shandong Kidd group, I first studied the brand positioning of high-end women's clothing brands at home and abroad. In recent years, there has been a very prominent phenomenon: the international front-line women's clothing brands not only use Chinese faces on the fashion show, but also the products blow the "Chinese style".

Combined with the successful cases of the internationalization of domestic brands, it is found that there are two types of brands that are more successful. One is the pure European and American wind, the other is the Chinese style. These two directions are good.

Through the analysis of the psychological changes of Chinese consumers over the years, it has been found that in the early days of reform and opening up, Chinese consumers actually bought their clothes with an international sense of identity. With the improvement of China's international status and the influence of the big international Chinese style, the Chinese wind swept away from abroad, and there was a nationalized trend.

We often say "only the national is the international". If we want to build an international brand successfully, we must have its own root. Once this root is recognized, we will get our own market, and it will be easier to expand the international market based on this market.

Through the investigation, we find that with the gradual maturity of Chinese consumers' purchasing psychology, the purchasing psychology has risen to the fashion and individuation level on the basis of diversification, which has laid the foundation for us to establish a brand positioning with different parts.

As a result, business opportunities have emerged: focusing on the elegance of the mature elite women and the new international fashion demand with the branding of national classic culture, and combining the idea of working, working, communicating, and living slowly, we will establish a new brand positioning for women's clothing and extract a new concept of "fast", "slow" and "elegant". Combining the international design thinking of oriental classical cultural symbols, we can create the brand unique brand, and finally extract the brand positioning of "west body rhyme".

And based on this positioning, we extract the core concept of "thick and light, appropriate and beautiful", and then determine the Chinese and English names of the brand, the English name of EASTALES (Oriental story, oriental legend): suitable color.

Next, make brand strategy, VI, SI, website, and go all in one.

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Focus on market demand for product development

I believe that all those who have done the clothing brand have such an experience. When examining the edition, they feel that the design is good. After the product is launched, they are either very advanced or very different.

Designers look out at the top of the world fashion week, blindly with the big wind, almost no contact with consumers. Market research is only a few big business circle of several big cities, walking around in a circle, dragons and flies, and hides in the design room all year round.

How to design clothing according to brand positioning, customer positioning and price positioning combined with market demand, the market demand includes two aspects: one is the market trend, the other is the consumer demand.

Grasp and predict the trend of consumer demand, this is a major premise, otherwise the product quality is no good, the rebound shoes are not salable in the last century, the last two years is the best case of salted fish turn over; and to meet consumer demand and enhance product experience satisfaction is the guarantee of brand sales.

BELLE's success was not accidental. They collected a large number of Chinese women's foot data. BELLE's shoes not only wear fashionable, beautiful, but also special feet.

On these two issues, I have always asked the color design team to do the following three diligence on the basis of the trend of women's wear: diligently to shop and sales personnel to understand the communication, on the one hand, to help sell and refine the selling points, pform the design ideas and design highlights into sales performance; on the other hand, look for inspiration from the consumption demand in the front-line market; diligently look at the sales analysis, design the short and quick change according to the best selling mode, win the battle, expand the results of the battle, design and match the products according to the demand of some products, make deep communication with the customers, understand the problems and deficiencies in the wear experience, and improve the satisfaction of the product experience.

Take the Beijing market as an example, the first store of "EASTALES suitable color" was opened in the famous shopping mall on Wangfujing commercial street, and the "EASTALES suitable color" brand entered the second months of the first three sales of floor sales. Similarly, "EASTALES suitable color" has achieved the top three performance of the floor sales in Guilin and Chongqing stores.

I plan to introduce designers to shop rotation in the near future so as to understand the market demand in depth.

Grasp the concept of value marketing, so that customers can get the experience of super value.

At present, most of the women's wear brands are still following the practice of many years of sales volume leisure brands, entangled in the discount and volume, shopping mall women's stores almost weekly "Festival", there are festivals, there is a discount, so that my real estate marketing friend has come to the "clothing industry no marketing, only promotion" inference.

It is estimated that marketing in clothing enterprises all know that marketing includes sales promotion, but from the perspective of market performance, many people do not understand that marketing is not limited to promotion, but promotion is only part of marketing.

The marketing of clothing brand is a systematic project. It includes target market strategy, product strategy, price strategy, distribution strategy, promotion strategy and implementation method. It needs a system to support behind it.

To put it simply, marketing sells products on a planned, scientific and strategic basis.

Usually, the marketing we see is just the tip of the iceberg. Ninety percent of the stuff is covered under the surface of the water, just like omnipotent 007. For a while, the plane will have his fortress in the world for a while. There are all his men in the world. Behind him, the whole of Britain is supporting. There is no huge system support. It is estimated that he has more than one hundred deaths.

This is also the reason why many international women's wear brands do not learn internationally.

Often, we only learn advertisements, endorsements, holiday discounts, and VIP discounts. These are superficial things. They think this is marketing. Real marketing should manage their brand's marketing behavior through their own market experience, system theory and professional knowledge, rather than just bullying and aggressive. "You can sell 9 yuan, I dare to sell 8 yuan" sales, can only explain that you are not as good as others.

In the marketing concept of "EASTALES suitable color", the most valuable value is not equal to the lowest discount, and the lowest discount does not give customers the loyalty and value sense of the suitable brand.

It's as if everyone is calling Apple phone a huge profit, but it's a curse, but why? Because Apple Mobile represents fashion, which is the difference between price and value.

"EASTALES suitable color" gives customers the most valuable products and services, but does not exclude the three concepts of product, service and channel.

"EASTALES Yi color" launches innovative and personalized terminals at all branches in the country, upgrading the single function store to VIP, providing a compound concept store of clothing products, accessories combination and dressing consultant and other diversified services.

Money is not everything but money.

It is necessary to invest in brand building. A high-end brand needs steady and continuous financial support.

There are many experts to support enterprises only to see brand profits, often say that enterprises need to pform brands as soon as possible, because the profits of brands are too great.

However, they did not go deep into it to see how big the investment of a brand should be built. Although the gross profit margin of the brand is between 3~6 times of wholesale, according to the operation rules of the brand, the production and operation cost of the high-end brand is 1~3 times that of the low-end brand, and the operation of the channel is more than 5 times higher than that of the original brand.

The strategic investment of "EASTALES Yi se" is RMB 200 million yuan and the first investment is 80 million.

With these funds, we can ensure that "EASTALES suitable color" can seize market opportunities.

While many enterprises are still hesitant to see and wait, "EASTALES Yi color" has launched a strong attack. In less than two years, more than 20 self operated stores have been established in one breath, becoming the "China created" leader in the women's wear industry and the fashion brand of high-end women's clothing. In 2011, they won the "2010 China clothing brand style award". In 2012, they were nominated as "the most investment value brand in the year" and the Shenzhen cultural industry focused on supporting enterprises.

We are used to dismantle the brand into three parts: image, product and channel. Image refers to the establishment, identification, culture, management, dissemination and service of the brand. Channels refer to terminal stores or other types of sales channels, and products are both the main body of sales and the carrier of brand culture.

These three blocks are indispensable. Which part of the construction can not be separated from money, and the capital preparation for brand building can not be dropped.

Some enterprises are very keen to see others making brands. They also start to make brands. But when it comes to capital, they are unwilling to invest too much in intangible assets such as brand building and so on. When capital is tight, the first item to be cut down is brand promotion cost. How can we do this brand? There is no sense of "marketing is also productive force" in their bones.

The formation of a brand takes time to accumulate. Most famous brands abroad have accumulated for decades or even hundreds of years.

Adhere to the brand positioning, style and customer groups to form their own unique, not blindly to cater for the trend.

Sticking to the brand idea is easier and harder to do. The most difficult thing is insisting, especially the continuous investment in capital.

According to Xia Guoxin, in the first few years, he was obscurant, but he insisted on his brand positioning. As a result, almost suddenly, everyone began to think that he was a good brand.

Finally, I want to say two words with the entrepreneurs and investors who want to invest in high-end clothing brands: the market competition pattern of the Chinese women's wear industry is changing from the past price competition to the brand competition, and the brand competition is the competition of the comprehensive strength, and it is the competition of the brand culture, the product style, the fashion experience, the sales environment and so on.

Although we have made some brand names for some years, compared with international brands, we can say that the shuffle and brand competition of Chinese clothing are just beginning. Compared with the international brand, our local women's clothing brands should take advantage of the time and place. We have a better understanding of Chinese consumers and make high-end women's clothing brands more advantageous. What we need most is to enhance brand operation ability.

From an economic point of view, when a region's per capita GDP exceeds US $3000, the consumption capacity will show explosive growth, and China has reached 17 or so.

There is a best proof of the data of this argument: ten years ago, the main purchase price of women's clothing for business and civil servants was about 300 to 2000 yuan, and since 2010, the purchasing price segment of the middle and high consumption mainstream population has risen to 600 to 3200 yuan.

From here we can see that the spring of high-end brand ladies has arrived.