Analysis Of The Upgrading Of Women's Clothing Brands -- Liu Hangjun

middle-sized and small Clothing enterprise The difficulty of making a brand is not to figure out what to do, but to figure out what it is not necessary to do. On the one hand, brand building is a long-term and continuous investment project; on the other hand, the resources of small and medium-sized enterprises are rather limited, and they are faced with realistic pressure to survive. Therefore, the brand building of small and medium sized enterprises should focus on the balance between the two: it should help enterprises to solve their immediate survival problems, help them to enhance their sales volume and increase their income, and let the growth of the brand run on a healthy track.

The author combines the service of Yi brand. Dongguan Carmen dress Transformation and upgrading is a typical example of brand, and briefly introduces the transformation and upgrading of garment enterprises.

　　 Three systems to help enterprises transformation and upgrading

Carmen is located in Humen, Dongguan, China's clothing capital. After more than ten years of garment processing and wholesale operation, it has accumulated rich experience and financial strength. The top brands are invited to make systematic brand planning for their brands, because they are increasingly keen on competition in the domestic garment processing and wholesale industry, but want to make greater breakthroughs in the garment industry.

　　 Business mode review

After analyzing and diagnosing, we can see that Carmen wants to achieve greater ideals in the field of clothing, and its traditional business mode can not be carried. Enterprises must transform and upgrade the brand franchise chain. The project team, together with the core executives of Carmen, deeply dissected the current women's wear market, and systematically sorted out the industry experience and resources that Carmen had been settling down in the field of women's clothing for more than a decade. It basically outlined the development blueprint of Carmen -- consolidating its advantages in clothing design, fabric procurement, and production flexibility, so as to create a women's clothing brand with the product strength and image power and the obvious price advantage with the first-line women's clothing brand; combining its own channels with the franchise chain, through the establishment of brand landmark in the metropolis, the development strategy of the three or four line city development alliance merchants, and the 3 year's -5 scale, efficiency and brand influence, it became the first line fashion women's clothing brand in China.

The main purpose of business mode inspection is to help enterprises "look at the long term" and clarify the logic of whether a business can be established. It is generally necessary to get a clear answer to the following questions: what kind of innovative business form does an enterprise have? What kind of service is it for? What kind of products and services are there to provide? What resources and key measures should be taken to ensure that the product or service is profitable? For most small and medium-sized garment enterprises, creating a new subversive business model can not be met. First, we must clear up our business models, innovate in some links or do better than others, so that we can win the competition in the future.

　　 Brand positioning planning

"Brand positioning planning" is the primary task of brand management. It is a matter of how your brand relates to the target consumers. What impression do you leave behind the consumer's mind? Based on the business model of enterprises, we can comprehensively analyze the factors such as market, consumer, competitors, and self resources, and find out differentiated brand selling points or breakthrough points, create brand core values, brand communication slogans, brand images and personalities, and establish clear, personalized and infectious brand associations in the consumer brain.

The reason why a brand becomes a brand is that it can resonate in the heart of customers and trigger customers' trust. The easy brand project group has repeatedly investigated the price and style of domestic women's clothing from two latitudes, helping to lock its target audience: 28 year old urban women group -38 years old. After repeated demonstration and reflection, the project team has observed the two psychology of this part of the customer: 38 years old hope to have 28 year old mentality and body state social psychology; clothes should be mature and elegant, and also reflect the young and passionate consumption psychology. In the seemingly fierce competition of the domestic women's clothing market, there is no single dress that can fully meet this "two-sided demand". As a result, the "mature female character dress" became the core positioning of Carmen's brand, and determined the core value of "elegant passion", and created the slogan of "Ya Mei by me" brand communication, and finally got the recognition of consumers and the market.

Brand positioning planning is easy to understand and difficult to achieve. Small and medium-sized enterprises are often short of funds and time. For a responsible brand planning service provider, the challenge is no less than a systematic planning for a big brand. They require highly qualified brand planners. They need a systematic theoretical foundation and rich experience in the service of small and medium-sized enterprises.

　　 Terminal image landing

Any successful brand must be related to consumers. "Contact point" is particularly important: LOGO, VI, packaging, terminal image, store display, POP, advertisement, etc. These are all "terminal image landing". The image without positioning and core value is called trademark and pattern only. Only with the successful brand positioning and the design of the terminal image system can we build a complete and fresh brand image.

After identifying the slogan of "Ya Mei by myself", Yi brand has created a fashionable, modern and elegant brand VI visual image. Customer's original brand registration LOGO is Chinese calligraphy style, the recognition degree is not high, and does not accord with the graceful tonality, easy brand to make bold adjustments. The enterprise terminal image (SI) is the first feeling for the brand after customers enter the store. Clothing brand It is also the most important contact point between target consumers and brands, which is of great significance for brand building. For Carmen's first terminal image store, we strive to make the store decoration image highly match the brand image personality from the space design, the prop play, the shop decoration and the late decoration service.

As a typical case of brand transformation and upgrading, Carman has achieved the established goal through the planning and integration of Yi brand: over a year, the terminal network coverage has achieved a leap from 0 to 50 brand stores; the profitability of single stores has reached 100%; customer loyalty has been continuously improved; 60% of the sales volume has come from customers' repeat purchases; the number of VIP customers is far ahead of expectations, and the transformation and upgrading of the brand is getting wider and wider.