A Brief Analysis Of Consumer Research And Brand Positioning In Clothing Market

Generally speaking,

The process of style positioning is divided into five steps:

(1) determine the core concept of brand planning.

Clothing enterprises should first follow the basic strategy of brand planning to identify various core concepts.

With these ideas, brand planning can move forward as a whole.

(two) market segmentation

To study how consumers spend time, their behaviors, interests and concepts in society, and their interests and preferences for related products, and on this basis, carry out scientific and effective market segmentation.

The activities of consumers include: work, hobbies, shopping, entertainment, bodybuilding, vacation and so on.

Consumer interests include: clothing, home decoration, fashion, media, music, food, leisure, sports and so on.

Consumer concept refers to people's views and views on themselves and social politics, economy, culture, education, commerce, products and the future.

1. dress consciousness

Dress awareness is the preference for clothing, style, fabric, color, pattern and so on. The concept of collocation, brand preference, clothing product preferences, cosmetic preferences, purchasing power, place of purchase, and purchase time, etc.

2. home awareness

Home furnishing dress is the degree of concern for home decoration, the preferred decoration style, the purchasing power, the place of purchase, etc.

Three

Fashion attitude includes fashion sensitivity, fashion acceptance, fashion influence and so on.

4. media contact

Media contact is a good contact with television, radio, newspapers, magazines, styles, sports events, pportation and other information media, and the influence of various media on them.

(three) determine target market

From the perspective of scale, development prospects, attractiveness and other aspects of the market evaluation, combined with clothing enterprises' own goals and resources, a clear consumer group is identified as the target market.

(four) depicting consumer groups

After defining the target market, the clothing brand must clearly show people what kind of consumer costumes the brand is.

Usually, the target consumer groups can be depicted in the form of text description, image concept and pictures.

(five) setting up brand style.

The recognition and resonance of consumers is the key to the positioning of clothing brand style.

The style requirement of clothing brand is consistent with the leisurely, self-concept and lifestyle of target consumers, that is, to provide design and products that meet the needs of the above target consumer groups.