How Chinese Women'S Wear Enterprises Realize Brand Construction

middle-sized and small Women's wear Enterprise resources are quite limited. Facing the realistic pressure of survival, it is not easy to do brand building. Brand building is a long-term project that needs continuous investment. Therefore, the clothing brand construction of small and medium-sized enterprises should focus on achieving a balance between the two: it should not only help enterprises to solve the immediate survival problems, but also help them to improve sales, increase income and other things today and tomorrow, and let the brand growth run on a healthy track, without neglecting brand image consolidation and brand asset accumulation.

　　 Business Model Review

The main purpose of business model review is to help enterprises "look at the long term" and clarify the logic of whether a business can be established. Enterprises must transform and upgrade, take the brand chain alliance route, and create a front-line Lane Bryant Women's wear brands with obvious product power, image power and price advantage; Through the combination of self owned channels and chain franchise, through the establishment of brand landmarks in metropolises and the development strategy of franchisors in third and fourth tier cities, it will become a top fashion women's wear brand in China in terms of scale, efficiency and brand influence within three to five years.

For most small and medium-sized garment enterprises, it is impossible to create a new subversive business model. To win the competition in the future, we must first clarify our business model, innovate in some aspects or do better than others.

　　 Brand positioning planning

"Brand positioning planning" is the primary task of brand management. To put it bluntly, it is the relationship between your brand and the target consumers, and what impression you should leave in the minds of consumers. Based on the business model of the enterprise, comprehensively analyze the market, consumers, competitors, own resources and other factors, find out the differentiated brand selling points or entry points, create brand core values, brand communication slogans, brand image, personality, and establish clear, personalized, and influential brand associations in the minds of consumers.

Brand positioning planning is easy to understand but difficult to refine. However, small and medium-sized enterprises are often short of funds and time. For responsible brand planning service providers, it is no less challenging than doing systematic planning for a large brand. Brand planners are highly required to have a systematic theoretical basis and rich experience in serving small and medium-sized enterprises.

　　 Terminal image landing

Any successful brand must have a relationship with consumers, and the "touchpoint" is particularly important: LOGO, VI, packaging, terminal image, store display, POP, advertising, etc. These are "terminal image landing". The images without positioning and core value are only called trademarks and patterns, which are nothing but appearances. Only successful brand positioning and refined terminal image system design can establish a complete and fresh brand image.

Enterprise terminal image (SI) is the first feeling of the brand after customers enter the store clothing Brand is the most important contact point between target consumers and brands, which is of great significance for building brands. From space design, props, store decoration, and post decoration, we strive to make the store decoration image highly match the brand image personality.