Brand Clothing Is Positioned From The Following Aspects.

The premise of brand positioning is familiarity with the brand market.

Familiarity with brands is not a matter of reporting a large number of brand names at a single time, even if they are accomplished. They need to know a great deal about the operation rules, operating characteristics, brand styles, product characteristics, sales status and even internal crux of typical brands.

Familiarity with the market does not mean that the name of a shopping mall can be reported as much as possible, even if it is completed, it is necessary to have a comprehensive understanding of the operation rules, division and settlement methods and credibility of these stores.

The more familiar with the brand market today, the more practical experience it will be.

The familiarity and operation experience of the market is not only directly carried out in the market operation (after all, only a few people have the chance), but also can achieve the purpose through market research.

First, the concept of brand positioning.

It refers to the determination and division of product attributes, consumer objects, sales methods and brand image, so as to find and build suitable time and space for brand survival.

The time here refers to the opportunity for the product system to enter the market and the opportunity factor for the birth of the brand.

Space refers to the region where the product system cuts into the market, and it is the regional factor of brand promotion, that is, the consumption basis factor.

Two, the principle of brand positioning

Brand positioning is a kind of business behavior and has certain rules of the industry game.

In order to find a foothold for a new brand in the fierce commercial war, it should be carried out according to the comprehensive situation of the enterprise's capital, talents and technology. The principle of positioning can focus on the main points and highlight some aspects.

1. compliance principle

Follow the market oriented flow to find the target brand.

Find popular themes in the market trend and keep up with the best selling in the market.

Product characteristics, make a choice.

Advantages: because the industry already has successful brands that can be used as an example, adopting this principle is more insurance and can avoid market risks.

Disadvantages: product style is easy to match with other brands without distinctive features, lack of individuality and poor brand appeal.

This principle is suitable for the positioning of low and medium fashion brands.

The 2. principle of opposites

Contrary to popular market style, take personalized and alternative brand lines.

Advantages: full of personality, outstanding style, can form a more obvious brand style.

This principle is more suitable for the positioning of medium and high grade clothing brands.

Disadvantages: the total amount of social demand is not large, and the target consumer group is relatively small.

Too personalized products will lose the market.

3. vacancy principle

Looking for gaps in styles and varieties of today's clothing market, creating vacancies or rare styles in the industry.

This principle is suitable for various brand positioning.

Advantages: because of its unprecedented style, it has unique characteristics, few competitors and potential consumer market.

Disadvantages: from launch to acceptance, consumers have a knowledge process and have certain market risks.

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Four, the content of brand positioning:

According to the omnidirectional stereoscopic system concept of brand positioning, when making a specific positioning for a new brand, it should include the following contents:

1. consumer positioning

When analyzing consumption objects, we should make a clear division of their gender, age, income, character, occupation, region and nationality.

Different consumers have different interests, abilities and behaviors in clothing consumption.

2. product style positioning

Product style is the design concept and popular taste expressed by the product. The choice of style is based on the object of consumption.

With the continuous progress of society, the connotation and denotation of styles are constantly changing. The popular styles of the society can be divided into the mainstream style and the tributary style, which are decided by the size of the popular faces.

3. design positioning

Design positioning refers to the choice of design elements driven by design concepts.

A style of clothing can often be made up of many design elements. For example, romantic style clothing can be expressed by A group design elements or B group design elements. Although these two design elements can show "romantic style", their appearance will still have obvious differences, so as to distinguish the romantic difference between A group and B group.

Similarly, under the influence of the formal beauty principle and design method, a type of design element can also design products of different styles.

Therefore, selecting a certain type of elements in many design elements is an effective way to guide consumers to recognize brand style.

4. product category

Throughout many famous international clothing brands, almost every brand has its strongest products and some relatively weaker products, which is inseparable from the development background and business philosophy of the enterprise.

According to this characteristic, the main attacking direction of brand products should be focused.

In addition, we should divide the category and quantity matching relationship of each product, and the actual quantity of production is qualitative and quantitative according to the classification of products.

5. product price positioning

The price of the product is a very important part of the planning. When the price is too high, the sales volume is limited, while the price is low, and the profit is thin.

The maximization of product profit is the business purpose of every enterprise. We must formulate the most reasonable product sales price that is consistent with the actual situation and brand image of the enterprise.

6. Sales positioning

Sales place is one of the main factors that directly affect sales volume.

It is not that the market is higher.

The better, the match of product quality and shopping malls is the main factor to ensure the maximization of sales volume of certain products.

In addition, in addition to the choice of products with the same style of shopping malls grade, but also to the shopping malls in the areas, roads, business methods, counters floor, counters and other aspects of the overall consideration.

7. image style positioning

Brand clothing is a brand image in a large part of its content. It is no exaggeration to say that even if some of the products of famous international brands are sold on the shelves of small peddlers after they are removed, they will be hard to believe that their original prominence was born.

On the contrary, many products will be honored if they sell some products that are sold on a small scale to international famous trademarks and sell them in this brand store.

This is one of the so-called brand effects.

8. brand positioning

Brand positioning often starts in virtual form. If we choose a clear target brand (also known as reference brand or opponent brand), we can have a clear target as the direction of brand development in the future, and also can make a reference to the staff participating in brand operation before the launch of the specific brand content, and play a role of convenient and unified understanding.

If the upcoming brand style has already existed in the market, it is better to understand the target brand through investigation, and take the target brand as the competitor, and make timely strategies to win the best.