How To Make Brand Positioning For Chinese Garment Enterprises?

First, set goals.

After that, we will understand the target consumers and similar brands.

This requires full market research and reference to international brands in middle and high-end brands.

What kind of consumers do they have, and what kind of detailed needs and consumption habits are there for these consumers?

To understand the consumers' habits, tastes, consumption habits and their satisfaction in the middle of this commodity, we should do a good job in the psychological positioning of consumers.

We should also make a careful comparison with similar brands, highlight their differences and create their own unique style.

Then, determine the core value of the brand.

Intermediate brands should be able to show some emotional benefits, and people will pay more for it.

The most basic feature of mid-range brand clothing is to be equal with consumers.

The high-end brand has obvious added value, and this value coincides with the value pursued by consumers.

The high-end clothing brand is higher than the consumer demand, so consumers have a strong pursuit of it.

The pursuit of "LV" clothing is people's pursuit and yearning for luxury represented by "LV".

After that, brand image design is distinct.

Clothing brand is not only a name, symbol, but a material form with certain spiritual capital. From the composition of industry, the embodiment of brand spirit to the marketing mode of brand, personalized design is needed.

Middle and high grade brands require the similarity of brands is very low. Such clothing brands have higher requirements for brand personality and style.

"Tradition" or "modern", "leisure" or "formal", "vitality" or "maturity" and so on, these different factors can make the image of the brand more clear and split.

We should open up new materials, new technical means and new ways of expression, such as exploring the relationship between contemporary people and clothing, designing and producing and selling, expressing the latest concept of dress and life experience, and promoting the new fashion spirit, clothing culture and visual aesthetics to the consumers' recognition.

Brand image can also increase cultural competitiveness through name design, such as "red bean", which reminds people of the cultural connotation of "red beans are born in the South and spring sends several branches".

Famous for its use

The name as a clothing brand can also highlight brand characteristics.

For example, Italy brand "Prada" adopts the name of designer Prada, which is one of the representatives of simplicity, rigorous design, smooth lines, and fresh and natural colors.

And every time a company launches a garment, it tells consumers a story of a designer himself. Through the connection between the brand and the designer, a unique convincing story for the brand will play a significant role in enhancing the brand competitiveness.

Finally, publicity of brand positioning is important.

Brand positioning can only be effectively spread to the consumer's mind and occupy a certain position in the minds of consumers. Positioning is the only way to succeed.

In China's clothing brand, some brands have formed different ideas. For example, the "three gun tiger" juvenile underwear launched by three gun underwear in 1996 has successfully discovered the market vacancy, but because of the lack of communication efforts and methods, few people know today.

At the beginning of brand building, we should consider how to make consumers perceive the brand positioning of "middle and top grade", and make the brand positioning "win the hearts of the people" through continuous publicity.

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2. brand culture connotation

Entering the twenty-first Century, clothing consumption is not only the competition of style, but also the competition of brand.

Nowadays, there are so many styles of clothing that the difference between different styles of the company is shrinking.

Therefore, the important symbol to distinguish the difference is the brand. The brand is making various explanations for the clothing, giving the clothing cultural significance.

Clothing consumption more and more people think of it as a cultural consumption, similar to watching movies and appreciating art works, rather than a material consumption.

Therefore, clothing consumption is not only a material consumption, but also a cultural consumption. Clothing is a self-expression of consumers and a way of life and expression of values.

Through the observation and analysis of the recognized brand with cultural connotation, it is found that the origin of clothing brand connotation can be divided into three ways: from the historical evolution to the brand culture, such as the famous Levi 's jeans in the United States; under the guardianship of the founders, consciously create brand culture, such as the fragrant Nell and Pierre Cardin of France; the brand culture is formed through conscious planning and long-term operation.

China's garment enterprises do not have a long history of development, so they lack the opportunity to accumulate historical culture.

And China

The development of culture is urgently needed, and it is more suitable for the following two ways: establishing brand culture consciously at the beginning of enterprise establishment, or consciously making brand planning in brand development.

The specific methods are as follows:

Arouse the cultural resonance of target consumers.

The consumer groups in middle and high grade clothing have different knowledge about the culture.

To find their cultural focus, their concept of life and aesthetic interest, and consciously close the clothing brand to this cultural focus, make consumers more prone to cultural resonance.

Carrying corporate culture.

The enterprise culture is injected into the brand and conveys the information to the consumers. For example, by promoting the "people-oriented" corporate culture, consumers can get the recognition of the brand.

At the same time, we can establish cultural archives, record the cultural events in the development of enterprises and brand development, and promote them in the right time.

Inject designer characteristics.

Each designer has his cultural experience, and his unique cultural connotation is injected into the brand through the same brand with the designer, so that consumers who are loyal to the designer will choose the brand with the same name.

Just like people like Pierre Cardan, like "Pierre Cardan" brand.

3. brand marketing strategy

China's clothing enterprises can follow the following three stages to make the brand enter the market from scratch and from low to high.

First of all, guide businesses to enhance brand and expand sales.

Guide every merchant to brand management, push the market power of the product in a comprehensive way, and collect, collate, classify, and select the strength brand business evaluation activities in the market, and promote and guide the brand management of the business by brand award.

As a matter of fact, the brand promotion of merchants is the core of market upgrading, so as to complete the service function of market brand incubator.

Then, enhance the credibility of the market.

A brand market with integrity and reputation will be created. When the product has a certain amount of sales, this time we should consider branding the products and professionalism of services, so as to create a strong brand sales market.

The key to shaping the brand market is to extract the core value of the brand and give it a sense of brand value.

We should give the unique personalized service to the brand market, separate the competitors from the competitors and communicate effectively with the consumers.

We should strengthen the dissemination of market value, apply the principle of integrated communication, integrate resources and unify the theme.

Finally, shape the brand market.

After a long time of promotion, the reputation and reputation of the products have been improved rapidly, and the market share has been greatly improved. Customers and consumers have fully trusted the quality of the market products. They have gradually trained a large number of typical customers, while deeply convinced of the unique value of the brand, while enjoying and following the personalized service and development of the market, driving a large number of two or three types of markets to the desire for seasonal purchase, and rapidly enhancing brand loyalty.

At this point, the most important thing is

The improvement of maintenance and service consciousness in management.