Brand Marketing Strategy Of Garment Enterprises

(1) brand extension

When

When adding products or entering new industries, brand diversification will be involved.

Centralization and diversification do not have absolute advantages or disadvantages in themselves. The key is to make appropriate choices based on specific circumstances.

Therefore, clothing enterprises should make a detailed assessment of the clothing brand, fully understand the brand awareness and market competition situation of consumers, and also consider the resource conditions of clothing enterprises, so as to make prudent determination of brand extension decisions on this basis.

(two) brand expansion

Brand expansion means that an enterprise expands a well-known and dominant brand to a completely different product, that is, by virtue of the existing success

The process of launching new products.

Brand expansion can promote new products to quickly occupy the market, reduce the cost of entering the market, and expand the market influence of the brand.

There are mainly three ways to expand the brand:

1. brand franchising

Brand franchising, that is, the franchisor of the clothing brand, gives the brand owner the brand, the product, the patent and the know-how, the business mode and so on in the form of the franchise contract. The franchisee will engage in the dress management activities according to the unified business model (such as unified store design, service level, product promotion, operation process, etc.) and pay the corresponding fee to the franchisor.

2. mergers and acquisitions

In recent years, the mergers and acquisitions of apparel enterprises are becoming more and more fierce. Many world famous apparel enterprises are undertaking cross-border mergers and acquisitions with the opportunity of thunder and lightning to realize diversified brand management, seize market share and carry out industry consolidation.

Internationally renowned

Brand has a long history and deep cultural accumulation, and brand extension and brand development are difficult to create a large number of internationally famous brands in a short time, so it can only be achieved through mergers and acquisitions.

3. strategic alliance strategy

Strategic Alliance

There are such forms as authorization alliance, buyer and seller alliance, investment alliance and so on.