Clothing Marketing: The Situation That Should Be Paid Attention To When Building High-End Brands

In the upsurge of high-end and luxury clothing market, the value of many products deviates from the market demand. When pickles and toilets are developing towards luxury, the final market result must be "chicken feathers". In this scene“ high-end ”In the feast of, there are many enterprises failing. Through analysis and summary, there are mainly the following five situations:

　　 1. A speculator's mentality of blindly pursuing high prices

In the eyes of many enterprises, high-end products are high prices. They use the mentality of "speculators" to make products, as if the higher the product price, the better the product. In fact, high-end products are not equal to high prices. The price of an enterprise's products must be comprehensively evaluated and priced based on internal product costs, marketing objectives, external market structure, price elasticity of demand, market competition and many other factors. Recently, the Maotai luxury event also shows that in the process of price increase, enterprises can not operate products with the mentality of speculators who blindly pursue high prices, which makes the operating efficiency of products short-term, gradually losing the customer groups on which the products depend, and facing business crisis.

　　 2. Overemphasizing the star effect of public relations promotion

On the road of high-end development of enterprise products, public relations promotion, as an important means to enhance the image of enterprise products, plays an important role. However, if enterprises regard stars as high-end products market The only way to pursue sensationalism will make the enterprise's products become a symbol of "vulgarization" and set up a noble goal, but the products are moving towards clownization.

In terms of the choice of stars for our products, there are few successful people. In terms of the choice of stars and public relations promotion, most enterprises do not have a long-term plan, and cannot choose stars that conform to the corporate image and product connotation, let alone their enterprises such as Microsoft and Apple to create stars.

　 3. Neglect the deep connotation and accumulation of products

High end products usually have deeper cultural connotation and technological accumulation to impress consumers to pay relatively high prices. Therefore, high-end products spare no effort in creating cultural connotation and spend huge amounts of money in scientific and technological research and development. On the basis of building brand stories, many well-known cosmetics enterprises have made long-term investment in the research and development of new products. Famous leather goods and clothing enterprises have constantly pushed through the old to lead the fashion trend. Apple, a technology enterprise, has driven the development of the entire industry by constantly introducing new products. Therefore, strengthening the fashion and scientific connotation of enterprise products is an important basis for high-end products.

　　 4. The products are independent and lack of product portfolio

As we all know, high-end products rely on the scarcity of products to obtain high single product income, but their huge advertising investment, staff costs, R&D investment, etc. make it difficult for most product operations to obtain relatively rich commercial returns. Therefore, taking advantage of the market influence of high-end products to expand sales has become the business model of most luxury enterprises. The famous LVMH Group has dozens of well-known brands in addition to LV, Dior and Givenchy brand , covering a wide range of middle and high-end customer groups. The well-known Apple company has also started to operate the simplified version of iPhone and iPad. However, many enterprises in China rush to launch high-end products and make a large amount of market investment under the premise that their product lines are not yet mature, making it difficult for enterprises to continue their high-end road.

　 5. Ignore the overall operation of the enterprise

High end products have special operation modes, and their research and development, procurement, production and marketing have special business laws and modes. Mengtejiao has become a microcosm of the decline of high-end brands. Therefore, attaching importance to the uniqueness of a link in the whole high-end product industry chain is difficult to make the enterprise develop continuously, and the overall commercial operation can maintain the vitality of the brand.

As the saying goes, "Only three generations can make a noble". Enterprises that are positioned as high-end customers are facing the wave of "luxury". Only based on the value of the product itself, and through the baptism of years and the test of the market, can they truly create high-end products belonging to China.

Plug in: high-end product It is usually with deeper cultural connotation and technological accumulation that consumers can pay relatively high prices. Therefore, high-end products spare no effort in building cultural connotation and spend huge amounts of money in scientific and technological research and development.