Five Taboos That Should Be Paid Attention To In Building High-End Clothing Brands

In this "high-end" feast, enterprises are constantly losing their lives. Through analysis and summarization, there are 5 main situations:

1, blindly pursue high price speculators mentality

In the eyes of many enterprises,

It is the high price and the "speculator" mentality to make the product, 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 enterprise products must be based on the comprehensive evaluation of many factors, such as internal product cost, marketing objective, external market structure, price elasticity of demand, market competition and so on.

2, overemphasizing the star effect of public relations promotion.

On the road of high-end development of enterprise products, PR promotion is adopted.

The important means of image enhancement can not be ignored.

But if the enterprise takes the star as the only means of high-end products and pursue the sensational effect, it will make the product of the enterprise become a symbol of vulgarity, set up the goal of aristocracy, and the product is moving towards the clown.

3, ignore the deep connotation and accumulation of products.

High end products usually have deeper cultural connotations and technology accumulation, which impulses consumers to pay relatively high prices.

Therefore, strengthening the fashion and technology connotation of enterprise products is the important foundation of high-end products.

4, products are single and lack of product mix.

As we all know, high-end products rely on the scarcity of products to get higher single product income, but their huge advertising investment, staff costs, R & D investment and so on make most of them.

It is difficult to get more substantial business returns.

Therefore, using the market influence of high-end products and expanding sales to become the business mode of most luxury enterprises, the famous LVMH group has dozens of well-known brands besides covering world-renowned LV, Dior and Givenchy, covering a wide range of high-end and high-end customer groups. The famous Apple Corp also started to operate simplified versions of iPhone and iPad.

Many enterprises in China, when the product line is not yet mature, rush out high-end products and carry out a large number of market inputs, making the road of high-end enterprises unsustainable.

5, ignore the overall operation of enterprises.

High-end products from research and development, procurement, production to marketing, have special business rules and patterns.

At present, many luxuries are "not producing real luxury goods, but at the same time cutting costs and keeping quality at the same time".

High-end products face the wheel of economies of scale and have to condescend.

In fact, paying attention to the uniqueness of the high-end product chain is difficult for enterprises to develop continuously, and the overall commercial operation can maintain brand vitality.