Positioning Of Clothing Brand Culture: Stand Out From Competition

　　 Clothing brand The setting of ideas and the formation of brand style directly affect the future direction and future fate of brands. Therefore, these two elements not only relate to the possibility of brand acceptance by target consumers, but also relate to their long-term development, sustainable extension and brand loyalty. The positioning of clothing brand culture is to use various internal and external transmission channels to form a high degree of recognition from the audience to the brand, thus forming a cultural atmosphere and forming a strong customer loyalty through this cultural atmosphere. The importance of clothing brand positioning and the implementation of brand culture positioning strategy are discussed.

　　 Textile industry It plays an important role in Chinese citizens. It is a traditional dominant industry, which is of great significance to China's export earning, domestic employment and social stability. Obviously, China is an undisputed manufacturing country, but we are an indisputable brand weak country. In the competition of clothing market in China, the loyalty of consumers to many clothing brands has not really formed. People know more about products, and they may have a smattering of knowledge about brands. But for brands, people are gradually familiar with but little knowledge. How to make consumers loyal to the brand, how to make the brand sublime into a belief of consumers and guide the needs of consumers is the ultimate mission of every brand. Therefore, any effort to promote the brand is very likely to establish reputation for itself and win public trust. Stand out from competition.

1. clothing brand Core value brand The core value is the main part of brand assets. He lets consumers clearly and clearly identify and remember brand personality and interests, which is the key to consumer's recognition of their brand.

1.1 self expression value concept

The self expression value concept (social value) is the brand concept that focuses on conveying the image elements of clothing design and symbolic symbols to express consumers' aesthetic, image characteristics and lifestyles. The concept of brand mainly comes from the description and generalization of the lifestyle of the target consumers. With the progress of society and the improvement of income level, personal values, wealth, status and aesthetic taste become a carrier and media. The core value of the brand that publicizes the self expression interest is more appealing and appealing to the audience, such as the brand concept of ESPRIT: "care about the mentality rather than age."

1.2 functional value concept

The so-called functional value concept is that the brand concept focuses on conveying the value of the product itself. The brand concept at this level mainly conveys to consumers the material functional interest, and clothing itself often becomes the support of the core interests of the brand. Without functional benefits, there is no foundation for emotional interests and self expressive interests. Just like drift duckweed, functional value concept further highlights the basic elements of clothing's professionalism, science and technology, high quality, and so on. Clothing quality and function are further enhanced. For example, the RBA man claims that each jacket has a unique detail design.

1.3 emotional values

The concept of emotional value refers to the purchase and use of a brand in the process of buying and buying, or the user's feeling and emotional experience and emotional satisfaction. Advocating the emotional demands of the target consumer group, creating a beautiful personal desire, conveying the values of the group and shaping a new way of life. For example. The brand concept of Semir is "what to wear, that is what". LEVES jeans simply play "rose colored," in order to make a girlfriend, dressed in blue, in order to make a boyfriend. This brand idea surpasses the demand of clothing itself and brand image. Standing on the emotional level of the target consumer group, it communicates with emotion to express the vision of the target consumer group and conveys the value commitment of the brand to consumers.

2 the importance of brand culture positioning

The so-called brand culture positioning refers to the injection of a certain cultural connotation into the brand to form a cultural brand difference. Its importance lies in the following aspects:

2.1 improve brand taste

Brand positioning can not only enhance brand taste, but also make the brand image unique. By conveying cultural values, tracking and technology content, it can inspire associations, guide vision, establish mental models, balance aesthetic feeling, and so on, and form a certain grade, thus becoming a symbol of consumers' cultural taste at a certain level. For example, the kimono style dress of "KENZO" is used to express the mysterious and atmospheric pursuit of Oriental culture with strong and deep Oriental color.

2.2 improve brand value, maintain and expand market share.

Emotion is the link to maintain brand loyalty. If a brand can not be deeply aroused the emotional resonance of consumers. Often successful clothing brands occupy the market with their unique design styles, starting from the target consumer groups, and planning and designing brand styles by cater to one of their characteristics. Exception (EXCEPTION) this brand, any tiny detail represents the experience of art. Even the most obscure traces are carefully considered, creating the creative spirit of "out of columns", subverting fashion with clothes, and subverting aesthetics with material.

2.3, brand image is recognized and trusted by consumers.

The products will not be able to withstand the stormy waves of the market, destined to be defeated in the competition. Only the unique and individualized brand culture positioning will be different from the similar products, which can arouse the curiosity of consumers. For example, the store design of Anna Sui, even the display of a prop, can reflect the culture of this brand. All of her designs have obvious commonalities: the dispersion of decadent and dissociated temperament; the strange moaning of rock and roll music, the walls full of velvet brocade in the shop, the complete accessories of the jewellery dress and the superfine high heel shoes, the shining bright nails, and even the doll. Mayer Shapiro, an artist, believes that cultural style is "an enduring form of art for an individual or group, sometimes a constant element and performance," which can not attract attention.

"Behind the brand is culture", "culture is tomorrow's economy". Different brands adhere to different specific cultures, and enterprises should pay attention to and use cultural orientation.

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　 3 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 is a kind of self-expression of consumers. It is 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. The development of Chinese garment enterprises urgently needs the injection of culture, which 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.

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.

Many experts and experts have discussed many aspects about how to carry out brand culture orientation.

3.1 focus on the core value of brand culture.

The main misunderstanding of brand strategy is that the value activities of enterprises do not focus on a core. The core value of brand culture is the main part of brand equity. It should help consumers identify and remember brand interests and personality, and get consumers' approval, love and affection. At the same time, a company's brand is the main source of its competitive advantage, and it is also a valuable strategic asset. Because of their clear core values and personality, these gold signboards have built up their own fixed consumer groups. They occupy the highest share in their respective districts, and consumers also have a good association with brands because of their recognition of core values and loyalty to their brands.

Positioning and fully maintaining and promoting the core value of brand culture has become the consensus of international first-class brands, and is the secret to create the golden signboard of the century. The influence of core value on brand is just like the influence of genes on human beings. The difference between human and gorilla genes is only 1%, but this is because of 1% differences. It can be seen that if there is no clear positioning of the brand's core value, a brand can not grow into a strong brand. If the core value is inferior to the competitive brand, the profitability of the brand may be hundreds or thousands of times.

3.2 personalized positioning

Brand positioning is the compass of the brand characteristics of an enterprise. On the basis of market research and subdivision, it finds out the consumption interval and competition interval of target group, and displays and creates the unique difference point of brand in this interval, and makes the differentiation to match the target consumers in the blank point of the mental model, so as to identify a unique location, and then use the integrated communication method to mark the consumer's mind deeply, and establish strong association and unique personal strategic behavior.

Action taken for potential customers' psychology is an important part of brand positioning. In general, brand positioning is not in the positioning of the object itself, but in the bottom of the consumer's mind. The purpose is to occupy an image and specific position in the consumer's brain. Once the location is determined, consumers will first consider the brand positioned when they have a specific demand.

3.3 resonate with target consumers

The recognition and resonance of consumers is the key to product sales. Positioning needs to grasp consumers' purchase psychology and purchase motivation, and stimulate consumers' emotion.

The brand culture of any product must be guided by the consumer. It should be based on the way of thinking and psychology that consumers accept information, break through the barriers of information communication and communication, and place the positioning information in the minds of consumers. As the saying goes, "gold cup and silver cup is not as good as the social reputation, the Gold Award, the silver award, not the commendation of the ordinary people". The success of the cultural positioning of brand management depends on the judgement of the public or target consumers. Only by accurately expressing the culture of consumers' voices can consumers be tempted. For example, the famous American fashion brand (Calv-InKlein) has become the most popular female brand in the world, and it also sells its brand in the world because of the true and appropriate life philosophy expressed by its brand itself. Therefore, if an enterprise wants to create famous brand, it must study the demand psychology, cultural background, consumption concept, aesthetic value, cultural value and specific needs of the target consumer, and adapt to its cultural value orientation and aesthetic orientation, so that its target consumers can be positioned successfully.

4 brand is a cultural phenomenon. The image, style, association and symbolic meaning conveyed the connotation of brand concept. Brand should be the lowest cost of using resources, maximizing profits and achieving the core resources of self goal. A successful clothing brand should enable its consumers to be exposed to the brand environment. Can directly or indirectly, or directly or implicitly feel the distinctive brand culture.