How To Correctly Understand The Relationship Between Clothing Marketing And Clothing Brands In The 21St Century

1、 High sounding and few people chasing -- design centered clothing Brand thinking

Because of the popularity of clothing, clothing products are doomed to change constantly, which means that continuous creation and design are needed. Therefore, design is undoubtedly important, even the founders of many brands are designer Most brands of women's wear in Hangzhou are owned by designers. Because of this, design has been placed in an unparalleled position in the clothing industry. The industry has widely spread the recognition that design is the soul of a brand. However, in many Chinese clothing enterprises, marketing is just a foil for clothing brands, just playing the role of promotion. This is the fashion brand thinking centered on design.

In this kind of clothing brand thinking, design is regarded as the leading role of clothing enterprises, the design department is superior to other departments, and marketing is limited to the promotion of clothing products that have been designed and manufactured. Poor sales often one-sided blame the marketing department for poor sales, without carefully examining whether the design meets the needs of the market consumer groups.

There is no doubt that the vast majority of designers have not received commercial training related to marketing. The professional design skills of designers encourage designers to design clothes from the heart, like creating works, and more reflect their own style. Designers are seldom able to consider the market timing and cost of launching, so many clothing designs cannot meet the market demand or are difficult to achieve. Some beautiful clothing designs may win awards, but they cannot be accepted by the market.

Although we can occasionally take the chance to launch several best-selling clothing styles with design as the center, we rely on designers' skills and intuition to satisfy consumers, and the failure rate is too high. {page_break}

2、 Who Should Ask in a Calm and tasteless way -- The thinking of clothing brand centered on customers and profits

Clothing is a typical personal consumer goods, and various differences between individuals lead to the ever-changing demand of consumers for clothing. Therefore, customers are the final decision makers of clothing. because

Therefore, the designer's idea is not important, but the consumer's idea is the focus of attention. That's what marketers think. In these enterprises, marketing is regarded as the center of marketing, and the marketing department dominates everything. Marketers point fingers at designers, claiming that only they can really understand what kind of design consumption needs. Therefore, marketers believe that only customers and profits are the center of clothing brands.

Under the guidance of this kind of thinking, the designer should design according to the information obtained from the marketing department's market survey, and limit according to the cost. What is popular in the market is good. Even marketing personnel encourage designers to go to clothing retail stores and imitate and copy the design styles of other brands. The only reason is that these styles are popular in the market.

Different from designers, due to the lack of design training, marketing personnel only consider customers' ideas and cost control. They usually do not understand the aesthetic aspects of design, nor many quality aspects of clothing product development. Therefore, even though they understand consumers' ideas, they cannot grasp consumers' specific requirements for design. However, because the control power of the marketing personnel over the design is too strong, it greatly limits the creativity of the designer, and overemphasizes the popularity of the market as a standard to limit the design. Although it is sometimes effective, it often makes the design fall into mediocrity, and the design is insipid. In the long run, it may not be recognized by the market.

Although it is reasonable to focus on customers and profits, it is even more difficult to limit the design to stand out from the competition in the clothing market with such serious homogenization. {page_break}

3、 Heavy makeup and light makeup are always appropriate - real clothing marketing: pay close attention to design, customers and profits and coordinate with each other at the same time

Whether it is biased towards design or marketing, it is difficult to grasp the key to the development of clothing brands. One sidedly design centered, easy to ignore consumer demand, and even fall into infatuation with clothing products, forming the so-called "product myopia". In the long run, it is easy to make clothing products deviate from the market, and clothing brands lose their living space. However, if the design is completely controlled by marketing, it can only passively accept the needs of customers and always follow the market. It is also difficult for clothing brands to form market advantages. In fact, when clothing products do not appear in front of consumers, even consumers themselves cannot know what they really like, and consumers' preferences for clothing have been changing. Consumers may declare that they do not like a certain dress show

But when he tried on the clothes or knew that others accepted them, he also became fond of the design of this style. Therefore, blindly passively welcoming mergers is not a good market strategy. The characteristics of clothing consumption are that consumer demand can be guided to a certain extent, and good clothing design can guide market demand. Therefore, designers must be given enough space for creation.

It can be seen that fashion design and marketing are actually twin sisters, an indivisible whole and interdependent. The cooperation of design and marketing can create a fashion brand. Therefore, the relationship between design and marketing must be handled well:

1. We must pay high attention to design, customers and profits at the same time.

Design, customers and profits are the key driving factors of clothing brands, and both are indispensable. As mentioned above, design is the key to leading the fashion brand in the market and style. The obvious characteristics of design determine the characteristics of the brand, and it is the primary factor for consumers to identify and purchase brands. Therefore, we must attach importance to the creativity and creativity of design, so as to form a distinctive style of fashion brands. Customers determine the degree of acceptance of clothing brands. It is meaningful to focus on customers, whether it is innovative design or imitative design, and obtain customer recognition. At the same time, the subtle changes of customers have also become the source of design innovation. Therefore, long-term attention should be paid to the changing trend of customer demand to ensure the correct direction of clothing brands. {page_break}

2. In the relationship between design and marketing, marketing is the basis of design and promotes the creation of design.

The clothing brand is ultimately not served by consumers, so whether it is accepted by consumers is the only criterion to test the success of clothing design. Therefore, clothing brands must always grasp the dynamics of target consumers as the basis for clothing products to be launched into the market. For example, marketers can provide designers with information about customers' demand for clothing size, provide designers with some trend analysis of customers' preferences for fabrics and styles, and provide designers with psychological impact of social and cultural changes on clothing. Marketing personnel should be communicators of customers' preferences, but they cannot provide specific style suggestions to constrain designers' creation. In order to coordinate with the design and better integrate customer information into the creation of designers, marketers need to correctly understand the role of design in clothing brands, acquire some knowledge of design aesthetics, and understand that customer needs are not only to adapt, but also to guide and create. And after each season's clothing launch, we will observe the consumer's

Fang Ying, so as to accumulate insight into consumer demand, make the design more and more consistent with the market, and win the market.

3. In design and marketing, design is the key to achieving and leading customer needs.

With the development of clothing, the basic physical functions, such as shelter and cold resistance, have become increasingly diluted, while the social functions, such as beautification and decoration, have gradually become dominant, which determines the cultural significance of clothing consumption. Therefore, clothing is also a work of art in a sense. Therefore, clothing design must be able to constantly meet the consumers' psychology of innovation and change. Because of the cultural consumption characteristics of clothing, consumer demand is actually ambiguous and unpredictable, so design is naturally creative, and designers must ensure a certain space for creativity. The stronger the creativity of designers, the stronger the personality of clothing brands, and the stronger the differentiation characteristics in the market. Therefore, design can lead the market demand to a certain extent. However, the designer's design must be based on the understanding of the market. Fashion design is both art and can not be completely detached. It must be an art accepted by consumers. In Europe and the United States, it is reasonable that the clothes designed by designers can only be shaped after careful modification according to the real models' fitting. Designers should also coordinate with marketing personnel, be able to digest the market and consumer information provided by marketing personnel, and carry the needs of consumers through various market information and specific style design. Designers also need to accept the popularization training on market and marketing, and gradually form designers before market awareness, so that they can creatively grasp the needs of consumers and the changing trend of social culture, and integrate into the creative design of clothing, so that design can increasingly add advantages to the brand.

From this point of view, clothing brands should attach equal importance to design and marketing, which are the two engines of clothing brands. Only highly coordinated design and marketing can create a real clothing brand.