Simon Yam Joined The Wedding Birds As Fashion Companies To Follow Suit.

Brand image spokesperson has become a common method for clothing enterprises to build brand.

Since 1996, when Simon Yam joined the company successfully, many clothing companies began to hire brand image spokesmen. Statistics show that thousands of clothing brands in China's clothing market have hundreds of brand image spokesmen.

But, does a brand image spokesperson represent a good brand image?

According to our observation and tracking of the clothing industry, many fashion enterprises may find that the investment in brand spokesperson has not brought about the anticipated business growth, nor has they brought the brand franchisee to the brand name spokesperson, nor has there been a flood of consumers.

In addition to the lagging effect of advertising communication, there are several other factors leading to this phenomenon.

First of all, the consumer psychology of Chinese consumers is maturing, not just a few simple appearances of stars.

This is related to the cultural trend of the whole society. It is hard for stars to attract the public's attention and drive the fashion trend just like ten years ago. Some mature consumers are even disgusted with the brand spokesperson, and the brand of celebrity endorsement is far away from each other. Secondly, the brand spokesmen are used extensively and the effects are diluted each other. Third, the tradition of the brand communication is single and the homogenization of the brand communication is homogeneous, so it is difficult for the brand information to reach the target consumers and thus affect the purchase decision.

In short, the value added of star image to brand image is becoming more and more limited.

By borrowing the "attribute map" theory of American Marketing scholar Rita Gunther Mc Grath, the former image spokesperson is the positive point and the excitement point in the brand image, and it is the "stimulating factor" that can stimulate consumers' desire to buy. However, the spokesperson of brand image tends to "neutral attribute" and "basic factor" at present, which is difficult to stimulate consumers' desire to buy.

Obviously, the change of market environment requires the ability of business management spokesperson to improve continuously.

As a matter of major brand investment attention, there are at least four questions to be clear before choosing a suitable brand image spokesperson.

First, who is your target audience?

Do you know your target audience?

Who are he (she)?

If it is an existing brand, does the enterprise know who is buying our brand?

If it is a brand that has not yet been listed, what target consumers do we want to aim at?

International brands such as ZARA, however, attach great importance to consumer research. Some leading domestic clothing brands have begun to study customer groups very carefully, and conduct regular Market Research on consumer buying habits and purchasing psychology every year, striving to form a sure grasp of target customers.

But some garment enterprises are obviously not enough in these areas.

Some companies assume their target customers by experience, and then do not verify these assumptions, and then find the image spokesperson.

After rigorous market research, some companies find that the actual buyers of the brand are far from the hypothetical buyers, or even about ten years old.

The lack of in-depth understanding of target consumers, taking into account the target consumers' purchasing psychology, and choosing the image spokesperson based on this understanding, is just like shooting without aiming at the bull's eye.