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Re Examination Of Brand Clothing Flagship War

2014/7/31 8:57:00 16

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Brand Clothing Flagship Store Marketing Strategy

first, < a href= "http:// www.91se91.com/news/index_c.asp" > flagship store < /a > is the product of competition upgrading. /p >

> in the history of China's a href= "http:// www.91se91.com/news/index_c.asp" > casual wear > /a >, since the early 90s of last century, Giordano, JEANSWEST, burglung and Baleno entered the mainland market in China, bringing the fashion trend of clothing, bringing the retail mode of chain operation, and becoming the leader of Chinese clothing, including the casual wear market, ushered in the first generation of "Hongkong brand" era. In recent years, China's leisure wear has rapidly risen and gradually dominated the Chinese market, and the Chinese casual wear market has ushered in its "domestic brand" era.

During this period, the domestic brands also appeared different brands in different fields due to the different age of positioning. The domestic leisure brands represented by Mts. Bang Wei and YISHION and the brand of Fujian casual men's clothing suddenly rose, and led the rise of China's casual wear brand group. In the early twenty-first Century, leisure clothing, which embodied the leisure lifestyle, became popular in the world, and the market pattern of casual wear changed greatly.

ZARA, H&M, C&A and GAP have already entered the four major retail fashion brands in China. These foreign parity fashion brands not only sell well in Shanghai and Beijing stores, but also announce their plans to expand the Chinese market, and the casual wear market will soon face "third generation" competition. This time, because of the participation of international brands, there is no doubt that there has been some increase in the smell of fire.

Since 2007, the focus of brand competition at home and abroad has been reflected in the channel competition.

these have intensified the competition and upgrading of the domestic leisure wear market. Profound changes have taken place in the resources, products and markets of the garment industry. The industry is reshuffling, the strategic pformation of enterprises, and the upgrading of products. In this context, the pformation and upgrading of the channels and the pformation and upgrading of the terminal have also taken the lead. From general stores to big "flagship stores" is the product of this upgrading of competition.

Second, from the management mode, the flagship store's benchmark influence is the direct motivation .

Brand, a philosophy, a way of life, flagship store in the role and role of the enterprise is multiple, it is the flagship store of image, can better display the brand image of the enterprise; it is the flagship store of sale, should have good < a href= "http:// www.91se91.com/news/index_c.asp" > Sales > /a >; it is also the flagship store of management, efficiently manage the local franchised stores and distribution agents (including the management of employees), the flagship store of channel development, expand the surrounding market with the influence of the flagship store, and also push the enterprises to reorganize resources from outside to inside after experiencing a high altitude brand building, and enhance their internal strength and repair engine. flagship store in channel pformation and terminal upgrading is not only a concept, one.

The flagship store further promotes brand upgrading, product design upgrading, product supply chain improvement and so on.

"P", as many people in the industry have mentioned, "for clothing companies, making money by flagship stores and image shops is not just focusing on store sales that can be seen". Manufacturers are actually more interested in the influence and radiation power of these flagship stores.

Each flagship store is like a silent publicity, which has become an effective way to expand the market share of the enterprise, and will attract more franchisees to join.

at present, many brands are eager to open flagship stores. These expectations should be the most direct driving force.

Third, brand competition upgrading, from "high altitude" to "terminal communication" deepened /p >

as mentioned before, casual wear is from the first generation of "Hong Kong brand era" to the second generation of "domestic brand" era. At present, it is ushering in the era of international brand competition. This process not only means upgrading of channels, but also means upgrading of "brand building".

And after the "high altitude" competition for post war, terminal communication -- this very effective brand building means will undoubtedly enhance the agenda.

flagship store is the product of terminal brand communication.

Flagship store, as the highest level brand image exhibition shop, has direct contact with mass consumers, and generally has a high rate of attention in the golden section of core cities. Therefore, it is an important and very effective way of brand communication.

In this respect, foreign high-end garments are well versed in their ways.

For a fashion enthusiast, it is the first time for a flagship store to feel the temperature and texture of high-end fashion in all directions.

in addition, compared with ordinary stores or shopping malls, flagship stores have more opportunities to display goods other than goods, such as ornaments, storefront effects and so on, which can better highlight the image and style of a brand. In other words, the spirit and soul of a brand can be expressed through flagship stores, which is not expressed by general advertising communication and general terminals.

It is also necessary to further interpret the concept of advertising through flagship stores.

this is why, after experiencing the battle of high-altitude communication, many merchants have coincidentally placed the second battleground of brand competition in the flagship store.

for example, the strategy of putting advertisements on CCTV at present is still the main way to popularize Fujian men's clothing, not only has no convergence, but also has the trend of upgrading.

Fujian brand is good at Air War (advertising), while ground warfare (store marketing) is too dependent on agents to execute, thus hiding great risks.

And building flagship stores as a communication terminal will undoubtedly reduce some risks.

strong > Fourth, consumer psychology escalated from pure "shopping" to "shopping experience" /p >

nowadays white-collar petty bourgeois BOBO's attitude towards clothing is not only expensive but also relatively rational. They do not follow the fashion, pay attention to the style and brand of clothes, pay equal attention to casual wear and formal dress, and most people shop frequently. They value the shopping environment and the attitude of salesmen very much.

As a result, they have more and more requirements for places and environment.

However, the atmosphere of traditional stores such as crowding and promotion is becoming more and more strong, which makes many consumers feel disgusted and reduces the impression on the store.

fifth, product upgrading, "single category" to "whole category" direction development /p >

in the past, men's clothing in Fujian used a wealth of positioning concepts to highlight product identification. Each dominant brand usually has its own flagship products, such as the seven wolves, the jackets of the strong, the nine trousers of the king, and the Chinese standing collar of Qipai.

However, single product sales always have bottlenecks in the consumer market. Single varieties are not conducive to the collocation of clothing. The market demand will lead to diversified situations. The diversification of product lines and the pformation of "single expert" to "dress experts" are the direction of Fujian leisure men's clothing brand in recent years, and it is also another manifestation of the upgrading of competition.

And this pformation needs the terminal to manifest, also needs the big terminal like the flagship store to realize.