Detailed Analysis Of The Three Brands Of Women'S Wear Life Cycle

Women's clothing brands also have their own lifecycle and different brands of clothing brands at different stages of the brand life cycle have different characteristics.

These brands have been operating in the domestic or international market for many years, with a high degree of brand awareness and recognition. They have established a complete image in the minds of consumers and have a high and stable market share.

Advantages: rich experience in brand operation, strong control over products and terminals, and perfect licensing system.

For franchisees, the other side can provide sufficient licensing support, including product development, store design, merchandise display, customer management and so on.

Disadvantages: the threshold of joining is relatively high, and affiliate fees are often hundreds of thousands of yuan.

Such a strong local brand will focus more on brand maintenance, pay more attention to the status of Direct stores, and have no time to take care of franchisee management.

As a result, terminal franchisees often complain that good sellers can't get the goods they sell, and those that are not sold well become inventories.

Such brands often carry out their franchising system in the whole country, print advertisements on a large scale, publicize their brands and their marketing networks, and attract individual operators to join.

Advantages: in the market has achieved certain popularity, a product in its subdivision market has achieved good results, the franchise threshold is also lower than the strong brand, the corresponding goods deduction rate is also low, the profit margin of a single product is larger.

Disadvantages: most of these brands are production and processing pformation brands, and their success has great chance, lack of long-term brand strategy, brand image has not yet been fixed, and has not yet formed a stable brand image in the minds of consumers.

Lack of terminal retail management experience, although there is a considerable marketing network, but there is a big difference in store image.

Once you have done too much, most of the losses will last on the franchisee.

Most of these brand operators are originally engaged in apparel processing or brand management. After market segmentation, they find a reasonable positioning and expect to have a share in the market.

Advantages: these enterprises have more or less experience in a certain field of clothing.

Its affiliate threshold is lower, some even avoid joining the fee, the deduction rate will generally be below 50 percent off, the profit space is bigger.

Disadvantages: this type of brand marketing channel mainly relies on the franchise system, and has no brand awareness, so it is difficult to expand the market.

If you do not absorb a certain number of franchisees, the flow of goods and capital flow may not keep up. Once the business is not good enough, it will be easy to tear the contract unilaterally, so that the franchisees have no demand.