Shaping The Perfect Brand Image Of Clothing

　　 First, establish quality image.

To establish a good brand image, we should first understand the foundation of brand image. The foundation of brand image is a general concept. Xiaobian believes that the premise of building brand image is that you have high quality products. Building quality image is not simply to improve the quality of the product. The key is to establish the impression of "good quality". This is very important from the very beginning. A good first impression is half the battle. In addition, clothing products need to be improved a lot. Where do we want to start? Remember, we must start with the place where we can look good. The quality image can not just stay on the level of "using the words to say good". Therefore, the quality image can only be fundamentally changed by "seeing, touching and feeling" to meet the requirements of building brand. As the indispensable necessities of daily life, quality image is particularly important. First impressions can guide consumers to buy the same brand goods.

　　 Two establishing price image

We usually have a misunderstanding, that is, high price is good image, high price represents your product is quality, low price is bad image, this is indeed unfair. It should be said that the price level is relative. We should consider the price performance ratio between products and prices, and the high cost performance, which is conducive to the product comparison in the same products, and get a good reputation, so that consumers will ask "what". But when the product quality image is established, ordering low price will also damage the brand image, and consumers will ask "why". Therefore, we believe that quality image and brand image are the basis of price image. Those who are price conservatives are too conservative, and profit margins are too emotional. Therefore, the pricing mode of "quality / price" and "brand / price" is more consistent with the current market rules, and more in line with the needs of building brand image. Therefore, only through a large number of market research to determine the positioning of clothing quality and image, can we have a reasonable price positioning, so that we can form a reasonable price image in the minds of consumers.

　　 Three establish channel image

The complete sales channel is intermediate marketing plus terminal marketing. Intermediate marketing refers to wholesale sales, and terminal marketing refers to retail sales. The image of the channel must be built on the basis of the retailer, that is, the image of the retailer is our channel image. On this point, the Internet of clothing has done a good job. Therefore, as a good brand with quality image and price image, the retailer's choice should be a large shopping mall with an elegant environment and shopping atmosphere. If the choice is improper, the brand image of the product will be reduced. It will also cause consumers to question the product brand.

　　 Four establish advertising image

Advertising is a must in the market, but advertising is not necessarily a good market. Selling products is to advertise, but advertising is not necessarily able to sell products. Many of the reasons for this embarrassing result are due to incorrect advertising positioning and improper image. We have to establish an advertising image. There are three controllable factors and an element of control. Controllable factors: one is to choose suitable media to advertise; the two is to invest scientifically in advertising; three, the market positioning of advertisements must be clear. The factors that can not be controlled are the quality of advertisement, the creativity and the level of production. In short, advertising in the market should be targeted. Enterprises should not only dare to invest, but also be good at investing. Only when we understand the demands and make decisions accurately can we get twice the result with half the effort. As a garment industry, an important factor in advertising image is the choice of brand spokesperson. Wenzhou clothing enterprises are well aware of this. Brand spokesperson The choice is better, giving full play to the role of brand spokesmen in expanding brand awareness and brand personality. In particular, the brand spokesperson's participation in brand promotion activities all over the country is very effective in the establishment of brand awareness. The rise of Wenzhou's clothing brand has also benefited from the large group of famous celebrities.

　　 Five establish Promotional image

Promotion is a very effective means of marketing. But it is also a double-edged sword. If it is bad, it will hurt itself. Because brands need to often use some promotional skills in the process of brand building, brands must always consider which promotion methods may damage their image when they are in operation. At present, discount sale is a promotion method that may damage brand image, because "big sale" means throwing the brand into the garbage can.

　　 Six establish Customer image

In the 1970s, a very important marketing theory was born, that is, the positioning theory of Americans Rees and Trout. Since then, products are no longer serving the public, but for some people. This part of people produces a specific "customer image". For example, if you want to think about what kind of shoes Nike shoes belong to, clothing brand operators should take the brand to serve these special people. But the most effective way to do this is to use price leverage. If we want to attract most people's business, we should lower the price threshold. If we want to safeguard the interests of a few people, we will set up price barriers. The price decision comes from the different consumption needs and consumption levels of customers, so the price will naturally separate the crowd and the customer's image will also appear in his own expenditure level. Of course, the product is no longer a "mass service" for the "mass service". It is not a sudden idea of scholars and operators, but an inevitable trend of economic development to a certain stage. The market supply and demand relationship has evolved from single to pluralistic. It has proved that the era of clothing distribution and marketing has arrived and who has seized the opportunity to occupy business opportunities.