Clothing Brand Positioning Is An Important Guideline For Brand Management.

In the past two thousand years, Chinese clothing brands have sprung up and sprung up. YOUNGOR, Shan Shan, Ji Xi bird, Luo Meng, Deng Hao, Tian Yi, O Bo LAN Na... These clothing brands, relying on their strengths and strengths, have gradually gained a firm foothold in the market, occupied a part of the market share, and owned a group of loyal consumer groups.

As we all know, for the clothing industry, the real brand is winning and image is king. Brand is the magic weapon to win in the market. What are the problems that Chinese clothing brands still have in marketing?

The following is the author's concern over the marketing of clothing brands for many years.

Brand is like a market and operates according to its objective laws. Any product, if you want to build a brand, must consider 4 factors: product, price, channel and promotion. In the product segment, we should first consider positioning. One thing I would like to mention is the early positioning of Chinese clothing brands. It includes not only the positioning of clothing styles, but also the positioning of strong target consumers.

Take the women's wear brand as an example. Most women's brands will position their strong target consumers for 25 to 40 years old white-collar women. Because the women of this class have rich income, pay attention to the quality of clothing, have regular buying habits, and have a good reception ability for medium and high prices. Therefore, many businessmen have set their sights on this group. As a result, all the shopping malls and counters looked up, almost all of this age fashion. Newly born college students often worry about not buying clothes when they enter the workplace. People over the age of 45 also worry about not buying clothes. Somatotype and fat people will also face the same problem. In this case, we call it the positioning of target consumers.

The phenomenon of "disconnection" not only aggravates the fierce competition in the industry, but also makes some consumer groups unable to meet consumer demand, and will build a freak consumer chain.

So how can we avoid the phenomenon of positioning and breaking? In this regard, we should learn from foreign experience, segment the market and subdivide consumption groups. A brand has several series, such as: x x brand, has a "girl sentiment series", there will also be a "golden autumn charm series", multiple series meet different levels of consumer demand, expand market share, and then get rich market profits.

Besides, I want to talk about the clothing brand. Promotion Throughout the domestic clothing brand, advertising has done a lot, but the form of promotion has been very simple. Discount is regarded as the only magic weapon for clothing brand marketing. The new season's new clothes do not sell at a discount, and sell for a month or so. They start to play twenty percent off: they will start playing forty percent off in a month, and eighty percent off in the last season. The form of sales promotion is single, which can not cause consumers' concern for a long time, and the loss of consumption pleasure. Over time, consumers will be the cheaper ones to buy. Brand loyalty As a result, market share is unstable.

The arrival of the era of commodity economy has determined that we must make sure that we break the traditional mindset and break the fetters of brand growth. In a dynamic market environment, we should fully grasp the early positioning of products, enrich the forms of sales promotion, increase the consumption experience and enjoyment of the products, and do our utmost to make our clothing brands proud of their peers in the fierce market and get a huge profit from market returns.

So-called brand positioning That is, the impression of the brand into the target audience's mind, occupy a favorable position.

Clothing brand positioning refers to spirit, culture, idea, attitude, viewpoint, value proposition and so on. However, only the virtual level is not enough, there is still a need to support the real level, such as design. The style and tonality of dress design should be consistent with the style advocated by the brand.

The selection of a sub category can not be decided by patting the head. Based on the investigation, we should understand the trend of consumption demand and combine the resources of enterprises to make accurate judgments.