Interpretation Of Brand Management Rules For High-End Apparel Brands

There is no doubt that Chanel's name is loved by women.

In the process of marketing such a small T-shirt, marketers ignore a key factor: goods must be consistent with their brand ideas, otherwise it is just a brand logo.

The real high-end clothing brand must be consistent and worthy of the name.

If the two are out of touch, the brand of advanced clothing will join the brand in the same fashion.

When the high-end clothing brands join in the brand retreat, no longer adhere to the high-end brand strategy, that is to encourage consumers to buy fake products.

They sell not products, but the last halo of the brand.

From the perspective of short-term interests, large sales volume and issuance of franchise licenses, expansion of brand products and increase of business varieties are all more effective strategies.

But the result of this is the democratization, popularity and rapid commercialization of the high-end clothing brand, while the advanced clothing brand should keep a certain distance from the public, so that consumers enjoy the privileges of the privileged class.

Lessons learned in this regard

It was very profound. When San Laurent founded his brand in 1962, he was only 26 years old. He was already very famous at that time.

His talent made Gabriel Chanel, the chief French designer of France, regarded him as her heir. (CocoChanel)

San Laurent reinterpreted the concept of modern fashion.

He was the first to manage.

As a serious business operator, it is also the first batch of people who promote sales growth through brand registration.

Saint Laurent produces a large number of products, from the cigarettes of Saint Laurent to the $125 of Saint Laurent plastic shoes sold in the Tokyo subway. This strategy finally destroys the brand of Saint Laurent.

The design of nine different shops around the world, the lack of coordination of the various brands of mass produced cheap goods, further shattered the brand's unified image.

In the early 1990s, some advanced

The sharp reduction in the price of this brand made it quickly overtaken by brands such as amni, Chanel and later revived Gucci.

The strategic error of Saint Laurent has led to a slump. Finally, it was only after the image acquisition was reacquired by Gucci that it returned to the peak of fashion.

As a luxury brand, its management has its own characteristics and rules.

For example, through price, monopoly and other sales methods and detached aesthetic interest, obstacles are set up for uninvited guests.

It is the ideal clothing that all ordinary women dream of but only for a small number of women.

The dialectical relationship between the inside and outside is also reflected in the media.

Brand recognition is much more important to strengthen the high-end clothing to join the consumer than the actual sales.

The huge gap between the number of people who know the brand and the number of the actual consumer brands is the key to the great charm of luxury goods.

The popular clothing brand is the opposite: expanding popularity and encouraging consumption rather than restraining consumption.

Because of this, Chanel sells a small eardrop for up to 900 yuan, while the price of the Hermes scarf is as high as 1000 yuan or even several thousand yuan.

On the contrary, we can not maintain the interests of customers without restraining consumption.

Although modern society is a democratic society, people still have to rank, position and stratum.

Once the supermarket shelves are placed on top brands, the difference does not exist.

In France, for example, a large number of handbags in Vuitton affect their reputation as a luxury brand.

Similarly, Chanel's T-shirt sales are far larger than expected.