Clothing Clothing Brand Strategy Planning Has Laws To Follow

In recent years, the mergers and acquisitions of apparel enterprises are becoming more and more fierce. Many world famous apparel enterprises are undertaking cross-border mergers and acquisitions with the opportunity of thunder and lightning to realize diversified brand management, seize market share and carry out industry consolidation.

Because the famous international clothing brands have a long history and deep cultural accumulation, brand extension and brand development are difficult to create a large number of internationally famous brands in a short time, so they can only be achieved through mergers and acquisitions.

When

When adding products or entering new industries, brand diversification will be involved.

Centralization and diversification do not have absolute advantages or disadvantages in themselves. The key is to make appropriate choices based on specific circumstances.

Therefore, clothing enterprises should carry out a detailed assessment of clothing brands and fully understand consumers' brand awareness.

Meanwhile, we should also consider the resource conditions of clothing enterprises, so as to make prudent determination of brand extension decisions on this basis.

Brand expansion refers to a well-known enterprise.

Expand to completely different products, that is, the process of launching new products with existing successful brands.

Brand expansion can promote new products to quickly occupy the market, reduce the cost of entering the market, and expand the market influence of the brand.

There are mainly three ways to expand the brand:

Brand franchising, that is, the franchisor of the clothing brand, gives the brand owner the brand, the product, the patent and the know-how, the business mode and so on in the form of the franchise contract. The franchisee will engage in the dress management activities according to the unified business model (such as unified store design, service level, product promotion, operation process, etc.) and pay the corresponding fee to the franchisor.

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Since the beginning of 2014, the development of counter trend growth has been frequent. The implementation of multi brand, all channel and platform strategy is not excessive.

Last year, he searched for 57 million yuan to gain the right to operate high-end women's clothing ELLE, and to increase the amount of clothing brands such as "Mai Mai", "Hei world" and "Yun simu". In March this year, we invested 324 million in strategic investment in Huimi group, and we also invested in the comprehensive mobile sales platform for the daily development of micro net and mobile Internet shopping.

Then, in May, in the way of combining the existing shares and the subscription of new equity, the search company invested 50 million yuan in the strategy of raising funds to invest in the research area, and subscribed 19 million 980 thousand yuan for the trade.

From this series of capital movements, it is easy to see that the search for special breakthroughs and embrace the Internet is urgent.

In search of special aspects, it has also made clear that through the capital operation and the integration of industrial resources, we will build the "fashion FMCG Brand Ecosystem" from offline to online, from low-end to high-end, and from domestic to international.