If You Mention Clothes, What Brands Will You First Think Of?

In recent years,

Has been in a low ebb stage, pformation to inventory become the primary task of the apparel industry, in the Internet + background, many clothing brand enterprises are struggling in 2016, if you mention clothing, which brands will you first think of? France's Chanel? LV? Dior? Or the British Burberry? Or the NIKE of the United States, Germany's Adidas? Perhaps the Spanish ZARA. Japan's UNIQLO, but is there a Chinese clothing brand will react at the first time?

Establishing brand community and providing humanized service

Nowadays, consumers are gradually becoming mature and rational, and they begin to pursue the fashion, individuation and diversification of products.

For brands, we should not only capture these new needs of consumers, but also need to form a brand of fans (consumers) communities, so as to understand their needs and trends in real time, which will effectively promote interaction and communication between consumers and brands.

At present, for many brands, the community is just a number, but not a real meaning. How to excavate the value of the community has become the core of the brand. We saw the success of millet, we saw the success of Luo's thinking. I discovered the success of Papi sauce in recent years. Their success is more or less inseparable from the contribution of the community. So how can we create such a successful community in the clothing industry?

I think this is inseparable from the humanized service, understanding your community members, doing things and services that your community identifies and cares about. For example, there are many luxury brands in the world. Every year, many fashion week or new product launches are held. Every activity can be described as a global focus. Why? Actually, these brands are attracting more attention and participation from fans and consumers with more humane and humanized activities, rather than just blocking a cold, tall brand.

What consumers need is such a brand with temperature, capable of understanding and building common values.

Cross boundary cooperation

In the era of Internet Interconnection, borders and barriers were quickly broken.

The new connection mode, the new scenario paradigm, redefines the future life map and business ecosystem.

In the era of consumer change, brands are more likely to generate speculation and awakening.

Mao Jihong, the founder of the clothing brand, Fang culture and YNOT brand, said that any clothing brand needs to provide a new value. It may need to redefine it every day, because the market is changing every day, and the world is changing every day. As a brand, we need to remain introspective.

Cross border cooperation has become a brand of strong heart, and through the breaking of the territory, it has injected more fresh blood and hope into the brand.

For example, in LV's latest "Series 4" advertisement in early spring 2016, the world's largest luxury brand has a new spokesperson, no longer Anngelina Jolie, Scarlett Johansson, Madonna, nor is China's Fan Bingbing, but the virtual role thunder of the Japanese series game final fantasy. LV's move is to create a more contemporary brand image by combining the brand with young people's subculture, and at the same time, adding more fresh vitality to the traditional luxury brands.

Value innovation drives brand upgrading

For the clothing industry, it is especially necessary to have "craftsman's heart", from the perspective of consumers, and ultimately to the product itself, through the continuous innovation of products, so as to enhance the brand's popularity and reputation.

At the forum,

Fang Jianhua, founder, pointed out that products are always "1", and services, experience and channels are constantly adding "0" processes.

If we do not do "1" well, we will still end up with "0".

In fact, products are part of the service, and soft services are also part of the product.

On this basis, China's clothing industry needs to constantly adapt to the changes in the consumer market, re recognize itself, excavate itself, recognize the market and explore the market, thus forming a new brand development mode and producing more value.

Gao Min, chairman of Han Bo international, pointed out that by integrating the local history and culture, we should create a new trend of Oriental world instead of simply imitating the trend of Western world. Only in this way can we create a larger space for the development of Oriental brands.

The process of brand value innovation requires not only "internal strength", but also "external merit". "Internal strength" is the upgrading and innovation of self products. "Foreign skills" need to conform to the development of the market and take consumers as the core orientation to create the brand that consumers need.