How Can Chinese Independent Designer Brand Enhance Their Competitiveness?

Since the reform and opening up, the brand of Chinese local fashion designers has gradually risen. Whether the style, style or brand idea is being pursued by the younger generation.

However, there are also many problems such as the misalignment of brand positioning, the contradiction between individualized design and industrial production, and lack of management experience. In view of the current development dilemma of independent brand designers in China, the following strategies are put forward to enhance their competitiveness.

1, brand DNA is the core competitiveness.

Brand DNA is not only the positioning of brand style, but also the way to identify brand characteristics. Insisting on brand DNA is a necessary condition for brand building.

For example, Holland designer brand Spijkers en Spijkers is known for its highly recognizable architectural elements and unique colors. Even if its LOGO is removed, consumers can quickly recognize the brand.

The designer brand must have an attitude towards fashion, adhere to the localization design, develop the original classic (including classic elements or colors) into a brand DNA, and integrate it into the design of the quarterly product, so that it will last forever.

2, cross-border cooperation is the extension of brand value.

For designer brand, crossover has become an important way to enhance brand awareness.

The new generation independent designer brand can enhance the brand culture and expand the customer base to bring about performance growth by organizing art exhibitions, cross-border fashion shows, and co operating with artists.

For example, Ader error, a Korean niche designer, has launched a joint series with illustrators and photographers from around the world. It has attracted the attention of a large number of Korean first-line stars in only two years.

3, experiential marketing is the main direction of today's retail pformation.

Nowadays, the demand for service is becoming more and more severe. Under the scene, "Scene triggered shopping" has become popular.

This sales mode creates a concept of life oriented layout based on the customer life unit, creating a living unit and constructing a life scene. It not only satisfies the designer's brand consumers' pursuit of limited and limited consumption habits, stimulates their purchase, but also tests the acceptance of products with the lowest original product, and puts the product and brand idea into the hearts of consumers to enhance the brand's popularity.

4, seize the trend of the new generation consumption and win the future consumption

The millennial generation has become the backbone of China's consumer market.

In view of the characteristics of their consumption behavior, the independent designer brand should pay attention to the following trends: (1) the target audience pays attention to self expression, personality and customization become a phenomenon that can not be ignored in the consumer market; (2) consumers are increasingly advocating diversified consumption mode, and the full channel consumption of online and offline integration will be the mainstream of development; (3) the new generation of consumers pursue themselves, and at the same time, have a strong sense of collectivism, and the brand should strengthen interaction with consumers, giving birth to the "community economy".