Misunderstanding And Core Advantages Of Clothing Brand Construction

Growing confusion

At present, enterprises entering the clothing brand can be roughly divided into three kinds:

1. Production oriented, private and private enterprises engaged in OEM processing and wholesale production.

Brands, such enterprises in the pformation process, the first confusion is the change of system and concept, many new clothing brands hope to "airborne troops", with the help of professional managers to complete the pformation of the system, but at present, the domestic professional managers market conditions are not yet fully mature. On the one hand, professional standards and personal integrity of professional managers often make enterprises doubt. On the other hand, enterprises lack the employment mechanism, dare not easily decentralization, the majority of professional managers are limited, and there is no platform to display their talents. Due to the obstacles of ideas, many enterprises have various functional departments of marketing on the surface, and in fact, they are still making simple sales.

Two, sales oriented, companies engaged in retail and agency pformation do dress brands. These enterprises have many years of experience in clothing brand marketing, and they know best about market conditions. Their understanding of "follow the wind" and "clone" can be grasped accurately and closely follow the pace of guiding brands, and more than ten kinds of "explosions" can be launched every year. The most perplexing phenomenon of such imitation shows is that they always can not form their own brand characteristics. Their brand image is always ambiguous, compared with the guiding brand, "shape" but "God" is not the same.

Three, knowledge-based, designers and capital combine to turn to dress brands. The biggest confusion of these enterprises is that designers and brands are difficult to integrate into one. Enterprises are willing to invest heavily in hiring designer. But clothing consumers do not buy and can not create business profits for enterprises. As a result, the two sides are mostly dissatisfied. The ultimate goal of clothing design is to meet consumer demand. It is not enough to just produce concepts and fashion shows.

Design is the core of brand growth. It is difficult for designers to adapt themselves to the needs of different consumption levels alone.

Misunderstanding of brand image building

One of the misunderstandings is to confuse famous brands with brands, and mistakenly believe that products with high popularity will sell well.

Famous brand is the product name of high reputation, so long as the high advertising cost can start a famous brand.

Brand is the comprehensive embodiment of product popularity, reputation and loyalty. It has a cultural letter; brand is supported by the number of times of explosion, and the brand is spread by word of mouth.

Misunderstanding two: VI visual image recognition system as

Image.

Enterprises are willing to pay a lot of money, ask for image spokesperson, decorate shop front, and take an advertising picture album. These VI visual images are important, but the brand image is not only that, but also includes MI and BI. Among them, brand culture and core idea are the soul of brand image.

Misunderstanding three: think that the best product quality is brand and advertising creativity.

Clothing is a fashionable body packaging, and the quality of the product is good. It needs the public to accept. Good advertising creativity will make the brand image shine brightly. But if you are too superstitious, the power of advertising will make your brand become a young childhood that can not grow up, lost in the tide of the market.

Misunderstanding four: lack of a clear brand image

Position and image change at will.

The formation of brand image is a process of continuous accumulation and precipitation. Once the prototype is formed, it should not be changeable, and we should seize the mainstream and constantly improve it.

Misunderstanding five: lack of systematization and standardization of brand image building.

Brand image is a systematic project. After initial establishment, brand image should be implemented in an all-round way, and it will continue to standardize.

Misunderstanding six: lack of brand names

To enhance two-way communication with consumers.

After a period of time, the brand culture of many enterprises is lagging behind the trend of the times. It needs to inject new cultural connotations and synchronize with the times.

The core advantages of building brand image

The core value of a brand is the fundamental driving force for the development of an enterprise. The core strengths of a brand should be started from three aspects.

1) start with refining brand culture and image engineering.

Conforming to the image orientation, we must understand the fashion and consumption psychology, and so on. At present, many brands are located in the elite culture of "struggle, struggle, be strong, be king, and dominate". In the era of surplus economy and rational consumption, this "shouting" advertisement positioning lacks humanistic care and has a distinct brand of the times. It is difficult to summon much power. The key is: our clothing is sold to thousands of ordinary consumers, not just the elite; in the dissemination of cultural concepts, there is a lack of selling points and coherence; the cliches and bluffing are the most important ones; the "puffiness" in brand culture will make enterprises waste huge amounts of money in brand promotion. A nation without culture will not be strong. The brand without culture is difficult to survive. Brand culture is the soul and core of an enterprise.

2) start with consumer demand and focus on product development.

The ultimate goal of clothing brand enterprises is to develop products that satisfy consumers' satisfaction and provide the best service.

However, many enterprises do not hesitate to pay a lot of money to decorate the store image, ask the image spokesperson, but lack the research on terminal consumer behavior, do not know the demand of consumers for clothing. From the aspect of product development, designers follow suit is not a permanent solution. They must go to real life to find creative elements, observe the preferences of consumers, learn to analyze sales data, analyze the influence of folk psychology and regional culture on consumer behavior, etc.

3) start with optimizing channels, and seize the terminal network construction.

At present, the mainstream of clothing brand channel is franchising. When standardizing the network, we should focus on the key points, first pilot, step by step and step by step promotion. If the quality of the network structure is not good, it is difficult to escape the pain of rectification. After the network is built, we must increase investment in all aspects and work together to safeguard, and finally we should establish a partnership of "making progress, making profits, sharing honor and sharing hardships".

4) start with improving marketing quality and grasp team building.

Without a good marketing echelon, it is impossible to build a good brand. First of all, brand building is ideological construction.

The biggest obstacle to franchising at present is that the terminal control is weak, and it is difficult to interact with the headquarters policy. The general agent's financial strength, pioneering ability and comprehensive quality determine the quality of the entire marketing network. Therefore, we must unite and train a group of elites in actual combat and establish a good marketing team, which is of great strategic significance to brand growth.

In short, the confusion and blind obedience of the growing clothing brands are rooted in the deep foundation of the brand, outdated concepts and backward marketing methods. In the process of brand marketing, many managers lack experience and lack of management, and are still at the initial stage of learning. The competitive rule of the fittest makes those enterprising entrepreneurs stand out, while others will be ruthlessly eliminated. Therefore, we must seize the opportunities, innovate and keep pace with the times.