How to do brand promotion in clothing industry? Just follow the following points:
First, consumer positioning.
Brand positioning should start with the positioning of target consumer groups, that is, to understand the real psychological needs of customers. Under the modern market conditions, consumers' needs are diversified, large in number and widely distributed. It is impossible for any enterprise to meet the requirements of all consumers in the market with its limited resources. It is the most basic premise of modern marketing to provide products or services with their own advantages to specific consumer groups in the market through market segmentation. The first is geographical subdivision. Geographical segmentation is to divide the market into different geographical regions. When modern enterprises, especially large multinational enterprises carry out transnational or cross-regional marketing, regional differences are more important to the success or failure of marketing.
Second, the quality positioning
According to the market research and the core value of the brand, the quality level of products can be divided into high-quality, mid-range or low-grade. Some internationally renowned luxury brands are famous for their high quality, and their product quality standards are very high. For example, "American Weekly" once reported that there was a test room in the basement of lv Paris head office, and the leather bag filled with more than three kilograms of heavy objects was repeatedly lifted by the mechanical arm for four days; The testing machine responsible for zipper opening and closing has also opened and closed the zipper as many as 5 thousand times. Through market research, we can see that domestic garment enterprises have different requirements for domestic and foreign products, and they have high requirements for the quality of foreign products. To give the simplest example, for example, foreign customers require that the buttons on children's clothes must reach the tension stipulated by the standard to prevent children from pulling off the buttons and putting them in their mouths.
Third, design orientation.
The design of clothing products is very important, and the core values of some brands reflect the design orientation of this brand, such as: elegant, concise and exquisite style, and the design style of a brand is the latest fashion sense in the classics; Some of them are famous for their fickle design concepts, full of indulgence, coldness and sexiness. Wearing it is like a guardian angel in the dark.
Fourth, channel positioning.
The sales channels of clothing products are agents, franchisees and chain stores. In order to adapt to brand development, enterprises should design sales channels for brands. It doesn't mean that after a brand garment is produced, the company will use all the sales channels to sell it, which may maximize the benefits in the short term, but in the long run, it depends on whether these channels conform to the core values of the brand and whether they can maintain the brand image.
Verb (abbreviation of verb) brand recognition and positioning
Brand recognition is formed through visual recognition such as words, graphics, symbols and colors, as well as association and personality. It is the combination of customers and employees' experience through product and marketing communication, and finally forms their cognition and feeling of corporate brand. Brand recognition is the self-brand image decided by the enterprise itself. To become a brand image recognized by customers, we need to carry out active and unified brand communication activities with customers through products and services, employee participation and various marketing activities, and transform the standardized visual symbols, associations and personalities of enterprises into brand recognition that can meet customers' expectations, values and various interests.
How to do brand promotion in clothing industry? In the initial stage of brand building, we should sow the seeds of brand ideas, that is, the so-called brand genes, brand positioning and slogans, which belong to the establishment of the parent part of brand strategy. Therefore, it is impossible to play a significant role in promoting sales in a short time, but this process is to lay the cornerstone and direction of the brand development route and become the soul of the brand, otherwise the brand will be scattered and lost in the future development;