The formation of a brand, on the one hand, must have excellent corporate management to win the market, on the other hand, it also needs corporate culture accumulation to accumulate a sense of heavyness. By improving product quality, expanding product categories, and providing corresponding post-sale protection systems with brands, the integration of national culture into brands is the right way out for domestic apparel brands, and is the only way for local brands to succeed.
1. Brands with independent intellectual property rights. Chinese brands continue to face obstacles in the world: brand influence and brand culture are not as good as people; brand innovation and independent research and development capabilities are not as good as people; brand quality and brand recognition among professionals is not as good as people. First of all, to win the people's favorite, and then gradually to the international market, take a self-dependent intellectual property rights system of self-growth, can help to succeed.
2, clothing design should pay attention to the unity of style and originality. Foreign well-known brand clothing focuses on the overall design concept, uniform clothing design style, has its own exclusive designer, and launches new products every quarter, both innovative and able to maintain the brand's own style. The domestic brands tend to follow the trend of famous brands in the world. There are more plagiarism components and do not form their own clothing style.
3, to improve the sensitivity of fashion. The advantages of foreign famous brands in competition depend to a large extent on the grasp of the world's fashion trends. With the acceleration of the speed of information dissemination, domestic consumers, especially young people and groups with high propensity to consume, are paying increasing attention to fashion trends. And willing to follow the international trend is the main force of brand apparel consumption. Practice has proved that this group is familiar with international brand-name clothing and is quite familiar with international fashion trends, but domestic brands do not have any influence on them.
4, a variety of channels to promote clothing brands. It is a common practice for various clothing manufacturers in China to use the image of the celebrity as the spokesperson for the brand. The celebrities are filled with television advertisements and street posters. The promotion methods of foreign brands are more. Firstly, the clothing of foreign brands has a relatively clear positioning of consumer groups, and the promotion methods of target groups are also different. For example, Jean-westers focused its promotion activities on sponsoring young people's favorite activities, such as hosting the nation’s first extreme sports competition.
5. Strengthen the construction of clothing marketing network. Whether it is the form of franchising or direct operation, the domestic brand apparel marketing network is relatively thin, and there is a gap in brand coverage and number of stores. And foreign famous brands such as Zegna often take the form of direct-operated stores, establish their own marketing system, ensure the synchronization of clothing sales, so that they can also get timely market feedback and improve products. For example, in Esprit's women's clothing outlets, there were more than 600 outlets in 2003, and there are more than 700 chain stores and franchise stores in T-shirts. The marketing network of “Younger†in domestic brands is doing a better job. Its marketing network exceeds 300.
6. Improve marketing capabilities. Some domestic companies lack experience as a whole and have poor marketing execution capabilities. They often spend more money and do bad things. For example, in the summer of 2003, the casual wear manufacturer “Seven-Sky Wolf†spent 4 million yuan to sponsor Real Madrid’s activities in China. It was originally a good campaign to promote its own brand, but it did not achieve the expected results. After the first activity in Real Madrid China, the company did not have follow-up propaganda, making this event completely a short-term behavior. What's even worse is that in the advertisement of the image of the Real Madrid team used by the seven wolves, the Real Madrid players wore Adidas's jersey, which undoubtedly advertised for others. This negligence will undoubtedly have a huge impact on the entire event. This event has no continuity and will not be able to enhance the brand image.
SHAOXING OCEAN CO., LTD , https://www.sxgarments.com