How to run a clothing brand? How to make the clothing brand bigger and stronger?

Brand innovation, means that with the changes in the business environment and consumer demand, the connotation and expression of the brand should also evolve and change to meet the needs of social and economic development. The brand should constantly update the expression and angle, in order to make their own brand is always distinctive, always make people flawless. It is human nature to hate the old and like the new, and any brand that is not often maintained, not injected with new elements, not taking into account the changes in social development, it is easy to lead to brand aging, and after a long time, it may be forgotten by consumers. Case study: Gallup has done a comprehensive consumer survey for Li Ning brand, the results show that Li Ning is facing serious brand aging problems, mainly in: 1, the target consumers are not clear. Li Ning company management positioning of the target consumers are: between the ages of 14 and 28 years old, students, mainly in large and medium-sized cities, love sports, advocate the new fashion and international trends. However, the core consumers who really buy Li Ning brand sporting goods are between the ages of 18 and 45 years old, living in secondary cities, middle-income, and are not heavy consumers of sporting goods. 2, the brand faces the danger of being forgotten. Brand loyalty is high, but the loyal consumers are the generation that worships Li Ning, the younger generation doesn't know who Li Ning is, and Li Ning brand is a diaphragm of the fashion that the new generation is chasing.3. The personality of the brand is not distinctive. In the eyes of real consumers, the personality of Li Ning brand is linked with the image of Li Ning himself, is the affinity of the nation, sports, honor, is not a young, fashionable brand personality that Li Ning has been striving to build in recent years. In short, Li-Ning's brand has fallen into the predicament of unclear market segmentation and product boundaries, brand aging, and the need for transformation. Thus, a brand movement with the theme of everything is possible began. Second, must focus on brand story modern brand must have a story, and must be able to tell a story. Brand story is the best soft advertising, no story of the brand is mediocre brand, it can only represent a logo, a symbol. We will find that internationally renowned clothing brands are not just selling their names, but telling the legend behind their names; in our slow acceptance of their long history of culture, to understand their beautiful brand story, we will unconsciously feel as if wearing the clothes to enhance our social status, enhance our confidence, and even some of the impossible things have also become a turnaround. This is the miracle brought about by famous brands. That is why we like to buy and wear famous brands. It is because the chicken will crow and make publicity after laying eggs. Over time, there are only eggs in people's conception and duck eggs are forgotten. The traditional Chinese wine is not afraid of the deep concept of the alley in today's society does not work, we have to do a good job in the quality at the same time, learn to yell, so that more consumers to understand your brand. Third, to do a good job of personalized marketing can also be called custom marketing services. American Consumer Association President Ira Matasha said: we are now from the past mass consumption into the era of personalized consumption. The president of Atram said: customized marketing is new today and will become a common phenomenon tomorrow. We may have seen such customized shoe stores or clothing stores, but rarely have we seen such services from big brands. Consumers can only choose from what is available, and can only choose what is closest to their ideal product. In the era of personalized consumption, who can make consumers satisfied, who can produce the products that consumers want the most, who will be able to occupy a place in this brand-ridden mall.