How to do positioning marketing for high-end women's wear brands? 0? three

How to do a good job in positioning marketing of middle and high-end women's wear brands In China, most clothing enterprises have many years of experience in OEM production of famous products, and the products can meet the requirements of famous products in quality. Therefore, these clothing enterprises can position their brands in the middle and high-end brands when they are independent brands. How to do high-end positioning? How to do positioning marketing for high-end women's wear brands? 1. After establishing the target consumers, understand the target consumers and similar brands. This requires sufficient market research, referring to what kind of consumers wear high-end brands of international brands, and what kind of more detailed needs and consumption habits these consumers have for clothing. It is necessary to understand the living habits, tastes and consumption habits of such consumers, as well as their satisfaction with the expectations of such goods, that is, to do a good job in consumer psychology. It is also necessary to make a detailed comparison with similar brands, highlight their differences and create their own unique style. Then, determine the core value of the brand. Mid-range brands should be able to show certain emotional benefits, and people will pay more for it. The most basic feature of mid-range brand clothing requirements is equality with consumers. High-end brands have obvious added value, which is in line with the value pursued by consumers. High-end clothing brands are higher than consumer demand, so consumers have a strong pursuit of them. The pursuit of "LV" clothing is a kind of pursuit and yearning for the luxury goods represented by "LV". After that, the brand image design is distinct. Clothing brand is not only a name and symbol, but also a material form with certain spiritual capital. From the perspective of industrial composition, the embodiment of brand spirit and brand marketing methods, personalized design is needed to achieve it. High-end brands require very low similarity between brands, and such clothing brands require higher brand personality and style. Traditional or modern, leisure or formal, vitality or maturity, etc., these different factors can make the brand image clearer. Explore and seek new materials, new technical means and new expressions, such as exploring the relationship between contemporary people and clothing, the relationship between design and production and sales, expressing the latest clothing concept and life experience, and advocating new fashion spirit, clothing culture and visual aesthetics in order to gain consumer recognition. Brand image can also increase cultural competitiveness through name design. For example, "Red Bean" reminds people of the cultural background that "when those red berries come in spring, they blush on your southern branches". Using the names of famous designers as clothing brands can also highlight brand characteristics. For example, the Italian brand "Prada" adopts the name of designer Prada, which is one of the representatives of dignified and rigorous modeling, smooth lines, fresh and natural colors and minimalism. Every time the company launches a garment, it tells consumers a designer's own story. Through the connection between the brand and the designer, conceiving a unique and convincing story for the brand plays an obvious role in enhancing the brand competitiveness. Finally, the promotion of brand positioning is very important. Brand positioning is successful only if it effectively spreads to consumers' minds and occupies a certain position in consumers' minds. Among the clothing brands in China, some brands have formed different ideas. For example, the "Three Guns Tiger" children's underwear launched by Three Guns Underwear in 1996 has successfully found a vacancy in the market, but few people know about it today due to the lack of dissemination efforts and methods. At the beginning of establishing a brand, we should consider how to make consumers feel the brand positioning of "middle and high grade" and make the brand positioning "deeply rooted in people's hearts" through continuous publicity. 2. Brand culture connotation 2 1 century, clothing consumption is not only the competition of styles, but also the competition of brands. Nowadays, there are many styles of clothes, and the differences between different companies are narrowing. Therefore, the important symbol to distinguish the differences is the brand, which makes various explanations for clothing and gives it cultural significance. Clothing consumption is understood by more and more people as a kind of cultural consumption, just like watching movies and enjoying artworks, but not a kind of material consumption. Therefore, clothing consumption is not only a material consumption, but also a cultural consumption. Clothing is the self-expression of consumers and the expression of lifestyle and values. Through the observation and analysis of recognized brands with cultural connotation, it is found that there are three ways to source the connotation of clothing brands: brand culture naturally precipitated by historical evolution, such as Levi's jeans; Consciously create brand culture under the supervision of founders, such as French Chanel and Pierre Cardin; Brand culture is formed through conscious planning and long-term operation. Without a long history of development, garment enterprises in China lack opportunities to accumulate history and culture. However, the development of China garment enterprises urgently needs cultural injection, and the latter two methods are more suitable: consciously establishing brand culture at the beginning of the enterprise's establishment, or consciously planning the brand during the brand development. The specific methods are as follows: arouse the cultural awareness of the target consumers. Consumer groups wearing high-grade clothes and consumers wearing low-grade products have different perceptions of culture. Finding the cultural focus they are concerned about, their life philosophy and aesthetic taste, and consciously close to this cultural focus, it is easier for consumers to produce cultural buzz. Carrying corporate culture. Injecting corporate culture into the brand and transmitting corporate information to consumers, such as promoting "people-oriented" corporate culture, can get consumers' recognition of the brand. At the same time, cultural archives can be established to record the cultural events in the development of enterprises and brands one by one, and publicize them in combination with brands at an appropriate time. Inject designer qualities. Every designer has his own cultural experience. Through the brand with the same name as the designer, he injects his own unique cultural connotation into the brand, so that consumers who are "loyal" to this designer can choose the brand with the same name. Just as people like Pierre Cardin, they also like the brand Pierre Cardin. 3. Brand marketing strategy China's garment enterprises can enter the market from scratch and from low to high through the following three stages: First, guide merchants to upgrade their brands and expand sales. Guide every merchant to carry out brand management and comprehensively enhance the market power of products; And collect, sort out, classify and screen the selection activities of powerful brand merchants in this city, and promote and guide the promotion of brand management of merchants by means of brand reward. Generally speaking, the brand promotion of merchants is the core of market promotion, which enables them to complete the service function of market brand incubator. Then, enhance market integrity. Build brand market with honesty and credibility. After the products have a certain sales volume, we should consider the branding of products and the specialization of services to create a strong brand sales market. The key to shaping the brand market is to extract the core value of the brand and give it a sense of value. It is necessary to give the brand market unique personalized service, which is different from competitors in the same industry, and effectively communicate and connect the brand's personalized proposition with consumers. It is necessary to strengthen the dissemination of market value, use the principle of integrated communication, integrate resources and unify the theme. Finally, shape the brand market. After a long period of promotion, the popularity and reputation of products have been rapidly improved, and the market share has been greatly improved. Offline merchants and consumers are full of confidence in the quality of products on the market and gradually cultivate a large number of typical customers. While believing in the unique value of the brand, they love and follow the personalized service and development of the market, which has led to a large number of second-and third-tier markets' desire to buy in season and rapidly improve brand loyalty. At this time, the most important thing is to maintain the brand and improve the service consciousness in management. Original address of this article: This article comes from China Women's Wear Network: To learn more about brand marketing, please pay attention: You may also be interested in the following article: If you need the power of enemy brand marketing, who will control the brand? Some strategic thoughts on China's clothing industry: Why can't China women's clothing brand become an internationally famous brand? Nine "fulcrums" should be grasped in online marketing of women's clothing enterprises. What is the internal reason why domestic women's clothing has become a "foreign brand puppet army"? Women's wear marketing: an analysis of the implementation scheme of network brand strategy