How to locate clothing brands?

In the process of creating a new clothing brand, the problem of brand positioning will definitely be touched.

The so-called brand positioning is to print the brand into the minds of the target audience and occupy a favorable position.

Clothing brand positioning, focusing on spirit, culture, ideas, attitudes, viewpoints, value propositions and so on. , focusing on the virtual level. However, only the virtual level is not enough, but also the real level to support, such as design. The style and tonality of fashion design should be consistent with the style advocated by its brand.

The clothing industry is relatively mature, and high-end brands are almost the world of international brands. Domestic brands (in fact, many brands are not strictly brands, but only famous brands) are synonymous with mid-range or low-end brands. Judging from the reality of the domestic clothing industry at present, its advantage is still the advantage of production technology, not the advantage of brand operation and marketing. The gap between the latter and foreign countries is too big.

Clothing industry can be subdivided into many sub-categories, such as men's wear and women's wear; In men's wear, it can be divided into formal wear, casual wear and sportswear; In casual wear, it can be subdivided into personalized men's wear (made by seven wolves), business men's wear (represented by Li Lang) and sports casual wear.

Clothing brand enterprises are mostly entities with a certain sub-category as the main brand, such as Youngor mainly shirts, magpies mainly suits, Boston mainly down jackets and so on. For a small and medium-sized clothing enterprise with a start-up brand, trying to produce multiple sub-categories and start the brand as soon as it is launched has the disadvantages that the enterprise resources are too scattered and the key points cannot be grasped.

Therefore, only by choosing a sub-category or creating a sub-category and establishing brand positioning on this sub-category can we have solid support.

Choosing a certain sub-category can't be decided by patting your head. On the basis of investigation, we can understand the consumer demand trend and combine the enterprise's own resources to make an accurate judgment. Ear stud design

As we all know, there is a great shortage of fashion designers in China, and there is no designer's personal brand. Local clothing brands are not the works of well-known designers. There are two ways to solve the designer vacancy. First, business owners personally play the role of designers' mentors to guide professionals in other banks. Because of the advantages of extensive knowledge, broad vision and rich experience, business owners often have a good grasp of the pulse of the market, while domestic local designers often lack a full grasp of market demand and fashion trends, so it is difficult to get on the right track. Although this situation has improved at present, it is still far from the requirement that designers become the soul of a clothing brand. Leading brands, in particular, are basically centered on designers and lead the trend with creation.

Second, with the help of the team of designers, the collective wisdom is brought into play, and through the conventional practices in the industry such as buying editions and revising editions, it is in tune with fashion trends and has a unique brand style.

Clothing brand positioning is closely related to design. Brand positioning cannot be divorced from the reality of design. For example, the positioning in top clothing brands requires top designers to lead the overall design of brand clothing, while the positioning in casual wear brands requires the support of casual wear designers. Conversely, designers should also be consistent with the positioning of the brand. For example, the positioning of this brand is sportswear, but the designer's design style is weird, alternative, too avant-garde and not suitable.

Therefore, before clothing brand positioning, we must fully consider the link of design strength and pay attention to the matching of design resources and brand positioning.

3. Study the target consumers

Step 4 study competitors

Clothing brands will always have two kinds of competitors, one is competitors of different brands in the same category, just like Nike, Adidas and Li Ning, which are competitors of each other. Second, the competition between the category represented by the brand and other categories or the relationship between them. For example, due to the trend of leisure and sports, consumers' demand for casual clothes and sporting goods has increased, while the demand for formal clothes has decreased accordingly. In recent years, the market demand for formal attire is decreasing. The competitor research referred to in this paper mainly refers to similar competitors. The competitive relationship between categories is greatly influenced by external forces and is basically out of control.