Easier said than done, clothing enterprise brand operation of these basic construction you can do a few?

See a clothing company in the public platform to explore how to do brand programs and strategies, there are many people give a lot of methods and answers. But I think the first thing to do is to have an objective knowledge of brand operations. Branding is a study but not a discipline. Many people speak up a lot of concepts and methods. But specific to the actual enterprise brand operation and management, can not read from the book. The key is to have a combination of the actual situation of the enterprise's current targeted strategy and approach. Although the strategy is a directional issue, but the specific tactics and implementation to reflect the effect. Brand strategy is not sitting in the office reading books or patting the head to plan out, but in the implementation of a variety of effective tactics to refine and continue to implement out. Although the real situation of the enterprise will not be presented in the public platform, but some of the basic ways of the industry are still similar, the difference is that the degree of implementation is different. And the content presentation varies from brand to brand. Below I will take the previous experience as a brand promotion director of the apparel group, talk about some of the key points and experience in the clothing industry to build and promote the brand: brand building in the clothing industry is different according to different categories. Men's clothing, women's clothing, children's clothing promotion methods are very different. Category points, business, leisure, home, underwear and other channels and promotion strategies are different. In my experience, if it is a women's brand, the overall strategy from the big, or the main victory in the terminal, product design, consumer-facing details of communication services to build the brand, rather than men's clothing as more appealing to the overall image of the brand advertisement dissemination. To put it bluntly, the women's brand is mainly in the goods, men's brand is mainly in the logo. Women's brand building is not just a matter of visibility, not through short-term publicity overnight. There is a need for a lot of solid groundwork and methodology, I simply summarize the following points: 1, product and promotion of the theme of design: compared to other products, clothing is the fastest product in the design of the most updated changes. Therefore, the brand recognition and loyalty of clothing should first be carried out for the Wing design and experience. Simply put, the more your customers experience, the stronger your brand building. However, the design of branded apparel is not random, there must be product line planning and updated themes for each season. This is an important part of brand content continuity. And currently most small and medium-sized clothing enterprises do not combine brand promotion to do. Just pure clothing style design, group a number of goods to sell, without importing the concept of market popularity, there is no substance of the promotional content. Brand building products and promotion should be one, clothing brands sell not only styles, but also the corresponding products and promotion of the theme, in order to form an overall atmosphere. Therefore, at the beginning of the product planning in this regard, the need for concept series. This is not only the design of fabric styles, but also trend-led movement. All these ideas and creativity can be applied in various media channels to distribute and promote. Promotion from the product itself is the most creative way of brand IP influence. However, these creative design themes can not just be the designer's inspiration, but also with the season's market environment and fashion trends to adapt and combine. In the end, the core of apparel branding still lies in design. Only constant high quality design and fashion innovation, is the fundamental fashion brand building. 2, the basic promotion material: clothing promotion of the basic common material mainly includes: advertising photography pictures, copywriting and short videos. At present, most of the small and medium-sized enterprise brand the main problem is that these materials have, but no outstanding. Basically, they are all "line work". It is a thousand and one, template set of shooting display. Consumers look at the inner no ripples, are a sweeping, no impression. Now each industry is a variety of "line work" of the supplier, each other than the price, vicious competition. The main reason for this state of affairs is that the enterprise party does not have a sense of innovation, do not understand the planning, no ideas and ideas, simple imitation, no standards and requirements for suppliers. Only to go through some of the excesses and processes. Decide to promote the quality of the material is the key to planning, enterprises need to be able to lead the product design and promotion of the design of the planning of a person or team. You need to be able to choose the right suppliers and define specific objectives and requirements for them. After completing the production and collection of material, the combination of these materials together can become a series of media, public number tweets, and it is best to appear to the extent of the explosive text is considered to be basically qualified. 3, the store terminal image: whether in the e-commerce page or physical stores. There should be a unified and recognizable VI and SI specifications. It is best to have their own self-owned entity model store. This is no matter from the image promotion to the offline physical operation. Can be fully accumulated and persuasive experience to maintain the franchisee. Even if you only join the physical store, can not do the whole store output, but also at least need to have a counter image unity. Including the design of each season to promote the issuance of uniform materials and **** enjoy. 4, shopping guide service and terminal display with: said before the key to winning the terminal here, the degree of specialization of the shopping guide not only determines the sales volume, but also to deepen the brand's communication model. "Clothing is sold with", now the main factor in the popularity of fast fashion is to match. Most of the customers are very lack of matching and aesthetics of clothing. They need on-site "consultants" to help them choose the most suitable one from a wide range of products. At the same time, the enterprise can also find from the shopper feedback data and comments as the basis for new product development and design or improvement. This is best made into a system. If the online platform, the mall store page classification guide is clear. Online customer service also has a standardized Q&A dictionary and training, and for each season of new products have a targeted update of the content of the guide training. 5, membership system and community maintenance: clothing brand membership loyalty is quite high, the continuation of the brand product design style can be locked members, the repurchase rate is very high. Membership system is not just a discount system. To combine membership and socialization, community building and maintenance. More than ten years ago, when online marketing was not yet very developed, we had many forms of offline membership activities, such as member appreciation meetings, celebrity parties, travel activities, etc., which traveled to various cities. Before the clothes came out, we could pack the clothes and various services and sell them in the form of VIP membership cards or give them to our members. In fact, for many "quality lifestyle" ladies, it is not important to buy which type of clothing, consumption is a daily necessity, to maintain a social circle with the same good is the purpose. Clothing companies want to provide them with such a "platform", and do a good job of their "closet housekeeper". And through the members of the consumption habits and clothing size to establish a large database management, can be targeted personalized marketing promotion services. 6, self-media brand promotion: more than ten years ago, I was in shenzhen a clothing group as a director of brand promotion when I founded the editor in chief of a brand publication - "fancy years". The main content is to advocate "women in their prime" fashion attitude and practical life guide. It was a regular periodical, not an internal publication, and was mainly distributed to VIP customers. This can be said to be a very early self media in China. Nowadays, with the development of online self-media, the cost of production and distribution has been greatly reduced. And combined with the community platform, it can fully absorb the powder and inflow, and also can carry out the promotion of the pop-up and bring goods. It is a very good way to promote and sell the brand. The core of the operation of the key in the continuous output of high-quality content. 7, different industry alliances, preferential cooperation: clothing benefits and promotions can be combined with the customer's life consumption trajectory. Can be with other related life service industry including: catering, beauty salon, tea store, movie theater, etc. Member *** enjoy discounts, joint promotions and other activities. From the terminal clearance promotions of the "open discount" to the channel alliance "dark discount", leverage the power to protect the brand and realize the industry alliance **** win. In addition, there is a way to find a big IP brand IP authorization and co-branding, but also today's fashionable and popular practice. Uniqlo is a master player in this regard, UT's various IP licenses and marketing last year even attracted a mad rush. I listed some of the points above, mainly for clothing companies to do some of the "basic construction" of the brand, these are practical, long-term, effective tactical methods. But these "basic construction" is easy to say, each landing in place are not easy. Need enterprise system construction and quite professional talent team to complete, also need not small financial investment. Do brand, not a momentary means and ideas. But all aspects of long-term in-depth construction and promotion. The process of brand building is also the process of enterprise development. *** with the discussion to share the brand of those things. -End-