Clothing project financing plan

Clothing project financing plan 1. How to be a brand

Although branding has become the knowledge of domestic garment enterprises, at present, many garment enterprises have one-sided understanding of brand building. To achieve brand building, we must pay attention to:

First, branding is a systematic project.

A few years ago, clothing enterprises all knew that famous brands were easy to sell and could sell at high prices, but they regarded brands as trademarks in their own brand building, and their energy and thoughts were focused on how to imitate famous brands. The result of collective follow-up is "one thousand people". Consumers only know clothes but don't know brands. Clothing enterprises produce the same clothing products as famous brands, and they can't get high profits from famous brands. After learning from a painful experience, clothing enterprises began to hold high the banner of "designer" again. Unfortunately, the marriage between clothing enterprises and well-known designers has not gone out of the "short-lived" cycle.

Second, build a personalized brand with a personalized marketing model.

A single product personality can easily be used for reference and imitated by other clothing enterprises. Once it is cloned in large quantities, the product individuality does not exist. Personality brands are different. The more obvious the brand personality, the less likely it is to be cloned.

Third, achieve a breakthrough in brand personalization.

1) brand positioning

Generally speaking, we should position ourselves from the following aspects:

1) The concept of brand: tell the origin and history of the product, and provide consumers with an understanding of the product connotation. Product design, packaging and related publicity are all carried out around the brand concept. For example, building a brand concept for a sportswear can be defined as the contrast between strength and beauty by telling a story, so that product design can reflect the beauty of strength and the vitality of young people, product packaging will become more avant-garde or fashionable, and promotion will also be reflected by young idols or sports.

2) Brand style: The image and recognized characteristics of products in consumers' minds can be divided into formal clothes, daily casual clothes, casual clothes, sportswear, fashion and so on. Each type can be divided into rough type, traditional type and avant-garde type.

3) Brand customers: people whose products are suitable for wearing and the background of these customers.

4) Brand design features: mainly from the aspects of trademark, style and appearance, fabric and color.

5) Brand price design: determine the series prices of different products and brands in the market.

6) Brand service: provide a series of services during and after sales.

2) How to realize the positioning of product brand?

Modern consumers pursue individuality and show themselves. The reason why Hanbok can sell well at home and abroad is to grasp the consumers' psychology of the times and the style to be displayed.

KOOGI is a famous brand in Hanbok. It has become a well-known brand not because the five letters "KOOGI" are closely connected with the four numbers "500 1", suggesting to consumers that its clothing is very avant-garde, even if the time span reaches 500 1, but because it can position the market in this lively, restless and even rebellious era by combining market segmentation.

At the same time, in order to reflect the individuality of clothes and avoid the similarity between clothes, each of KOOGI's clothes is listed in small batches. Even though some styles seem similar, the differences in nuances have different effects, such as the position of buttons, the length of clothes, the collocation of colors and so on. KOOGI's marketing measures undoubtedly meet the urgent needs of contemporary teenagers to highlight themselves and be different, and are deeply loved by teenagers. Although Gucci's clothes are very expensive.

Through the simple analysis of KOOGI clothing, can it enlighten China clothing enterprises that only know about price reduction and promotion? Undoubtedly, in the era of small-batch, multi-variety and personalized clothing, the clothing enterprises that survive the fittest and develop must be those that can accurately grasp the personalized needs of consumers.

In the future, the market positioning of clothing enterprises should not simply stay on the basis of market segmentation in the over-age range of 25-50 years old, nor should it stay on the simple occupational classification standard of "white-collar" or "blue-collar", let alone stay on the abstract vocabulary of "fashion, nature and comfort" that any clothing enterprise can use, but should understand consumption more deeply and proceed on this basis.

For example, white-collar workers in foreign-funded enterprises and domestic-funded enterprises, 25-year-old white-collar workers and 40-year-old white-collar workers all belong to the white-collar class, but what is certain is that their needs and understanding of clothing are different. Educated middle-aged and elderly people and uneducated middle-aged and elderly people, literate middle-aged and elderly people at the age of 50 and literate middle-aged and elderly people at the age of 65, urban middle-aged and elderly people and rural middle-aged and elderly people are all middle-aged and elderly people, but it is certain that their needs and understanding of clothing are obviously different.

Some people may ask, when all clothing enterprises without exception adopt scientific market segmentation standards and accurately grasp the individual needs of consumer groups, what advantages do enterprises have? I know that fashion clothes will never face a saturated market, and market segmentation is only a means in marketing. In order to effectively meet the needs of consumers, clothing enterprises must conduct in-depth investigation and thorough understanding of this demand, which is an eternal topic for clothing enterprises.

3), brand composition

1, product design itself

Mainly includes:

1) brand size series collocation; 2) the proportion of the number of production brands; 3) the color system of the brand; 4) Brand style design; 5) Selection of brand accessories; 6) Quality requirements of brand products; 8) brand packaging; 9) Design of various signs of the brand;

In this process, we must emphasize the close cooperation between designers and marketing departments, and the products designed must meet the brand personality and meet the market demand.

2. Price positioning.

Price competition is not the only means of competition for enterprises. Li Ning, a famous sportswear brand in China, is obviously higher than other domestic brands in price setting, but obviously lower than imported brands. Moreover, for young consumers with low income or no income, the price of Li Ning products has not brought them more pressure. Therefore, enterprises can confirm the status of their products through the formulation of prices, and at the same time, they can also clarify their product consumption groups. To do all this, it is necessary to formulate corresponding and appropriate prices through the analysis of service objects.

3. Brand promotion

The shaping and promotion of brand image is an important part of enterprise marketing. Although there are various ways of brand promotion, except for commodity sales and word-of-mouth communication, it can be roughly summarized into two types: one is "direct sales" promotion; The second is the promotion of "intermediary". "Direct selling" promotion is to promote the brand face to face to special consumers on the spot through social activities that enterprises participate in or hold; The promotion of "intermediary" mainly publicizes the brand to the society through media advertisements, column comments and special reports.

Fashion show not only directly infects the audience with its brand image and product style, but also provides the basis and material for the intermediary promotion of the brand. Therefore, the "show" should not only create a good atmosphere, but also pay attention to the requirements of photographers and cameramen for the beauty of lighting and dancing, and create conditions for the production of "post-processed products" such as TV films, feature films and product brochures.

4. Customer service

Customer service is a very effective means of attack, and service can also create value and profit. Customers spend a long time choosing clothes in shops and sales points. Therefore, customer service plays a very important role in the marketing of clothing products, and it is also a good place to show personality. Among them, in addition to the necessary basic courtesy and enthusiasm, professional dressing knowledge and proper service are more critical links for salespeople, because they sell not only products, but also brand image and brand spirit.

5. Store design

At the same time, it is necessary to embody the brand characteristics through the vividness, humanization and service of the storefront. Vivid storefront is a comprehensive and systematic planning and management from the aspects of storefront layout design, visual unity, product display, POP and auxiliary sales tools. Through effective environmental planning, atmosphere creation, product display and so on. Stores can attract more consumers, and ultimately promote consumers to buy products, and achieve a rapid increase in overall sales. Compared with media advertising, store vividness is a cheaper promotion method, which is very suitable for many small and medium-sized clothing enterprises in China. More importantly, store vividness is very effective in shaping brand personality.

Second, the extension of the brand.

1, multi-brand strategy

In order to make full use of resources, multi-brand strategy should be implemented in the case of outstanding main brand style.

It should help enterprises broaden their operations and upgrade their grades. Its implementation should pay attention to the following rules:

The first is the sub-brand rule. Donna Karen of new york launched a sub-brand "DKNY" to distinguish consumers at different price points. In China, the "Seven Wolves" sub-brand "Dancing with Wolves" has also been launched, leaving those customers in the wholesale market.

The second point is the law of expansion. This mainly comes from the sales field. Sometimes brands need to broaden their width and increase their market share, so Giordano and Benillo are all like this, and Bosideng's merger and acquisition of Xuezhongfei is also an example.

Others include extension rule, partner rule and sister rule, all of which should be based on the needs of enterprises at that time to promote multi-brand strategy.

In addition, multi-brand management should consider brand breadth, characteristics of each brand, brand name of each brand, market evaluation and brand mastery.

The implementation of multi-brand strategy should consider the cultural connotation management of each brand. At present, when the clothing industry mentions brand culture, it is far-sighted to invite celebrity spokespersons. And many stars and product styles are not well bonded together, and they will also fail. In terms of brand appeal, "Seven Wolves" pay attention to highlighting the characteristics of "wolves" to interpret a unique outlook on life, which is easy to identify. Esprit focuses on shaping brand culture by advocating fashion life, which is also very unique.

2. How to implement brand extension?

Clothing brand extension, that is, taking an existing brand as the core, forms a new brand line or product line by expanding its core elements. The former is the main brand, while the latter is an extended brand or product line, thus forming a brand family.

Clothing brand extension mainly has the following four forms:

1), the expansion of clothing categories

When a clothing brand comes out, it will always launch one or several kinds of clothing for a certain target consumer group. Once it has a certain market share, it can use its reputation to expand clothing categories at the same level of consumption, so as to extend its brand. Its form is subdivided into:

A) Interaction among men's wear, women's wear and children's wear

Clothing can be divided into three categories: men's wear, women's wear and children's wear. The famous Dior brand has expanded from the earliest women's wear to women's wear, men's wear and children's wear.

B) Expansion of formal, semi-formal, casual and household clothes.

Clothing can be divided into formal clothes, semi-formal clothes, casual clothes and household clothes according to the occasions used by consumers. The clothing brands here extend from Bill Brass, which is mainly formal dress, to casual Brass sportswear; Ralph Lauren's underwear is regarded as one of the three major female brands in the United States.

C) borrow a special clothing brand strongly

Some clothing brands are the most famous in a certain category and can be extended by changing their popularity. For example, Fendi is famous for leather clothes, and now ordinary materials are also very fashionable; Gucci also extended from the earliest leather products to the woven knitted fashion series.

2), a leap in market segments

This extension of clothing brands mainly focuses on the transfer and merger of target consumer groups. Thanks to the popularity of the main brand in the popular communication, the products are extended to the adjacent social groups through fashion transmission, and the most typical example of achieving market segmentation is the high-end women's clothing brand. French designer Pierre Cardin first saw the potential of the ready-to-wear market. Taking advantage of the leading position of high-end women's clothing in the fashion world and the influence of Pierre Cardin brand in high-end women's clothing, he started to produce high-end clothing of the same name from 1962, and achieved brilliant results.

With the shrinking of high-end women's wear and high-end fashion consumption, almost all high-end women's wear and high-end fashion brands regard high-end ready-to-wear series as their main economic benefits. Support the road of high-end clothing under the banner of high-end women's wear or high-end fashion. It is worth noting that such product extension must be carried out among closely related consumer groups, otherwise it will fail because of the insufficient Lenovo effect of well-known brands. If high-end women's clothing brands are used in the production of ordinary ready-to-wear clothes, it may make people feel that ordinary ready-to-wear clothes are grabbing famous brands or have a sense of disappointment and loss to the original brands, thus affecting the reputation of famous brands.

3. Second-line brand or second-line product?

Second-line brands or second-line products are two new forms of brand extension characteristics that only appeared in the 1980s. The initiator is Anne Kahlan II, the second-tier brand of American brand Anne Karen. Second-line brands are caused by the shift of consumers' interest, the trend of fashion popularization and the desire of brand operators to expand the market. After entering the 1990s, ordinary and substantial lifestyles swept the world, and "affordable clothes" attracted the attention of consumers from all walks of life. In the 1980s, famous clothing brands with higher prices kept their original design style, and at the same time, they successively launched second-line brands with relatively lower prices.

For example, the second-tier brand DKNY in donna karan, USA, 1997 has a global sales of 300 million US dollars; Calvin's CK Klein and Calvin's Klein only wholesale more than 1 7.5 billion dollars. In a sense, the popularity of some second-tier brands is not the original second-tier brands, but has achieved a bright future.

Third, how do wholesale enterprises build brands

With the shrinking clothing wholesale market, many clothing manufacturers have turned their attention to the attractive position of "brand management and chain development". Overnight, in large and medium-sized cities and even towns and villages, various fashion brands came out one after another, and developed rapidly in the mode of chain marketing, which made many manufacturers eager to "change their faces and go public" and strive for their own place. However, is brand management really that easy? It is an indisputable fact that wholesale enterprises are really at sunset and the scenery is no longer there, but brand management is easier to create an image, more famous and more deeply rooted in people's hearts.

So, is there a shortcut to the transformation from production wholesale to brand management? Is there a shortcut? Maybe I don't know, but there are ways, and maybe it can be called a shortcut to success.

First of all, the transformation manufacturers are faced with the problem of product design and development. In the past, as long as traditional clothing manufacturers successfully grasped the fashion trend of each season, produced several "popular styles", guaranteed product quality, and wholesale at low prices, they could make a lot of money by following the trend. However, "good times are hard to come by", and such opportunities are rare in today's clothing market. Instead, they set up specialty stores or franchise development as brand chain stores.

Products must be serialized and all-round, and the products of the whole store must be more perfect, such as the proportion of tops, bottoms and even accessories, clothing styles and routes. The research and development and production of products have changed from "quantification" to "quality". Then, it is essential for enterprises to establish a perfect development and design center, which can start from fabric development and gradually implement design, printing and clothing.

Second, the market and price factors. As a production and wholesale enterprise, in the past business activities, there is no need to directly face customers, so there is no need to formulate product market pricing. As a brand management, it has been transformed into a retail form. Enterprises must face the market directly, and the product direction and retail price should be carefully grasped. The location of the store will be divided into a city and a block of a province, and the determination of the retail price of the product is very different from the formulation of the wholesale price. As a form of retail marketing, management fees and rent must be considered when pricing.

In the past, these were all considered by wholesale customers. Therefore, for enterprises in transition, it is particularly important to obtain and analyze the information of their past wholesale customers, including their business model, the rent level of their own street shops or department stores, and price positioning, that is, at what price to sell products to customers, discounts, whether to bargain, etc. Because as a brand chain operation, it must be a unified pricing policy in most markets, not a bargaining policy. It is more important for customers to bargain when selling, and whether they can achieve good results when selling products at a fixed price involves the above-mentioned market and price positioning issues.

Furthermore, the shaping of image. In the past, wholesale enterprises may rarely spend time thinking about this issue, but enterprises that do brand management are different. At this time, enterprises should combine their own product positioning to create a unique and popular brand image CIS system for themselves.

In addition, daily sales and operation management is also necessary for enterprises in transition and must be improved. Of course, it is not enough to successfully develop a brand-new brand and run it well, only relying on the above aspects, not only the good strength of the enterprise, the correct development strategy, the decisive charm of the leader and so on. It is particularly worth mentioning that to operate any clothing brand, no matter whether to develop franchise chains in the future, you must first open a direct store.

Only through the mature operation of direct stores can enterprises obtain all kinds of information that meet their own needs, such as store rent level, products, pricing, sales methods, cost control and so on. And constantly adjust their business strategies through information until the direct store is successful. At this moment, enterprises have a set of mature experience in brand management.

Clothing project financing scheme 2 (1), the purpose of clothing product marketing planning.

The purpose of this marketing plan is to improve the popularity of XX in the university campus. As a young and fashionable service consumer group, college students are broad-minded, enterprising, pursuing fashion, individuality, expressing themselves and being different. Their vision is forward-looking and representative, and can represent the consumption psychology of the majority of teenagers. And "XX", the product pursues individuality and unique cultural taste, and is fashionable and avant-garde, which is very suitable for college students' tastes and choices. I hope that through this activity, college students will have a deeper understanding of "XX" and prefer XX products, so as to choose the clothes that suit them best!

(2) Analyze the current marketing environment of clothing products.

1. Market background

The clothing enterprises in China started late, but the real brand craze only appeared in recent years. With the advent of the Internet era, young consumers are increasingly pursuing individuality, youth and comfort, and there are more and more young fashion brands, and the clothing industry is developing rapidly.

In the existing domestic clothing market, fashionable women's wear accounts for 25%, professional women's wear accounts for 10%, formal men's wear accounts for 10%, and leisure for men and women accounts for 40%. At present, most consumers have turned their attention to casual clothes, mainly because casual clothes have brought a new way of life, which is simple and comfortable, especially for young consumers.

18-30 age group is the most important group of clothing consumption, and it is the group that buys clothing most frequently and has a large overall purchase amount. This age group has a certain economic foundation, a strong desire to buy, the pursuit of fashion, personality, the courage to try new things, easy to accept new brands. College students are the most representative among them. They have strong aesthetic ability and avant-garde thinking. With the development of economic level, the purchasing power of college students is also increasing, which has great purchasing demand and potential. As a new generation of popular clothing brand, "XX" focuses on leisure and comfort, providing a large number of platforms for college students to show their individuality and fashion, and is a good choice for college students to buy clothes.

2. Product information

XX employs French fashion agencies to provide information on casual wear trends, including popular elements and colors of the season. Knowing the design style of XX clothes in each season, the consumers of XX are mainly fashionable young people aged 16-25. The product pursues individuality and unique cultural taste, breaks the traditional style and is novel and unique. XX strives to promote the global brand positioning of "XX is a Harbin family" and strive to build a representative brand of China's youth. XX flaunts itself as a fashion spokesperson-as long as you wear XX, any young person can become a fashionista. Never the same product style and customs, spreading the pursuit of individuality, highlighting the true colors of youth brand publicity.

3. Competitive situation

XX is mainly sold to universities in Zibo, and the target group is college students. In Zibo, other leisure clothing brands include Metersbonwe, Bang Wei, Bang Wei and Jeanswest.

Jeanswest is a young, healthy and progressive clothing brand, advocating sincere and optimistic attitude towards life. Maintain and strengthen the brand image from the aspects of sanitary environment, store layout, commodity display, patient smile service and all-round after-sales service of chain stores. "Metersbonwe Bang Wei Bang Wei" takes the road of brand chain operation, constantly improves the management quality, creates a unique image, and develops into one of the leading enterprises of casual wear in China. Under the competitive pressure of many well-known brands, XX Group has to innovate constantly and strive to enhance its corporate culture and image, thus occupying a favorable position.

On the other hand, low-priced clothing stores around the campus also pose a certain threat to XX brand clothing.

(3), market opportunities and problems analysis

The main target of this marketing is college students, so the environment around the school and the consumption habits of college students should be the focus of our investigation.

Take Zibo Shandong University of Technology as an example. Yiwu Commodity City near the University of Technology is the main place for students to buy clothes and daily necessities, followed by food street. Although these two places are not around the University of Technology, they are the main places for college students to spend money. Therefore, these two places should be listed as key publicity targets.

1. For college students in Zibo, we know the following:

(1) As a consumer, there is no independent economic ability, so the consumption level is determined by the family situation;

(2) University students are mainly rural students, and their consumption level is not high;

(3) Consumers in this age group have a strong conformity psychology and a strong sense of competition, which increases the chances of buying branded clothing.

Students go to a store mostly because of their service attitude and preferential activities.

As a college student, its focus is: price, style and quality. The price should be middle and low, fashionable and of good quality. Everyone wants to buy good and cheap things.

(D), clothing product marketing objectives

XX clothing takes "building a fashion brand" as its development purpose, takes a younger and more fashionable route, adopts a chain operation mode, and publicizes the cultural concept of "loving life" through franchisees' unified image, unified price and unified advertising. The following is an analysis of the advantages and disadvantages of XX clothing:

superiority

XX adopts the information of international leisure clothing fashion trends, understands the international popular elements and colors of the season, and guides the fashion design styles of each season. The advantages of fabrics, styles and colors are obvious, and they are in the forefront of fashion, suitable for college students' aesthetic requirements, and the price is in the middle and low grades, suitable for college students to buy.

Disadvantaged

XX has not really formed a large scale in Zibo. In brand selection, college students prefer famous brands such as Smith Barney. For XX, it may be unacceptable in service or emotion.

Although college students have habitual psychology, we can attract college students to buy by changing the window or display design, or set up clothing brand stores around the campus, so as to get the moon by being close to the water. In addition, in the design of clothing, we pay attention to comfort and popularity to meet the needs of most students.

After this marketing, most young people can know the brand XX, even if they have not bought this clothing brand, they will know its clothing style and price, which provides sufficient premise for future purchases.

(5), clothing product marketing strategy (specific marketing plan)

1. Advertising strategy

(1) target

"XX" means "Lin stands tall in heaven and earth, and horses travel thousands of miles". XX is committed to building the most dynamic and competitive representative brand in China's young market. The goal of this advertisement is to enhance the brand awareness and reputation of XX, enhance consumers' brand loyalty to XX, and promote the marketing of XX.

(2) Region

(3) Object