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Thursday, May 20, 2021

How to position clothing brand?

How to position clothing brand?


A netizen asked: "my friend has just set up a clothing company and wants to create his own brand. Now the supply of the brand exceeds the demand. Therefore, to succeed, we must have a suitable position. He knows that if the positioning is wrong, all the work effect is zero. Therefore, I would like to ask you experts how to define this position? " I would like to talk about my views on this issue. The positioning of clothing brand can be expressed as that clothing enterprises design and combine clothing products, services, prices and images appropriately according to the consumption needs of target customers, and attract and stabilize target customers with distinctive clothing products. Why should new enterprises first consider brand building? Brand is not a day's work. It's very difficult for a new enterprise to stand out from many brands. It's necessary for a new enterprise to consider whether to be a brand as soon as it opens. If in resource (human resource, capital resource, channel resource) respect is not too strong, can defer to do brand. If we fully understand the market, and the enterprise has unique technology that can compete with other enterprises, we can consider making a brand. Clothing brand positioning is based on market segmentation. The market is divided into many different segments, and different products or services are used to meet their different needs. Clothing market segmentation is the first step of clothing marketing. All enterprises must start from market segmentation to understand the market, analyze the market, find the growth space of enterprises, and complete the positioning of clothing brand while determining the target market and target consumers. One. Clothing brand positioning mainly includes: product positioning, market positioning and image positioning. 1. Product positioning is to determine the categories and categories of products on the basis of market segmentation, that is, first determine the business of men's clothing, women's clothing or children's clothing, and then determine the business of professional clothing, leisure clothing or sportswear, etc. Product positioning should also consider the material of noodles and accessories, the quality requirements of garment processing, product identification, packaging, etc. 2. Price positioning is based on product positioning, combined with brand awareness, fashion and other factors. The higher the added value, the higher the price positioning of the brand. At the same time, the clothing brand price positioning should also consider leaving space for the development of the brand. With the growth and maturity of the brand, we should adjust the price strategy, expand the market share and strengthen the market competitiveness, and improve the overall management quality of the brand. Image positioning is the packaging and language of clothing brand. A complete clothing brand image positioning includes clothing image, logo image, store image and publicity image. 3. Brand image positioning takes product and price positioning as the premise. According to the consumption psychology and consumption characteristics of target consumers, the image positioning based on visual image expresses the connotation of the brand. According to the different requirements of external image in different stages of brand development, the brand image positioning is adjusted. 2、 Due to the fierce market competition, the accurate market positioning must be different from the competitors' similar products. The differentiated brand positioning is the foundation of clothing brand based on the market. Brand differentiation strategy can make the brand maintain its own characteristics in the competition, which is also the reason why the brand has a loyal consumer group. If there is no difference and the formation of homogenization with other brands, the new enterprise brand will never have an advantage in the market competition and will only lose. In the ocean of more than cattle hair brands (some can hardly be said to be brands, can only be regarded as trademarks), only differentiation is the way to survive. In my opinion, garment enterprises can make three kinds of positioning choices: 1. OEM brand, that is, to process for other brands; 2. Product oriented brand, that is to focus on a certain kind of clothing products, and strive to make the brand form a favorable position in the minds of consumers in the same kind of products; 3. Lifestyle oriented brand, that is, focusing on a certain kind of lifestyle clothing and clothing, through emotional appeal, to realize the favorable position of the brand in consumers' mind in the same kind of lifestyle clothing products. The brand wave in the late 1990s made many garment enterprises love to create their own brands. Many garment enterprises that used to do OEM (OEM) have created their own brands to enter the domestic market. However, enterprises must examine their own advantages and market opportunities, and measure whether they have the ability to create and operate lasting brands. If we don't establish our own brand in the consumer market and insist on OEM, the future will still be very good. Enterprises must keep innovating in the orientation and maintain their dominant position. A brand with a strategic orientation of product orientation must concentrate all its resources to become a leading consumer in a certain kind of product. For non leading brands, market opportunities still exist. It can avoid the strong position of the leading brand in the product field by continuously subdividing the product market, and focus on a certain market segment to seek the leading position in the market segment. Brand positioning is fundamentally a enclosure movement for the recognition of consumers (customers), that is, brand receivers. The most successful brand positioning is to let consumers (customers) think of this brand at the first time when demand occurs. New enterprises must study the characteristics of consumers' resources in their own field? How is it distributed? What kind of resources do competitors have? What kind of resources can we seize? How to seize? 3、 Business channels determine the clothing brand positioning. When brand positioning, new enterprises should analyze the existing channel advantages of their own enterprises? Wholesale or monopoly? Traditional sales or online sales? National sales or regional sales? Is it self operated channel or agent channel? These are the factors that determine the brand status. 4、 A brand is not a trademark. Many people have a misunderstanding that registering a trademark is a brand. Brand is a big concept and needs to be operated in many ways. The characteristic of brand is to gain market recognition and consumer recognition; Influence and reputation. A new brand should first be known to all in a narrow field, and then maintain its brand image, enhance its attention and popularity. You know Rome can't be built in a day. Don't be in a hurry for success. We should focus on the big and start from the small to lay a solid foundation.


A netizen asked: "my friend has just set up a clothing company and wants to create his own brand. Now the supply of the brand exceeds the demand. Therefore, to succeed, we must have a suitable position. He knows that if the positioning is wrong, all the work effect is zero. Therefore, I would like to ask you experts how to define this position? " I would like to talk about my views on this issue. The positioning of clothing brand can be expressed as that clothing enterprises design and combine clothing products, services, prices and images appropriately according to the consumption needs of target customers, and attract and stabilize target customers with distinctive clothing products. Why should new enterprises first consider brand building? Brand is not a day's work. It's very difficult for a new enterprise to stand out from many brands. It's necessary for a new enterprise to consider whether to be a brand as soon as it opens. If in resource (human resource, capital resource, channel resource) respect is not too strong, can defer to do brand. If we fully understand the market, and the enterprise has unique technology that can compete with other enterprises, we can consider making a brand. Clothing brand positioning is based on market segmentation. The market is divided into many different segments, and different products or services are used to meet their different needs. Clothing market segmentation is the first step of clothing marketing. All enterprises must start from market segmentation to understand the market, analyze the market, find the growth space of enterprises, and complete the positioning of clothing brand while determining the target market and target consumers. One. Clothing brand positioning mainly includes: product positioning, market positioning and image positioning. 1. Product positioning is to determine the categories and categories of products on the basis of market segmentation, that is, first determine the business of men's clothing, women's clothing or children's clothing, and then determine the business of professional clothing, leisure clothing or sportswear, etc. Product positioning should also consider the material of noodles and accessories, the quality requirements of garment processing, product identification, packaging, etc. 2. Price positioning is based on product positioning, combined with brand awareness, fashion and other factors. The higher the added value, the higher the price positioning of the brand. At the same time, the clothing brand price positioning should also consider leaving space for the development of the brand. With the growth and maturity of the brand, we should adjust the price strategy, expand the market share and strengthen the market competitiveness, and improve the overall management quality of the brand. Image positioning is the packaging and language of clothing brand. A complete clothing brand image positioning includes clothing image, logo image, store image and publicity image. 3. Brand image positioning takes product and price positioning as the premise. According to the consumption psychology and consumption characteristics of target consumers, the image positioning based on visual image expresses the connotation of the brand. According to the different requirements of external image in different stages of brand development, the brand image positioning is adjusted. 2、 Due to the fierce market competition, the accurate market positioning must be different from the competitors' similar products. The differentiated brand positioning is the foundation of clothing brand based on the market. Brand differentiation strategy can make the brand maintain its own characteristics in the competition, which is also the reason why the brand has a loyal consumer group. If there is no difference and the formation of homogenization with other brands, the new enterprise brand will never have an advantage in the market competition and will only lose. In the ocean of more than cattle hair brands (some can hardly be said to be brands, can only be regarded as trademarks), only differentiation is the way to survive. In my opinion, garment enterprises can make three kinds of positioning choices: 1. OEM brand, that is, to process for other brands; 2. Product oriented brand, that is to focus on a certain kind of clothing products, and strive to make the brand form a favorable position in the minds of consumers in the same kind of products; 3. Lifestyle oriented brand, that is, focusing on a certain kind of lifestyle clothing and clothing, through emotional appeal, to realize the favorable position of the brand in consumers' mind in the same kind of lifestyle clothing products. The brand wave in the late 1990s made many garment enterprises love to create their own brands. Many garment enterprises that used to do OEM (OEM) have created their own brands to enter the domestic market. However, enterprises must examine their own advantages and market opportunities, and measure whether they have the ability to create and operate lasting brands. If we don't establish our own brand in the consumer market and insist on OEM, the future will still be very good. Enterprises must keep innovating in the orientation and maintain their dominant position. A brand with a strategic orientation of product orientation must concentrate all its resources to become a leading consumer in a certain kind of product. For non leading brands, market opportunities still exist. It can avoid the strong position of the leading brand in the product field by continuously subdividing the product market, and focus on a certain market segment to seek the leading position in the market segment. Brand positioning is fundamentally a enclosure movement for the recognition of consumers (customers), that is, brand receivers. The most successful brand positioning is to let consumers (customers) think of this brand at the first time when demand occurs. New enterprises must study the characteristics of consumers' resources in their own field? How is it distributed? What kind of resources do competitors have? What kind of resources can we seize? How to seize? 3、 Business channels determine the clothing brand positioning. When brand positioning, new enterprises should analyze the existing channel advantages of their own enterprises? Wholesale or monopoly? Traditional sales or online sales? National sales or regional sales? Is it self operated channel or agent channel? These are the factors that determine the brand status. 4、 A brand is not a trademark. Many people have a misunderstanding that registering a trademark is a brand. Brand is a big concept and needs to be operated in many ways. The characteristic of brand is to gain market recognition and consumer recognition; Influence and reputation. A new brand should first be known to all in a narrow field, and then maintain its brand image, enhance its attention and popularity. You know Rome can't be built in a day. Don't be in a hurry for success. We should focus on the big and start from the small to lay a solid foundation.

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