The right marketing brand promotion 
       2009-4-11 14:19:34

Casual domestic enterprises need to develop reasonable and effective as brand brand marketing strategy and implementation through continuous self-renewal to upgrade the brand brand brand building is the foundation started, but another important factor is marketing. We all know, there is almost no "core technology" of casual wear industry, its greatest value is the brand. Faced with increasingly sophisticated and increasingly competitive domestic casual wear market, the establishment of real market appeal of the brand of clothing enterprises, particularly urgent and important.

However, there was just a lot of casual wear company to sell products to the brand exists as an appendage, that is too simple for blind Distribution, promotion and expansion, neglecting the cultivation of the brand effectively. Faced with this situation, the domestic need for business casual wear brand building their own status and problems for the brand to develop reasonable and effective brand marketing strategies to achieve the establishment and promotion of the brand.

Brand positioning

Brand Establishment is the relationship between brand positioning and development of major strategic decision of implementing the specific premise of brand marketing strategy.

Marketing guru Philip Kotler in his "Ten Commandments of Marketing", a book to the clothing chain example to illustrate the market is not concerned about the marketing of the largest ring. He writes, "We want to ask a question: 'Are you ready to products sold to?' Please do not answer 'for everyone.' That is unacceptable." And many of our leisure brand in answering the above question also is "unacceptable." To get as many target consumers as the targeting criteria, while ignoring the need for segmentation and brand distinction between the priority market segments and other issues.

For example, many domestic casual wear brand's target consumer group is between the ages of 15 to 35 years in young people, this orientation ignores the choice of clothing except for age is also important occupation, income, education and other factors, and 15 35 years old age range itself needs to be further subdivided.

Brand positioning is not clear, does not inevitably lead to distinctive brand personality, different brands of consumer groups, the result of overlap. Especially those in the domestic market for many years, casual wear and established reputation and extensive sales channels in terms of leisure brand, if you do not solve their own problems that may exist in brand positioning, in this day and age of consumption tends to personalize will will gradually lose the consumer satisfaction and brand loyalty, and ultimately lose out.

Branding

With the domestic market, increasing competition casual wear, the original storefront windows have been enough publicity, the domestic brands have realized the need and importance of brand promotion, have thrown heavily celebrity endorsements, commercials, to promote their own brands . Through advertising and celebrity endorsements to promote the brand in the form, you can make the brand as perceived by consumers or potential consumers, and thus create and enhance brand image. However, the same celebrity endorsement and costly, some brands upon the introduction of a great reputation for quick access to the new darling of the market, while others promote the brand does not have the desired effect, causing an important reason for this difference is the brand ambassador choice.

Choose the right brand ambassador, to advocate for comprehensive consideration of visibility, public image, market appeal and spokesperson image and brand image match, spokesperson image and the image of the target consumer group match and other factors. Metersbonwe choose Jay Chou, Wilber Pan, and Angela endorsement, not only the tremendous value of their popularity, more stress is placed on compliance with the young fashion people locked Metersbonwe ideal self-image and brand positioning their own personality, so choose They do the brand spokesman is appropriate. Also proved that the endorsement by three idol, Metersbonwe visibility and influence in the young consumers have been greatly enhanced.

Balance principle from a consumer behavior perspective, the spokesman for adoption by the high degree of recognition, so that consumers and the emotional connection between the spokesman maximize strength, this is only the first step. If you want to really establish the brand and the emotional connection between consumers and their endorsement but also the spokesperson for the brand closely linked.

Overall, the majority of the current domestic brand casual wear brand advertising is still limited to the model plus celebrity endorsement, but the lack of cultural promotion, public relations, marketing, promotion, and other ways to experience the attempt. In the face of the rise of the warlords domestic brands, foreign brands competing to enter the casual wear market in China, domestic brands, especially those in the domestic market has started the visibility and the "international brand" Vision of the casual wear brand, in order to enhance the brand reputation and loyalty, is bound to get rid of the promotion of a single mode of a fixed three-dimensional extension to the flexible mode of development.

Brand Extension

Brand Establishment is just the beginning, to take effective measures to make the brand the brand value-added long-term foothold in the market. Brand extension is added to achieve the core brand values; through brand extension to "brand - product" concept into "brand - assets" concept to realize the value-added brand value. In the field of casual wear, brand mainly through brand extensions, the main sub-brand, multi-brand and other brand extension is implemented.

Brand extension is the use of a successful brand name in a new product category in the production of new products, the so-called "brand umbrella" effect. It can help companies more successfully into new product categories and new products can lead to the immediate consumer recognition and faster acceptance; also saving for a new brand so that consumers are familiar with the high advertising costs normally required .

But at the same time, the brand extension also includes a risk: an extension of the brand after the failure might also undermine the consumer products of other same brand impression. At present, many casual wear brand has been extended to casual shoes, casual bags and popular accessories and other fields. Some of the brand is preparing to, or start trying on cosmetics, household items and even an extension of the areas of media arts, and these ambitious expansion plans need to build the brand in the correct assessment of brand strength and to fully understand the pros and cons based on the brand extension;

And in order to avoid a single brand extension of the "implicate risk", you can change the main premise of the brand new brand increase as the sub-brand. Main and casual wear brand strategy is the brand most frequently used foreign brand extension strategy. Such as the French brand Etam (Etam) in the Chinese market to the use of main and brand strategy. It is the main brand was established on the basis of Iger weekend Iger, Iger sports sub-brand. Sub-brand can enjoy the one hand, the influence of the main brand, make full use of resources in the original principal brands of the brand, brand extension the other hand, utilization of by-products to pass a new image to promote the concept and personality. With the increase brand awareness and increase enterprise-scale forces, more and more casual domestic brands also achieved through the main sub-brand strategy brand extension, for example, China's senior leisure located in the men's Mark Fairwhale (Mark Fairwhale) in addition to establishing the main Brand Mark Fairwhale, but also build a business for men, jeans men and women, and other sub-brand;

Multi-brand products that consumers in the same class to create two or more of the brand strategy. It was established to meet different product characteristics and different incentive to provide a way to buy. The strength of the clothing business, you can launch a number of brands, covering multiple market segments, increase their market share. If the three major U.S. clothing giant GAP brand, Old Navy, Gap and Banana Republic to cover the money from the popular low-cost, basic models to sophisticated high-end fashion models and then to other market segments. Metersbonwe also just launched shortly before the high-end casual wear brand ME & CITY.

But the multi-brand a major drawback is that each brand may only be a small part of the market share, but profit is not high each. Baleno launch of many new brands to face the embarrassing problem. In view of the risk of multi-brand strategy and the failure of domestic and foreign multi-brand strategy precedent, China's casual wear brand in the implementation of this strategy to be careful, must not be anxious for blind expansion.

The development of the domestic casual brand, you need to build on the improvement of its own brand marketing and innovation. Casual wear brand in China and domestic market determine the characteristics of the development of brand positioning, brand promotion and brand extension is to determine the survival and development of the brand of the three main factors.

However, the prevailing domestic brand of casual wear brand positioning is unclear, and the lack of promotion in the form of brand extension of a single scientific long-term planning and other issues. To solve these problems and speed up the pace of development of domestic brands, domestic manufacturers need casual parts of a comprehensive brand marketing to improve and perfect science, and to ensure effective interface between the various parts and links. On this basis, as the brand bigger and stronger, but also make good use of brand marketing from abroad of successful experience and vigilance to avoid the development of foreign brands in the misunderstandings and problems, so that it can take the initiative to face international competition and challenges and to the "internationalization" of the goal to achieve upgrade.

In fact, the domestic casual wear brand "upgrade" action is in full swing. In addition to the previously mentioned urban leisure brand launched Metersbonwe ME & CITY addition, Giordano and Bossini launched the main attack were also mature consumer level GIORDANO Concepts and target customers of fashion women's BOSSINISTYLE.

Have made a big upgrade from the casual consumer market in China's promising, it was expected, from 2007 to 2010 compound annual growth rate the industry is expected to reach 14%.

China is still a large number of casual wear brand, and more scattered, for casual wear brands, through brand promotion and improve core competitiveness, market competition will be the key to winning.

Jiang Heng Jie expected, the market will be a new round of survival of the fittest, the apparel industry to completely reshuffle. "Without their own brands, sales channels, the market does not necessarily control the ability of garment enterprises are likely to frustration out. Chinese clothing brands and look forward to their core competencies." Casual wear industry is no exception.

Another expert analysis, said increased international competition intensity, gradually increasing levels of consumer demand, the Chinese economy era of competition from product to brand competition, these are refined into the brand to urgent task for.

In the era of high-growth brands, local enterprises upgrade issues facing the brand, through continuous self-renewal to achieve brand content upgrades, and synchronization product upgrades, communication upgrades, management, upgrading, the brand more in line with market consumer demand.