By Lanbo Jiang
Casual domestic brand companies need to develop reasonable and effective brand marketing strategy and implementation through continuous self update to upgrade the brand.Brand building is the foundation started the brand, but another important factor is marketing. As we all know, is almost non existent for the “core technology” of the casual wear industry, its greatest value is the brand. Faced with increasingly sophisticated and increasingly competitive domestic casual wear market, establishing genuine market appeal of the brand of clothing enterprises, particularly urgent and important.However, there are many casual wear company also sold products only to the brand exists as an appendage, so too simple blind to Distribution Issues, 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 is the relationship between brand establishment and development of major strategic decision, but also the implementation of the specific premise of the brand marketing strategy.Marketing guru Philip Kotler in his “Ten Commandments of Marketing”, a book, take the clothing chain’s 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 whom?’ Please do not answer ‘for everyone.’ That is unacceptable.” In China, many of the leisure brands in answering the question also is “unacceptable.” To get as many target consumers as the targeting criteria at the expense of the necessary sub brand and differentiate between market segments such issues as priorities.
For example, many domestic casual wear brand, target consumer group between the ages of 15 to 35 years of age in young people, this orientation ignores Besides age, the clothing selection is equally important occupation, income, education level and other factors, 15 35 years old age range itself need to be further broken down.Brand positioning is not clear, does not necessarily lead to distinct brand personality, different brands of consumer groups, the results overlap. Especially for those casual wear market in the country work hard for many years and established a reputation and extensive sales channels in terms of leisure brand, if you do not solve their own brand positioning that may exist problems in today’s consumer tends to personalize this era, will be will gradually lose its customer satisfaction and brand loyalty, and ultimately lose out.
With the competition in the domestic leisure apparel market intensified, the original shop window is not enough publicity has been the domestic brands have realized the need for branding and important, have thrown heavily requested the celebrity endorsement, commercials, to promote their own brands . Through advertising and celebrity endorsements in the form of brand promotion, can make the brand awareness of consumers or potential consumers, and thus create and enhance brand image. However, the same celebrity endorsements and costly, some brands upon the introduction of prompt access to great popularity on the market’s new favorite, 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 be taken into account well known spokesmen, public image, market appeal, and whether the voice matches the image and brand image, target consumer group spokesperson image and the image of matches and other factors. Metersbonwe choose Jay, Will Pan, and Angela Chang endorsement, not only the value of their huge popularity, more stress is placed on the line of young fashion people Metersbonwe lock the ideal self image and brand positioning its own personality, so choose they do brand ambassador is appropriate. Also proved that the endorsement by three idol, Metersbonwe popularity and influence among 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 strength of voice to maximize this is only the first step. If it is to really establish the brand and the emotional connection between consumers and also to voice their endorsement of the brand closely linked.
Overall, the majority of casual domestic brands is still limited to brand advertising model plus celebrity endorsement, while the lack of cultural promotion, public relations, promotion, promotion experience, try the other way. The face of the rise of domestic brands warlords, foreign brands eager to enter the Chinese sportswear market, domestic brands, especially those in the domestic market has started a well known and have “international brand” brand vision of casual wear, in order to enhance the brand reputation and loyalty, is bound to promote a single model out of a fixed three dimensional extension to the flexible mode.
Brand Establishment is just the beginning, to take effective measures to enable the brand to the brand value added long term foothold in the market. Brand extension is to achieve value added core brand value; through brand extension to “brand products” into the concept of “brand assets” concept to realize the value added brand value. In the field of casual wear, brand primarily through brand extension, the main sub brand, multi brand to achieve the form of brand extension.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 can lead to the immediate consumer recognition for new products and faster acceptance of; also saving for consumers familiar with a new brand for the high advertising costs are usually .
But at the same time, the brand extension also includes risk: an extension of the brand may also undermine the consumer after the failure of other same brand impression. At present, many domestic casual brand has been extended to casual shoes, leisure packages and popular accessories and other fields. Some of the brand is preparing to, or start trying on cosmetics, household items and even the media arts field an extension of the brand these ambitious expansion plans need to assess brand strength based on the correct and full understanding of the brand extension based on the advantages and disadvantages.
The brand extension to avoid a single to give the “implicated risk”, the main brand in the premise of constant increase for the new sub brand brand. Main sub brand strategy is the most common use of foreign brand casual wear brand expansion strategy. Such as the French brand Etam (Etam) in the Chinese market on the use of main and brand strategy. It is the main brand Etam Etam established based on the weekend, Vice brand Etam sports. While sub brand can enjoy the influence of the main brand, make full use of the original main brand brand resources, on the other hand to extend the use of sub brand products deliver 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, such as positioning in the China Men’s Mark Fairwhale senior leisure (MarkFairwhale) in addition to establishing the main brand Mark Fairwhale, but also build a business for men, jeans for men and women and other sub brand.
Multi brand products that consumers in the same class to create two or more brand strategy. It was established to meet different product characteristics and different motivations to provide a way to buy. Strong apparel 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, OldNavy, Gap and BananaRepublic on the cover from the popular low cost models, the basic models to sophisticated high end models and then to fashion and other market segments. Metersbonwe also just launched not long ago the high end casual wear brand ME & CITY.
But more than a major drawback is the brand for each brand might only be a small part of the market share, but profits are not high for each. Baleno launch of many new brands on the face of such awkward questions. In view of the risk of multi brand strategy as well as domestic and foreign multi brand strategy failed precedent, China’s casual brand in the implementation of this strategy to be careful, must not be anxious for blind expansion.The development of the domestic casual wear brand, need to establish their own brand marketing in the improvement and innovation. Casual wear brand in China and domestic market decide that the brand positioning, brand promotion and brand extension is to determine the survival and development of the brand’s three main factors.
However, the prevailing domestic sportswear brand positioning, brand confusion, generalized form of the single and the lack of brand extension for scientific long term planning and other issues. To address these problems and speed up the pace of development of domestic brands, domestic sportswear brand marketing companies need to conduct a comprehensive scientific parts of the improvement and perfection, and to ensure an effective interface between the various parts of the country. On this basis, as the brand bigger and stronger, but also learn from foreign countries to exploit the success of brand marketing experience and vigilance to avoid the development of foreign brands in the misunderstandings and problems, 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 brand casual “upgrade” action is in full swing. In addition to previously mentioned introduction of urban leisure brand Metersbonwe ME & CITY addition, Giordano and Bossini launched the main attack, respectively consumption level GIORDANOConcepts mature and objective fashion female customers BOSSINISTYLE.The have made 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 upgrades to improve core competitiveness, market competition will be key to winning.
Jiang Heng Jie expect a new round of market 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 out of frustration. Chinese clothing brands and look forward to their core competencies.” Casual wear industry is no exception.Another expert analysis, said increased intensity of international competition, progressively higher levels of consumer demand, the Chinese economy era of competition from product to brand competition, these are all so exquisite brand into a top priority to urgent.In the era of high growth brands, local enterprises upgrade issues facing the brand, achieved through constant self update to upgrade the brand content and synchronization product upgrades, communication upgrades, management and upgrading, the brand more in line with consumer demand.
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