New ways of clothing marketing, how to innovate

Editor's note: How to increase sales in this age of not blindly admiring the brand. See how dealers move to attract customers - clothing service innovation apparel culture,

From clothing style to brand management, clothing brands whose target consumer groups are basically the same, no matter whether they display brand culture at luxury fairs or broadcast brand advertisements through indiscriminate bombing, they are different in culture, lifestyle and consumer demand. In the eyes of a small consumer, it has been difficult to stand out from many similar brands. If we say that Chinese brand clothing has made great progress in the market competition, this progress is more specifically reflected in the rationality of the brand's participation in competition.

From attracting consumer groups with celebrities, to building fashion lifestyle museums, and focusing on the overall image design of the brand to occupy a unique position in the minds of target customers, China's clothing brand competition is increasingly showing rational characteristics. The managers of many brands are not without emotion to tell us that in the past, marketing methods such as popular celebrity advertisement advocacy, piracy copy-taking follow-up, discount promotion, etc., have now become ineffective for rational consumers.

Fashion store style appeals to consumer groups In the market, this product marketing area, the terminal is the brand display physical product, spiritual value and scientific perfect business model in the market operation, and it is an important frontier with the competition consumer groups. The cultural identity of the brand will be integrated into every cell of the terminal, so that the quality, display style, collocation culture, price structure, fashion concept, service means, etc. of the product accurately convey the internal charm of the brand and is rational. Brand operators have gathered the brand's material spiritual capital in the terminal, affecting every consumer and winning the market.

The process of clothing purchase and consumption has become a kind of behavior that contains illusions, emotions and fun, and becomes a pleasant personal experience. Customers buy clothing, not only consumer clothing itself, but also the personality style of the brand, the service culture of the brand, the fashion information provided by the consumer clothing store, the space of the consumer clothing store, the time of the consumer customer himself in the clothing store, and how to tap The hidden market can be the potential and law of the use of brand capital, how to deeply and accurately study the consumer psychology and provide valuable products, how to use a new and innovative style and new marketing concepts that consumers can realize, so that consumers appreciate the brand's Personality culture, how to provide a brand-targeted consumer group with a thoughtful and satisfactory service close to its lifestyle, has become the key to the success of the brand's apparel winning market.

From displaying a group of products to expressing a clothing lifestyle through the combination of products, reflecting the cultural connotation of the brand through the distinctive style characteristics of the store, it is the association of many individual fashion brands with life scenes and display design, vivid display of brand cultural connotation style taste the rules. The design innovation of brand culture in the stores not only enables consumers to understand the types and scope of store operations, but also allows consumers to experience many relevant information from the perspective of marketing, which is an important factor that attracts consumers' attention and stimulates their interest.

The distinctive brand image gathers the fashionable clothing group's outstanding clothing brand itself, which can fully describe the style of a brand, embody the service orientation of a brand, and evoke the innovative characteristics of a brand. How to establish a brand image can not only make people come into contact with a certain brand of clothing in the market, but also associate with a style, a spirit, and will know whether the brand clothing is suitable for their own needs and enable people to From a number of excellent brand products, we can see a seasonal fashion culture, the pursuit of a group's style, the service mode of a class of products, and the performance of a clothing life behavior. The Chinese clothing brand is also facing severe challenges.

Although a large number of garment manufacturers engaged in product processing and wholesale operations have also registered their own trademarks, they also hope to earn a brand of money; although some smart operators imitate their international counterparts, they have taken their clothing to France. Or Italian foreign names, or in accordance with the logo of an internationally renowned brand, register a trademark that allows people to visually create illusions, hoping to conquer some superstitious international brand consumers; although some operators, take out the use of trademark rights of international brands Manufactured a large number of international branded apparels in their own factories and made international famous brands fly. However, these practices only paid attention to the imitation of brand images, neglected the absorption of brand culture, and ignored the excavation of brand connotation, resulting in the market There are too many brands to make consumers know what to do. Mature consumers with cultural heritage are no longer blindly superstitious about buying a brand.

The lack of a brand's culture of goods and services is the reason for the decline in Chinese consumers’ lack of brand loyalty.

Outstanding clothing brands use the cultural personality of fashion and personality to expand the market, take the lead in setting off a new wave of enthusiasm in the terminal, and use this to guide the design, development, production and operation of the brand, in order to formulate the brand's market positioning and operational development goals. It indicates that China's clothing brands have begun to mature in the baptism of market competition.