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Casual Wear Brand Marketing Analysis

Several domestic firms need to develop brand marketing strategy and effective brand and reasonable application continues through auto update to update the building is the foundation created brand.Brand the mark, but another important factor is marketing. As we all know, is almost nonexistent for the "core technology" of the industry's casual wear, its greatest value is the brand. Given the increasingly sophisticated and increasingly competitive casual wear domestic market, the establishment of effective market appeal of the brand of clothing companies, particularly urgent and important.However, there are many other companies also sold sports clothing brand products exists only as an appendix, so too simple-blind, Questions, the promotion and expansion, neglecting the cultivation of the brand effectively. In this situation, the internal need for occasional wear brand building business their own state and problems of the brand to develop strategies for reasonable and effective brand marketing to achieve the establishment and promotion of the brand.

Branding

Brand positioning is the relationship between the establishment and development marks an important strategic decision, but also the implementation of the specific premise strategy.Marketing brand marketing guru Philip Kotler in his "Ten Commandments of Marketing", a book take an example from the clothing chain to illustrate the market is not concerned about the marketing of larger ring. He writes: "We ask the question:" Are you ready for the goods from whom? 'Please do not answer "for everyone." That is unacceptable. "In China, many of the leisure brands in answer to the question also is "unacceptable." For consumers the most objective criteria for selection by brand and necessary sub differentiate between market segments such issues as priorities.

For example, many national brands of casual clothing, consumer target group between the ages of 15 to 35 years of age in the young, this approach ignores addition to age, the selection of clothing is as important occupation, income, educational level and other factors, age range 15 35 years of age must be followed down.Brand broken positioning is not clear, not necessarily lead to different personality brand, the different brands of consumer groups, the results overlap. Especially for casual wear market in the country work hard for many years and has established a reputation and extensive sales channels in terms of leisure brand, if not resolve its own brand positioning that may exist in top consumer problems today tends to personalize this time, it loses its customer satisfaction and brand loyalty, and ultimately losing.

Branding

With competition in the leisure market lingerie intensified, the original window is not enough publicity has been the national brands have realized the need for major brand and have yielded highly sought after celebrity endorsements, commercials, to promote their own brands. Through annotations advertising and celebrity in the form of branding, you can have the brand awareness of consumers or potential consumers, and therefore create and improve image brand. However, the same celebrity endorsements and costly, some brands of the introduction of rapid access to wide popularity in the new market favorite, while others promote the brand does not have the desired effect, causing a major reason for this difference is the brand ambassador option.

Choose the Ambassador right brand, to be taken into account well-known spokespeople, public image, market appeal, and if the voice matches the image of the image and brand, consumers spokesman for the group target image and the image of matches and other factors. Metersbonwe choose Jay, PAN, and the backing of Angela Chang, not only the value of its huge popularity, is exercised more tension in the line of young fashion people Metersbonwe block ideal self-image and branding of your own personality, so choose what makes ambassador the brand is appropriate. It also showed that the approval by three idol, Metersbonwe popularity and influence among young consumers have been largely As enhanced.Balance principle from the perspective of consumer behavior, the spokesman for adoption by the high degree of recognition, so that consumers and emotional connection between strength of voice to maximize this is only the first step. If it is really establish the brand and the emotional connection between consumers and to express their support for the brand closely linked.

In general, most of the occasional domestic brands is still limited to model brand advertising, most of the celebrity, while the lack of cultural promotion, public relations, promotion, promotion of experience, proven otherwise. The face of the rise of warlords domestic brands, foreign brands eager to enter the Chinese sportswear market, domestic brands, especially in the domestic market has begun a well known and have "international brand" The vision of casual wear brand, to enhance the reputation of the brand and loyalty, is obliged to promote a single model out of a fixed three-dimensional extension to the flexible mode.

Brand extension

Establishing a brand is just the start, take effective measures to bring the brand with the added value of brand point of long-term support the market. Brand extension is a central value of the brand value through brand extension brand "products" in the concept of brand assets "concept to realize the value added brand value. In the field of casual wear, brand primarily through brand extension, brand sub main, multi-brand for the form extension.Brand brand extension is the use of a brand name to succeed in a new product category in the production new products, the so-called "umbrella brand" effect. Can help companies more successfully into new product categories, and can lead to recognition immediate consumption and faster new product acceptance, also saving for consumers familiar with a new brand for advertising costs are high usually.

But at the same time, the extension of the brand also includes the risk: a brand extension may also endanger consumer after the failure of another brand impression. At present, many domestic casual brand has been extended to casual shoes, leisure packages and popular accessories other fields. Some of the brand is preparing to, or start dealing in cosmetics, household items and even the field of media arts a brand extension of these ambitious expansion plans need to assess brand strength based on accurate and complete understanding of the brand extension on the basis of the advantages and disadvantages.

The extension of the brand to prevent a single to give the "risk involved", the leading brand in the premise of ever-increasing brand new sub brand. Sub main brand strategy is the most common use of the expansion strategy outside of the casual wear brand brand. As the French brand Etam (Etam) in the Chinese market in the use of the main strategy and brand. Is the leading brand Etam Etam established based on the weekend, Vice President Etam brand sports. While the secondary brand can enjoy the influence of the main brand, make full use of the original brand of the main resources of the mark, on the other hand to extend the use of sub-branded products offer a new image to promote the concept and personality. With increasing brand awareness and increase enterprise-level forces, increasingly informal national brands also achieved through the extension sub main brand brand strategy and positioning in China Mark leisure men Fairwhale senior (MarkFairwhale), besides being the leading brand of Mark Fairwhale, but also build a business for men, jeans for men and women and substance of the mark.

Multi-brand products that consumers in the same class to create two or more brand strategy. Was established to meet different product characteristics and different motivations to provide a way to buy. strong apparel business, you can start a number of brands, which cover several market segments, increasing its market share. If the three major U.S. clothing giant GAP brand, OldNavy, Gap and BananaRepublic on the cover of popular models low cost, basic models to sophisticated high-end models and then to fashion and other market segments. Metersbonwe also just recently launched high-end casual clothing Brand ME & CITY.

But a major drawback is the brand for each brand can only be a small part of the market share but the benefits are high for everyone. Baleno launch of many new brands in the face of such awkward questions. Given the risk of multi-brand strategy and domestic and foreign multi-brand strategy is not above, an informal chain of China in implementing this strategy to be careful, do not be anxious for development blind expansion.The of national casual wear brand, the need to establish their own brand of marketing in the improvement and innovation. Casual wear brand in China and the market decide that the internal brand positioning, brand promotion and brand extension is to determine the survival and development of three main factors of the brand.

However, the existing internal positioning of the sportswear brand, brand confusion, generalized form of the single and lack of brand extension for development Scientific long-term planning and other issues. To address these issues and accelerate the pace of development of domestic brands, domestic sportswear companies marketing brand will have to make science an integral part of the improvement and perfection, and to ensure an effective interface between 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 the brand experience marketing and monitoring to prevent the development of foreign brands in the misunderstandings and problems, you can take the initiative to meet international competition and the challenges and the "internationalization" achieve the goal of the upgrade.

In fact, the national brand casual "update" the action is in full swing. Besides The introduction mentioned above in urban entertainment brand and also Metersbonwe CITY ME, Giordano and Bossini launched the main attack, respectively GIORDANOConcepts consumption of maturity and the target customers of fashion women have made great improvement BOSSINISTYLE.The the casual consumer market in China is promising, as expected, from 2007 to 2010 the compound annual growth rate of the industry is expected to reach 14%. China is still a large number of casual clothing brands, and more scattered, for clothing brands casual, through upgrades to improve the brand's core competitiveness, market competition is the key to winning.

Jiang Heng Jie expect a new round of market survival of the fittest, the apparel industry to fully rehabilitate. "Without their own brands, sales channels, the market does not necessarily control the ability of clothing firms are likely to frustration. Chinese clothing brands and we expect their skills plants. "Casual wear industry is no analysis of exception.Another experts said the increase in intensity of international competition, progressively greater levels of consumer demand, the era of China's economy to competition from product to brand competition, these are all so exquisite brand a top priority urgent.In the time the high-growth brands, local problems to improve business off the mark, achieved through self constantly updated to improve the content Brand and product synchronization updates, upgrades, communication, management and improvement, the brand more in line with consumer demand.

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I am a professional editor from China Products, and my work is to promote a free online trade platform. http://www.himfr.com/ contain a great deal of information about rocawear kids clothes,infant western wear,wetsuit brands, welcome to visit!

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