Three Thoughts On How Clothing Brands Are Different

We can put it right. brand It is very difficult to integrate into the brand community of its own brand, but how to make it different from the brand community.

Your product can be satisfied. Consumer The demand of other brands can also be achieved. When everyone can do that, the brand characteristics are likely to be the same or similar. If you want to get rid of other brands, you must jump off the shackles of the physical attributes of the products, and create the perceptual level of the brand, that is, create the unique value of the customers' perceptual level and satisfy the perceptual needs that consumers may not expect, so that your brand will be unique, and become outstanding and outstanding with the unique and beautiful emotional orientation. In this regard, there are three ways of thinking that are worth learning from.

　　 First, transposition thinking. 。 In my years of marketing practice, I have found that from the perspective of their own business, enterprises often focus on mining the functional positioning and selling points of products, but in fact, only when they are integrated into the consumer group, can they find out the connotations of sensitive brands that meet the needs of consumers.

According to the latest survey, the price of Nike is the highest among sports shoes brand, followed by Adidas. In China, the price of "Nike" is 2.76 times higher than that of the "Lining" brand. However, the same price is also the number one sales volume, the sales volume of Nike brand is the highest among the similar brands.

The huge sales volume is not surprising. The high price strategy is not surprising, but it is rare to combine the high price with the high sales volume. How did Nike do it?

The research institute surveyed thousands of consumers in Nike consumer group. The results showed that most respondents thought Nike was the most "cool" brand in the mind, which best reflected the emotional value of individuality, creativity, dynamism, vitality and so on. This can be achieved mainly because Nike has been promoting sports culture for a long time, promoting sports activities, and creating a system of value system for consumers of their own communities, including the standards of fashion, popular language, popular symbols, and the spirit of individuality. Nike has become a symbol of popular culture to some extent, and has also become a spiritual leader of a large ethnic group. That's why we have made this high priced brand.

　　 Second, strengthen Reflection 。 When there is no obvious brand personality element to follow, strengthening existing elements is also a way to determine the meaning of different brands.

When the French perfume family launched the world-famous "joy" perfume, it was located in the noble taste group, but in this group, its products and brands were not very different. In order to achieve the purpose of individuality and difference, the price of one of the characteristics of noble grade brand was strengthened. So the most expensive "joy" perfume in the world today.

　　 Third, level thinking. 。 Cross industry level thinking can create new thinking and products.

The inventor of the original vacuum cleaner invented the vacuum cleaner inspired by the electric fan's regular duster. The founder of Ford, Henry Ford, introduced the assembly line of slaughterhouse into the car production, which greatly improved the efficiency of automobile production.

Such examples are numerous. For the innovation of perceptual level, we need to broaden our minds and excavate brand elements. Only in this way can we create brands that exceed consumers' expectations.