Why Fashion Enterprises In China Are Keen And Multi Brand

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In fact, the multi brand strategy of Chinese enterprises must first build their own flagship brand. LVMH is built by LV, the peak is Cartire, PPR is Gucci, and the flagship brand not only promotes and promotes other brands in the brand image, but also achieves the proportion of 20%~50% in terms of revenue contribution.

By virtue of the flagship brand's high-end influence, a wide range of layout outlets, providing the latest technology and employing the best talents for the subsidiary, so that the synergy can be brought into full play.

The domestic clothing brand that has just entered adulthood looks at the long history of the international brand, listens to the classic and people's longing for the brand story, and starts to find a unique temperament and taste for itself, but most of them have the same theme.

But the concept of "time" has always been.

@ step AI: multi brand strategy is only suitable for the main brand strong companies, such as LV and Armani. If the domestic brand is copied simply, the result may not be satisfactory. It is better to develop the brand directly for different consumer groups.

@ lookout on Banpo: multi brand strategy will be more and more widely used.

Positioning theory is also gradually challenged.

The mass market has become more and more composed of many small groups. Consumers' likes and dislikes are stronger than ever. The multi brand strategy is only adapted to the new market.

@ Yu Lei: the multi brand strategy was completely negated many years ago.

However, the market has changed, and the mass market has become more and more composed of many small groups.

The practice of marketing is always ahead of theory, especially in