How Can Franchisees Live In High-End Clothing Brand HOLD?

Franchisees must live in HOLD when they choose to run high-end clothing brands. The industry has shown that they should enhance their brand image in the minds of consumers when they operate. They must not fight price wars. They should guide consumers to spend on high-end clothing brands and diversify their business routes. In the half off decade of this business war, journalists found that apart from domestic clothing brands, momento, a high-end clothing brand that has been selling well in Europe and America for many years, has also launched a preferential campaign for Taobao's flagship store.

Momento, an example of European style clothing, is designed for modern fashion people who live in the metropolis of the world in their individuality, independence and pursuit of high-end quality. They are 20-50 years old.

After entering the Chinese market in 2012, it brought a fashion trend.

Reporters found that many buyers have expressed their affection after buying products, such as a pure cotton three piece set with more than 700 original price as "love letter", and the promotional price is only about 360, so they won favorable comments for its unique design.

The sky and sky text, the black and white Blues design, let buyers call, though they do not understand, but shop in the living room is very artistic.

Since the financial crisis, the domestic and international markets in Europe and the United States have been sluggish. In view of China's comprehensive national strength, people's consumption level and consumption level have been greatly improved. More and more attention has been paid to the quality of life and the taste of life. Many foreign high-end brands have aimed at the domestic market.

With the entry of foreign high-end clothing brands such as Finn FANTTI, JAHVERY and Italy Bellora, it indicates that China's high-end garment market has great potential for development and is heading for a new stage of development.

Reporters are attending

During the spring and summer new product launches in 2013, we learned from a lady from Sichuan, Ms. Chen, who has many years of experience in the clothing industry, that she has already run more than three line clothing brands. But with the growth of local consumption level, these brands can no longer meet the needs of fashion people who pay attention to the taste of life. She hopes to find a high-end clothing brand.

Ms. Chen gave a detailed inspection of the brand. She told reporters: the style of the product is clear and has a unique DNA attribute, especially its aristocratic black series, featuring realistic flowers as the main performance elements, symbolizing dignity and elegance, others are hard to imitate, and very competitive in the market.

At the same time, Ms. Chen is very optimistic about the prospects for the development of clothing in their local shopping malls. She said: many of the buyers of clothing products are young people who have just bought houses or people who move to new homes. They do not care about the price. They hope to buy a complete set of household products and avoid the trouble of their own collocation.

For them, high-end clothing brands like clothing not only focus on the functionality and design of products, but also attach great importance to interaction with consumers.

Although China's high-end clothing market has great potential for development, a senior garment industry pointed out that franchisees should pay attention to the following points in their operation.

1, the high-end clothing should be able to bear "loneliness". The investment of high-end clothing brands is much more than that of the ordinary middle and low end clothing brands. We must not blindly seek success in the initial stage of joining the league, and achieve a short time return by price war, and pull down the brand image in the minds of consumers.

2, change the ideological erroneous zone.

Compared with the general public, the high-end consumer group is obviously a small number of people. As Liu Zitao, who has served many brands and has rich marketing and management experience, said, for high-grade brand shops, the daily traffic volume is not as good as possible. If the incoming passenger flow does not match your brand positioning, it will affect the high-end shoppers' shopping mood and miss business opportunities.

Therefore, it is more important to create high-quality shop displays and discard the crowd and "please" high-end consumers.

3, precision marketing, differentiated management.

For high-end consumers, their pursuit of life is far greater than the meaning of the product itself. How to meet the individual needs of these people?

That is the key.