Brand Positioning For Clothing Affiliate

Nowadays, clothing brand franchise is one of the trends in the apparel industry, that is, the chain of affiliate routes based on its own terminals.

Building a strong terminal network through franchising or direct chain mode will be an important orientation of garment industry channel development.

Brand positioning is to find a location for the brand, mainly refers to the brand to the consumer's feeling, is a kind of result that the consumer feels, such as brand's grade, characteristic, individuality, target crowd and so on.

Next, brand appeal, brand advertising creativity, product color and packaging, market vividness display and promotion strategy must be consistent with brand positioning, so as to highlight brand tension.

On the one hand is

Looking for the potential of domestic clothing consumption, on the other hand, a large number of external processing enterprises in China have lost a large number of orders due to the rise in labor costs and began to turn to the domestic market.

The overall supply of products exceeds demand, and buyer's market is initially formed.

In the face of many clothing brands, consumers have more choices.

The rich and colorful material life and the individualized development of the spiritual world make the consumption demand more diversified.

Consumers have more requirements for clothes and are more cautious and picky than before.

In order to be able to attract attention in many brands, the brand image has attracted the attention of enterprises, and more enterprises have made VI packaging for the brand.

Clothing advertisements frequently appear in various media.

However, due to the emphasis on brand outer packaging, brand image is difficult to form differences.

With the entry of more imitators, these brands are more and more difficult to keep consumers' eyes.

Most of the domestic brand marketing network has the characteristics of self combination and franchise.

The sales outlets of the first tier cities can be used to display the brand image and corporate culture, and the elite shops with influence will play an investment orientation role in the future development of agency affiliate.

For the brand of garment enterprises, the self operated network facilitates unified planning management and embodies brand culture.

But the investment is big, the request is also high, the co construction network is flexible, therefore also has many uncontrollable.

Changing market characteristics and uneven enterprise status, as well as the immature consumer market, operators can only adjust and explore business ideas in the process of operation.

Similarly, enterprises can only choose suitable marketing network according to market changes and their brand positioning in the development process, instead of applying a successful affiliate marketing mode abroad.

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It is a diversified way, not only limited to the selling points that everyone is grabbing, but also different terminals can be considered according to the characteristics of the products.

Domestic garment enterprises adopt different marketing network levels according to different market levels and brands.

It is also different from the development time and degree of development of enterprises.

The self operated network in key areas can embody the management capabilities of enterprises, resolutely implement the brand management concept and embody the corporate culture, while other regions and franchisees can jointly increase their strengths and avoid weaknesses, which can save a lot of risk inputs.

Clothing chain stores are an inspiration for the reform of clothing enterprises.

For apparel enterprises, the problem now is how to rapidly develop the chain format of the apparel industry and how to do it in its own way. The strategy that the enterprise should take is to build up a new business model based on its own channels and attach importance to and collaborate with the "integrated marketing channel".

Self owned channels are the foundation for enterprises to survive.

However, the new business mode of "integrated marketing channel" can not be sluggish. Its professional marketing team, low cost logistics channel and broad future development space mean that the future apparel industry will move towards the separation of professional and fragmented businesses.

The new business mode of "integrated marketing channel" is to integrate different brands into the same channel and lock up marketing.

It will make the traditional private channels become an operational burden instead of a sales force for enterprises. In this situation, only the pformation of clothing enterprises, that is, the pformation of traditional channels, can survive and grow and grow in the market competition environment.