Positioning Fashion Consumers Is The Key To The Survival Of Clothing Brands

2008 of the global financial crisis is all. brand No escape.

From the US subprime crisis in October 2007 to the collapse of Lehman brothers in October 2008, LV's share price dropped from 89 euros to 45 euros.

However, Hermes is against the trend. It rose from 60 euros in late January 2007 to 118.8 euros in October 1st.

In fact, on the eve of the storm, Arnott, President of LV, once said that although LV grew by more than ten percent in the world, the growth of emerging markets and the US market increased sharply. This shows that the focus of LV has been placed in the United States and emerging. market It does not care about the negative growth in the European market.

Almost at the same time, Thomas, President of Hermes, has indicated that although Hermes has doubled its performance in Asia every year, they still focus on France.

Thus it can be seen, Hermes Because it does not pursue expansion speed, it keeps its traditional market away from a bubble and risk.

This is a commitment, but also a manifestation of brand values.

"Positioning is very easy. It's hard to concentrate. In the face of temptation, many people can't resist temptation." The vice president of Jin Ba group said.

And more importantly, "if you don't know where the consumer is, you can't exert yourself." Seven wolves Chairman Zhou Shaoxiong said.

In fact, after the "seven wolves" trademark registration and the successful operation, nearly thirty "wolf's" brand came into being one after another. They all hope to make their brand bigger by the name of "seven wolves".

However, only a few brands such as "seven wolves" have grown up, and other developments are generally "dead" or "half dead."

"At the early stage of market development, the follow up strategy of these enterprises will bring a lot of benefits," some experts believe. With the development of the market, enterprises lacking brand culture will surely decline.

Indeed, many brands in China are homogenous.

For example, men's clothing, consumer advocacy are mostly "good men" or "successful men".

For example, women's clothing, mostly targeting 25-40 year old white-collar women. Newly born college students often worry about not buying clothes when they enter the workplace.

But how to define Chinese consumers is not such a simple problem.

This has also brought challenges to bestsellers.

Foreign clothing brands are Pyramid type as a whole, while Chinese consumers are more dumbbell models. How can they find their customers?

After investigation, the market is targeted at young people aged 20-30.

This group has a certain purchasing power, but the international first-line brand is too expensive for them. At the same time, they also pursue fashion, and many domestic brands can not satisfy them. The neutral market appeared, and the market between the two became the target market.

Adhere to such positioning, bestows on the Chinese aquatic wind.

Obviously, brother is also one of the successful brands in recent years.

The more than 30 year old woman began to gain weight, and the body shape of the woman who had been born will also change. It is generally inappropriate to wear A clothes again.

As a result, the elder brother took aim at the backbone market of middle-aged white collar, produced B and C model clothing, and launched a version design according to the characteristics of the consumers, which had a good market effect.

In fact, many enterprises are constantly adjusting.

The Pacific bird has a process of constantly trying to find out. From shirts, formal clothes, Business Suits Rules start, to develop leisure men's clothing, and then create fashionable women's wear. After years of development, it has formed a series of all-around brand chains including fashionable women's wear, Lok Chai women's wear, fashion Menswear, HP Menswear, and menswear men's wear.

Since the transformation of China in 2004, "fashionable sports" has been a blue ocean, and some domestic brands that have taken this route are not fashionable at all, so the market has been swept away by Kappa.

Not long ago, Anta acquired the FILA brand, which is also located in Italy and positioned in the same direction as Kappa, from BELLE.

Therefore, Chen Yihong's major strategic decision was to acquire the Japanese skiing brand Phenix in April 2008 to enhance the scientific and technological strength, which was agreed by the industry.

In fact, about how to locate, we should learn from foreign experience, a brand has several series, such as: X brand, has a "girl sentiment series", there will be a "golden autumn charm series", multiple series meet different levels of consumer demand, expand market share, and then get rich market profits.

In fact, positioning reflects the way of thinking of brand operators, seeking similarities or seeking differences.

Some experts believe that we should have the spirit and method of "one way, one life, two life, two life three, three things all things" to discover different development space. This is the starting point of the future brand development.

In fact, China's market segmentation begins to develop in depth, which provides conditions for brand positioning.

For example, exercise and fitness will become a major component of the new generation of "new nobility", "new middle class" and "new generation" entering the society in the future. It will also generate more updated sports such as hiking, camping, mountaineering and so on, and there will be more specialized segments of the market.

For example, jewelry, shoes and hats, bags and other clothing accessories will be included in the clothing accessories category. Clothing accessories will gradually become an integral part of everyday dress.

McKinsey predicts that in the next ten or twenty years, the purchasing power of Chinese will increase significantly, and the real consumption power of the city will increase by more than 5 times, and it will rise to 19 trillion and 200 billion yuan by 2025. Especially the generation born after 80, they will be a remarkable consumer group.

This is a huge space for Chinese clothing brands to play.

However, in the face of new market demand and consumption patterns, we need to intensify our efforts to further study.

"The pursuit of consumer demand, but also to tap the needs of consumers," experts say, so that the brand can create the market.

"We emphasize market demand very much and conduct consumer research every year." Xu Bo, President of Barbara, said.

And the market changes also excited him. Parents used to want their children to be cute, but now they emphasize that children should wear beautiful fashion.

"According to this demand, children's clothing is completely adult," Xu Bo said. And children also have their own values, and know what clothes to wear on occasions.

Only in this way can we adjust the strategy around the consumption orientation, first of all, make the product well.