Direct Camp Mode Is Conducive To Publicizing Its Market Positioning.

It is reported that on the eve of national day, it is located on the eve of national day.

The discount boutique mall - Florence town ushered in the newly opened GAP store with an area of up to 1000 square meters.

For many people, GAP and Zara, H&M are high quality foreign brands, but you may not know that in the United States, GAP is famous for its high quality and low price, and is a well-known mass brand.

This family was born in 1969.

Enterprises are loved by the salaried people in the United States.

In 70s, it was called the only profitable clothing store in talk shows.

At a Oscar prize presentation ceremony in 90s, when Sharonstone said he was wearing GAP, journalists did not believe it because the brand was not high-end.

The commentator, Kuang Jie, recalls the purchase experience of direct selling stores in the United States, and sighs that GAP is not selling very well.

Kuang Jie: the price is relatively moderate, which is much cheaper than brand name. It should be a popular popular brand of all ages.

But when GAP just built up, it took a detour.

When Fisher first launched the brand of GAP, he was going to sell jeans and tapes.

Later, in the market, I met professional.

Levis, GAP lost to rivals.

Fisher finally decided to take a younger and popular route. The products sold include clothing, such as T-shirt, short and lean cotton blouse, jeans and so on.

Central University of Finance and Economics professor Cui Xinjian believes that adjusting the market positioning is the key to GAP's success.

Cui Xinjian: in addition to cowboys, plus T-shirts and shirts, they are more fully positioned for leisure.

In fact, positioning is not only for enterprises to define what they are doing, but more importantly, your information should be passed on to consumers. If consumers enter your store or see your products, they will think, oh, this is what I need.

Although GAP has gradually allowed franchised stores to expand in recent years, GAP stores are still dominated by direct outlets.

Cui Xinjian commented that franchising can expand rapidly, and the direct mode is conducive to publicizing its market positioning.

Cui Xinjian: now a lot of fast food products are direct shops. The advantage of Direct stores is that they can compare the advantages of a single centralized brand, show its individuality, highlight its fashion positioning, or product positioning, which can be directly pmitted to consumers through direct outlets, and can even be passed to consumers through the style of service or service characteristics.

Since the 90s of last century, some big fast consumer goods manufacturers have found that the store in the commercial center can make all sales increase dramatically. So, GAP is also involved in the war in the bustling area, and the business is booming, especially in a number of direct selling stores, the so-called oitles, a booming business.

However, Kuang Jie believes that under the impact of some new brands, GAP's young rivals are catching up.

Kuang Jie: Zara, after H&M comes out, they are really a shock to GAP. One is that the price may be slightly lower than that of GAP, and the other is fashion. Like Zara, H&M, they change the new model very quickly.