1. Strategic brand strategy: Clothing brand is the sum of related product experiences in consumers' cognition: from style, quality, packaging, price to sales environment, from product display, point-of-sale advertising, store atmosphere to service attitude, employee behavior, from corporate word of mouth, media opinion, public word of mouth to advertising temperament and design style, these small details will affect consumers' understanding of clothing brand, thus affecting their purchase decisions.
The planning and design of clothing brand strategy is second only to the development strategy of enterprises. Successful clothing brand strategic planning includes market research, market positioning, product development, pricing strategy, distribution channels, promotion strategy, enterprise identification system and so on. In the process of brand management, China's garment enterprises often do whatever they want, without comprehensive and systematic brand planning, and only do a certain aspect, a certain part, or advertising, or packaging, or brand guidance. Every enterprise emphasizes the important link, but few enterprises do all aspects of clothing brand.
2. Clear clothing brand positioning: positioning is the key link for clothing enterprises to carry out brand marketing. At present, there are few brands with clear positioning and unique styles in China clothing market, while brands with vague positioning and messy styles abound. Many brands make people lose sight of what their business philosophy is and who their consumers are. It seems that these clothing companies only rely on sensory powder to make brands. The management of clothing brands can not be separated from sensibility, but it can not rely entirely on sensibility. The management of clothing brands must effectively control sensibility according to scientific and reasonable brand marketing strategies, and Tang should conduct scientific analysis and research on his own products to find his own market positioning.
3. Perfect clothing brand packaging: brand packaging includes logo design, font design, color design, album design, website design, promotional materials design, video production, advertising design, business card design, poster design, etc. Therefore, clothing brand packaging becomes an independent and distinctive clothing brand in an all-round way.
4. Complete and refined clothing brand marketing: the brand is the core content of the product, and the brand effect is beyond the reach of other marketing methods. In the market, a strong clothing brand marketing strategy can make enterprises occupy a favorable position in the relationship with retailers and other market intermediaries.
Brand marketing methods:
1), TV commercials. Especially in the prime time of TV stations, the sexual effect is higher.
2), newspaper advertisements. The way of news propaganda is more convincing;
3), outdoor advertising. Positioning of target consumers and promotion of store advertisements;
4), online advertising. Fast and convenient network information, carry out network interactive activities, close the relationship with consumers, and build a bridge for dialogue and communication between brands and consumers;
5) Word-of-mouth publicity is the golden choice for enterprises to quickly occupy consumers' psychology. Quality, service, etc. Seize every detail opportunity to show strength;
6) Public promotion activities to improve the brand's influence and degree in the public;
7) Make use of hot resources of current affairs.
8), public relations ideas. Appropriately recruit personnel from government agencies and units, appropriately expand local networks, and then learn legal knowledge, such as contract law and quality law.