subject: Deputy Clothing Brand Strategy: The Implementation Of The Three Actions Required [print this page] Deputy Clothing Brand Strategy: The Implementation Of The Three Actions Required
Today the channel is king, brand Proxy In the apparel business has always occupied a pivotal role. However, no one can say how much the brand is now clear, as clear and no one can say how many street clothing stores opened, then closed with; people get rich through a proxy Nuggets brand clothing, some people who lose everything. So, for clothing dealer, the key to a successful agency brand clothing so?
Recently, China National Garment Association? Chinese apparel retail distribution joint seminar organized by the High ADR good guest Shanghai CD (International) Brand Management Institutions, general manager of Mr. Ma Chunlin, on how to properly brand clothing dealer agent to explain a topic in depth. Lectures by the same number of dealers welcome Therefore, this special seminar documentation of this to readers.
Search intention Brand
Choice of a good clothing brand, half the battle. However, the market an array of apparel brand Querang dealer dizzying, from which to pick out a potential and suitable for them is not easy. Therefore, they choose clothing brand should be a comprehensive analysis of various aspects.
First of all, the market trend analysis. Clothing itself has a lot of plates, at different times have different trends. Such as the current domestic market, due to the advent of the Beijing Olympics, sports apparel is a fashion trend; another example, Kids Also present a more promising section. Dealers in the selection of these big brands must understand fashion trends, though not necessarily in accordance with the trend to choose the brand, but the trend of understanding, can choose to have a holistic grasp brand.
Followed by the analysis of their market positioning. Very different north and south China region, while parts of consumption, consumption habits are quite different, which also resulted in differences in various markets. Different brands have different markets, high-end brands are not suitable for all markets, such as in some less developed economies should not be introduced on the second and third tier markets high-end brands, especially high-end international brands, and more suitable to introduce some amount of walking The Volkswagen brand. Dealers should be fully considered in the choice of brand characteristics of the local market, well ahead of Investigation, about the income levels of local consumer groups, consumer habits and market brands such as the distribution rate, and thus decided to choose the brand of the large orientation.
Then their own analysis. Self-analysis including analysis of investment funds can be invested determined the positioning of the brand choice, and may involve market reach (such as the province on behalf of, City on behalf of, etc.); brand of operational capability, without switching over the brand, so distributor in Select the brand should be careful, the best choice for a strong corporate brand management capabilities, so that it can operate in the brand to provide greater support; team analysis, the regional agency for the big distributors (such as the provincial agency), must be have their own team, a person can not operate up to the brand, "it also determines build your network, the network does not mean there are people in this in your purchase, but to the number of distributors and you have a long-term stability Cooperation . "Dealers in the choice of brands, to take into account whether there is such a network itself, while a mature brand in the choice of agents are also of value to this.
By the above analysis, the distributor in the choice of brand can determine the direction of a large, next step is to reach the brand. Currently a lot of contact with the brand's channels, such as participate in various Fashion Show Will, in professional media such as newspapers, magazines, Internet, TV, etc., while dealers can trade organizations, professional IT companies to establish contacts with the brand means.
