Brand design marketing model. Accurate market positioning, unique design style, playing safe in brand building, brand apparel industry is to survive the modern development of the Road.

the Board as the world economy presents the global market economy, the brand has become an important weapon to attack the market business, apparel industry, but also, without exception, as the domestic apparel market is out of the casual wear market growing space, clothing style and consumer groups are also more delicate subdivision. 2008-2009 financial crisis forced a large number of export-processing enterprise transformation, to create their own clothing brands, clothing brands began to enter the domestic market, in addition to individual suits casual wear brand aimed at the market's huge market profits, have been offering casual series of clothing. The large foreign retail giants clothing at this time is in possession of a fancy piece of China's huge market share of the profits of the cake, have entered the Chinese market, its rate of expansion and the momentum is unprecedented, with ZARA, H & M, C & A and other internationally renowned European and American fashion giant beachhead in Shanghai, Beijing and other places advance to set up shop as well as counter, it makes the already fierce competition in the domestic market is becoming day of the state.

are known by the public, in the casual area of ​​technology and design has no patent at all, copy board, instruction sheet and other factors can be seen everywhere, and add the highest value of casual wear its brand value in the face of increasingly mature and stable domestic apparel market, the establishment of truly appealing and influential casual to improve China's casual wear brand in the country and the world well-known brand is particularly important, however, yet most casual company as a brand with a wrong understanding of the nature of trade mark, attached to the product itself to sell, so that the expansion is too simple, sales, promotion, while ignoring their own brand of training and development, therefore, face the domestic casual wear brand in the face trapped inside and outside the case, should focus on building their own brand status and the problems faced, for the brand to develop a reasonable effective brand marketing strategy, brand and improve the psychological, in order to achieve brand recognition and market development.

2 brand positioning brand positioning

2.1

2.1.1 The importance of consumer groups, a brand positioning

including brand positioning and consumer groups for the price positioning, the so-called price stability to the country as it relates to the brand from the identification to the development process of this series of marketing activities, marketing activities of enterprises is a prerequisite, and now clothing brand development, market segmentation is getting smaller, companies should be based on consumer facing brand groups, from age, personality, gender, occupation, income, and their environment, consumer habits, consumption, consumption structure, the choice of a specific target market,Christian Louboutin Shoes, target market, determined to establish a clear developing marketing plans.

2.1.2 positioning

clothing price positioning of the enterprise marketing one of the most important factor, whether it is directly related to the apparel consumer acceptance, the level of market share, demand amount of change and how much profit, price positioning and target market expectations should be consistent, consistent with the brand positioning. To obtain the maximum profit as the goal, or to expand the market share goal. Clothing enterprises were mainly using the cost-plus pricing method, and in the market economy, can be demand-oriented pricing, competition-oriented pricing (cost reduction) and other methods. Specific pricing process includes six steps: selection of pricing objectives, identify needs, cost estimates, analysis of competition, select the pricing method and selected the final price.

Metersbonwe its market position mainly in the 80 years after its apparel products also in middle and low price, this generation of young fashion, they are basically born in a rich material, and has been the rapid development of social environment, they are for goods with their habits, their personality to connect the job and in today's society in today's market is one that stresses , special: Special, personality, Sri Lanka: Focus, focus, state: solid state, Ampang, Wei: power and prestige. Brand slogan is:

3 branding program

3.1 way of branding

3.1.1 brand ambassador

domestic apparel market with the traditional single window sales and other customer-door sales is outdated, many domestic enterprises find casual clothing brand promotion of the importance of the traditional marketing model is no longer suitable for today's constantly changing market, many companies began to hit heavily celebrity spokesperson, shooting commercials for the brand promotion activities. However, the endorsement by renowned not only to consider its commercial value, public image, market appeal, but also a scientific analysis of whether the celebrities invited by the company's brand personality and positioning of consumer groups, from consumer behavior point of view , the use of the voice by the high degree of recognition, so that the emotional bond between consumers and connected spokesperson to maximize strength, this is only one step. If we really want to build the brand and the emotional connection between consumers, we must take the voice and their endorsement of the brand closely linked.

3.2.2 build brand stores

brand promotion can not be confined to this part of the celebrity endorsement, but also by large and medium cities in the prime commercial area set up large-scale clothing enterprises store brand, can be more intuitive for consumers to feel the strength of enterprises and brand awareness. So as to enhance the brand image and promote sales growth.

3.2.3

network to promote the network with a virtual network marketing, and online through the official website of the store to achieve credibility with the virtual store double the state to promote the brand marketing model to promote sales can also be carried out with the relevant game production partnerships, elements of the brand and product co-injected into the network game, so that consumers play while understanding and awareness of the brand.

3.2.4 of traditional media and experiential service promotion

also be involved in a number of TV stations, film companies, TV cooperation, and through magazines, newspapers and other traditional media for the promotion of culture, the social welfare activities and other activities to promote public and corporate culture, clothing styles and service promotion and experiential services above mentioned range of clothing brand marketing methods to promote their brand, to enable enterprises to get rid of the promotion of a single fixed three-dimensional model to a combination of flexible boxing-style promotion model development.

3.2.5 Case

to Metersbonwe, for example, in the creation of the initial choice was the spokesperson with the King fashion handsome, but too much after the fashion of 80 new personality for the youth of the 1960s and 1970s Sibang Wei signed a new human known as Chinese star R & B heartthrob singer known as the strength of the idol Jay Chou endorsement, which is a lot of people think that the most wonderful first-hand choice Metersbonwe, Bonwe in fancy Jay huge market appeal at the same time, it is fancy his maverick personality, his voice is always lazy melody, just a hum able to form a melody, his face is always cool, feeling a little rebellious, Jay always represents the personality of his dress, body language was imitated by teenagers, and proud, when he was wearing Metersbonwe clothing, comfortable hand rotation of basketball, to tell you Metersbonwe unusual way NO! He is a character in the endorsement.

2007 年 Metersbonwe and commission, This allows consumers to purchase the clothing brand has a huge sense of superiority, as if he is the fashion consultant in general, stimulate the desire of consumers to buy clothing and impulse, which also makes the brand closer to the minds of consumers, in the media Metersbonwe title Shanghai TV talent show

2008 autumn and winter period, Metersbonwe launch star favorite series, fashion consultant by the three participating companies to design their own clothing style you like, is not difficult to think, the style clothing, dress, the fashion for them means that they can produce more star daydream, this move not only increases consumer loyalty and business preference, because the three clothing market increased Metersbonwe Other clothing stores supporting sales and word of mouth publicity.

2009 year the only Chinese brand clothing line partner, you can use the font apparel products, logos, characters and other images. In addition, the brand Metersbonwe will screen in the movie commissioned by the advertising company 海李奥贝利 shot The implanted through the film brand, company advertising, and vigorously promote the theme of this set up a portfolio of brand marketing, a further increase in the domestic consumer and corporate brand image abroad.

addition Metersbonwe also built in 2005 when the Costume Museum, and Mop, Audition cooperation activities in the establishment of a virtual platform, users can directly choose this platform to match the different styles of clothes, consumers on its Web site in any one of three voice with clothing, but also with the results obtained according to the fashion of their endorsement of the DNA review. To the shape of their favorite celebrities is no doubt fans dream of pleasure, this interaction model is not only for consumers to understand the latest styles of clothes, but also personally involved in the company's brand culture, the 2009 Metersbonwe ready to open in the country 2000 square meters of the 5,000 company-owned stores the image in order to further enhance the brand image for consumers to establish a one-stop point of purchase.

4. brand extension:

4.1 The importance of brand extension:

casual clothing brand positioning is just a start, how to take effective measures to make the brand continue to add value, long-term stand the turmoil in the market, the brand extension method is to achieve the brand's core value-added.

4.2 brand extension of the way:

Today, many apparel companies in the original basis for the mature brand brand will be extended to other industries, such as bags, accessories, cosmetics and even real estate Among other industries, there are some companies because of a single style of clothing styles affect the competitiveness of its brand, in the main case of the same brand to develop more proliferation of sub-sub-brand, one can enjoy the main sub-brands brand influence the brand full use of the original main brand resources; the other hand, the use of sub-brand for the extension of the product to pass a new image to promote the concept and personality, increase brand awareness. Some of the strength of the garment enterprises in the same class of products to consumers in the establishment of two or several brand marketing, the establishment of different industries to meet the different features and provide a motivation to buy a new way, you can also enable enterprises to brands cover more market segments, increase market share, increase market share.

Metersbonwe domestic sportswear brand giant's campus in the wind and keep the original premise of urban wind, and the country already has a mature network of marketing channels under the premise of the 2008 launch of the latest clothing ME & CITY Series apparel brand, launched a new brand new series of major significance is that the last loyal FUNS Metersbonwe has gradually grown up, many people have entered the workplace, or in the small community and the company has done, and the U.S. special Si Bangwei the original series too much about it does not meet their individual tastes mature personality, and its main consumer groups for the age of 22 years of age in the urban strata, more mature style is more stable, more suitable for the young working class people style, its more delicate fabrics and workmanship, this brand was quickly accepted by consumers, but also for Metersbonwe brand to brand extension from the middle and low ranks of mid-range brand laid a solid foundation. Garment enterprises should have the right sense of corporate marketing concept, according to the strength of their own enterprises to measure the quantity and speed of expansion of the brand, to focus on long-term corporate marketing and stability, not be too hasty, anxious to avoid the material must be opposed.

5 terminal channel enterprise marketing management

5.1 The importance of the terminal management

Chinese clothing brand marketing strategy has changed from the past Proved, a clothing brand to be successful can not do without is the most terminal, only continue to improve competitiveness of the terminal and try to ensure that the terminal profit, can only continue to grow the brand, described as The ultimate goal of a clothing brand merchandise is delivered to consumers, resulting in profits in the face of increasingly intense Chinese clothing market, sales of the product end of each garment enterprises are concerned, how to improve the commodity profits, improve profitability, terminal sales are a vital part, if the pre-branding and other business activities is the product pricing and the potential sale value, then the terminal is the company selling goods to consumers at the forefront of the position, is the company's stores, is the corporate brand the first time back to the first point of contact the minds of consumers. Ability of the business to maximize profits is the leading edge, if the product is the life, then the end of today's apparel business management is the soul.

5.2 apparel brand outlets and franchises introduced

contemporary clothing brand, mainly through the establishment of brand outlets and to join the agency to expand its sales network, brand outlets chain in the way each branch of the business entirely by the company control, centralized management and unified company to facilitate the action, to open outlets in prime shopping district into a huge, complicated preparatory work required clothing company has strong financial, human, technical and other support strength , branch manager of the headquarters of the dependence is too large, long-term needs to be done to open up overseas market research analysis, develop slowly, higher risk, so set up by their own brand of chain outlets, based on the franchise model has emerged. By many people to pay the appropriate license fees, business does not invest any funds franchisees, franchisee in legal and financial and business are completely separate from the independent franchisees to join the price based on business requirements to the business buying a franchise, business allows the franchisee in a specific area and time using the company's trademarks, trade names, mode of operation to expand their business, and pay annually to the enterprise annuity, and businesses to provide goods stores, displays, staff training, advertising, promotion and other one series of terminal marketing programs to ensure the franchisee of goods and services of unity. Metersbonwe in the early days due to financial, human reason can not establish outlets in all aspects of its franchise model to save a lot of money for the business better into the design, production being, expanding the company's sales outlets, the latter part of the enterprise through a lot of funds to purchase some of our customers to develop high-quality self-recovery market, further improve the sales network and brand image.

5.3 enterprise end sales management

5.3.1

end logistics management in enterprises in the production and distribution of its directly operated stores and franchise approach to zoning, established in a particular area distribution center, headquarters uniform delivery to all over the logistics, the logistics around a market in the secondary and tertiary markets and distribution logistics center, and a unified chain management can bring unity to the advertising business, reduce advertising within the enterprise cost of a single region, small and medium enterprises can take virtual mode of operation, high degree of credibility with the large logistics companies, the logistics and transport logistics outsourcing to other companies, so companies can save more money to into other aspects of construction, enabling enterprises to better development.

e-commerce systems can be created within the company, franchisee for quicker and more convenient ordering, established within the store POS system and computer network IT systems, corporate headquarters ready to accept the latest store sales, about the company product sales information, quick analysis to find the fastest market balance, faster and more accurate delivery of goods to the country areas, speed up the logistics and sales turnover and store information transparency to enable enterprises to better manage the terminal stores .

5.3.2 virtualization experience between virtual clothing patterns

sales outlets in the terminal can establish a virtual fitting model, that in the major terminal stores up virtual fitting room, the design the body color scanning software in the country (only for the Chinese market) collected 200 men and women of different three-dimensional and weight data size, skin color parameters, but with the clothing and color division of professional cooperation with the division, the company's style and clothing style and color with the color parameter data for input to the virtual fitting room database, the customer in the shop to buy clothes, you only need to enter the virtual fitting room, his own height and weight and other data input into the virtual fitting room in a particular computer, and then the skin color scan, the computer will automatically analyze the data for this customer for the customer out what style shop, style, clothing, and how to match colors for clothing, customers get the information directly to the store after trying on the clothes for after the can be purchased directly address the customer to buy clothes I do not know how to choose their own clothes, how to choose your own colors, how to match the style of clothing and other problems, the liberation of the customer to buy clothes, thinking and uncertainty and trouble-free purpose, so that the customer-service experience, feel the clothes, the store through a virtual experience for customers to enhance brand awareness and attention.

Metersbonwe at point of sale system to create a POS cash register systems and IT management system, POS system, stratified by age to join the customer, the customer into 16-18,18-20,20-25 25-30, the age of 30 or more layered, consumers buy clothes, the sales staff through the customer's appearance, etc. to estimate the customer's age level, and then select the bar code in the estimated age of the brush, so the company headquarters to the first a time to understand what the product is age customers to buy, first time to analyze the style, color for age, a better grasp of the market balance.

Metersbonwe through the internal implementation of ERP management system,Moncler Coat On Sale, to achieve transparency in the management of the factory to speed up the production rate and product operating cycle, in time, the dealer can be directly elected by direct e-commerce platform purchase goods and then order directly through the system with the company, the company and then through the system directly with the factory orders and production, and marketing headquarters manages the entire supply chain, the company headquarters in time to see each marketing department store sales, in a timely manner management and change order is shipped, which directly upstream manufacturers and downstream distributors and stores completely linked together by the Corporation to integrate management operations, so that all information all the information transparency and accelerate the company's production, logistics and distribution operations to improve speed and reduce the risk of the company's inventory, logistics and supply the product, Smith Barney continues to use the term

5.4 store management training

5.4.1 for training purposes

clothing sales in the 21st century, the seller from the sales of the past, mainly focusing on the buyers have turned to service-oriented marketing, corporate brand sales in the course of the operation can not simply look into the retail product sales process, but should impart to the retail service concept the concept of being, in the traditional retail counter in the case, in particular commodity short period, the purchaser generally has been concerned with the immediate service of apparel goods that require low, not high quality requirements of the waiter, with the clothing fashion, grade diversification, target segmentation, retail stores have become more popular open-shelf arrangement , customer service standards and service demands are increasing, as opposed to the customer service personnel density, generally able to provide prompt service with better, more services are also available, both in the service process will become more calm. Therefore, the density of the atmosphere great service, help to improve sales per unit area. However, density, may also cause psychological stress to the customer a sense of embarrassment or a sense of feeling monitored. To avoid these drawbacks, Metersbonwe joined the chain in the treatment of its staff training requirements of staff to provide timely service; that is when the customer request for service, or when there is this tendency that, or provide services so that customers feel more shopping atmosphere tolerance.

5.4.2 image clothing store salesperson

and service quality of the image and a great impact on the shopping atmosphere. Image and quality, including age, body shape, appearance and knowledge, temperament, cultural enrichment, professional ethics, inherent qualities. Clothing retail service quality should be consistent with the target market. Appropriate make-up sales of accessories and harmony, can often play a model role, with expertise in clothing, intimate and sincere tone,Chanel Handbags For Sale, so that consumers trust. Good waiter should not only have knowledge of wearing apparel, clothing and maintenance of knowledge, but also understand the consumer psychology. Attendant's dress can not be too bright, distracting - too brilliant salesman, may be ashamed of our customers, loss of self-confidence when shopping. Therefore, the waiter's inner qualities more important than appearance, easier for customers to accept.

5.4.3

store display and atmosphere in addition to services, modern clothing companies increasingly value the role of clothing stores display some of the potential success of the clothing on display not only show a maximum garment of beauty, but also clearly express the content of the store sold, with the aesthetic approach to the first information to customers, allow customers to buy the first desire to achieve the potential role of sales, display not only in focus clothing display, background music is also one of the reasons affecting consumer mood, people have a tendency to adapt to the environment instinct, will consciously or unconsciously, according to the rhythm of the environmental movement to modify their behavior. Listening to classic music, you will get some manners; fast-paced music, you will drive customers to accelerate the pace of browsing and shopping rhythms; the beautiful sounds of singing, make people linger, casual wear brand stores should be played fast paced corresponding lively music, makes a physical and mental release natural feel.

Conclusion

Metersbonwe this paper through the column, a casual wear brand of research in all aspects of marketing, but also to reveal the clothing companies develop marketing strategy development master plan clarity the importance of the correct strategy.

to win in the competition, apparel companies need to correctly predict market changes, and quickly respond. Need to understand the different market environment, supply and demand for the best pricing and sales impact. Need science to develop marketing strategies, improve response capabilities and strategic decision-making.

the current world economic trends indicate that the traditional economy and new economy for a long period of time, will co-exist, much of China's apparel industry is more room for development. However, most of our clothing business or export-oriented processing, which not only controlled by others, and have lost their value and their own profit and international marketing opportunities. How to hold the domestic market, increasing domestic brand clothing brand influence, and international marketing, is China's fashion industry needs to resolve the issue.