The Seven Step Is To Make Good Brand Positioning And Lay The Foundation For Brand Building.

Clothing brand positioning takes the following seven steps

Clothing brand positioning helps pform products into brand names so as to help potential customers to understand correctly.

It is the primary task of enterprise management and the foundation of brand building. Brand positioning plays an immeasurable role in enterprise operation and marketing.

One

How to operate successfully is crucial.

So, how should the clothing brand identify its position and make the correct positioning?

First, consumer positioning

Brand positioning should start with the positioning of target consumer groups, and locating the target consumer group is to understand the real psychological needs of customers.

Under the modern market conditions, the demand of consumers is diversified, and the number is large and widely distributed. No enterprise can satisfy all the consumers' demands in the market with their limited resources.

It is the most basic prerequisite for modern marketing to provide products or services that have their own advantages through market segmentation and specific consumer groups on the market.

The first is geographical subdivision.

Geographical subdivision is to divide the market into different geographical regions. Modern enterprises, especially large scale multinational enterprises, are more or less critical to the success or failure of marketing when they are doing pnational or cross regional marketing.

Two, product positioning

According to the target market survey and brand core value, determine what products and product lines are provided to consumers.

Three. Quality positioning

The quality level of products is classified into good quality, medium or low grade according to the market investigation and the core value of the brand.

Some well-known international luxury brands are famous for their superior quality. The quality standards of these brands are very high.

For example, weekly magazine reported that the basement of the LV headquarters in Paris had a testing room, and the leather bag filled with three kilograms of heavy objects was repeatedly lifted by mechanical arms for up to four days. The number of zippers that were responsible for zipper opening and closing was five thousand times.

Through market research, we can see that domestic

The requirements of domestic and foreign enterprises are different, and the quality requirements for foreign products are very high.

Take the simplest example, for example, a foreign customer asks for a child's clothing to be buckled to meet the standard's pull, preventing children from pulling their buttons into their mouths.

Four, design positioning

The design of clothing products is very important. The core values of some brands reflect the design orientation of the brand, such as elegance, simplicity, and exquisite style. The design style of a brand is the latest fashion sense in the classics. Some of them are famous for their changing design concepts, indulging in indulgence, cold arrogance and sexy, and wearing it as if they are a guardian angel in the dark night.

The sales channels of clothing products include agents, franchises, chain stores and so on.

In order to suit brand development, enterprises should design sales channels for brands.

It is not that after a brand garment is produced, the company will make use of all sales channels to sell it, which may realize the maximization of interests in the short term. But in the long run, it depends on whether these channels are in line with the core value of the brand and whether they can maintain the brand image.

Six, brand identification and positioning

Brand identification consists of text, graphics, symbols, color and other visual identification, as well as association and personality formation. It is a synthesis of customers' cognition and feeling of brand through product, marketing communication and employee experience.

Brand recognition is a self brand image determined by the enterprise itself. If it wants to become a brand image recognized by the customer, it must actively and unify brand communication activities with customers through product and service, employee participation and marketing activities, so as to pform the visual symbols, associations and personalities of the enterprise into a suitable customer expectation, value and interest needs.

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Seven. Packaging and advertising positioning

The positioning of these two aspects is the most intuitive part of the contact with consumers, and the most intuitive part of the brand communication system. Therefore, some people mistakenly regard these two aspects as the brand positioning.

In fact, through the history of some brands, we can see that reasonable packaging and creative advertising can promote brand development, but it is only a necessary condition rather than a major condition.

Moreover, the positioning of packaging and advertising should also focus on the core value of the brand. It should not be concerned only with advertising creativity, but it may win the prize, but it is not conducive to the dissemination of brand core values and the accumulation of brand image.