Women's Clothing Brand -- Intensive Cultivation Under The Ever-Changing Trend

At present, the brand building continues to heat up, and women's clothing brand needs CHIC to further increase the channel and influence construction. They issued a common cry: Women's clothing brand operation also needs to be solid.

Shu Lang, M·SUYA, Siya Duoduo, eighteen ladies square, true self eternal, SIU, ten month Mommy...... Regardless of the old customers and new faces of CHIC women's wear exhibition area, they are settling themselves in the lively exhibition exchange, thinking about how to brand new situation.

Wine is also afraid of deep alley.

Many years ago or even two or three years ago, many Women's wear The brand also disdains the marketing promotion. Founded in 2002, the Hangzhou women's wear brand ME FOREVER is focused on three or four line cities. There are now nearly 1000 stores, and brand promotion and external marketing have not done much, but mainly depend on the attractiveness of product style and price positioning.

Li Xiaodong, vice president of marketing of Hangzhou based ink Clothing Co., Ltd., the brand's affiliated company, said that there were few brands and large demand in the early days. As long as you have a brand, there will always be many people looking for you to join, and the brand outlets can be laid out. But over the past two years, the channels have been shrinking. Most enterprises in the industry are facing the same situation. The reasons are multilevel.

The downturn in the international market has prompted many foreign trade enterprises to sell domestically, and the number of women's clothing brands has increased a lot. This makes the strength of the whole women's clothing industry uneven. Many of them may not be able to occupy the market in terms of design, research and development, and so on, so they have adopted some "other" means. Unfair competition has disrupted the market and caused many problems. brand A flash in the pan.

At the same time, international brands are beginning to expand from the first tier cities and provincial capitals to the two or three tier cities, while many domestic channels also focus on the consideration of performance and indicators, to some extent, also restricting the survival of small and medium-sized domestic independent brands.

"In the past two years, the development of branding in China is getting faster and faster, and the idea that wine is not afraid of alley can no longer be applied to the present. In order to stabilize the brand's market position and stimulate the market demand, we must increase the channel construction. Li Xiaodong said.

"Regional brand" is hard to break through

Constrained by the gradual shrinking of channels, women's clothing brands everywhere begin to enter the target cities after forming a certain climate. Although a breakthrough has been made in the past, it has not fundamentally changed.

At present, the industry is still used to carry out the "hang faction" and "Su school" regional division of women's clothing. Moreover, such regional characteristics are still outstanding. For example, the Hangzhou women's wear brand has a strong cultural atmosphere in the south of the Yangtze River; Guangzhou, Shenzhen It has a strong sense of fashion.

Such a contradiction has impeded women's clothing enterprises in the process of trans regional communication, for example, many Hangzhou women's clothing enterprises admit that because the brand is biased towards elegant and petite style, compared with the rough and bold way of northern women, it is still not suited to some extent and needs a certain adjustment period.

"Women's clothing needs to go out and dare to go out. This is also a key point in our company's current development. "The world is heading for China and China is going to the world". Feng Peng, deputy general manager of SIU ladies wear brand, said.

The ever-changing women's clothing industry also brings out some special problems. A woman dress brand enterprise official said: "we can not be bigger, but dare not be bigger." The diversity, multi-level, regionality and arbitrariness of women's clothing brand consumers decide the variability and short cycle characteristics of women's clothing brand products, and also determine the uniqueness of women's clothing brand enterprises.