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The Emphasis Of Clothing Brand Construction

2011/8/31 9:00:00 39

Recently, about fake ocean

brand

The reports are frequently seen in newspapers, involving many industries, and the clothing industry is one of the most serious areas of fake foreign brands.

Looking at the clothing area in the shopping mall, the brand name of Italy, Spain and its brand name are everywhere.

After careful examination, it is known that the production and sale of these brands are still mostly carried out in China, and the "foreign background" may only be completed by brand registration abroad.

With the development and progress of economy and society, consumers in China are paying more and more attention to the brand of commodities.

In the process, foreign brands have successfully opened up China's market by virtue of their design, quality and brand connotation.

With a little observation, people will find that in recent years, foreign brands have become more and more popular in cosmetics, clothing, food and home building materials industries.

Correspondingly, consumers' understanding and favor of foreign brands are also increasing.

This is even more evident in the field of clothing.

Whether it's fashionable women with fashionable trends, high update rate, or business men's wear with relatively long selling cycle and less design changes, the sales of foreign brands have a larger advantage, and the same category.

domestic

Brand is relatively cold.

Although many of the international brands of fabrics, crafts and production are produced in China, they can still get an unusual "treatment" because of their brand advantages.

Under such a background, many domestic enterprises have begun to pack their brands abroad, or simply copy or even plagiarize, to induce consumers to buy.

Consumers' emphasis on brand does not mean that they do not ask for quality.

Without the support of internal quality, a brand will not be able to occupy enough market share, and will not be able to sustain long-term development.

Facts have proved that consumers need to have product quality, design elements, cultural concepts and rich brand associations.

The short-term interests of plagiarism, counterfeiting and "foreign brands" can no doubt be repeated at low ends.

With the increasing emphasis on the concept of brand and the landing of international brands, is there any stage and opportunity for the development of domestic brands?

We are pleased to see that many domestic enterprises have upgraded their own brand building to the height of enterprise development strategy, and are working hard to bring about a steady increase in market share and brand contribution rate.

It is understood that in the past 20 years, the proportion of industrial output value of Shenzhen's own clothing brands has increased from less than 5% to over 80%. In the past 10 years, Shenzhen's clothing brand has increased from less than 200 to 1200; Shenzhen's clothing brand has not only occupied 60% of the domestic shopping malls, but also won the "sales profit margin" of the Chinese garment industry in 2010.

This fully shows that we should pay attention to the brand products that are truly competitive with the trend.

brand

The exploration of connotation and the construction and shaping of brand culture are the way to persist in domestic brand construction.

Casting brand is a long-term and arduous task.

Clothing manufacturers should change their business philosophy, focus on improving their brand core competitiveness from product quality and service means, and create brand value from cultural, ethnic, historical and fashion sense. In order to win more consumers' favor and trust, they can gain more commercial value and social value.