Clothing apparel brand strategy planning

(A) brand extension
When the apparel business to increase the product or enter the new industry, it will involve the brand diversified applications. Centralization and diversification itself is not the pros and cons of the points, the key is to make the appropriate choice according to specific circumstances. Therefore, clothing enterprises to conduct a detailed assessment of the clothing brand, fully understand the consumer's brand awareness and market competition situation, but also consider the clothing business resources conditions, in order to carefully determine the brand on this extension decision-making.
(B) brand expansion
Brand expansion refers to the enterprise will be a well-known advantages of the brand extended to a completely different products, that is, with the existing successful brand launch of new products in the process. Brand expansion can promote the rapid occupation of new products market, reduce the cost of entering the market, expand the brand's market influence. Brand expansion in the following ways:

1. Brand franchise
Brand franchise that clothing brand franchise will own their own trademarks, products, patents and proprietary technology, business model, etc. in the form of franchise contracts granted to the brand by the use of the contractor agreed by the unified business model (such as Unified store design, service level, product promotion, operational processes, etc.) in the apparel business activities, and to the concessions to pay the corresponding costs.
2. M & A
In recent years, the mergers and acquisitions of apparel companies have intensified, many of the world's leading apparel companies are lightning speed for cross-border mergers and acquisitions, to achieve diversified brand management, to seize market share, and industry consolidation. As the world's leading apparel brands have a long history and deep cultural heritage, and brand extension and brand development is difficult in a short time to make a company founded many internationally renowned brands, it can only be achieved through mergers and acquisitions For this purpose.
3.Strategic alliance
Strategic alliances, such as authorized alliances, buyers and sellers alliance, investment alliance and other forms.

1, good publicity before the publicity work
Now "wine is also afraid of alley deep", do a good job before the promotion of Tanabata promotional activities to achieve the purpose of the premise of promotion.
In general, a store of radiation because of its strength is also the size of the strength of the points, promotional publicity in the store's radiation within the scope of the target for consumers. For the strength of the mall, you can use television advertising, strong media, all-round multi-channel to the consumer information, and the general small and medium-sized stores do not need to "go to work", in the store around the distribution of leaflets, make full use of shop radio, posters, Strokes and other resources, or the use of promotional vehicles and other tools, will be able to achieve the appropriate purpose.
2, clever system promotion policy
Whether the promotion method is directly related to the promotion effect is good or bad, in the development of promotional policies, we must first target the customer market to investigate, there is a holistic grasp, and then targeted to develop relevant policies, so In order to receive better results.
(1), play the charm of the gift
In the McDonald's shop every holiday is packed, which in the end is what reason? The original to attract diners is not just a healthy, convenient, delicious fast food, especially for children more attractive toy gifts, each toy style Different creative novelty. The needs of the children brought the whole family's consumption, the children eat music, toys hand, and happy, parents dig a little pocket is willing. The cost of gifts is not high, due to the large number of low-cost, fast food restaurant with a small amount of free gifts to bring a huge return.

(2), set point consumption
Now many shopping malls launched a membership system, the issue of discount cards, when customers shop in the shop to reach a certain amount can get a certain rebate. Such as the cumulative purchase of 100 yuan rebate 20 yuan, the purchase of 200 yuan is rebate 50 yuan to cash or cash in the form of vouchers to attract a lot of consumers come to buy, and the effective training of customer loyalty. Note: the use of centralized point of consumption is the key to the promotion of credibility, commitment to the policy must be honored, so that consumers get tangible benefits.
(3), pay attention to innovation
The times are changing, but many store promotions are "immutable", in the face of flying advertising, consumers of the "old face" is no longer "cold", follow the conservative way to become a "deaf ears", so Promotion must be a new way to win, only the new vitality, only the new to attract more consumers "eye". In general, the store should be combined with the nature of the product, the characteristics of different ways and consumer shopping habits and other factors, choose the right way to win new and determine a reasonable period. But no matter that way, the promotion process must be to prevent false, or damage the credibility of the store, only "lifted the stone hit his feet."
3, in the latter part of the publicity
In the process of promotion, do not ignore the late publicity, on the one hand so that consumers feel the credibility of business behavior, on the one hand aroused more consumer attention and desire to buy, another important aspect is to enhance the store Good image, the formation of a good reputation, in exchange for more customers.
4, issue coupons
Coupon promotions and cash discounts * The big difference is that it can attract more consumers who do not plan to buy apparel to find the terminal to determine the activities of consumption.