Clothing Brand Marketing Plan

Clothing Brand Marketing Plan (1)

The Hong Kong-owned brand "Giordano" began to enter the domestic market in the early 1990s. In just a few years, the number of its stores has grown rapidly. , and its sales and profit margins have topped the list in the industry, becoming a classic for successfully implementing brand strategy. Based on the author's observations and investigations of the brand in recent years, the author summarizes its unique and successful brand marketing strategies for reference by domestic peers.

The successful experience of Giordano brand marketing:

1. Thorough market research and accurate market positioning.

First of all, from the perspective of fabric research and selection, technology in today's world is changing with each passing day, and chemical fiber fabrics are emerging in endlessly. However, after people's long-term use and selection, people still love cotton products. Cotton fabric shows its eternal vitality due to its good breathability, strong water absorption, comfortable feel, durability and low price. Therefore, the brand's clothing, from T-shirts, shirts, jackets, trousers, underwear and socks, are all made of 100% cotton or high-cotton content fabrics. This will meet the needs of consumers of all ages and lay the foundation for acquiring as many consumer groups as possible. Then based on price and style, we focus on serving young and middle-aged people aged 18 to 45, because people in this age group have the strongest desire to buy clothing and the highest frequency of updating.

Secondly, from the perspective of the price positioning of clothing, "Giordano" is keenly aware of the lack of mid-to-high-end price men's clothing varieties in my country's clothing market, especially the styles that are out of stock as "bulk goods". In response to this situation, "Giordano" has positioned its product prices as: 50-150 yuan for cotton long-sleeved T-shirts, 100-200 yuan for cotton shirts, 100-300 yuan for trousers, and 100-200 yuan for belts. Jackets and thickened cotton jackets cost 200 to 400 yuan. A windbreaker costs about 500 yuan, and a woolen coat costs 150 to 300 yuan. This price positioning is very suitable for the consumption level of residents in large and medium-sized cities in my country at this stage.

Once again, judging from the determination of the brand's clothing styles, it is not difficult to find that its operators are well versed in the dressing psychology and habits of Chinese people, and have also put a lot of effort into researching my country's clothing culture, and have a more accurate grasp. . Our country is an ancient nation with a long cultural history and advocates moderation. The highest level is to dress plainly and neither be shabby nor excessive. It is more reserved and traditional than Western nations. Although our living standards have improved rapidly and we have integrated with Western culture, our own dressing has its own gradual development process, and most people do not pursue novelty. In response to this market situation, the design of "Giordano" clothing styles strives to be concise and smooth without being crude. It gives people a classical, simple and ordinary feeling, but without any sense of being out of date or outdated, reflecting the consistent "steady style that is increasingly refined in elegance".

2. Unique corporate planning and ingenious marketing.

After conducting sufficient and detailed market research, "Giordano" established a strategy of targeting large and medium-sized cities in China, forming a strategy with Shenzhen as its headquarters, with the Pearl River Delta as the center, and to large and medium-sized cities across the country. Business network radiating from central cities.

In cities, "Giordano" stores are located in prosperous commercial areas with large traffic flow and wide influence, even if the rent in this location is much higher than other locations. Because it can improve the utilization rate of funds by accelerating the circulation speed of goods and capital turnover, thereby winning higher profit margins. According to the different population sizes of major cities, it is determined to set up specialty stores of different sizes and numbers. The larger the city and the larger the population, the larger the store size and the greater the number.

Although Giordano’s stores across the country vary in size, their brand style remains completely consistent. All the brand's stores use a light blue background with the registered trademark "Giordano" written horizontally in white and bold Chinese and English characters directly as the store name. It is both concise and eye-catching, with a prominent impression, and also looks like a billboard. Delightful for the eyes. Specialty stores in various places adopt a unified style from the appearance of the building to the decoration including color, shape, materials, shelves and clothing display.

"Giordano" also focuses on using the media for advertising based on its own characteristics to achieve promotional purposes. However, the target level is not limited to simple clothing promotion to expand immediate sales, but more focused on the creation of its brand cultural atmosphere. Every year, creative and beautiful advertising clips are launched on TV at the right time. Posters and calendars are displayed in the store that reflect the brand's theme while being vibrant, imaginative and evocative. This undoubtedly improves the brand's image and taste, enriches its connotation, and subtly deepens the brand's penetration and expands its influence. At the same time, the huge "Giordano" store sign in the city's commercial center is itself an advertisement without being called an advertisement. It shows its style to passers-by and has a remarkable effect.

3. Use chain franchise rights to implement expansion strategies and achieve large-scale operations.

While "Giordano" is expanding nationwide, in order to maintain the unified brand style of its chain stores, the chain operation implements "four unifications":

1. Unify the trade name. All the affiliated stores use the unified name of the brand, and the corporate trademark, external image, internal decoration, product display, shelves and clothing of the business premises are all produced uniformly.

2. Unified supply. Implementing "centralized supply and decentralized distribution", the distribution center purchases the goods directly from the manufacturers for all the products operated by its branches, and the goods are uniformly dispatched by them.

3. Unified pricing. The sales prices of goods operated by each branch shall be determined by the unified pricing determined by the headquarters, and unauthorized discounts, disrupting market prices, and damaging brand image are prohibited.

4. Unified management. The company's unified regulations are followed for the business plans, indicator assessments, operating standards, staff training, personnel, finance, administration and other management of each branch.

"Giordano" develops franchise factories and stores with the brand as the core. "Giordano" provides sales analysis, marketing promotion, market analysis, image design, financial analysis, personnel training, and warehouse analysis for franchise merchants. and computer support, a strong and stable nationwide franchise army has been formed, and a nationwide marketing network has been formed.

Clothing Brand Marketing Plan (2)

(1) Overview and Tasks

Our company is a start-up brand this year, time is tight, and all work has not yet been completed On Tracks. You can only improve as you go. "Concentrating superior resources and building a strong regional brand" is our development strategy.

(2) Market analysis

1. Markets across China: After the rapid development of China's underwear market in recent years, the market structure of the underwear industry has basically taken shape. For small and medium-sized underwear companies with limited strength and under development, if they want to gain a firm foothold in today's market environment and To occupy a niche, it is obviously unrealistic to rely on a comprehensive attack on the market and pursue the effect of spreading everywhere. Therefore, we must assess the situation and use the development strategy of "concentrating superior resources to create a strong regional brand", hoping to gradually expand our influence and grow stronger through the success of local regions and the accumulation of experience in successful models. In the current market situation, this is a good move, but how to break through the layers of blockades of leading brands and successfully achieve this goal.

Markets may be large or small. The size of the market is mainly affected by the level of economic development, but consumption habits, consumer psychology, population size, market environment, etc. also occupy relatively large factors. For example, Guangdong, Zhejiang, Sichuan, Shandong and other provinces have always been regarded as strategic fortresses by second-tier brands. Although Beijing, Shanghai and other places have relatively developed economies, there are few second-tier brands that have successfully operated. Another example is the Hubei market. Although the capacity is very large, due to the extreme disorder of market competition, the market is very chaotic and the operation is relatively difficult, so it is difficult to see very successful second-tier brands.

In the Guangdong market, a hundred flowers bloom.

Refreshing and elegant is the style favored by Zhejiang people.

In the underwear market, foreign brands do not have much of an advantage. Strong brands from the north and the south perform only averagely in Zhejiang, China's economically powerful province. People in Zhejiang like some domestic brands with elegant styles, such as Jiali Shi, Ru Shuihua, and Orinon. Even for regular underwear, light-colored and elegantly designed styles are selling very well in Zhejiang.

Sichuan is the hottest place in the underwear market, and the hottest one is thermal underwear. Sichuan people like to follow trends, like hot love, hot markets, and hot thermal underwear. The more popular thermal underwear becomes, the more Sichuan people like it.

Hubei’s underwear market is not famous for its underwear brands, but for chain brands such as Adairy and Little White Elephant.

In Hunan’s underwear market, only Triumph, with a history of more than 100 years, can be considered extraordinary. Admiration from the north, Manifene from the south, and Embry, which has a history of more than 30 years in Hong Kong, are also living in fear in Hunan. , () Second and third-tier brands are even more prosperous. Even the thermal underwear that would make your neck cramp in the north would not dare to touch in Hunan. When buying underwear, you should also recognize history. Without the accumulation of history and culture, it is not easy to win the favor of Hunan girls.

Henan is the most populous province in China, and its underwear market is also unique. In Henan, agents are more famous than brands. The two or three underwear giants in Zhengzhou are not only known to everyone in the Henan underwear industry, but also to the major underwear production bases. Although Henan has a large population, the agricultural population accounts for the vast majority. Therefore, in the Henan market, underwear brands have a mediocre performance and rely on mass circulation to become popular.

The underwear market in Shandong has been cut into pieces. Qingdao, Linyi, Jinan, and Weifang each dominate the area, and it is difficult to reach Jinan, the provincial capital, or other places. The whole province. Therefore, when many underwear brands enter Shandong, they choose to govern by partition, which also makes it difficult for agents in Shandong to grow bigger. However, a certain second-tier brand created a record of annual repayments of 8 million yuan in a single province, which once shocked the national market.

When you go to Chongqing, you must go to Jiefangbei to know how many beauties there are in Chongqing; if you are in the underwear industry, when you go to Jiefangbei, you will definitely see the "Beautiful Underwear" store. Although there are some good brands on Chongbai, this store, which is less than 30 square meters, sells six or seven brands including Aimer, Triumph, Ordifen, Sylvia, and Tingmei in addition to Laclover. To exaggerate, if you have been to Chongqing and don’t know this store, you are not considered to be in the underwear industry.

Beijing is our capital! Speaking of Beijing, it is not much different from Shanghai. Beijing is the political and cultural center, and Shanghai is the economic center of China. People say that when you get to Shanghai, you don’t know how much money there is, and when you get to Beijing, you don’t know how big an official is. People in these two cities have a natural sense of superiority. But the problem of the gap between rich and poor still needs to be solved. When looking at the underwear market, Beijing and Shanghai also strictly divide two lines. On the one hand, big officials and rich people buy high-end products of famous brands, but the reality is that there are a lot of goods in circulation in supermarkets, and they don't pay attention to famous brands or quality. They just look good and take them home. This is called dividing the two ends, and the middle is not popular. It is difficult to create a brand that is neither high nor low in Beijing and Shanghai!

2. Future market trends:

(1.) The overall situation is gradually calming down.

After several years of advertising wars, price wars, wars of words, and concept wars, each brand is spending While high profits have been achieved through multiple crises, the crisis of the entire industry has also emerged: consumer trust has been reduced to the extreme. Judging from the 2005 thermal insulation market, it is much calmer than in previous years. In the future, thermal underwear may abandon the health product model that it was famous for in the past, and transition to a stable operation like conventional underwear.

(2). Brand stratification will be obvious.

The bosses shout at meetings every year that this is the year of reshuffle. However, no one was washed out after repeated washing. On the contrary, more people participated in the game. However, it cannot be said that shuffling has no effect. The result of the reshuffle is that each brand occupies the market with different levels of quality and price.

It's a bit similar to the first, second and third lines of bras, like the so-and-so brand thermal underwear that took the lead in diving in 2004. It's probably difficult to make high-end and high-priced products.

(3.) The low-end market will become the main growth point

Like any commodity, thermal underwear will gradually become a mass consumer product. The annual growth rate of more than 20% requires this industry to explore new potential markets. A pair of underwear worth more than 200 to 300 yuan is still considered a luxury product for most people in China. It will be the main growth point in the future. It will be a low-end product under one hundred yuan.

3. Analysis of some market survey data

Survey on willingness to spend money

The survey shows that 32% of consumers choose to spend 50 to 100 yuan on a single piece of underwear, and 32% of consumers choose to spend 100 to 200 yuan. 34, 20 of them choose the price of more than 200 yuan, and only 14 choose the price of less than 50 yuan.

Survey 2, the number increased

The survey shows: 57.4% of individuals own 3 to 4 sets of underwear, 38.3% of those own 5 to 10 sets of underwear, and 4.3% of those own 10 or more sets of underwear. .

It is understood that under normal circumstances, each person purchases underwear twice a year, once in winter and once in summer. In addition, during major holidays, business trips, tourism and other opportunities, some consumers will go to shopping malls to buy new underwear. Especially special days such as the Spring Festival, weddings, and animal year.

Among the survey respondents, 72.7% said they would have a separate place for underwear at home.

Survey: Mitsukoshi’s “color” is more beautiful

Survey shows: Brightly colored underwear has become the darling of buyers. With the diversification of underwear colors, the proportion of consumer groups who buy underwear in traditional colors of white and black is shrinking, only 12.5 and 18.8. The proportion of people choosing near-skin color and multi-color purchases is increasing, accounting for 47.9 and 20.8 respectively. The colors of underwear begin to change with the changing colors of outerwear each season.

Survey Four: Safety First

The survey shows that 78.8% of consumers are most concerned about the safety of fabrics

Relevant data shows that there are currently more than 3,000 underwear in China Regarding manufacturers, 33.3% of the respondents believe that they will first consider the brand when buying underwear, 31.5% of them first consider comfort, 22.2% of them first choose style and fabric, and 13% of them first look at the price before deciding to buy.

Survey on five beautiful tastes

The survey shows that 66.7% of female consumers said that sexy underwear will enhance the relationship between husband and wife and improve the quality of life; 76.5% of men affirmed this statement

(3) Competition analysis (taking thermal underwear as an example

From the perspective of the industry as a whole, thermal underwear is an emerging branch of the underwear industry. After several years of vigorous development, it is now the In 2005, the market price became more affordable, and thermal underwear became a product that everyone could afford, and sales continued to boom throughout the year. However, factors such as shrinking profit margins and fierce brand competition caused the thermal underwear market to be popular but not popular. In the past year, there has been no profit in business, and most brands have been stuck in a quagmire of homogeneous price wars and concept wars, showing a "white-hot" competition.