It's easier said than done. How much infrastructure can you do for brand operation of clothing enterprises?

Seeing that some clothing enterprises are exploring how to make brands on public platforms, many people have given many methods and answers. But I think we must first have an objective understanding of brand operation. Brand is a science, but not a discipline. Many people talk about many concepts and methods. However, specific to the actual brand operation and management of enterprises, we can't follow the book. The key is to have targeted strategies and methods that combine the current actual situation of the enterprise. Although strategy is a directional problem, only specific tactics and implementation can reflect the effect. Brand strategy can not be planned by sitting in the office reading a book or patting the head, but extracted from the implementation of various effective tactics and continuously implemented. Although the real situation of the enterprise will not be presented on the public platform, some basic ways of the industry are still the same, but the degree of implementation is different. And the content performance of each brand is different. Below, according to my previous experience as the director of brand promotion of clothing group, I will talk about some key points and experiences of brand building and promotion in clothing industry: brand building in clothing industry varies according to different categories. The promotion methods of men's wear, women's wear and children's wear are quite different. Category, business, leisure, home, underwear and other channels and promotion strategies are different. In my experience, if it is a women's brand, from the overall strategy, it is still terminal-oriented, and the brand is established through product design and consumer-oriented detail communication services, rather than resorting to the overall image communication of brand advertisements like men's wear. To put it bluntly, women's brands are mainly in commodities, and men's brands are mainly in logo. The construction of female brands is not only a matter of popularity, nor can it be achieved overnight through short-term publicity. Need to have a lot of solid basic work and methods. Let me briefly summarize the following points: 1. Theme design of products and promotion: Compared with other products, clothing is the product with the most updated design and the fastest change. Therefore, the brand recognition and loyalty of clothing should first aim at the glorious design and experience. Simply put, the more customer experience you have, the stronger your brand building will be. However, the design of brand clothing is not arbitrary, and there must be product line planning and a theme that is updated every season. This is an important part of the continuation of brand content. At present, most small and medium-sized clothing enterprises do not combine brand promotion. It's just a purely fashionable design. When a batch of goods is assembled, it will be sold. There is no introduction to popular concepts in the market, and there is no substantive publicity content. Brand building and product promotion should be integrated. Clothing brands should not only sell styles, but also have corresponding products and promotion themes to form an overall atmosphere. So at the beginning of product planning, concept series is needed. This is not only a fabric design, but also a trend-oriented trend. All these ideas and ideas can be applied to various media channels for distribution and promotion. Promoting from the creativity of the product itself is the most influential way of brand IP. However, these creative design themes should not only be inspired by generate, but also adapt to and combine with the current market environment and fashion trends. In the final analysis, the core of clothing brand building lies in design. Only continuous high-grade design and fashion innovation are the basis of fashion brand building. 2. Basic publicity materials: The basic materials commonly used in clothing promotion mainly include: advertising photos, copywriting and short videos. At present, the main problem of most SME brands is that these materials are available, but there are no excellent ones. It's basically "work". It's a rigid, template-based shooting and display. After reading it, consumers have no waves in their hearts, but they all pass by and have no impression. Now all industries are all kinds of "live line" suppliers, which compare prices with each other and compete viciously. The main reason for this situation is that Party A has no sense of innovation, no planning, no ideas and ideas, simple imitation, and no standards and requirements for suppliers. Just going through some formalities and procedures. The key to determine the quality of publicity materials lies in planning, and enterprises need people or teams who can guide product design and publicity design planning. Need to be able to choose the right suppliers and make clear their specific themes and requirements. After the production and collection of materials are completed, these materials can be combined into a series of media and WeChat official account tweets, preferably with a degree of explosion, which is basically qualified. 3. Store terminal image: whether on the e-commerce page or in a physical store. There must be a unified and recognizable VI and SI specification. It is best to have your own self-operated entity model shop. In this way, no matter from image promotion to offline entity management. Can fully accumulate and persuasive experience to maintain franchisees. Even if you only join a physical store at present, you can't do the whole store output, at least you need a unified image of the counter. Including the design, distribution and enjoyment of unified promotional materials every quarter. 4. Shopping guide service and terminal display collocation: This is the key to winning the terminal mentioned above. The degree of specialization of shopping guide not only determines the sales volume, but also deepens the way of brand communication. "Clothes are sold together", and the main factor of fast fashion now is collocation. Most customers lack the matching and aesthetics of clothes. They need on-site "consultants" to help them choose the best one from many commodities. At the same time, enterprises can also find the basis for new product development, design or improvement from the feedback data and opinions of shopping guides. This had better be made into a system. If it is online on the platform, the page classification guidance of mall stores is clear. Online customer service also has standardized question and answer collection and training, and updated new products every quarter have targeted guidance and training. 5. Member system and community maintenance: the loyalty of clothing brands is quite high, and the continuation of brand product design style can lock in members and the repurchase rate is high. Membership is not just a preferential system. It is necessary to combine membership with socialization to build and maintain communities. When the first-line marketing was not very developed for more than ten years, we engaged in many forms of offline membership activities, such as member appreciation meetings, celebrity gatherings, tourism activities and so on. Before clothes come out, clothes and various services can be packaged and sold or given to members in the form of VIP membership cards. In fact, for many "quality lifestyle" ladies, it doesn't matter which clothes they buy. Consumption is a daily necessity, and the purpose is to maintain a social circle with the same hobbies. Clothing enterprises should provide them with such a "platform" to be their "wardrobe". Moreover, by establishing a large database management of members' consumption habits and clothing sizes, targeted personalized marketing and promotion services can be carried out. 6. Self-media brand promotion: More than ten years ago, when I was the brand promotion director of a clothing group in Shenzhen, I founded and edited a brand publication-In the Blooming Years. The main content is to advocate Motome's fashionable life attitude and practical life guide. This is an entity periodical, not an enterprise periodical, and it is mainly distributed to VIP customers. This can be said to be an early self-media in China. Nowadays, the development of the network from the media has greatly saved the cost of production, distribution and promotion. Moreover, combined with the community platform, it can fully absorb powder and divert water, and can also promote explosions and goods. It is a very good brand promotion and sales method. The core of operation lies in the continuous output of high-quality content. 7. Horizontal alliance and preferential cooperation: Clothing welfare and promotion can be combined with customers' life consumption trajectory. You can enjoy discounts and joint promotions with other related life service industries, including catering, beauty salons, tea shops, cinemas and so on. From the "open discount" of terminal clearance promotion to the "hidden discount" of channel alliance, we have made great efforts to protect the brand and realize the win-win situation of industry alliance. In addition, there is another way to find a big IP for brand IP authorization and joint name, which is also a popular practice at present. Uniqlo is a master in this respect, and UT's IP licensing and marketing even attracted a snap last year. The points I have listed above are mainly aimed at the "infrastructure construction" of clothing enterprises to make brands. These are practical and long-term effective tactical methods. However, these "infrastructure" are easier said than done, and it is not easy to put them in place. It needs enterprise system construction and quite professional talent team to complete, and also needs a lot of financial investment. Being a brand is not a temporary means and idea. It is a long-term, in-depth and all-round construction, improvement and promotion. The process of brand building perfection is also the process of enterprise development. * * * Talk about sharing brands. -End-