Tips For Fast Upgrading Clothing Brands

With the increasingly fierce competition in the clothing market, how to promote the brand and improve sales performance is a common problem faced by many clothing brands and regional agents.

Promotional activities, as a tool to quickly promote brand and sales performance, have not received the attention of garment enterprises. Different promotional activities will have different effects. For clothing enterprises, the most effective operation is the activity marketing.

In the past two years, it has been a good time for Chinese TV viewers, because there is a TV program - super girls, who let the domestic audience feast their eyes and appreciate the excitement and excitement brought by the TV media to the audience. Similarly, it is also a happy day for domestic marketing personnel, because Super Girls and later happy girls really gave us a lesson about brand marketing.

Of course, cooperation between Mengniu and Super Girls is not perfect, but as a vivid marketing case, it is enough for our clothing salesmen.

As the most frequent word in the clothing industry, brand, we love and fear it. No clothing people do not want to operate an excellent clothing brand, but no clothing people dare to claim that they can operate an excellent clothing brand because there is too much content for clothing brand.

As a means of brand promotion, activity marketing is not widely used in fashion enterprises at present. Although there are some naming and sponsoring cases, there are too few successful cases. Combined with the warm cooperation between Super Girls and Mengniu yogurt, I think there are so many aspects that we should consider:

Brand culture: clothing as a product different from other categories, the main reason is the cultural elements of clothing (fashion, design, emotional experience, etc.), so when doing marketing activities, the first thing to pay attention to is the cultural connotation of marketing activities itself.

Culture is something that resonates with customers. Different cultures have different audiences. Young fashion culture, popular culture, and deep elite culture impress different customers.

Therefore, clothing must first have its own brand culture. When doing activities marketing, it is consistent with the cultural positioning of the activity itself. This kind of consistency is the first thing to consider in activity marketing.

Brand equity: as the most important asset of clothing, clothing brand has always been the focus of the clothing industry.

However, the domestic clothing brand has not formed an effective way, either from creation to promotion, or to accumulation of brand assets.

How to improve through activity marketing?

First, we must understand the elements of brand equity, and design marketing activities for these factors.

Brand equity includes 5 aspects: brand awareness, brand loyalty, brand association, brand quality image and other assets attached to brand.

Every marketing activity is right.

The promotion is aimed at some or some aspects of brand assets. For example, Super Girls's promotion of Mengniu brand mainly lies in the popularity of "yogurt" brand. It also plays a significant role in the brand association of sour milk, and its role in other factors of brand equity is not so great.

Mengniu does not simply promote the brand by Super Girls, but uses its own large sales terminals across the country to print Super Girls's competition information on the outer package of 2 billion packets of Mengniu yogurt, and unifies the appearance of the pile. All the stacks are packed with square and circular packages. Zhang Hanyun's image is vivid. At the same time, a large number of POP are pasted in the supermarket entrance and fresh dairy corner, which makes it easy for consumers to see that increasing the probability of random purchase, which largely improves Super Girls's popularity and customer participation, should be said that Mengniu and Super Girls are in mutual relationship.

This kind of mutual promotion is the lack of activity marketing at present.

Brand participation in activities: any marketing activity can design many opportunities, and can fully enhance the brand participation. This kind of excavation of the breadth and depth of the activity itself is the reason why the brand benefits from marketing activities.

Mengniu in the use of Super Girls resources, there are many areas to be excavated, for example, at the game site, Mengniu's advertising impact is not enough, super female voice in the interactive link has not visited Mengniu factory and so on.

In fact, in any marketing activity, there are many opportunities to dig deeper. As participants' brands, we must remain vigilant and seize such opportunities at any time and make the best use of them.

Finally, the combined application of media publicity: as an activity marketing itself, it has a certain publicity function, but this is far from enough.

As a clothing brand, we need to develop a more scientific and effective media promotion plan. Regardless of the early stage of the campaign, the medium-term implementation or the late follow-up is vital to the success or failure of the campaign and the publicity role of the brand.