Clothing Brand Marketing Promotion: Four Ways To Achieve Crazy Speculation

Celebrity endorsement and advertising, which has been born in China for a long time, has been in China for almost 10 years. For example, the clothing industry started from Wenzhou, then extended to Fujian, and then extended to the lower end of Changshu.

We all know a strong one.

First, a single way of promotion.

Star and advertising are also related to simple and straightforward understanding of misunderstanding caused by international brands. Domestic sports brands see more foreign brands asking for endorsers to advertise, and they catch up with them. But domestic brands only see the frenzy of foreign brands and do not study intensive operation of foreign brands.

Speculation is a quick way to make quick gains and quick gains, but to ensure the long-term development of enterprises is intensive operation.

Celebrity endorsement advertisement is not only a brand of Fujian sports, but also a lot of brands in Fujian, such as Li Lang and seven wolves.

This is not wrong, but the method is too simple.

This is only one of all promotion methods.

Two, terminal is the best advertisement.

Speaking of promotion and advertising, I told many people that the best advertisement is terminal.

Today, if all of us stop advertising, then we can dare to advertise, but at present, they are all bloating advertisements. Please speak for us. Then we can not differentiate from others by advertising again. Today's customers see the atmosphere, display, display and service at the end of the consumption process. This is our visual merchandising. The terminal is our best advertisement, and terminal advertisement can realize our terminal interception.

Three, advertising needs differentiation.

There are many different ways of differentiation, such as the differentiation of sports products and the differentiation of brand spirits.

At present, the advertisement on the market is nothing more than basketball, exercise, winning and speaking. We should know more about sports and what kind of clothes the sport belongs to. Should we only express the spirit of sports?

Today, the spirit of sportsmanship has not been able to relate to social development and consumer demand. I wear sports and leisure, and I wear fashionable sports, not only the spirit, but also reflects the fashion side, reflects the leisure side, reflects the brand highlights the personality side.

The brand of Fujian does not understand the classification of clothing. They only focus on consumer positioning, price positioning, promotion and positioning, and channel positioning, but these are very difficult to differentiate, and the most crucial product positioning is the fundamental differentiation.

But it's hard for you to tell the brand owners of Fujian what sports they belong to.

Where is the location of the movement? We say that the clothing is divided into 4 sections, the first is the dress, which is very small, which accounts for 2% of the overseas market, but no matter how much it represents the functional attributes of the product, it is the banquet, PARTY, or the clothes used for the wedding.

The second is formal suits, such as suits, neckties and shirts, which belong to a relatively formal occasion. Suits are used in business negotiations, professional forums and so on.

The third is business and leisure, which is worn from Monday to Friday. Here business and leisure have taken on a new look. Apart from having business functions, they also highlight brand personality, some highlight people-oriented, and some highlight the sense of fashion.

The fourth is weekend leisure. What are we going to do at weekends? We will do sports, outdoor, bar, shopping and home.

When you are at home, you are dressed in fashionable home furnishings, whether it is household clothes or pajamas.

Bar, shopping, PARTY, wearing some small dress or fashion casual clothes, VEROMODA and ONLY are all these.

Outdoor, divided into professional outdoor and fashion casual outdoor.

Sports and leisure are divided into professional sports and fashion sports.

Sportsmanship is emphasized in professional sports, because professional sports are more spiritual.

When it comes to fashion sports and leisure, it will become "pan" spirit "pan" movement. For example, I buy clothes, not only for playing tennis, but also for fashion.

In these areas, brands do professional sports, do not do the general public, then professional research, professional running shoes, basketball shoes and so on.

This professional market only accounts for 10-20%, and only plays professional scale. But more often, it embodies fashion spirit, leisure spirit and individual spirit. These are reflected in fashion leisure.

I can take exercise as an element of my life, such as Burberry's REDLABEL, which is not a feeling with Adidas, NIKE, PUMA, KAPPA and so on. It's a sense of movement inside, but it can be worn to work; for example, we talk about zegansport series, for tennis, sailing, basketball, golf, etc., and boss's green mark is also a sport; Lining's E7 series, PRADA also has movement sense, Y-3, etc. these brands are completely different from our previous understanding of sports.

Adidas every year, every quarter will do joint marketing or interactive marketing, will cooperate with some designer, or a brand or a doll, or an artist, to launch a concept, so that its brand is more fashionable, innovative, more electronic, technology, and conceptualization.

We can also integrate the national elements into the fashion movement. Many foreign countries use the national elements in the color, such as the British flag, the French flag and the Russian flag to be used in the clothing, not only in the professional sports, but also in the fashion sports and leisure activities, and become some kind of symbol. China needs such brands. For example, Lining should launch such a series to represent the banner of the Chinese fashion sports brand, but this brand is not only a professional concept, it is very fashionable, and some are like the red and green series recently launched by GUCCI. Because the flag of Italy is red, white and green, it can learn this fashion concept and launch such a Chinese series, such as Lining, Anta and XTEP can launch such a series.

There are many points that can be cut into the fashion movement. I am just talking about some problems. I can also cooperate with fashion brands and fashion celebrities. As we know, Y-3 is a professional brand Adidas, cooperating with fashion designer Yamamoto.

Korean brand EXR is to turn a certain sport in sports, such as motor racing, into a more fashionable one.

So the brand is so excavated, our brand must be treated in a systematic way.

Our domestic brands often only learn the fur and shell of foreign brands, and the basic connotation and essence are not shown. If Chinese brands want to be permanent, they must root their own brand's personality culture. No personality culture enterprise can't go long. Chinese brands are doing great things, but they don't do much.

Four, brand personality culture.

　　品牌一定要分清楚个性，个性不是一个点，一个画面，一个广告片，一句口号，我们品牌要想走的长久，必须要建立自身的品牌个性系统，这个系统我们可以通过消费者来理解，更多的是个性的价值链，消费者在接触你的品牌时，不仅是通过一个图片、一个灯箱、一个运动的画面、一个口号，更多的是通过你的终端表现，比如门把手、橱窗、模特、画册、店铺产品、产品搭配关系、店铺整体氛围、灯光、材质、服务、网站、发布会、订货会，这是一个综合性感受过程，这个感受过程最终必须要穿出一根线来，这根线就是品牌的隐形价值链，这根链穿过所有的有形和无形的物件，拎起来后，没有一样东西往下掉，这就说明，我们的品牌个性链建成了，建成之后你可以用一幅图片去表现它，可以用动作去表现它。

　　个性链是我们中国品牌在未来要长此以往的去努力的，个性链将形成品牌长此以往所坚持的个性，它随着流行而产生新的主题，我们的个性加上流行风的动态基因，动态基因等于激活了个性中的静态基因，产生新的主题，主题在每一个季呈现的时候，一定有变和不变的元素，就像LV一样，不变的是品牌长此以往的个性，过500年也是一样，变的是流行，要引导、配合消费者，所以这是我们从个性链和企业价值链来理解，如果用图表来表示，个性链就是这是横轴，纵轴就是我们的品牌，很多企业做企业文化做战略，但是战略和文化、终端离得太远，我们要让企业文化由内到外，这里不单是推广途径的问题了，是360度复合式的推广文化的方式，由企业到终端，由企业战略到品牌文化到终端文化，这个文化不仅是光品牌，还跟企业文化的根源有关系，所以企业文化和品

Brand culture has a penetrating value chain. This includes the central point of the enterprise is brand positioning, brand core value is brand culture, brand culture and enterprise culture are related, and corporate culture and enterprise strategy are related.

Besides the consumer group, price, promotion and channel in the 5P, the core of the brand is product positioning, and the product positioning is divided into attributes and personality.

For example, the same exercise, Lacoste talk tennis, attachment also talk about tennis, to this level or attribute, what is that sex? Lacoste is French brand, is elegant, attachment is the campus culture of the United States, is teddy bear, is red, white and blue.

The same is tennis, release angle is completely different, this is culture.

The personality and personality of products are cultural.

Chinese enterprises do not know about the brand system. This is what we call the personality positioning system, the product promotion system, and the brand culture system and the strategic system. Our enterprises in the whole frame are scattered in their minds. They only seize the dots and see the brand promotion, the brand culture and the future development. We use this system to enable every enterprise to find their own position and position, so that enterprises can continuously deposit and accumulate culture, constantly precipitate and accumulate the system.