《Imagine a clothing brand and complete the brand positioning dashboard-10.31-正文.docx》由会员分享，可在线阅读，更多相关《Imagine a clothing brand and complete the brand positioning dashboard-10.31-正文.docx（6页珍藏版）》请在taowenge.com淘文阁网|工程机械CAD图纸|机械工程制图|CAD装配图下载|SolidWorks_CaTia_CAD_UG_PROE_设计图分享下载上搜索。
1、Imagine a clothing brand and complete the brandpositioning dashboardabstract：With the continuous development of network and communicationtechnology,young peoples consumption habits from the physical store shopping,gradually transformed into online shopping,the pursuit of high-quality onlineshopping
2、experience.Clothing as one of the more easy to achieve online sales ofgoods,by the Consumer network purchase preferences.W Clothing company is amainly engaged in young peoples clothing retail business.This paper mainly analyzesthe main mode of the marketing of W clothing company,and provides ideas f
3、or themarketing of W clothing company.关键词：关键词：apparel company;marketing;W clothing company;brand positioningObjectiveAs our network gradually realizes nationwide coverage,peoples consumptionhabits are changed,especially for young people who are receptive to new things.Young peoples consumption habit
4、s from the physical store shopping,graduallytransformed into online shopping,the pursuit of high-quality online shoppingexperience.Clothing as one of the more easy to achieve online sales of goods,butalso by the changes in consumer behavior preferences.This article through the WClothing Companys mar
5、keting model to understand the young peoples consumptionpreference,thus formulates the marketing strategy which suits the young people more,has the certain practical significance.1、W clothing Company ProfileW Apparel Company is engaged in womens clothing,mens,childrens clothingand other leisure appa
6、rel wholesale and retail enterprises,has been listed on theShenzhen Stock Exchange,as of.its total asset size has reached 69.5 billion,in-service staff 9420 people;It has mainly m&b and the m&c two major brands,.inthe national physical stores have direct stores and franchise stores 3700 many,than.Ye
7、ar Reduction-A number of physical stores.Its subsidiaries are located in Shanghai,Chengdu,Shenyang,Ningbo,Xian,Hangzhou,Beijing,Chongqing,Guangzhou,Wenzhou,Nanjing,Wuhan,Nanning,Changchun,Lanzhou,Shenzhou,Suzhou,Hefei,Shijiazhuang,Urumqi,Yueyang,Xining,Guiyang and other one or two-line cities,itsphy
8、sical stores cover the country one or two,three-tier cities.2、W Clothing company Marketing Mode analysis2.1Target GroupApplicationBecause W the company mainly sells womens clothing,menswear,childrensclothing,and in the network sales more,so its target customer groups are youngpeople and children.whi
9、ch has a certain consumption capacity and online shoppingexperience of the majority of young people.2.2 Customer Needs1.W clothing companys main brand M&B is targeting 18-25 year-old people,the market has a lot of similar products,many brands,such as Sam Ma,Jeanswest,Yichun,Hailan House,Handu clothi
10、ng house,ZARA and so on.M&B is the same asthese brand positioning markets,and is dominated by price competition.The brandadvantage is not obvious.Consumers of such brands are more sensitive to prices andless loyal to brands.2.The garments designed by W Garment Company not only need to competewith do
11、mestic brands,but also need to compete with foreign brands in China.Itsclothing fashion sense is the key to its competition.However,the design of Wclothing company is not unique,leading the trend,but following the public taste.Forexample,after the establishment of Shanghai Disney,W clothing company
12、locked partof M&B clothing design into Disney-themed clothing,trying to catch up with a waveof Disney craze.Although its not hard for W clothing companies,which have newproducts on the market in a week,to keep up with the trend,its only temporary andwill soon become obsolete and its design value wil
13、l devalue too quickly.2.3 Competitive FrameworkW Clothing Companys clothing mainly for 18-3 0-year-old young man.Its maincompetitors are also located in the age group of clothing retail companies,such asSemir,Sea LAN home,jeanswest,red Beans,Mann,Han clothing homes,ZARA andso on.Among them,such as S
14、emir,Sea LAN home,red bean equals W Clothingcompany is listed company,the strength is strong.It can be said thatW clothingcompanies are facing a more severe competitive situation.2.4 Benefits2.4.1 have a certain brand advantageW clothing companies mainly for 18-25 the brand of the young age group m&
15、b,and for 30-35 the brand of the old youth m&c,has become a more well-knowndomestic brand.The company also through with the popular stars,such as Jay Chou,Shen and other signs endorsement,and constantly launch a new season,design storesdisplay,advertising and other ways to enhance the image of a lar
16、ge brand.Makebrand value become one of the important competitiveness of the company.2.4.2 Marketing Network AdvantagesW clothing companies in the physical stores throughout the country,a total 3700A number of direct shops and franchise stores.These stores are built on the businessmodel of W clothing
17、 company,will own shop management experience,such as storelocation,store clothing display mode,shop assistant management and in-storemarketing,as well as inventory management system to transfer to the franchise store,so that the physical stores in the country have rapid development.Meanwhile,BG Mall
18、 is W Clothing Company established its own e-commerceplatform,mainly selling its own brand and third-party brand clothing.That is,thecompany will be a physical store of clothing retail,also helped to sell online.Atpresent,although the BG Malls visit is not like Tmall,Jingdong,the only product will,b
19、ut with the companys operation this situation will change.And the clothing retailerdoes not have its own e-commerce platform.W Apparel companies can use their owne-commerce platform to collect consumer behavior data,to be tapped to facilitate thecompanys accurate positioning of the market,to develop
20、 more suitable for the marketproducts,can also be diversified products or business.This is a lot of clothing brandsdo not have.2.5 Reasons WhyThe companys clothing design team has been building and researching the youthclothing market,and in order to highlight the youth fashion as the goal,combinedw
21、ith international fashion elements,on the basis of M&B and M&C brand positioning,combined with the regionality of consumer preference,under the principle of costcontrol,design a variety of clothing,get The favor of consumers.At the same time,Ws supply chain management is different from other similar
22、companies.The ability of supply chain management is mainly embodied in theunification and standardization of various information flows,such as capital flow,business flow,logistics and so on,into the same management system;the system cancontact the raw material supply chain end,production and process
23、ing section,as wellas entity stores,online stores,and ultimately to consumers.2.6 Brands CharacterW clothing companys own brands mainly include M&B,M&C,Mm,Mx fourbrands,of which M&B,M&C is the main sales force,especially M&B brand,covering a large number of consumers,mainly young fashion brand,but i
24、n 2017 thebrand sales only direct sales(direct stores and online online sales)made sales revenuegrowth of 7%.The location and sale of each brand are shown in Table 1.Table 1 main brand positioning of W clothing companybrandbrand positioningTargetconsumergroupSales situationRemarksM&BIdentifyingprodu
25、ctdifferentiationand brandexperience basedon youngpeoples different18-25 yearsoldYoungpeopleDirect salesrevenue grewby 7%year-on-yearMainly casualwearattitudes towardslifeM&CMaintain brandadvantage byfocusing onprecision,designand quality.Young peoplearound 30years oldSales revenuegrew 26%Suits for
26、allkinds of lifescenes(work,leisure,sports,etc.)MmFashionable andhigh classchildrens wear3-13 years oldchildrenSales revenuegrew 19%Complementarydifferentiationis adopted.MxCartoon themechildrens wearSource:according to the 2017 W clothing company annual report and internaldata collectionConclusionS
27、ince the reform and opening up,the development of Chinas apparel industryhas experienced the production stage,quality stage,Brand stage,now entering thestyle and positioning stage,in the future also to develop to design and culture section.Nowadays,the apparel industry has diversified development,th
28、e products in themarket are more and more abundant,the consumers choice ability is also more andmore strong,the sellers market to the buyers markets,the market competition is moreand more fierce,in this context,the consumers pursuit of clothing has also undergonegreat changes.The core of marketing i
29、s to meet the needs of consumers,because ofdifferent consumers,the purchase behavior has its own laws.W Clothing company inorder to effectively open up the market,and constantly improve their economic andsocial benefits,we need to understand the characteristics of consumer demand,tomatch,to formulate their own development characteristics,while meeting consumerdemand for marketing strategies.Reference1苏芷庭.互联网时代的服装营销思维重构J.艺术教育,2018,(20):147-148.2董怡.服装品牌建设中的核心价值建设与市场营销策略探析J.商场现代化,2018,(18):37-38.3刘继兵.移动互联网时代原创服装的微营销模式J.现代营销(下旬刊),2018,(09):82.4罗杜娟.新媒体营销策略给服装品牌传播带来的影响J.现代营销(下旬刊),2018,(09):83.