"XXX" clothing brand planning and marketing promotion scheme

Contents

Part I: "XXX" clothing brand planning

Preface

Second, analysis of the pattern and development status of women's clothing enterprises

Third, analysis of the market and consumption trend of women's brand clothing

Fourth, analysis of consumers of women's brand clothing < Analysis of competitors

VIII. Analysis of advantages and disadvantages of XXX Group

IX. Clothing brand and image positioning of XXX

Part II: Marketing and promotion scheme of XXX clothing

I. Advertising strategy of XXX

II. Brand promotion strategy of XXX

III. Brand marketing strategy of XXX clothing < China's garment industry has developed rapidly, ranking first in the world in terms of export volume and foreign exchange earning, occupying up to 2% of the global garment market, and has become the largest garment producer in the world, with an annual output of nearly 1 billion garments, of which more than 5% are exported to foreign markets. According to customs statistics, from January to November 23, the cumulative export of clothing and clothing accessories was 46.93 billion US dollars, an increase of 25.21% over the same period last year. Among them, the export of woven clothing and accessories was 2.682 billion US dollars, an increase of 2.24% over the same period of last year; The export of knitted garments and accessories reached US$ 16.18 billion, an increase of 26.62% over the same period of last year. According to the statistics of China National Business Information Center, as of November 23, the total sales of clothing products of key large-scale retail enterprises nationwide reached 35.82 billion yuan, an increase of 22.3% over the same period of last year; All kinds of clothing * * * sold 186.64 million pieces, an increase of 8.6% over the same period last year.

With the rapid development of the clothing industry and China's entry into WTO, the number of enterprises entering the clothing industry has reached more than 5,, and the number of clothing brands is exploding. Foreign second-tier brands have entered China on a large scale, which makes the clothing brand market in China enter a new era of increasingly fierce competition, internationalization and diversification. Domestic enterprises and brands are facing a realistic problem of how to reposition and integrate resources. The development experience of world famous brands warns us that it is the only choice for most of our garment enterprises to develop and grow by competing with them at their own doorstep, taking the road of specialization, vigorously developing the competitive advantage of enterprises in the local area, and building the national brand of China garment enterprises to seize market opportunities and stand out in the industry. The purpose of this scheme is to grasp the consumer psychology, help "XXX" new clothing products to establish brand image and improve their popularity, and cooperate with marketing strategies to achieve excellent sales results.

second, the analysis of the pattern and development status of women's clothing enterprises

To analyze the market and consumption trend of women's clothing in detail, we can't separate from the analysis of the pattern of women's clothing production enterprises, the development status of women's clothing industry, the market and consumption trend of women's brand clothing and the main consumers of women's brand clothing, because these are the keys to the survival and development of "XXX" clothing enterprises, the establishment of brand image of new products, the improvement of popularity and the excellent sales effect of marketing strategies.

1) Analysis of the pattern of domestic women's clothing enterprises

The clothing industry is one of the industries that have developed rapidly in China, and has maintained a high growth rate in the past twenty years. At present, there are more than 5, garment production enterprises in China, with the total output ranking first in the world, occupying up to 2% of the global garment production market, and making outstanding contributions to China's export to earn foreign exchange and solve employment problems.

In the fierce market competition, the pattern of women's clothing production enterprises in China has also undergone profound changes. At present, large and medium-sized women's clothing production enterprises in China can be divided into three categories:

enterprises with exquisite processing technology but mostly engaged in OEM

well-known enterprises with first-line brands in the domestic market

The third category of enterprises has created most of the domestic market ...

The status quo of domestic women's clothing production enterprises, At the same time, it also gives women's clothing manufacturers with logistics environment, market development ability and design level, which can supply fabrics, huge development space and strong development momentum.

2) The development status of women's clothing industry

It is women's nature to love beauty. The sustained economic growth has greatly increased the consumption power of women, which has brought new growth space for the development of women's clothing industry. According to the statistics of China National Business Information Center, from January to November, 23, 5.16 million pieces of women's clothing were sold in major retail malls nationwide, up by 8.5% over the same period of last year. Women's clothing sales accounted for 27% of all clothing sales, and the proportion of sales still ranked first among all kinds of clothing brands.

judging from the current development situation of domestic women's clothing industry, there are roughly the following characteristics:

(1) Outstanding regional characteristics

After years of development, China women's clothing has gradually formed several major factions, such as Hangpai, Cantonese, Shanghai, Fujian and Han, and each faction has made great achievements with its own characteristics, so the regional characteristics are very obvious. For example, Hangzhou women's clothing has a strong cultural atmosphere of Jiangnan water town; Guangdong school has a strong sense of fashion because it is close to Hong Kong and Macao. The Han school is characterized by bright colors. Each place has its own distinctive features, and after forming a certain climate in the local area, local brands began to enter the target city.

(2) Actively seek personality development

Modern consumers pay more attention to individuality and pursue their own style, and clothing has rightly become an external display to express China women's individuality and self-pursuit, which has become the mainstream fashion in today's clothing. Among them, color and style can best express people's personality, so for women's clothing manufacturers,

(3) Realizing transnational operation by leaps and bounds

Clothing enterprises in China are beginning to realize that not only large enterprises with certain strength can implement the strategy of "going out", but small and medium-sized enterprises can still realize international operation as long as they make full use of their strengths and avoid weaknesses and find the right channels. At this point, the project of Xia Meng, Zhejiang Province, holding hands with the international brand Dzheniya, Italy, has become a successful case of private enterprises going abroad first, which also provides a valuable reference for the development of women's wear in China.

(4) Keep a close eye on the European and American markets

Europe and America are the world's largest clothing import regions and one of China's major export markets. In Europe and America, you can often see all kinds of China women's dresses in large supermarkets such as Wal-Mart, Kamat and TARGET, and in specialty store and discount stores all over the streets. Even in Macy's, which is known as "the largest department store in the world", some expensive women's dresses are marked "Made in China". China enterprises have entered the European and American markets with high quality and low price. From such important clothing trade exhibitions as MAGIC Clothing Expo, CPD Clothing Trade Exhibition, new york International Fabric Exhibition, new york International Women's Wear and Apparel Exhibition, Europe and the United States have also made very positive comments on China women's wear.

(5) The comparative advantage of labor force is persistent

China's comparative advantage of low labor force is fully exerted in the clothing industry, so the clothing industry is one of the most internationally competitive industries in China. Relevant data show that, therefore, at least in the next ten years, under the premise of equal competition, with low production costs and skilled labor skills, China's women's wear industry has considerable international competitiveness.

Looking at the present situation of women's clothing industry in China, it is not difficult to see that women's clothing in China has broad prospects and huge development space.

third, the analysis of the market and consumption trend of women's brand clothing

(1) the market analysis of women's brand clothing

After years of development, women's clothing in China has basically met the needs of women's clothing, but only a few women's clothing have relatively individuality, while modern consumers pay attention to personalization and pursue self-style and perfection, and female consumers of all ages have higher and higher requirements for brand clothing, which makes the market divided, with different ages and levels. At present, there is a shortage of personalized clothes for the elderly, middle-aged and other ages in China, and many consumers often can't buy suitable clothes. According to the market clip in recent years, the top ten brands of women's clothing market share are mainly young women's clothing, and the size, color and style are not suitable for old, middle-aged and elderly women.

With the arrival of the new century, the population over 65 in China has reached more than 93.77 million, and it will enter an aging society. Clothing enterprises must pay attention to this huge potential market.

(2) Analysis of consumption trend

According to the fashion trend of women's brand clothing in recent years, consumption will change to personalization, leisure, diversification, fashion and branding. Especially for white-collar workers who have a certain economic foundation and a certain consumption taste, they prefer brand clothes with personality, leisure temperament (such as the change from professional clothes to casual professional clothes), fashion and certain popularity. Therefore, there will be two trends in the consumer market in a certain period of time: one is that the sales of international famous brands located at the high end will increase; The other is that middle and low-grade consumption has gradually changed to middle-grade consumption.

in addition, with the fashion industry advocating "green" and "environmental protection" style, more upscale "environmental protection fashion" has gradually emerged, such as expensive nano-anti-ultraviolet casual wear, marine chitin fiber knitwear, aloe underwear and other high-tech products from nature, which is also a major trend of high consumption in the future.

in terms of style, in the future, women's clothing consumption will be simple, generous and affordable, and will also change to a natural, comfortable and romantic direction.

IV. Consumer analysis of women's brand clothing

(1) Analysis of consumer class:

With the people's living in a well-off society and the further growth of urban and rural residents' demand for clothing, the consumption structure has also undergone great changes: three different social levels of consumer groups have been formed:

a) brand-name clothing consumer groups:

This class includes staff of foreign companies, famous entertainers and people.

b) the middle-grade clothing consumption level.

This level is mainly the wage earners in cities and surplus households in rural areas, accounting for about 6% of the urban population and 2% of the rural population;

c) low-grade clothing consumption layer.

It is mainly low-and middle-income people in cities and towns, unemployed people and the main population in rural areas, accounting for about 25% of the urban population and 6% in rural areas.

(2) Analysis of consumers of different ages

After years of development, women's clothing in China has basically met the needs of women's clothing, but only young women's clothing has relatively individuality, while modern consumers pay attention to personalization and pursue self-style and perfection. Female consumers of all ages have higher and higher requirements for brand clothing, which makes the market divided. Consumers of different ages, different economic status and different cultural backgrounds need different clothing. There are mainly the following three age groups of consumers:

a) young women aged 15-25:

The consumers in this age group are mainly students and people who have just started social work, and their economies are mostly not independent or completely independent. This group of people's pursuit of clothing standards is mainly in fashion and novelty, and they are the fastest group to change clothes. They have some knowledge of brands, but most of them are unable to buy brand-name clothes. They are potential consumers of branded clothing.

b) Young and middle-aged women aged 25-45:

Consumers of this age group have worked or worked for many years, have a certain economic foundation and cultural literacy, and emphasize the quality of life and pay attention to the quality of life. They think that clothing is a symbol of personal taste and status, so they have higher requirements for it. This group of people is the main consumer group of brand clothing;

c) Middle-aged and elderly women over 46 years old:

The consumer groups in this age group do not occupy a dominant position in social and economic activities, their economic income is in a stage of decline or stagnation, and their requirements for clothing are not high or too high, so they are not the leading consumers of brand clothing.

(3) Analysis of consumers in different regions

According to relevant data, at present, the per capita clothing consumption in North China and East China is 92 yuan and 79 yuan respectively, which is higher than the national average of 521 yuan. Among them, Beijing, Shanghai and Guangzhou have the highest per capita clothing consumption capacity, with the per capita clothing consumption in Shanghai reaching 1,587 yuan and that in Beijing reaching 1,387 yuan; The per capita clothing expenditure of urban households accounts for about 1% of the total expenditure, while the per capita clothing expenditure of rural households accounts for about 6% of the total expenditure.

from the above analysis, it can be concluded that young and middle-aged white-collar women aged 25 to 45 in large and medium-sized cities in economically developed areas belong to the main consumer groups of brand clothing.

V. Summary of Clothing Market

Based on the analysis in the above two, three and four sections, we draw the following conclusions:

1) Female brand clothing manufacturers with logistics environment, market development ability and design level, which can supply fabrics, have huge development space and strong development momentum;

2) Because domestic women's clothing brands have a strong regional color, none of them can form a scale and influence in the whole country. Therefore, whoever can fill this brand gap in time will win the world of domestic women's brand clothing and have the conditions to compete with foreign famous brands of similar clothing;

3) Because the focus of brand development in women's clothing products is on young women's clothing, middle-aged and elderly women's clothing lacks individuality, and there is a big market gap. Whoever can meet the needs of consumers of different ages, different economic status and different cultural backgrounds to the greatest extent will gain the greatest development space and the greatest economic benefits;

4) Young and middle-aged white-collar women aged 25 to 45 in large and medium-sized cities in economically developed areas belong to the main consumer groups of branded clothing;

5) the sales of high-end international famous brands will increase, and at the same time, the middle and low-grade consumption will gradually change to the middle-grade consumption;

6) "environmental protection" high-tech products from nature are a major trend of high consumption in the future;

7) in the future, women's clothing consumption will be natural, comfortable and romantic while giving consideration to simplicity, generosity and benefits.

VI. Brand analysis of domestic women's clothing market (competitor analysis)

After years of development, China women's clothing has gradually formed several major factions with distinctive regional characteristics, such as Han School, Hangzhou School, Guangdong School, Beijing School and Shanghai School. Each faction has its own characteristics, such as Hangzhou women's clothing, which has a strong cultural atmosphere of Jiangnan Water Town; Guangdong school has a strong sense of fashion because it is close to Hong Kong and Macao. The Han school is characterized by bright colors. Each place has its own distinctive characteristics, and after the local brands have formed a certain climate, they all started to enter the target city. But up to now, there is not a big gap in the market share of brands of various factions, and none of them can form a scale and influence in the country.

(1) Hangpai women's wear

The top ten brands of Hangpai, which are dominated by Jiangnan cloth, eternal woman, ancient wood and sheep, romantic suit, blue love, incense, tea, last romance, women's diary, Roman love and autumn water, are leading a "fashion" for the purpose of relying on Hangzhou's cultural heritage and geographical advantages as well as its own advantages.

1. Analysis of Top Ten Women's Wear Brands of Hangpai

(