brand positioning of newly-built garment enterprises I want to talk about my own views on this issue. The positioning of clothing brand can be expressed as that clothing enterprises design and combine clothing products, services, prices and images appropriately according to the consumption needs of target customers, so as to attract and stabilize target consumers with distinctive clothing products. Brand is not a day's work. It is very difficult to stand out among many brands. A new enterprise should consider whether to be a brand as soon as it opens. If the resources (human resources, capital resources, channel resources) are not too strong, you can suspend branding. If you fully understand the market and the enterprise has unique technology that can compete with other enterprises, you can consider making a brand. Clothing brand positioning is based on market segmentation. Divide the market into several different market segments and adopt different products or services to meet their different needs. Clothing market segmentation is the first step of clothing marketing. All enterprises must understand and analyze the market from market segmentation, find the growth space of enterprises, and complete the positioning of clothing brands while determining the target market and target consumers. One. Clothing brand positioning mainly includes: product positioning, market positioning and image positioning. 1. Product positioning is to determine the product categories and product categories on the basis of market segmentation, that is, first determine to operate men's wear, women's wear or children's wear, and then decide to operate professional wear, casual wear or sportswear. Product positioning should also consider the materials of noodles and accessories, the quality requirements of garment processing, product identification, packaging and so on. 2. Price positioning is based on product positioning, combined with brand awareness, fashion and other factors. The higher the added value, the higher the price positioning of the brand. At the same time, clothing brand price positioning should also consider leaving room for the development of the brand. With the growth and maturity of the brand, we should adjust the price strategy, expand market share and strengthen market competitiveness, and improve the overall operating quality of the brand. Image positioning is the packaging and language of clothing brands, and a complete image positioning of clothing brands includes the setting of clothing image, LOGO image, store image and publicity image. 3. Brand image positioning is based on product and price positioning. According to the consumption psychology and characteristics of target consumers, the brand connotation is expressed by visual image positioning, and the brand image positioning is adjusted according to the different requirements of external image at different stages of brand development. Second, the differentiation strategy of clothing brand positioning Due to the fierce market competition, accurate market positioning must also be different from similar products of competitors. Differentiated brand positioning is the foundation for clothing brands to stand on the market. Brand differentiation strategy can make brands maintain their own characteristics in the competition, which is also the reason why brands have loyal consumer groups. If there is no difference and homogenization with other brands is formed, the new corporate brand will never have an advantage in market competition and will only be defeated. In the ocean of brands (some can't be called brands at all, only trademarks), only differentiation is the way to survive. I think clothing enterprises can make three kinds of positioning choices: 1.OEM brand, that is, positioning for other brands to process; 2. Product-oriented brand, that is, focusing on a certain kind of clothing products, and striving to make the brand form a favorable position in the minds of consumers in similar products; 3. Lifestyle-oriented brands, that is, clothing and apparel that focus on a certain lifestyle, realize the favorable position of brands in consumers' minds among similar lifestyle apparel products through emotional appeals. The brand wave triggered in the late 199s made many garment enterprises love to create their own brands, and many garment enterprises that used to do OEM (label processing) created their own brands to enter the domestic market. However, enterprises must examine their own advantages and market opportunities and measure whether they have the ability to create and operate lasting brands. If you don't build your own consumer market brand and stick to OEM, the prospect can still be very good. Enterprises must constantly innovate in the direction of positioning and maintain their dominant position. A brand with a product-oriented strategy must concentrate all its resources to make itself a dominant consumer in a certain product. For non-leading brands, market opportunities still exist. It can constantly subdivide the product market, avoid the strong position of leading brands in the product field, and specialize in a certain market segment to seek the leading position in the market segment. Third, the business channel determines the positioning of the clothing brand. Fourth, the brand is not equal to the trademark. Many people have a misunderstanding that registering a trademark means making a brand. Brand is a big concept and needs to be managed in many ways. The characteristics of the brand are to finally gain market recognition and consumer recognition; Have influence and reputation. First, the new brand should be a household name in a narrow field, which is known to all, and then it should maintain its brand image and enhance its attention and popularity. You know, Rome wasn't built in a day. Don't rush for success, don't chop and change. We should focus on the big picture, start with small things and lay a solid foundation.