Analysis of the brand marketing road of the American special State Granville

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"The United States of America, do not go the usual way."

One of the best clothing brands in the United States can be developed into casual clothing, "think of" the brand, has been difficult. Chinese clothing brand This road, scarce know how to create brand value of the good players, it is so now still so ... Analysis of the development of the United States, we do brand marketing colleagues may think of something from it

In product design and development, the United States and the European research institutions to develop a strong product design team of 133 designers and process experts, the annual release of more than 3,000 new clothing, which in the domestic apparel industry is the leading, at the same time, by employing Aaron Kwok, Jay Chou and other star endorsement and big hit CCTV ads, the United States and Granville's brand value soared, especially in the younger generation of consumers won a good reputation.

Brand Road 1 Mode innovation in production supply chain

Production and supply, break through the traditional mode, fully integrate the use of social resources and domestic idle production capacity, take the road of specialization and cooperation, in Guangdong, Shanghai, Jiangsu and other more than 200 manufacturers for the company's brand production, the formation of a series of annual leisure wear 2000多万件 (sets) a strong production base;

Brand Road 2 attract franchisees with brand effect

Operating on the use of brand effect, to attract franchisees to join, expand the chain Monopoly network, and the implementation of the store including logistics distribution, information consulting, staff training, including a variety of services and management, with the franchisee to share risks, common development and achieve a double win;

Brand Road 3 enhance brand awareness and reputation

The use of Brand image spokesperson, creative brand promotion of public relations activities, a full range of brand image advertising, the three combined to open a large brand image store strategy;

Brand Road 4 expansion of the apparel designer team

Product design and development, set up and cultivate a team with international standards, with France, Italy, Hong Kong and other well-known designers to carry out long-term cooperation, the annual design of more than 1000 new styles of clothing;

Brand Road 5 Virtual business model of "dumbbell-type Structure"

Like American Nike, Mattel has taken this virtual business model called the dumbbell-style structure: the product to the labor price, lower cost, more conducive to transport and sales of foreign enterprises manufacturing, the product sales to join the Nike dealers all over, they will be all the energy for the design of products and open up the market.

At present, the Chinese clothing brand enterprise profit is shrinking, in the next five years, China entire consumer group will have the structural change. If the Chinese clothing brand enterprises do not adjust, it will face the decline of domestic clothing brands.

Author: Point S more communication (point S blog www.diansblog.cn) Now the enterprise is not what is important to do the factory, not blind expansion of sales channels, pay attention to their brand, pay attention to the release of brand value will become the key after the new changes in the market.