Marketing Mode Of Proprietary Brand

Apparel industry faced with a structural major reshuffle in 2008.The global economic environment and show further impact on China's exports.The new labor contract law and labor costs brought about by a chain reaction aspect.And further intensify of the pressure of RMB appreciation,etc.factors.Mainly in small and medium-sized OEM's environment is even more severe.At the same time,large-scale enterprises defuse the crisis to obtain a comprehensive upgrading of enterprises and development through upgrading of product mix,industry resources,restructuring, transference of gradient,brand innovation,channel diversification,expanding financing.Industry will become even more intense struggling for resources.The domestic market become the public focus of Rio Tinto businesses.China's consumer products market will enter an era when clothing consumption will no longer be just to meet their most basic survival needs,psychological needs will be higher,the demand for self-upgrades.Especially for the tens of millions of middle-class population,who can reflect their social status and taste of the costumes will be more and more in need.It will be a number of achievements of the class needs to seize the clothing brand. Domestic apparel market growing in volume,market segmentation will become more and more small,but the future of the domestic apparel market consumption trends will focus on quality and personalization.This article is divided into five chapters.ChapterⅠsummed up the characteristics of clothes consumers through the analysis of the current consumption structure of China's apparel status,and pointed out that China's own clothing brand and consumer demand for the disadvantaged status of the contradictions,and,give some purposes and significance of the competitiveness of our own brand.ChapterⅡpointed out that the famous "three principles" of corporate brand personality and competitiveness of the role of shaping on the analysis of marketing mode ZARA.Then summed up the success of our brand marketing mode shape of the two major factors:brand construction and retail management.Finally,these two important factors are listed in the core of the relevant theory,for the third and fourh chapters,paving the way to do theory. ChapterⅢis constructed from a brand research and positioning,product structure and product analysis of three areas.The clothing enterprises should consider the factors and principles,combined with the actual operation of LAXDN's corresponding solutions in these areas.ChapterⅣdivided retail management into four parts:to create attractive shops, sales staff training,information systems,promotions.By analyzing these four aspects of the role of sales of clothing and put forward the proposal more effective.ChapterⅤconcludes that the brand building and retail management of the recommendations,and House of Heilanhome's way of the success of marketing feasibility study.