Study In Marketing Channel Of L Woman Garment Corporation

Garment and garment consuming have their own characteristics, the garment marketing channel are diverse and confused in China, so, for garment corporation the selecting and establishing of marketing channel become a complicated and important work. With the forming of multi-channel distribution, apparel companies begin to use multi-channel model. Thereinto "regular + franchise chain store" is the most popular systems. More channel alternatives can improve the consumer's convenience as well as increase companies'revenue. The integration approach of new channel and tradition channel, to create a seamless consuming experience of consumer, is the development trend of garment marketing channelThis article examines the garment brand marketing channel of L corporation. In this paper the first part is the background of China's apparel industry and the current situation of apparel marketing channels. Particularly, Philip Kolter's marketing theory is applied on apparel industry to extend the definition of marketing channels and summarize the apparel categories.Then taking L women as an example, its brand and product are introduced. Based on SWOT analysis of marketing channels for L women, the conclusion includes to re-select, reconstructure and integrate the current channels. The solutions are worked out to meet the specific requirements that 2 brands strategy and its unique inventory. Furthermore, the detailed implement plan is presented, which describes how the strategies cover various scenarios, e.g. single brand + multi-channels, multi-brands + single channel.Finally, in order to efficient operation for multi-channels, this paper also discusses the whole security system including of information technology, logistics, channel policy and pricing system, human resources.