The Analysis Of RC Fashion Brand Positioning

The development of Chinese clothing has been dominated by export-oriented economy with high dependence on foreign trade. With the economy changes domestic and abroad, Chinese fashion brands encountered unprecedented difficulties. The domestic garment enterprises also realized the importance of developing fashion brands. Chinese garment brands have sprung up with high competitive stage. But the famous fashion brands are still too less, not to mention the world-renowned brand. Besides we have the possibility to build some well-known brands, we should create famous brands by proper positioning.In this paper, the author straightened out the theory of development of the brand positioning, combining the characteristics of fashion brand positioning, and then systematically analyzed fashion brand situation and development trends, summed up domestic fashion brand positioning defects.The thesis chooses Richclad fashion brand as a case, used brand dynamic positioning model, analyzed the existing problems and risks in the brand development firstly, then sorted out six required elements for brand success, and from competitors situation, consumers, internal management and products sales and mix with empirical analysis, verified the accuracy of the RC fashion brand positioning and the demand to adjust or not.In addition, the access to get competitors information ways are through questionnaire and sales data, the internal management analysis is according to the structure and management situations of the company, the sales and products mix analysis is according to shopping mall sales data, the thesis is expected to acquire the appropriateness of RC positioning, which proposed to fine tune or re-position it.The paper got 122 questionnaires by research in Shanghai and Chongqing, through factor analysis and multiple cluster analysis, selected out the main valued factors considered by the majority consumers when purchasing clothing. This analysis can provide reference for enterprises understanding the minds of consumers and accurate positioning.