Research On "Exception" Brand Construction

In the competitive market, the homogeneity of products by different enterprises becomes obvious. That has caused serious problems. To stand out in the market, unique brand construction has been an important exploration direction. In the domestic high-end clothing market, foreign well-known international brands of onboard, relying on its good brand image, occupies most of the market. So the domestic high-end clothing brand is facing a great challenge. The author, in the background of domestic high-end clothing brand being problematic and difficult to fight against foreign brand, puts forward such a subject. "Exception" as the first Chinese designer brands, has great expansion and at the same time improve its added value of the brand connotation. Owing to its developing since the day it was created, "Exception" has become an example for the domestic high-end clothing to explore their brand construction.