Brand Image Building Of K Cloth Company

From China reform, Chinese clothing brand personality has been in the explorationperiod. Most of them encountered a bottleneck in the development. In the period of thirtyyears, people’s living standard has been greatly improved, consumer demand alwayschanging, consumers seek a happy brand that can express of their individuality. At thesame time, China’s market demand is huge with1.4billion of the population, but theconsumption level is very complex, fashion understanding gap between generation after60’ and after90’ years is very different, people income gap is very big, and local culturaldifferences caused the different interpretation of fashion, all of these differences providesfertile ground for many brands in the Chinese market.K brand appropriate to niche markets, the brand is favor in consumers mind anddistributors by brand personality of luxury, sexy in90s. But K brand gradually lostpersonality in the development process, they blindly follow the fashion trend and thus lostthe core brand idea and brand appealing, at last image has lost its original vitality anddynamism. This thesis want solve how to re–shape brand personality based on research andanalysis the status quo of China clothing market, use brand personality theory, IMCintegrated marketing theory, SWOT analysis. Then this thesis provide implementationthrough the IMC marketing theory to formulate enhance the K brand influence. This thesisresults has certain reference significance on how to implement the transmission of IMCwith consumers needs oriented, also has important reference value on how to shape thebrand personality of the clothing brand.