Under The Age Of Product Homogeneity Jiangsu Clothingbrand Competitiveness Research

With the rapid economic development, greatly increased demand for clothing, garmententerprises there have been homogenous race condition. Major apparel brands in order toobtain greater market coverage, without clothing; small clothing brand in order to obtaingreater profit, a large number of copied clothing, leading to brand is not strong, consumers ’sense of identification with the clothing brand is weak, hinder the development of brand speed.Under the background of the homogeneity, set up independent innovation brand, enhance thebrand core competitiveness is a corporate brand. Jiangsu Province as national clothingindustry big province, textile clothing industry is Jiangsu area traditional advantage industryone, this to products with mass of, and brand and brand competitiveness theory, design learntheory for theory based, summary antibody Guangdong, and Fujian, and Zhejiang three tobrand competition of features and advantage, reference its brand development road Shang ofexperience and lessons, Through mass official objective data analysis has Jiangsu area branddevelopment status and Jiangsu area of brand development features and in problem, used fieldinterviews and questionnaire research to whole Jiangsu area main clothing brand and clothingAssociation for hand data collected and survey, using data analysis software to questionnaireinformation for data analysis, according to results made specific countermeasures is throughbrand marketing, and products innovation, and talent strategy, and technology technology andbrand sustainable development, measures speed Jiangsu area brand development, By creatinga local clothing brand in Jiangsu to improve brand competitiveness of Jiangsu clothing brandin the domestic market. To achieve this goal analysis the studies from the following foursections in this article:First of all, summarizes the concept of brands, products and features, as well as roles,explains brand competitiveness of related theories, which is laying the theoretical foundationand basis of the research.Secondly, through the provinces of Guangdong, Fujian, Zhejiang brand brandcompetitiveness analysis, summarized three-brand strategy in the development ofcharacteristics and we can learn from the experience.Again, by questionnaire surveys and field executives face to face interviews, using SPSSstatistical software to analyze the internal and external environment for the development ofclothing brand in Jiangsu Province, established in accordance with the results affect the mainfactor in the development of, and to serve as a main basis for countermeasures to improve thebrand competitiveness.Finally, the clothing brand in Jiangsu province based on development environment andfeatures, combined with the cases of domestic and international clothing brands, brands andthe Studio brand competition theory as well as practical application and design of garmentbrand in Jiangsu Province, culminating in accordance with specific strategies and programmesto enhance the brand competitiveness in Jiangsu Province.