Studies On Brand Positioning And Product Design In Ladies’ Wear

With China’s economic growth rate by the rapid growth into steady growth, more and more garment enterprises have gradually transformed from quantity expansion to brand building. Companies increasingly value the importance of brand, value-added branded products showed a pivotal position. Brand has become the only way of enterprise development strategies, how to build a successful brand product research becomes extremely necessary. Throughout the development of domestic and foreign brands, both in the brand-building and product sales have a huge gap. Brand product development needs for the target consumer groups, a clear difference of concept and complete rapid response mechanism. Garment enterprises gradually enter the capital market, through the restructuring, mergers and acquisitions and other ways to complete the capital operation, many large-scale women’s enterprises expand market share, from a single brand tend to multi-brand development. Clearing multi-brand differentiation strategy to seize the different women’s market has become particularly important. The brand positioning is the brand development and construction of the key for providing precise guidance direction for the brand’s own building and product development and sales.In an increasingly competitive market women’s dress, the commercial division of the ladies clothing has a huge market potential and consumer groups, business scale in recent years have begun to mature, but the problem is also with the brand development and increasing, therefore, brand positioning of ladies clothing categories and product design research becomes practical significance. Product design and development need to establish a complete brand positioning system, specifically the actual needs of target consumer groups, in order to develop products in line with consumer demand, so the brand positioning and product design is the key to the success of new product development.Firstly, issues related to ladies clothing industry background, brand positioning theory and product design ideas were analyzed by participating brands with a lot of practice and ladies market research.It is necessary to analyze its overall positioning and product design and development process, clearing target-consumer and market demand to develop corresponding products. Obtained by discussing women’s brand positioning and product design ideas and learn their way related positioning, ladies clothing companies demonstrate practical operation experience, the author attempts to combine graduate design will be applied to simulate the brand, allowing the design of products in line with brand positioning market, and to provide new ideas for ladies clothing design.