Study On The Brand Image Of Mori Women's Wear

In recent years,the industry of female dresses has a strong development trend.During the development of brand among female dresses,the brand of Sen series of female dresses enters into China's market from Japan via social medias around 2010.Featuring in fresh and elegance,the Sen series of woman dresses has attracted many young women and it forms its own dress style among various of development of woman dresses and become a fixed choice of female daily dresses.In the complicated dresses' industry,the emergent of the Sen series of woman dresses not only means intensive competition of brand,but also the increasingly growth of construction of brand image.At present,the Sen series of woman dresses has showed its obvious advantages of competition among national dresses' brands.However,to have a great competitiveness,it must attach more importance to the band image.How to create an unique brand image and promote the brand image to market has become an important problem of many enterprises and original brands because they need to consider a variety of complicated factors and have much difficulty to find the combination of these factors facing mixed system of brand construction.Thus,the main point of this paper analyzes inner cultural interpretation of the Sen series of woman dresses and its brand position and strategies of brand promotion.Taking “Avvn” as examples,this paper,combing with practice process,proposes the improvement plans,the practice of implementation,effective feedbacks to summarize the law and methods of brand image construction of the Sen series of woman dresses.This paper is mainly divided into six parts.The first part is introduction on the focuses and creative points of Sen series of woman dresses in terms of research background,purpose and significance.The second part is literature review.It explains the conception of brand image from aspects of relevant conceptions,brand images(focus on dress brand image)and then put them as support on the vital contents.The third part is researching on the brand image of woman dresses.Starting at its conception,this paper analyzes its constitutions and strategies of promotion.The fourth part takes “Avvn” as examples,supported by the constitutions of brand image of “Avvn”,lays a foundation for the following researches by SWOT analysis.In the fifth part is about the improvement and implementation of the brand image of “Avvn”.After working in Hamming holding company for one year,the author takes part in developing overall enhancement of brand image program,designs the creative plan of the flag store of “Avvn” and finishes promotion strategies between online and offline and then analyzes real case of practice.In the last part,this paper sums up the main contents and puts forward prospects,and points out deficiencies and proposes forecasts for the following researches.