Research On The Strategy To Enhance The Brand Image Of ST Women's Clothing

With the development of the economy and the continuous improvement of the people's living standards,there are a wide range of high-end women's wear brands in the current market positioning.However,these brands generally have problems such as unclear positioning of brand images and serious homogenization of brands,there are very few brands that actually make it into consumers 'hearts.Want to stand out in the fierce competition,seize market share,improve the brand image to rebuild the brand charm is very important for the brand itself.Based on the relevant theory of brand,this paper analyzes the macro-environment and micro-environment of ST Women's wear with PEST analysis and porter's five-force model analysis.This paper analyzes the present situation of ST Women's wear brand by questionnaire and interview,and finds out the existing problems of ST Women's wear brand according to the content of its supporting system structure.How to improve the brand image,reshape the brand charm,give full play to the advantages of the brand,adapt to the changing needs of customers is the problem to be solved in this paper.According to the analysis results of the problems existing in the current stage of the ST Women's wear brand,combined with the support system structure of the brand again,from the core value of the brand,the brand products and services,the brand management strategy,the brand management system,four levels put forward the strategy of promoting the brand image of ST Women's wear: to make clear the core of ST Women's Wear brand and establish a clear and unique brand image;to stick to the middle and high end market positioning and lock in the Faithful Target Group;to stick to the product style,quality reflects the positioning of the brand.Improve the innovation ability of clothing products,enhance brand reputation;improve the service system,to provide loyal customer groups with personalized service.Combine online and offline,integrate communication,actively use new media channels precision marketing,develop flexible pricing strategy to increase market share,training sales personnel,custom membership system.Stop the existing brand expansion,brand extension to further refinement;Strengthening the design management of ST Women's wear brand,optimizing the customer experience.