“where is the difference between china’s clothing brand and the world’s brand?” “china’s garment industry needs to have its own brand”, “how to make china’s own brand better acceptable to consumers” in the course of the two sessions in 2015, expert members have given thought to the development of the garment industry in our country。
How can we make branding a permanent green tree when we look at the present market for the garment industry, where various brands of clothing are highly competitive? Studies have shown that the cost of attracting a new customer is 416 times the cost of maintaining an old customer, and the profit from brand loyalty is nine times the profit from brand unfaithful。
Thus, consumer loyalty to the brand can affect their purchasing behaviour. Thus, the core of future brand management needs to move from brand recognition to brand sentiment. By the same token, garment companies should also strengthen their consumer brand sentiments in the branding process
Speaking of products - emotional products strategy
The advent of an era of sensory consumption has led consumers to focus increasingly on the experience of consumption. Business, on the other hand, is rooted in good products and is a primary consumer concern. In the country, the brand of basil clothing is focused on talking about products, on doing good, and more than 30 are focused on the area of trousers, on providing quality services and products to consumers in general, and on producing consumer-friendly products in a professional manner. It is understood that each of the production workshops for the bass shields, each of the pants produced, will require 26 high-temperature stereotyping, 108 flow-line cutting and 125 professional production processes, and that each of the pants produced will produce a perfect leg line. It's the most authentic communication and connection with consumers。
Specialized procurement - emotional services strategy
We know that emotion is the bond that sustains people and the balance in the decision-making process for consumers to buy. Emotional stimulation is 3,000 times faster than normal thinking. Purchases are the best tool for emotional marketing by consumers during shopping. Compared with fast-fashion brands abroad, they advocate “the clothing market, self-selection”, but customer queues for trial clothing, unprofessional mentoring mixes, etc. Can lead to poor consumer experience。
Domestic clothing branded the bass shield, dedicated to providing consumers with satisfactory products and pleasant shopping experiences. Basil gained more than three decades of panty-dressing experience in the industry, with a deep understanding of consumer needs, caring for each consumer in detail and satisfying them, such as: professional advice while shopping while customers are shopping; and a well-thought-out and elaborate mix of advice from the purchasers can give consumers a sense of the professional attitudes and services of the business。
At the same time, the basil brand is very consumer-oriented, with a great deal of effort being put into the down-door shop, such as: free sewing services in the shop, which can be achieved in the store when the customer needs to buy a product, such as changing the length of the product, and predicting the needs of a wide range of customers; and free laundry and ironing services in some shops, which free consumers of their worries。
Good brand, warm heart. Emotional brand strategy
The transmission of an emotion through branding can build emotional bridges between consumers and brands, while gaining greater market competitiveness, thus reaping constant added value. A good brand culture is a major asset for an enterprise and can constitute its core competitiveness。
Apart from brand culture, branders actively interact with consumers and can better inform consumers about the brand. Survey data show that when consumers have direct contacts with businesses, brand understanding and dependence are 43. 2 per cent higher than that of ordinary consumers, and businesses can also take the opportunity to strengthen their links to consumers and build lifelong customers. In the country, as in the case of the basil brand, family parentage was promoted, and a disney family parent-child tour was organized. This experience of reaching out to and creating memorable relationships with consumers ' family members is an excellent example of emotional brand marketing, and brand reputations can be disseminated and spread through consumers ' mouths and mouths。
Only by reaching out to consumers can brands become deeper, especially in the garment industry, where different platforms of experience are created for consumers to experience, where these centres of emotional experience are built up and eventually create a moving force that permeates the consumer's heart。
Responsible editor: zhang dei
