Strategy: How To Successfully Manage Clothing Franchised Brands

Advanced clothing is a kind of franchise. luxury consumption Products, advanced clothing brand management has its own rules.

As compared with the general popular clothing franchise brands, the senior clothing alliance can reflect women's identity and luxurious life, and is far away from the consumer goods of the general class. Therefore, from its essence, the high-end clothing alliance is a luxury consumer goods. Based on this understanding, the marketing of advanced clothing only follows the brand operation rule of luxury consumer goods, so that we can successfully manage senior apparel franchising.

Luxury consumer goods are both objective concepts and subjective impressions, which are derogatory in our ethics. For some people it is a luxury, but for others it is a great commodity. Some brands are rated as luxury goods by 50% of the public, but are rated as ordinary consumer goods by another 50% of the public.

　　 Analysis of senior apparel franchised brand management:

From an economic point of view, luxury refers to the product with the highest value / quality ratio in the market, and the understanding of advanced clothing franchised brands should start from this point of view, instead of merely referring to the "18 hours" made by the Paris senior custom Fashion Association. The word "quality", according to the yardstick of economists, is the tangible standard. Mckinsey Luxury goods are defined as commodities that are priced above consumer goods. This definition of economics includes the concept of the basic utility of brand. Here, the key is not the absolute price, but the difference between luxury goods and ordinary consumer goods. In the same way, the difference between the senior clothing brand and the ordinary clothing brand is the difference between them.

What does the definition of luxury clothing as luxury consumer goods mean? What are the elements of the so-called "luxury" it represents? Etymology can help clarify the concept. Luxury originates from "Lux" and Latin means "light". This can be seen as a typical feature of luxury clothing as a luxury product: the high-end clothing brand is shining. The visibility of high-end clothing brands is crucial. Luxury should be visible to consumers. Therefore, the senior clothing alliance through the logo to externalization of the internal characteristics: brand logo must be visible and touches. For example, Gianni Versace Versace can easily see the "Mdusa snake devil" Avatar on the design or the tag of all products in the design of sub item and sub card, symbolizing the spirit of Gianni Versace with the spirit of mythology, representing the fatal attraction, and her beauty is so confusing that people who see her instantly become stone. Versace has been pursuing this kind of beauty deterrent all his life. His works are always full of extreme perfection, so that they are on the verge of destruction. The brand logo of advanced clothing is the embodiment of beauty and the artistic expression of * *.

The senior clothing alliance is a manifestation of the senior taste of the times. It should give people inspiration and inspiration. It represents the specific culture and lifestyle of the senior white-collar female class. The high-end clothing franchised brand has become a "lovable sign". Consumers need to define their personalities and buy some lifestyle. The unique designers of Italy are MaxMara, GiorgioArmani, GianniVersace, Gucci, Prada, Fendi, D&G...... It is gaining popularity among many followers, because these brands interpret their own cultural understanding and recognition of their way of life. The high-end clothing brand is not only a consumer product, but also a high standard of white-collar women's elegant taste. Women need advanced clothing to join the brand to express themselves, so that they can meet the interests of their social circles. Not only rely on the trust of consumers, but also have their own mechanism, strategic vision and interest standards, and spare no effort to achieve these goals.

Just as light brings life and prosperity. Senior fashion Alliance Brands also have symbolic meanings. In the United States, every senior clothing brand has its own clear positioning, conveying the symbolic meaning of the brand itself. For example, "Polo" represents the life style of the middle and upper class in the United States; "Tommy" interprets the way of life of the younger generation of the United States; "Naulica" means sports, travel and ocean; and "CK" represents the sexuality and vitality of people in the United States. The high-end clothing brand should be the embodiment of creativity and inspiration. The company that produces high-end clothing is made up of innovative talents. Their ingenuity attracts the elite in the elite society and society. High level clothing manufacturers also have high requirements for their customers: buying the ability to pay for advanced clothing and appreciating the artistic taste of advanced clothing.