How should the advertisement of brand clothing store promote the best effect?

The first step to do brand clothing business should be brand publicity and promotion. The purpose of promotion is to tell us what we do and what is good, and then slowly accumulate reputation through sales, so as to let customers recognize and affirm our clothing. Brand promotion is to professional essence or more and wide? Should advertising be high-profile or introverted?

Brand promotion: specialized or extensive?

More can seize resources, but it is difficult to really implement the new brand differentiation positioning, scale development always seems to have bottlenecks; more can concentrate on cultivation, but when the main brand growth is weak, opening a new brand seems to be the most convenient choice to quickly reverse the situation.

"To do it, we should do the first brand well, do it well, and then open a second brand." A domestic mass women's clothing that insists on the development of a single brand has no doubt about this. They believe that as long as the brand is well done, channels and suppliers will naturally take the initiative to keep up. At present, the sales of the brand has reached nearly 2 billion, and it still maintains double-digit growth, which can be regarded as a myth.

There are more successful people who choose to take the road of multi brand development. Senma group has only four or five brands, covering men's clothing, women's clothing and children's clothing. What is rare is that the development of each brand has scale and growth.

The group with more sub brands can be regarded as the representative of multi brand mode. The group has more than ten brands and is still expanding. Although many people are worried about its "unruly expansion of the brand", the performance of the brand has increased 10 times in the past five to six years is an answer.

Advertising momentum: high profile or introverted?

The clothing industry is different from other consumer goods, the store is not only an advertisement, but also a compulsory advertisement. In other words, if we don't fight, we have to fight, and we have to fight well, otherwise it will be a negative publicity. So the question is, since the store itself is advertising, do you still have to spend money on traditional advertising?

The general recognition of women's clothing industry is that it doesn't advertise. As for the money saved, it can be used to open new stores, make window, decorate, or simply promote sales. Of course, there are also cases of the opposite. A domestic popular women's clothing brand tried to advertise when its performance growth was frustrated. From online to offline, the marketing cost doubled, and the effect was better than expected. Since the fall of 2013, sales have grown rapidly, which is quite rare in the industry.

Men's wear is another consideration. Jinba men's wear, Hailan home, seven wolves and other domestic high-end men's wear brands often appear on CCTV. Male consumers need advertising, because men's brand loyalty is higher than women's, and they are less picky about the clothing itself. In some areas, the pursuit of face is still the main driving factor to buy high-value clothing, so the effect of advertising will be better than women's.

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