The Choice Of Wenzhou'S Victor Brand

The financial crisis sweeping across Europe and the US has pformed into the cold winter of the global economy. China's textile and garment industry, which relies heavily on export foundry business, has been hit hard. However, some clothing companies that stick to the mainland market and insist on brand operation have avoided the cold spell.

From January to August this year, the sales of its VICUTU increased by 31% and its profit increased by 28%.

The difference between Wei and duo positioning a brand story often starts with a loud name.

There are two kinds of brand naming in Chinese clothing enterprises: one is localization, such as seven wolves, good birds, and so on; the other is internationalization, such as AUTASON, JEFEN, EXCEPTION and VICUTU.

When you walk into the store of VECO, consumers see the VICUTU logo in English. It is a European model. It is hard to find any Chinese symbols in a fashionable and luxurious shop.

For men's suits, they can completely abandon their local identification elements, communicate with consumers in a fully internationalized brand language, and keep distance from other domestic brands.

Today, the company can succeed in many high-end brands and break through, and it is closely related to the positioning of differentiation and bold brand.

Of course, this is not the only place that the company can insist on. It is a unique and unique feature of the company that independent research and development and production are always sold in only one or two core cities.

For a long time, the cognition of men's clothing brand in the domestic market is still at the stage of development. The main consideration for consumers to buy clothing is still single product, not brand style and personality. Therefore, many garment enterprises often choose short-term returns in their operation, sacrificing the independence of the brand, and adopt a completely market-oriented product strategy.

And the company has always insisted on making brand and sticking to its own business mode.

Cai Changxian, general manager of Viktor brand owner Victor company, said: "brand must be positioned.

No matter the product, image or channel, there must be a consistent strategy. Wei Ke can not sell any product, but where the business is good, where to set up shop, there must be trade-offs in positioning, otherwise it can not shape the brand personality of the enterprise.

In the future, the factors that influence consumers' purchase of clothing are more brand personality and brand's attitude towards life, rather than just the design of a certain product.

In order to ensure the independence and confidentiality of our product development, over the past decade, the company has been insisting on using its own factory to develop the version technology, gradually forming its own brand style, and it is hard to be imitated by its competitors.

Viktor is the first brand of Victor company, and second more high-end men's brand GORNIA also adopts a differentiated positioning method.

The material and quality of groria clothing can be comparable to that of the international brand. Although the price is 30% higher than that of the international brand, it is much cheaper than the price of the international first-line brand.