Create A Permeable Clothing Brand Culture

Facing the increasingly competitive market environment and facing more and more foreign brands competing for the Chinese market, the key factors determining the success or failure of competition are no longer the hardware factors such as technology and equipment. Planning and creating a penetrating brand culture is the core of deciding the outcome of competition.

Therefore, creating a brand culture that penetrates into target consumer groups is the first step in clothing brand planning.

For clothing brand, we can combine the following aspects to create brand culture.

1, tap the culture with Chinese characteristics.

It is undeniable that from the current position of national culture in the whole field of clothing, the dominant position is European and American culture, and even the culture of Japan and Korea also let local culture retreat.

The weakness of the national culture has caused the local brand to bow before the foreign brands. This has prompted many local enterprises to adopt various means to Westernized the product names and seek the background of Westernization through overseas registration, so as to enable consumers to reach the recognition of "foreign brands".

It is undeniable that European and American countries are the birthplaces of fashion and fashion. Moreover, the image of cheap goods created by Chinese clothing for many years in international trade is hard to break through. If we want to establish a strong local culture, we must not expect it overnight.

However, the Chinese culture is not vulnerable to a single blow, nor is it a lack of culture. An important reason is that the mining and development in the field of clothing are not in place, or simply inherited and lack of innovation, or the improper dissemination and promotion, which makes the overall performance of the local culture on the clothing poor and desirable, and lacks the culture with Chinese characteristics.

In the face of the new generation of main consumers, how to excavate the "Chinese characteristics" culture that is linked to the characteristics of the times, have vitality and influence, and make new patterns in the old tradition will be the core and foundation of the local brand culture.

Regional culture pairs

The influence comes from two aspects, one is the origin of the product, the other is the place of brand ownership (brand headquarters), because at present many fashion brands adopt the virtual management mode, resulting in the separation of the place of origin and brand.

As a place of origin, its role is mainly embodied in the support of physical products, such as cashmere garments produced in Inner Mongolia, which undoubtedly can enhance the cognition of product attributes.

But for most products with no obvious difference in product attributes, the regional culture of the brand will have greater influence, which is mainly reflected in the strengthening of brand emotional attributes.

We can see that many fashion brands from France and Italy will advocate that they belong to Paris or Milan, so as to enhance the brand's fashion attributes, because consumers have a common identity with Paris and Milan.

For the local clothing brand, it is necessary to measure whether the cultural orientation of the brand is related to the regional culture. Whether the selected brand base can provide the elements needed by the brand development such as fashion, popularity, charm and internationalization, such as Shanghai style culture, can match well with the brand image of flow, fashion and internationalization; and Kyoto culture can provide better support for the solemn, sacred and atmospheric brand image.

The emergence of a clothing category must have its historical origin and unique culture, such as Chinese cheongsam and American jeans. The products themselves are conveying strong cultural messages to consumers.

If brand culture is well matched with category culture, with the help of the inherent pmission power of category culture, the brand culture can be better recognized and the brand can develop well in this category.

It is not hard to imagine that the local brand suits are hard to surpass Pierre Cardin and other traditional European and American brands at the brand level, because the suit is an important part of European and American culture. The local brand culture has a congenital disadvantage in the "imported" category of western style clothes.

Therefore, in the process of creating brand culture, on the one hand, we should try to avoid the problems that local culture is not easy to butt in on the choice of categories; on the other hand, we should pay attention to the innovation and improvement of category culture in the process of dissemination and promotion, and guide consumers' cognition of category culture, so that category culture can be better suited to the docking of local brand culture.