Imagine a clothing brand and complete the brand positioning dashboard.docx
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1、Imagine a clothing brand and complete the brandpositioning dashboardabstract:With the continuous development of network and communicationtechnology,young peoples consumption habits from the physical store shopping,gradually transformed into online shopping,the pursuit of high-quality onlineshopping
2、experience.Clothing as one of the more easy to achieve online sales ofgoods,by the Consumer network purchase preferences.W Clothing company is amainly engaged in young peoples clothing retail business.This paper mainly analyzesthe main mode of the marketing of W clothing company,and provides ideas f
3、or themarketing of W clothing company.关键词:关键词:apparel company;marketing;W clothing company;brand positioningObjectiveAs our network gradually realizes nationwide coverage,peoples consumptionhabits are changed,especially for young people who are receptive to new things.Young peoples consumption habit
4、s from the physical store shopping,graduallytransformed into online shopping,the pursuit of high-quality online shoppingexperience.Clothing as one of the more easy to achieve online sales of goods,butalso by the changes in consumer behavior preferences.This article through the WClothing Companys mar
5、keting model to understand the young peoples consumptionpreference,thus formulates the marketing strategy which suits the young people more,has the certain practical significance.1、W clothing Company ProfileW Apparel Company is engaged in womens clothing,mens,childrens clothingand other leisure appa
6、rel wholesale and retail enterprises,has been listed on theShenzhen Stock Exchange,as of.its total asset size has reached 69.5 billion,in-service staff 9420 people;It has mainly m&b and the m&c two major brands,.inthe national physical stores have direct stores and franchise stores 3700 many,than.Ye
7、ar Reduction-A number of physical stores.Its subsidiaries are located in Shanghai,Chengdu,Shenyang,Ningbo,Xian,Hangzhou,Beijing,Chongqing,Guangzhou,Wenzhou,Nanjing,Wuhan,Nanning,Changchun,Lanzhou,Shenzhou,Suzhou,Hefei,Shijiazhuang,Urumqi,Yueyang,Xining,Guiyang and other one or two-line cities,itsphy
8、sical stores cover the country one or two,three-tier cities.2、W Clothing company Marketing Mode analysis2.1Target GroupApplicationBecause W the company mainly sells womens clothing,menswear,childrensclothing,and in the network sales more,so its target customer groups are youngpeople and children.whi
9、ch has a certain consumption capacity and online shoppingexperience of the majority of young people.2.2 Customer NeedsWith the gradual increase of peoples consumption level,coupled with theincreasing role of the network in peoples lives,peoples demand for online shoppingis increasing.W s physical st
10、ores have a shrinking trend,and online sales channelsare expanding to meet the growing demand for online shopping.However,from theauthors understanding of the situation,its network shopping channels can not meetthe needs of people,its specific performance in:W Clothing companys clothingsuppliers hav
11、e more than 30,of which the purchase amount of the top 5 supplierspurchased in the year accounted for the 16.75%of the Total purchase volume.Thatis,W clothing company clothing suppliers,a large number of procurement,to reach43.7 billion,supplier management and product quality management has been a m
12、ajorchallenge.At the same time,W Clothing company S Express Companys distributionrange can cover one,two or three lines of cities,the basic can meet the sales volumeon the line,outsourcing express business less.But once online sales increase,andsome county-level cities or rural line orders increased
13、,S Express Company will notmeet the needs of online sales.2.3 Competitive FrameworkW Clothing Companys clothing mainly for 18-3 0-year-old young man.Its maincompetitors are also located in the age group of clothing retail companies,such asSemir,Sea LAN home,jeanswest,red Beans,Mann,Han clothing home
14、s,ZARA andso on.Among them,such as Semir,Sea LAN home,red bean equals W Clothingcompany is listed company,the strength is strong.It can be said thatW clothingcompanies are facing a more severe competitive situation.2.4 Benefits2.4.1 have a certain brand advantageW clothing companies mainly for 18-25
15、 the brand of the young age group m&b,and for 30-35 the brand of the old youth m&c,has become a more well-knowndomestic brand.The company also through with the popular stars,such as Jay Chou,Shen and other signs endorsement,and constantly launch a new season,design storesdisplay,advertising and othe
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