Children's clothing brand positioning－thybb的部落格

Children's clothing brand positioning Brief Discussion
Source: Author: marketing planning Network Date: 2007-06-04

Market segmentation has become a key element of modern marketing can not be ignored. Cutting depth of the market to enable enterprises to better clarify its position, so that the whole formation of a strong marketing force. Preliminary apparel market segments formed men, women, children and the like. And companies often need to be broken down on that basis.

In terms of the children's wear market, children dress covers all age groups 0-16 years. It can be broken out by age baby clothes, children wear, small children, the children's clothing, children's wear big, juvenile and other equipment. From a practical operating conditions of domestic children's wear market, China's baby clothes, children wear, children's clothing and small children in the development has begun to take shape, more obvious industrial level, has its own leader, a relatively large number of brands. Big Kids and Teenager are relatively weak, especially Teenager, almost adult casual wear instead. This is just the reality of children's clothing market category on the market.

A little deeper, through the authoritative department statistics, we can see that domestic children's wear market polarization phenomenon is obvious, on the one hand the high price of good quality products, on the other hand the low price of the product and does not work in terms of style to requirements. Currently the mainland low-end market (100 yuan) by the state-owned and part of the township enterprises brand occupies, mid-range market (100 to 200 million) by the foreign-funded enterprises, state-owned brand and part of the township enterprises brand occupy high-end market (more than 200 yuan) consists essentially of imports brand, some foreign-funded enterprises and domestic brands control. In the low-end market sales channels, the main terminal edge, low-cost competitive strategy, while the high-end market is increasingly dependent on the brand competition.

As the first generation of one-child household consumption gradually become dominated by their clothing choices their children will be more popular in other high-quality, design and brand elements. In addition, according to Wang Rui dissemination strategy agency end of 2006 in Beijing, Shanghai, Guangzhou, Wuhan, Qingdao, Shenzhen and other cities child consumer market survey found that parents of children in advertising products significantly large memory, make purchase decisions , first consider these brands, we have not yet found not rely on advertising, but on the terminal well get high popularity, reputation of the brand. Thus, children's clothing enterprises to create brand as the core competitiveness of the business model has become increasingly important.

Children's clothing brand companies do, the most important thing is to spare effort on positioning. This requires children's clothing business market segmentation based on market realities. Here are some ways children's clothing brand positioning and market segments for garment enterprises reference.

Age segments -

Children's clothing companies clothing brand positioning, can be broken down by age market. According to the characteristics of physical appearance and clothing design demand and consumption characteristics of the child segment up should include: baby 0-year-old segment of equipment, installation children 1-3 years old segment, the segment of small children 4-6 years old, 7-9 years old segment in children's clothing, children's clothing a large segment of 10-12 years old, 13-16 year-old segment ShaoNianZhuang.

After locking a market segment, in order to understand the true depth and thorough manner within this market segment consumer needs and preferences and select buy. When the market is saturated, so that specialized in certain market segments, companies also can win enviable success.

At present, the domestic clothing market scarcity 12 to 16 year-old boy mounted on the age of the series, and specifications disorders, especially big boy clothing basic merchandise. This makes school uniforms, sportswear seems this age of the child "characteristics" and "patent." The reason is that clothing from 12 to 16 age group, and in color, fabric, style, price is not good grasp. Teenager with material close to the adult, but the price can not reach adult equipment prices. The child's psychological state as well as characteristics of children this age, coupled with the development of situation is very different, overweight, underweight children a lot, so a greater design difficulty. Locking the children's clothing market businesses that require in-depth understanding of the psychological state of this group, and to give positive, pursue their dreams, "Sunshine" life pursue brand connotation. As a long time such as school uniform monotony that can cater to their individual efforts on the color to produce brand preference; cater to their chasing stars chasing the trend of psychology to design clothing. In addition, to create a unified atmosphere at the contact point of brand communication also enables the formation of high reputation and brand loyalty in the market cognition.

Should become a symbol of the brand, as companies focus on children's clothing business a certain age, you can create a personalized clear, enrich the connotation of the brand awareness, prodding in a certain market segment.