Rafael wardrobe brand value determines market posi

In the future, the overall wardrobe market will be dominated by brand personality, including establishing brand ideas, creating brand preferences, and improving brand loyalty, so as to take the lead in the market and seize market share

with the change of consumers' consumption concept, people have a stronger and stronger concept of brand, because a good brand will bring good service. From the perspective of consumers, when a brand goes deep into his heart, when he needs it, he will definitely choose the product of this brand at the first time

how can consumers buy your customized wardrobe? It is not easy to generalize everything with the simple "good product". Because the overall wardrobe industry has some particularity different from other industries. First of all, the overall wardrobe is a customized product. The overall wardrobe is designed and produced for customers according to their needs. Secondly, the overall wardrobe is a product with low attention and high importance. An industry that only customers will pay attention to and choose if they have needs

in the future, the overall wardrobe market will be dominated by brand personality, including establishing brand ideas, creating brand preferences, and improving brand loyalty, so as to take the lead in the market and seize market share. Looking at the current situation of customized wardrobe brand management, there is still a big gap compared with international brands, and even with other domestic industry brands

for this reason, Rafael wardrobe draws some rational conclusions from the perspective of brand communication and brand strategy, compared with the brand management of its industry

I. what is "brand"

Philip, a famous marketing scholar? Kotler defines brand as: brand is a name, noun, symbol or design, or a combination of them, whose purpose is to identify a seller's products or services and distinguish them from competitors' products and services

second, the core value determines the product line and price

the determination of the core value of a customized wardrobe brand basically also sets the direction of the extension of the brand product line. The direction of the extension of this product line must conform to the brand core value proposition and serve this core. Many domestic wardrobe brands have not extended their brand products, and there is no strategic planning and communication in brand operation

Third, brand marketing drives sales

the marketing of the overall wardrobe brand is a complex and complete system. An influential overall wardrobe brand must run through every link of brand creation, brand maintenance, brand development and extension, and brand repositioning. Build your own brand system, and then carry out precision marketing according to the common needs of consumers. In other words, whether it can really describe the concept and vision of future consumer life and fill it vertically with continuous value units is an important link to achieve customer value satisfaction. This link is not only related to the wrestling effect of enterprises and brands in the existing market, but also whether it can achieve a leading position in the market in the future

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