Abstract
China is the world's largest clothing manufacturing country, but China has not the international top clothing brands, How to improve the competitiveness of our clothing brands in the market. This paper analyzed the problems in the development of Chinese clothing brand and put forward the brand marketing strategy of clothing enterprises in China.
Highlights
Brand positioning is not accurate enoughPhilip Kotler pointed out that the positioning is to identify differences between competitors and to effectively explain to the target market how the difference between it and its competitors
Textile and garment industry is one of China's traditional pillar industries and played a very important role in the development of the national economy
If China's garment industry wants to be succeeding in the international well-known clothing brands and occupy seats, brands marketing reform is need to improve China's apparel brand in the world market competitiveness
Summary
Philip Kotler pointed out that the positioning is to identify differences between competitors and to effectively explain to the target market how the difference between it and its competitors. When brand founded in the early stages, some garment enterprises do not do preliminary market research, not able to make a exactly brand market segmentation, and brand positioning is not starting from a consumer's mind but with monotonous on the product itself, which causing the brand is not with the inner needs that resonate with consumers. Brand positioning is not accurate enough and brand personality is not exactly which lead to feature not prominent in the market. ISSN 1911-2017 E-ISSN 1911-2025 www.ccsenet.org/ass competition, differentiation was not obvious, so marketing strategy plan does not match advertising content with the product and the consumers didn’t agree.
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
