The Multi Brand Management Of Shoes And Clothing Industry Needs To Establish The Whole Framework.

Footwear as a fashion industry

It is precisely under such a consumption demand driven that the differentiation of shoes and clothing is being carried out at all times: age subdivision, sex subdivision, regional segmentation, functional subdivision, subdivision of consumption places, subdivision of consumption time, subdivision of consumption use, subdivision of lifestyle, subdivision of consumption attitude, or mixed segmentation of several dimensions.

In view of the constantly differentiated consumer demand, shoe and clothing enterprises are implementing more

In view of this, it is undoubtedly correct for shoes and clothing enterprises to carry out multi brand management, and how to manage them is worth pondering.

The situation of shoes brand enterprises implementing multi brand operation is rather complicated. Generally speaking, the following four situations are suitable for adopting multi brand mode:

1. multi brand strategy based on category.

For example, enterprises used to run shoes only, and now they have to wear clothes. Due to the wide variety of products, new brands need to be adopted.

2. multi brand strategy based on new consumer groups.

For example, enterprises used to run men's business.

3. multi brand positioning based on different product styles.

For example, the enterprise turned out to be

4. multi brand strategy based on different consumption levels.

For example, enterprises were originally targeted at low and middle income groups, and now targeted at middle and high-income consumer groups.

In view of the above conditions, shoes and clothing enterprises must take into consideration what their overall brand strategy and brand structure is when they adopt multi brand operation. They must not adopt a multi brand management mode when the direction of the brand's future development is not clear. That will only bring conflicts and contradictions to the development of the brand. At that time, the enterprise may just have more trademarks than the brand in the real sense.

Now we will discuss the above four situations respectively.

The first case is: the difference between different categories is often large, which means that their consumption groups and needs are different. Therefore, when importing multi brand businesses, enterprises should try to extend the multi brand to the existing core consumer groups, so as to form cross selling among the existing consumers, and to find and satisfy the extension and potential demand of the original consumers. On the other hand, because the core consumer groups have not changed, they are more conducive to accurately grasp the needs of consumers, and can also save the promotion costs.

The second situation is: we propose to extend the brand in two directions, horizontal and vertical.

Horizontally, we should try to maintain the same style under the premise of expanding within the same category, for example, extending from men's shoes to women's shoes, which is conducive to the extension of core competence of enterprises.

In the vertical direction, enterprises should constantly refine their categories and make a difference in style, such as dividing women's shoes into traditional styles for mature women and fashion styles for young women, thus cutting the market and blocking competitors.

For example, Metersbonwe, on the basis of winning the first brand of casual clothing for young people, wants to further expand the market of young white-collar consumer groups, so it launches a brand new ME&CITY, thus grabbing the market share originally belonging to ONLY and JACKJONES.

The third situation is similar to the second cases. The difference is that the consumer groups they focus on should be more focused. They should be more differentiated in style, so as to form cross selling among the same consumer groups, so that multiple brands of the brand will have complementary effects on the whole.

The fourth situation is to form a distinction between the connotation of the brand and the quality of the product.

On the one hand, it provides matching products for different income consumers. On the other hand, it can make consumers at different levels of income get what they want from the spiritual level, whether from low grade to high grade or from high grade to low grade, they will not affect the ambiguity of the original consumers' brand cognition, and also can avoid the reduction of brand value or the loss of customers.

To sum up, multi brand management is by no means a simple overlay of the brand. Instead, it is necessary to integrate different brands under the overall brand strategy framework, so as to form a correlation between brands and maximize the brand equity or premium capability.