How to create a penetration of the clothing brand with Chinese characteristics and culture-.docVIP

 PAGE \* MERGEFORMAT 7 How to create a penetration of the clothing brand with Chinese characteristics and culture? Clothing is increasingly divorced from physical product attributes become a cultural derivatives, the Consumer is no longer simply satisfied with the quality and style, and more demand for the performance of brands in the transmission of cultural information is out of appreciation, whether the culture of the brand identity , which will be to determine the key consumer brand attitudes. At the same time, the face of an increasingly competitive market environment, the face of a growing number of foreign brands competing in China From EMKT. market, a key factor in determining competitive success or failure is no longer the technology and equipment and other hardware factors, planning and creating there is penetration of the brand culture is the core of determining competitive outcome. Therefore, to create in the target consumer group has penetration brand clothing brand planning culture has become the primary link. For the clothing brand, the following aspects can be combined to create a brand culture. 1, excavation ‘Chinese characteristics’ culture is undeniable, from the current state of culture in the field position throughout the apparel point of view, is still dominated by European and American culture, and even Japan and South Korea shied away from culture to local culture. National culture on the weak, resulting in a local brand in the foreign brands have succumbed to the situation, and it will encourage a number of local enterprises have adopted various means to foreignized product names, registered overseas to seek foreignized through the background, with a view to reaching consumers’ foreign brands ‘awareness. It is undeniable that Europe and the United States and other countries is the birthplace of pop and fashion, coupled with China’s clothing for many years in international trade, the formation of the image of cheap goods is difficult to