When a black T shirt is not only a black T shirt: Why brand focused charm?
A few years ago, the world's largest clothing manufacturers - VF Corporation implemented a radical-based brand marketing expansion strategy (including the establishment of new channels of retail franchise shops initiatives). Prior to this, Granville rich company's main product line with the public are underwear brand Wrangler and Lee jeans, and now the company is to strive to create a complete lifestyle brand experience for the subject line.
Granville-rich companies have taken such a model is based on The North Face the successful experience of the North face of the brand's product range includes jackets, shoes, shorts and tents and so on, all of these products are a transmission outdoor sports-loving attitude towards life. Following the acquisition of the North Face in 2000, the Granville-rich companies have also bought Reef Company - the brand for surf enthusiasts this target customer groups - as well as high-end jeans maker "7" company (7 for All Mankind) and Lu West Clothing Company (lucy), the latter is mainly relaxed playing style yoga sportswear ladies clothing brand Products. At the same time, Fu Wei sell its traditional underwear business sector, this business sector, including Vanity Fair and Vassarette brands. Wei Fu, CEO Mackey McDonald said its decision-making is based on the sale, market research indicates that consumers are the only two brands as a product only, rather than more broadly on the symbol of a certain lifestyle.
McDonald said: "Granville-rich company's current competitive advantage lies in branding, I firmly believe that this is to promote sales growth and achieved market success, the source is located."
If the Granville-rich company's marketing strategy is not the case, then the brand does not seem to have lost their charm has always been unique. Even though faced with brand merchandise from OEM manufacturers as well as the production of low-cost global production system, a serious challenge, but the brand is still the consumer market in the range of procurement activities in an important basis for decision making. Wharton faculty and marketing analysts point out that the brand is not only the quality assurance and low-risk directional signs, but also in shaping the characteristics of consumer groups are playing an increasingly significant role. However, these experts also pointed out that, when the brand at the cost, there is no clear competitive advantage, it at increasingly sophisticated and differentiated counterparts competition must remain vigilant.
