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How Dealers Do Well In Brand Clothing Agency

2008/7/24 15:39:00 106

Today, as the channel is king, brand agents always play a decisive role in the clothing industry.

However, no one can tell how many brands there are, and no one can tell how much and how much clothing stores have been opened up in the street.

So, for clothing dealers, what is the key to successful brand clothing?

Looking for the intention brand

Choosing a good clothing brand is half the battle.

However, at present, the dazzling clothing brands on the market have made dealers feel dizzy. It is not easy to pick out a potential brand that suits them.

Therefore, agents should conduct comprehensive analysis in various aspects when choosing clothing brands.

The first is market trend analysis.

There are many plates in clothing, which have different development trends in different periods.

For example, the current domestic market, due to the advent of the Beijing Olympic Games, fashion sports clothing is a major trend; for example, children's clothing is also a potential plate.

Dealers must have some understanding of these major trends when choosing brands. Although they do not necessarily choose brands according to fashion trends, they have a holistic grasp of brand trends.

The second is the analysis of its own market positioning.

There are great differences between the north and the south of China, and the consumption level and consumption habits of different parts of China are different, which also causes the differences in the market.

Different brands have different markets, and high-end brands are not suitable for all markets. For example, in some economically underdeveloped two or three line markets, it is not appropriate to introduce high-end brands, especially high-end international brands, and are more suitable for introducing some mass brands.

Dealers should take full account of the characteristics of the local market when choosing brands, do a good job of investigation and analysis in advance, understand the income level, consumption habits and market brand distribution rate of local consumers, so as to decide the brand orientation.

Then it is self analysis.

It includes investment analysis, investment decisions, brand positioning, and market scope (such as province, market, etc.). If there is no brand operation, dealers should be cautious when choosing brands. The best choice is to choose a company with strong brand management capability, so that it can provide greater support for brand operation. Team analysis shows that a large regional agent (such as provincial level agent) must have its own team, and it is impossible for a person to run the brand. "This also determines your network construction. The network does not mean that there are many people in your stock, but refers to how many distributors have long-term and stable cooperation with you." self analysis

When choosing a brand, dealers should consider whether they have such a network. At the same time, mature brands also value this point when choosing agents.

Through the above analysis, dealers can choose a brand when they want to identify a big orientation, and the next step is to contact the brand.

At present, there are many channels to contact brands, such as attending various kinds of clothing exhibitions, referring to professional media, such as newspapers, magazines, networks, television and so on. At the same time, dealers can also establish contacts with brands through industry organizations and professional information companies.

Evaluating intention brand

Through various channels, if we find a suitable brand of intention, we should evaluate the intention brand, which is the key link to decide whether to choose the brand.

This link mainly includes the following aspects.

The investigation of brand origin and popularity will include examining whether the brand has just been registered, whether it is registered in China or registered abroad, and whether domestic brands enter the domestic market after being registered abroad. At the same time, we must understand the popularity of the brand in the whole country, especially the reputation of its own market. If it is a foreign brand, we should know the popularity of its brand in the domestic market, and how many brands it is.

An inspection of the size of the company.

The amount of money invested by the company on the brand you choose should be extended to the level of capital investment. If the enterprise itself does not invest a certain amount of money, and only rely on agents to invest in it, it is not that the company is making the brand, but the dealer is making the brand. The risk is very great. At the same time, when the agent inspects the enterprise, it will often be attracted by their order and the products on the exhibition, but in fact, it represents the strength of the enterprise completely. Any enterprise can find a better product. Therefore, dealers should pass through these factors to explore the brand's deep strength, such as its R & D strength, production mode, network channel, marketing strategy and so on. In this part, many people think that the investigation of the size of the company is the inspection of the company's registered capital, the number of employees, the conditions of office and other hard conditions.

In addition to the above links, dealers need to pay attention to many small links when evaluating the Italian brand. For example, we should pay attention to whether the brand has a relatively long term plan and whether there are corresponding sales policies in different periods; if it is a new brand, then it will take a long time from Startup to market entry. Generally speaking, the process of a mature brand should not be less than 9 months.

Brand management plan

For a franchisee who first acts as a brand agent, a brand new agent must be full of honor and excitement. But if you haven't seriously thought about how to make a brand agent, in the future business? Script src=>