4.2 Factors to effect price
A) Different underwear materials
Underwear brands of each raw material price difference is very big, the good underwear of the fiber with high technology content, or patent technology used special materials, such as some brand publicity of far infrared, negative ions, etc., so their price will be higher than other brands.
B) Different design factors
Underwear is with exquisite clipping, such as selection bias, for example, price of the memory alloy special process design is higher than the normal ones. Some well-known brands, are obtained by using the three-dimensional cutting and mechanical design, so that size is more refined, regardless of the height or size, everyone can find the most suitable one. So they have more reasons to be more expensive than the other.
C).Different value added
Well-know underwear styles and models are according to the data of sizes, ages, body situation of different customers, pick out the suitable underwear. They also teach customers how to provoke fat with the hand, set up a rule for customers that every day must wear a time limiting, after a period of time will visit the customer for checking whether the effect of adjustment is ideal. The perfect effect guaranteed, after-sales service in place of a high grade product naturally is expensive.
5. Analysis of brand competitiveness
European buyers are more likely to buy high quality clothing and textiles, especially in the circumstance of economic recession, high quality clothing and textiles can ensure that their spending more controllable. Rather than spend a little money to buy many pieces of a season or two are no longer wear clothes, it is better to buy one or two is expensive but it is not easy to be outdated with makings fastidious, classic style clothing. This kind of clothing is normally well-known brands. So to know what is brand is very important for company to develop.
In broad sense, the connotation of the brand should include four aspects: (1) brand is a trademark. This definition is from the legal sense, emphasizes the legal connotation of the brand, ensure it is right to use, ownership, transfer trademark registration, such as the ownership situation, trademark is a more formal language, is within the bounds of the law to adjust the specification; (2) brand is a shop sign. This is from the economic or market sense. People paying attention to this brand is represented by the goods, its quality, and nature and whether it meets the degree of utility and commodity market positioning, brand itself represents the cultural connotation, the degree of consumer's perception of the brand etc. In other words, at this moment what brand symbol is commodity market meaning; (3) brand is a kind of word of mouth, a kind of taste and a kind of style. This is from the cultural or psychological sense, it emphasizes the grade of the brand, reputation, and goodwill to the people and so on; (4) brand is the consumer of all related to the product experience. Brand is not only a kind of product; the product is only one aspect of the brand. Brand positioning is not advertising the product itself, the key is to find out the concept of specific products.
Famous brands can be formed by lots of advertisements and promotion, while to build a really brand, it is a complex and huge system engineering, including the overall brand planning, brand positioning, reasonable brand system design, brand construction, operation and management, brand extension and expansion of the brand strategy, strategy and decision-making and a series of operational work around brand value-added profit.
Brands are more powerful than the normal brand, it is longer and more obvious, pure awareness of well-know products can boost sales in the short run, and not to make more contribution to the long-term interest of the product. People changing brand increasingly depends on the mental experience, real brand, was given a symbolic, can deliver a way of life to consumers, a strong brand can eventually affect the attitudes and opinions of people's lives, to bring long-term benefits for the enterprise.
Mature big brand, it is in bigger market share and mainly in high-end markets, enjoy a high brand awareness and reputation. What is more, in a certain range, it has a group of more loyal consumers, especially represented by Triumph. The international line underwear brands such as the United States of Victoria's secret, CK, Europe Iger are stationing sales started in Beijing and Shanghai.
Triumph, as a professional brand, with a history of nearly a century, is into China in mid 90s. The brand with its brand operation of professional focus, preconceived brand strategy, opens up in the Chinese market quickly and sets up a good brand image. It becomes the latest must-haves in the pursuit of tide. Triumph with nearly 10 years time, in the process of continuously enclosure, divided the high-end market of their own, not to the opponent to attack of opportunity.
Nowadays triumph has become China's underwear market leading brand, its sales is accounted for more than 30% market share in large and medium-sized cities in China department store, annual sales ranks 300 million RMB of above.
The brand also attaches great importance to the terminal building, according to the market survey showed that Triumph of terminal stores than other brand is bigger, brighter, more attractive, better. According to statistics, only 2001 Triumph in the region south of the Yangtze river has more than 300 new underwear shop. In the underwear industry, it is an amazing number.
6. Brand and price impact on sales of underwear
Price and brand building is both very important roles in underwear sales. They have a very deep impact on a company’s development and sales, image in the market. To analyze how brand and price effect the sales is meaningful.
At the first beginning, a famous underwear brand-Victoria's secret is as an example.
Victoria's secret is a very famous underwear brand in United State. After it was born, it opened up the market quickly. There are five factors of its success.
A)Event Marketing
In Victoria's secret up-and-coming over the years, it use event marketing greatly enhance the brand influence. In 1999, at half-time of super bowl football game, 26 model of Victoria's secret runway as a catwalk shows, and on that day of the live webcast immediately attracted 1.5 million people online to watch, overload the network traffic and even affect the game live.
Underwear show has become a secret of Vitoria’s secret success. After 2002, Victoria's secret underwear show in every year will be exclusive cooperation with CBS broadcasting companies in the United States, even broadcast in 180 countries, and gradually spread in Facebook and live on Youtube. With the annual event marketing, Victoria's secret has at least 1 billion people around the world. At the same time, more and more talented models will be viewed in the underwear show and take "Victoria" as the most sensible investment, such as the supermodel AdriannaLima, Heidi Klum and Tyra Banks is from Victoria's secret came out to be top model.
B)Powerful directory direct mail and sales network
Victoria's secret set up directory direct-mail way of buying at the beginning of open store. Six years before the operation, Victoria's secret stores every year release 8 period beautifully printed catalogue brochures, customers can be free to get in the store, company will also through the mail subscription free distribution to customers.
As a result, customers can simply order products by phone or fax and complete the purchase process by a credit card or cash on delivery. The purchase is extremely convenient because the U.S. payment system has been close to perfect. Customers can browse through catalogs at home and put orders. So even after being acquired by LTD Group, the direct mail catalog sales channels have been retained.
After 1999, the Victoria's Secret tries to electronize all catalogs so that customers only need to log in to Victoria Secret's official website and fill email address, they will receive an electronic version of the catalog. In order to reduce printing and mailing costs, the Victoria's Secret began to charge the paper catalogs from 2002, $ 3.2 each in the physical store. Even so, the number of catalog sold in the United States will exceed 390 million. This figure will exceed 500 million if South American and European markets are included.
Since 1998 LTD Group invested nearly $ 5 million to establish the Victoria's Secret since B2C online sales platforms, consumers around the world can easily purchase any product. 2011 Victoria's Secret sales reached $ 1.65 billion in online shopping channels. From the beginning of 2006, Victoria's Secret has been among the first 30's of the U.S. online retail sites. Bill Lepler, vice president of customer relationship of LTD Group, said, "The number of Victoria's Secret consumers under the multi-channel operation increases 3 to 5 times than buying from a single channel."
C)Approachable pricing
Different from the gorgeous lingerie worn by T stage models, the lingerie sold in the Victoria's Secret store sales are not expensive. Actual sales of product positioning are still approachable, mainly the main basic models, only one very sexy series product line. Victoria's Secret took parity strategy from Roy Raymond, until now almost all bras are within $ 60. After L TD Group completed the acquisition, it began to use mass production to reduce costs, and adopted multi-chain operations and sales channels to increase sales. Thus, Victoria's Secret began to increase market shares quickly and all the way grows into North America's largest women's underwear retailers in more than one decade.
D)Successful product line strategy
This brand of Victoria's Secret position its age group of its customers at 15-60 years old, but it has always insisted on a more mature market route. Although the survey data shows that younger than 15-year-old girls also have the need to buy underwear, the design and style of the products tend to be more colorful and lovely, rather than sexy.
Because "the young girls do not want to buy clothes with his mother at the same store," so in order to avoid damage to the main brand, Victoria's Secret launched “Pink” for college girls group, which won a great success. Meanwhile, the yoga clothes and home clothes are also very successful.
E)Sustained Sexy positioning
LTD Group is positioned as a sexy, glamour, romance and fashion brand after taking over. The products integrate black, red and purple, and are also elegant in style. Designers will add the gel filler in the lower edge of bras and other locations in order to achieve the effect of lifting and gather; designers also design underwear specially for women's tights T-shirt, using boundless smoother edges and more fit straps in the top of the cup. All these are designed with a clear idea of sexy pursuit.
All moves of Victoria's Secret have not deviated from their sexy positioning. Even the interior design of the stores always uses pink wallpaper to set off women's soft. Even Victoria's Secret stores will be completely redesigned every five years, but they never lose the image of "female boudoir".
The most successful point is that Victoria's Secret will set you a bit sexy benchmark, so customer's choice limits to three: underwear sexier than Victoria secret, Victoria's Secret, underwear less sexy than Victoria secret
6.1 Brand and price impact on export and import
French luxury goods industry occupies an important position in the total national economy.30 luxury brands’ total turnover is nearly 15 billion Euros.
How much does Fashion industry occupy in the whole national economy? On the occasion of Paris Haute Couture Week’s approaching, the French fashion association published a survey report, which analyzed the scale of development and its economic impact of the fashion industry.
French fashion association's membership includes more than one hundred major brands of French luxury goods industry. President of the Society Didier Grumbach said, "Despite the difficult economic environment, the creative industry in France has enabled companies to survive and continue to create jobs."
According to the survey, the total turnover of the 30 luxury brands is nearly 15 billion euros, employing more than 35,000 people in the world directly.
If calculated the distribution of exports on country basis, exports to Japan are still higher than China. But if calculated by region, Asia tops the list not surprisingly, with Europe and the American continent accounting for 17% respectively.
6.2 Brand and price impact on end customers
Whatever the sales channels are, the intense competition has forced all brands doing better than ever. However, the buying behavior female consumers are very special in the public sales network. On the one hand, it is a kind of targeted purchase rather than impulse spending, although all businesses are trying to sell, female consumers will not return to the underwear counter of the supermarket accidentally. On the other hand, a small sales space and product supply problems forced the product to be recognized by customers by only one glance, or the products have to be on sale. Thus, in the mass market, visual characteristics, brand image and price positioning are very crucial. This first glance visual impact is difficult to synchronize with delicate features and professional. Because of this, color and visual accessories as "rich" style, are critical success factors in this sales channel.
Due to the global economic slowdown, underwear companies are now perhaps more than ever rely on an identifiable product to become unique. As Jacques Daumal, the chairman of the French brand Lise Charmel's said, the entry point created by iconic products can attract customers because it clearly points out the personality the brands want to express. For high-quality, high-priced European-based underwear brand, to launch the iconic brand products have become the key for future development.
Milton Kotler, American marketing guru, said: "To establish a 'love' loyalty between consumers and products there needs a platform to transfer emotions, that platform is the brand." He also said, "for brand marketing, the brands that connect their customers with emotional value will triumph.”
With the increasing overall purchasing power and consumer awareness, people tend to focus on the psychological feelings of brand consumption in the consumption process.; while on the other hand, market competition is no longer simply limited to product and price competition, the market competition has included a more competitive brand attributes of the brand belongings, such as brand reputation, convenience channels, brand honors psychology and so on. Thus under the new requirements of consumer demand and market competition, the brand has become an important tool of marketing. Those who pioneered in realizing the transformation from the "product" to "brand" will come first to grasp the leap from marketing to sales win.
Helmut Schmidt, the Former German Chancellor said: brand is the only way to succeed in China’s next "cultural revolution". It will conquer the world, they will be a selling machine in China. This revolution in the 21st century will have a big impact on world order.
In European countries, young people aged 15 to 24 have a difference in spending on fashion items and consumer channels. This difference, mainly related to their income, has an obvious difference between southern and northern Europe. While those in Nordic mainly rely on their parents to get money, young people in southern Europe rely more on working to earn money. However, for all European young people, fashion is the central element of their age class, which is the access card to their social circle. 82% of respondents aged 15 to 24 claimed that they prefer to buy the same fashion brands with their friends. It can be seen that fashion has become a symbol of young people’s sense of belonging, spread among the young group spread in a non-verbal form. In addition, they regard shopping as a pleasure, not a constraint. Fashion brand is like a beacon, which young people are willing to follow.
Fashion design closely follows the trend, the price of international brands is very civilian, which allows ZARA, H & M and other fast fashion brands (fast fashion is mainly featured "fast, aggressive, accurate" and always follow seasonal trends. The speed for new products to the store is very fast, the change frequency of window display is twice a week. The feature is the same as "seeking speed" of fast food) win great popularity in a time.
7. Conclusion
Underwear is a supply-side market. Brands promote the development of technology and style while marketing has played the role of tension. It is evident that in order to pursue a unique or high-end brand positioning, we should strengthen innovation, to provide added value that low-end and mid-range products cannot provide except simple propaganda effect. At the same time, this advantage should be understood by consumers rather than industry experts. Although specialty retail stores can well explain it to female customers, but the product itself should be the best spokesperson. In the few seconds that female consumers browse across the windows, the display of goods must have attracted the attention of them.
Each brand who wants to have a good development, it needs to analyze situation in local place and overall scope. How to make price and how to build a brand is both playing an important role of a company. It is also a long term strategy to pursuit the balance between price and brand. It needs to be adjusted all the way.
In other words, how to build a brand is the same with how to build personal image. Good image is helpful to interpersonal relationship and easy to be trusted. Good brand image is easy trusted by customers which is helpful to sales in turn.
Practice result：
Through the internship, I realized that practice is the sole criterion for testing truth, only to learn but no practice, it is useless for future work. Theory should be combined with practice. Rich experience of related work, on the other hand, can be the foundation to look for a good job in future. During this period, although sometimes work is a little bitter and tired, the experience is really helpful. I've learned how to do things, professional technology and accumulated practical experience at the same time. In the future work and study, I will learn more from the excellent colleagues modestly, continue to work hard to correct own shortcomings and insufficiency for trying to do best.
References:
[1] Max Blackston. Observations:building brand equity by managing the brand‘s relationships[J]. . 2000
[2] David. A. Aaker,&AlexanderL. Biel.Brand Equity&Advertising: Advertssings Role In Builiding Strong Brands. . 1995
[3] G. Hankinson,and P. Cowing.Branding in practice:the profile and role of brand managers in the UK[J]. 1997
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A) Different underwear materials
Underwear brands of each raw material price difference is very big, the good underwear of the fiber with high technology content, or patent technology used special materials, such as some brand publicity of far infrared, negative ions, etc., so their price will be higher than other brands.
B) Different design factors
Underwear is with exquisite clipping, such as selection bias, for example, price of the memory alloy special process design is higher than the normal ones. Some well-known brands, are obtained by using the three-dimensional cutting and mechanical design, so that size is more refined, regardless of the height or size, everyone can find the most suitable one. So they have more reasons to be more expensive than the other.
C).Different value added
Well-know underwear styles and models are according to the data of sizes, ages, body situation of different customers, pick out the suitable underwear. They also teach customers how to provoke fat with the hand, set up a rule for customers that every day must wear a time limiting, after a period of time will visit the customer for checking whether the effect of adjustment is ideal. The perfect effect guaranteed, after-sales service in place of a high grade product naturally is expensive.
5. Analysis of brand competitiveness
European buyers are more likely to buy high quality clothing and textiles, especially in the circumstance of economic recession, high quality clothing and textiles can ensure that their spending more controllable. Rather than spend a little money to buy many pieces of a season or two are no longer wear clothes, it is better to buy one or two is expensive but it is not easy to be outdated with makings fastidious, classic style clothing. This kind of clothing is normally well-known brands. So to know what is brand is very important for company to develop.
In broad sense, the connotation of the brand should include four aspects: (1) brand is a trademark. This definition is from the legal sense, emphasizes the legal connotation of the brand, ensure it is right to use, ownership, transfer trademark registration, such as the ownership situation, trademark is a more formal language, is within the bounds of the law to adjust the specification; (2) brand is a shop sign. This is from the economic or market sense. People paying attention to this brand is represented by the goods, its quality, and nature and whether it meets the degree of utility and commodity market positioning, brand itself represents the cultural connotation, the degree of consumer's perception of the brand etc. In other words, at this moment what brand symbol is commodity market meaning; (3) brand is a kind of word of mouth, a kind of taste and a kind of style. This is from the cultural or psychological sense, it emphasizes the grade of the brand, reputation, and goodwill to the people and so on; (4) brand is the consumer of all related to the product experience. Brand is not only a kind of product; the product is only one aspect of the brand. Brand positioning is not advertising the product itself, the key is to find out the concept of specific products.
Famous brands can be formed by lots of advertisements and promotion, while to build a really brand, it is a complex and huge system engineering, including the overall brand planning, brand positioning, reasonable brand system design, brand construction, operation and management, brand extension and expansion of the brand strategy, strategy and decision-making and a series of operational work around brand value-added profit.
Brands are more powerful than the normal brand, it is longer and more obvious, pure awareness of well-know products can boost sales in the short run, and not to make more contribution to the long-term interest of the product. People changing brand increasingly depends on the mental experience, real brand, was given a symbolic, can deliver a way of life to consumers, a strong brand can eventually affect the attitudes and opinions of people's lives, to bring long-term benefits for the enterprise.
Mature big brand, it is in bigger market share and mainly in high-end markets, enjoy a high brand awareness and reputation. What is more, in a certain range, it has a group of more loyal consumers, especially represented by Triumph. The international line underwear brands such as the United States of Victoria's secret, CK, Europe Iger are stationing sales started in Beijing and Shanghai.
Triumph, as a professional brand, with a history of nearly a century, is into China in mid 90s. The brand with its brand operation of professional focus, preconceived brand strategy, opens up in the Chinese market quickly and sets up a good brand image. It becomes the latest must-haves in the pursuit of tide. Triumph with nearly 10 years time, in the process of continuously enclosure, divided the high-end market of their own, not to the opponent to attack of opportunity.
Nowadays triumph has become China's underwear market leading brand, its sales is accounted for more than 30% market share in large and medium-sized cities in China department store, annual sales ranks 300 million RMB of above.
The brand also attaches great importance to the terminal building, according to the market survey showed that Triumph of terminal stores than other brand is bigger, brighter, more attractive, better. According to statistics, only 2001 Triumph in the region south of the Yangtze river has more than 300 new underwear shop. In the underwear industry, it is an amazing number.
6. Brand and price impact on sales of underwear
Price and brand building is both very important roles in underwear sales. They have a very deep impact on a company’s development and sales, image in the market. To analyze how brand and price effect the sales is meaningful.
At the first beginning, a famous underwear brand-Victoria's secret is as an example.
Victoria's secret is a very famous underwear brand in United State. After it was born, it opened up the market quickly. There are five factors of its success.
A)Event Marketing
In Victoria's secret up-and-coming over the years, it use event marketing greatly enhance the brand influence. In 1999, at half-time of super bowl football game, 26 model of Victoria's secret runway as a catwalk shows, and on that day of the live webcast immediately attracted 1.5 million people online to watch, overload the network traffic and even affect the game live.
Underwear show has become a secret of Vitoria’s secret success. After 2002, Victoria's secret underwear show in every year will be exclusive cooperation with CBS broadcasting companies in the United States, even broadcast in 180 countries, and gradually spread in Facebook and live on Youtube. With the annual event marketing, Victoria's secret has at least 1 billion people around the world. At the same time, more and more talented models will be viewed in the underwear show and take "Victoria" as the most sensible investment, such as the supermodel AdriannaLima, Heidi Klum and Tyra Banks is from Victoria's secret came out to be top model.
B)Powerful directory direct mail and sales network
Victoria's secret set up directory direct-mail way of buying at the beginning of open store. Six years before the operation, Victoria's secret stores every year release 8 period beautifully printed catalogue brochures, customers can be free to get in the store, company will also through the mail subscription free distribution to customers.
As a result, customers can simply order products by phone or fax and complete the purchase process by a credit card or cash on delivery. The purchase is extremely convenient because the U.S. payment system has been close to perfect. Customers can browse through catalogs at home and put orders. So even after being acquired by LTD Group, the direct mail catalog sales channels have been retained.
After 1999, the Victoria's Secret tries to electronize all catalogs so that customers only need to log in to Victoria Secret's official website and fill email address, they will receive an electronic version of the catalog. In order to reduce printing and mailing costs, the Victoria's Secret began to charge the paper catalogs from 2002, $ 3.2 each in the physical store. Even so, the number of catalog sold in the United States will exceed 390 million. This figure will exceed 500 million if South American and European markets are included.
Since 1998 LTD Group invested nearly $ 5 million to establish the Victoria's Secret since B2C online sales platforms, consumers around the world can easily purchase any product. 2011 Victoria's Secret sales reached $ 1.65 billion in online shopping channels. From the beginning of 2006, Victoria's Secret has been among the first 30's of the U.S. online retail sites. Bill Lepler, vice president of customer relationship of LTD Group, said, "The number of Victoria's Secret consumers under the multi-channel operation increases 3 to 5 times than buying from a single channel."
C)Approachable pricing
Different from the gorgeous lingerie worn by T stage models, the lingerie sold in the Victoria's Secret store sales are not expensive. Actual sales of product positioning are still approachable, mainly the main basic models, only one very sexy series product line. Victoria's Secret took parity strategy from Roy Raymond, until now almost all bras are within $ 60. After L TD Group completed the acquisition, it began to use mass production to reduce costs, and adopted multi-chain operations and sales channels to increase sales. Thus, Victoria's Secret began to increase market shares quickly and all the way grows into North America's largest women's underwear retailers in more than one decade.
D)Successful product line strategy
This brand of Victoria's Secret position its age group of its customers at 15-60 years old, but it has always insisted on a more mature market route. Although the survey data shows that younger than 15-year-old girls also have the need to buy underwear, the design and style of the products tend to be more colorful and lovely, rather than sexy.
Because "the young girls do not want to buy clothes with his mother at the same store," so in order to avoid damage to the main brand, Victoria's Secret launched “Pink” for college girls group, which won a great success. Meanwhile, the yoga clothes and home clothes are also very successful.
E)Sustained Sexy positioning
LTD Group is positioned as a sexy, glamour, romance and fashion brand after taking over. The products integrate black, red and purple, and are also elegant in style. Designers will add the gel filler in the lower edge of bras and other locations in order to achieve the effect of lifting and gather; designers also design underwear specially for women's tights T-shirt, using boundless smoother edges and more fit straps in the top of the cup. All these are designed with a clear idea of sexy pursuit.
All moves of Victoria's Secret have not deviated from their sexy positioning. Even the interior design of the stores always uses pink wallpaper to set off women's soft. Even Victoria's Secret stores will be completely redesigned every five years, but they never lose the image of "female boudoir".
The most successful point is that Victoria's Secret will set you a bit sexy benchmark, so customer's choice limits to three: underwear sexier than Victoria secret, Victoria's Secret, underwear less sexy than Victoria secret
6.1 Brand and price impact on export and import
French luxury goods industry occupies an important position in the total national economy.30 luxury brands’ total turnover is nearly 15 billion Euros.
How much does Fashion industry occupy in the whole national economy? On the occasion of Paris Haute Couture Week’s approaching, the French fashion association published a survey report, which analyzed the scale of development and its economic impact of the fashion industry.
French fashion association's membership includes more than one hundred major brands of French luxury goods industry. President of the Society Didier Grumbach said, "Despite the difficult economic environment, the creative industry in France has enabled companies to survive and continue to create jobs."
According to the survey, the total turnover of the 30 luxury brands is nearly 15 billion euros, employing more than 35,000 people in the world directly.
If calculated the distribution of exports on country basis, exports to Japan are still higher than China. But if calculated by region, Asia tops the list not surprisingly, with Europe and the American continent accounting for 17% respectively.
6.2 Brand and price impact on end customers
Whatever the sales channels are, the intense competition has forced all brands doing better than ever. However, the buying behavior female consumers are very special in the public sales network. On the one hand, it is a kind of targeted purchase rather than impulse spending, although all businesses are trying to sell, female consumers will not return to the underwear counter of the supermarket accidentally. On the other hand, a small sales space and product supply problems forced the product to be recognized by customers by only one glance, or the products have to be on sale. Thus, in the mass market, visual characteristics, brand image and price positioning are very crucial. This first glance visual impact is difficult to synchronize with delicate features and professional. Because of this, color and visual accessories as "rich" style, are critical success factors in this sales channel.
Due to the global economic slowdown, underwear companies are now perhaps more than ever rely on an identifiable product to become unique. As Jacques Daumal, the chairman of the French brand Lise Charmel's said, the entry point created by iconic products can attract customers because it clearly points out the personality the brands want to express. For high-quality, high-priced European-based underwear brand, to launch the iconic brand products have become the key for future development.
Milton Kotler, American marketing guru, said: "To establish a 'love' loyalty between consumers and products there needs a platform to transfer emotions, that platform is the brand." He also said, "for brand marketing, the brands that connect their customers with emotional value will triumph.”
With the increasing overall purchasing power and consumer awareness, people tend to focus on the psychological feelings of brand consumption in the consumption process.; while on the other hand, market competition is no longer simply limited to product and price competition, the market competition has included a more competitive brand attributes of the brand belongings, such as brand reputation, convenience channels, brand honors psychology and so on. Thus under the new requirements of consumer demand and market competition, the brand has become an important tool of marketing. Those who pioneered in realizing the transformation from the "product" to "brand" will come first to grasp the leap from marketing to sales win.
Helmut Schmidt, the Former German Chancellor said: brand is the only way to succeed in China’s next "cultural revolution". It will conquer the world, they will be a selling machine in China. This revolution in the 21st century will have a big impact on world order.
In European countries, young people aged 15 to 24 have a difference in spending on fashion items and consumer channels. This difference, mainly related to their income, has an obvious difference between southern and northern Europe. While those in Nordic mainly rely on their parents to get money, young people in southern Europe rely more on working to earn money. However, for all European young people, fashion is the central element of their age class, which is the access card to their social circle. 82% of respondents aged 15 to 24 claimed that they prefer to buy the same fashion brands with their friends. It can be seen that fashion has become a symbol of young people’s sense of belonging, spread among the young group spread in a non-verbal form. In addition, they regard shopping as a pleasure, not a constraint. Fashion brand is like a beacon, which young people are willing to follow.
Fashion design closely follows the trend, the price of international brands is very civilian, which allows ZARA, H & M and other fast fashion brands (fast fashion is mainly featured "fast, aggressive, accurate" and always follow seasonal trends. The speed for new products to the store is very fast, the change frequency of window display is twice a week. The feature is the same as "seeking speed" of fast food) win great popularity in a time.
7. Conclusion
Underwear is a supply-side market. Brands promote the development of technology and style while marketing has played the role of tension. It is evident that in order to pursue a unique or high-end brand positioning, we should strengthen innovation, to provide added value that low-end and mid-range products cannot provide except simple propaganda effect. At the same time, this advantage should be understood by consumers rather than industry experts. Although specialty retail stores can well explain it to female customers, but the product itself should be the best spokesperson. In the few seconds that female consumers browse across the windows, the display of goods must have attracted the attention of them.
Each brand who wants to have a good development, it needs to analyze situation in local place and overall scope. How to make price and how to build a brand is both playing an important role of a company. It is also a long term strategy to pursuit the balance between price and brand. It needs to be adjusted all the way.
In other words, how to build a brand is the same with how to build personal image. Good image is helpful to interpersonal relationship and easy to be trusted. Good brand image is easy trusted by customers which is helpful to sales in turn.
Practice result：
Through the internship, I realized that practice is the sole criterion for testing truth, only to learn but no practice, it is useless for future work. Theory should be combined with practice. Rich experience of related work, on the other hand, can be the foundation to look for a good job in future. During this period, although sometimes work is a little bitter and tired, the experience is really helpful. I've learned how to do things, professional technology and accumulated practical experience at the same time. In the future work and study, I will learn more from the excellent colleagues modestly, continue to work hard to correct own shortcomings and insufficiency for trying to do best.
References:
[1] Max Blackston. Observations:building brand equity by managing the brand‘s relationships[J]. . 2000
[2] David. A. Aaker,&AlexanderL. Biel.Brand Equity&Advertising: Advertssings Role In Builiding Strong Brands. . 1995
[3] G. Hankinson,and P. Cowing.Branding in practice:the profile and role of brand managers in the UK[J]. 1997
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