Discussion On The Choice Of Multi Brand Management Form Of Shoes And Clothing Enterprises

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This form of business requires a lot of shoes and clothing enterprises. Non related multi brands often lack a common foundation, including consumer groups, categories, styles and grades. If the brand operation level is not high enough, it is very difficult to operate successfully.

Semir group takes this kind of non related multi brand management mode. Semir brand belongs to the popular casual wear brand for the fashionable leisure demand of the 16-25 year old fashionable youth group. Balbala is a children's clothing brand located in the mass household of the city. The two brands have totally different consumer groups, categories, styles and grades, so Semir group has set up a business unit to operate the brand, so that it has been successful.

We do not recommend shoes and clothing enterprises with insufficient strength to adopt this unrelated multi brand management mode.

Related multi brand management

This form of operation has the most extensive adaptability and is easy to operate.

The related multi brand management mainly includes three situations, namely, the same category, different groups, different styles and different grades. Enterprises can make corresponding choices according to consumption trends, brand development, competition situation and resource conditions.

Take BELLE group as an example, its BELLE brand is positioned to provide women with fashionable, elegant and easy to match shoes for women. Teenmix is positioned in the fashion brand of young people. It is positioned in the fashion brand of more than 20 years old, fashionable fashion. Staccato provides fashionable fashionable women shoes for young fashion workers. The real poetry is positioned to provide fashionable and unique shoes for the fashionable young women.

The multi brand operation of BELLE group has typical characteristics of correlation. Its vertical coverage for the market segments covers the above three types of multi brand businesses, and is worthy of reference from the shoe and clothing enterprises.

The famous American clothing brand GAP owns five sub brands including Gap, Banana Republic, Old Navy, Piperlime and Athleta. These five brands are differentiated by location and category and business mode. Gap is the leading brand in the middle end, positioning in leisure, with blue, natural white and black as the dominant brand; Banana Republic mainly deals with high-end leisure, and clothing cutting and material selection have certain uniqueness; the "Gap" is a sub brand with low price, mainly attacking the middle and low income consumer groups; the same case also exists.

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Multi brand operation of brand extension

Internationally, the most popular way of brand extension is multi brand management, which is mostly adopted by luxury brands, and is more suitable for designer brand extending from high-end brand to low-end market, thus forming multi brand operation within the enterprise.

Taking the world's top brand Armani as an example, Giorgio Armani is the core brand of its brand. The design style maintains a balance between fashion and tradition. The price is very high. In order to further promote the development of the brand, the company has launched the second line extension brand of Emporio Armani, which focuses on leisure style, full of youthful vitality, modern style, full personality and distinctive color. Besides, it also launched Armani Exchange brand for street youth in the city, and Armani Jeans for the sports fashion cowboy brand.

Under this multi brand management mode, the first-line brand is the core and the main body. It can not only continuously strengthen the value of the core brand, but also extend it through the influence and resources of the core brand by the second line brand, thus covering a wider range.

This multi brand mode of operation is suitable for enterprises with strong core brand influence. In the domestic market, Daphne has adopted this way. Under the Daphne main brand, there are two extension brands, D18 and D28, of which D18 is targeted at 18-25 year old young women pursuing individuality. The brand spokesperson is SHE, whose product style is located in the youth series, while D28 is aimed at 25-45 year old mature women pursuing independence and charm. Their product style is positioned in the classic series, and the brand spokesperson is Rene Liu.

Channel multi brand management

In addition to the above three multi brand management modes, there is a relatively special multi brand management mode.

The first three are brand names based on products, and now there is a multi brand management mode based on channels, that is, shoes and clothing enterprises are not only operating brand names, but also running retail brands of terminal stores.

Under this retail brand, 16 private brands are sold, including Artengo (Creative sports brand), B 'Twin (bicycle brand), Fouganza (equestrian sports brand), Inesis (golf equipment brand), Kalenji (running and walking sports equipment brand), Kipsta (team sports brand), Quechua (mountain sports brand), Tribord (water sports brand), Wed' (brand of snow sports), brand (pulley sports brand), brand (hunting product brand), brand (fishing product brand), Twin (walking sports brand), brand (extreme mountain sports equipment brand), and brand (swimming brand). For example, Decathlon, a world-famous sports goods supermarket, is such a multi brand business mode. Decathlon is the core retail brand of the company.

Decathlon can make this model the ultimate, while the domestic "red Lima" shoe industry supermarket launched by the Red Dragonfly Group is also a retail brand, under which there are many private brands such as "Red Dragonfly" and "Jie road".

Such multi channel brand management is not the mainstream, and the requirements for retail operation are also high. It is more suitable for enterprises with high operation ability in the retail field.