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To Enhance Brand Loyalty, The Clothing Industry Should Strengthen Publicity &Nbsp And Enhance Quality.

2012/1/12 8:36:00 14

brand

Loyalty is based on the psychological level of consumers, through the establishment of emotional bonds and trust relationships between consumers and brands, so as to achieve good market results.

Current domestic

clothing

Enterprises still face some problems, such as not having a deep understanding of the meaning of brand loyalty. They believe that brand loyalty is to repeat purchases, and do not know how to build brand loyalty.

What are the key factors affecting the brand loyalty of clothing brands? Based on the survey of 200 18~30 year old consumers in Shanghai, we propose the following suggestions for improving brand loyalty.

Improving brand publicity

Consumers' awareness of clothing brand is growing. A good brand is positive and positive in the eyes of consumers.

In essence, a brand represents a series of commitments made by the seller to the buyer's product characteristics, interests and services, and a good brand is the guarantee of quality.

Once the brand is confirmed, the product under its image will be recognized by consumers.

People not only spend money on shopping, but also use money to buy potential information expressed by brands.

From the survey results, the most direct way to maintain the good image of the clothing brand is advertising.

The relationship between information and consumers has been established, which strengthens consumers' confidence in the choices they have made, and further forms brand loyalty.

In integrated marketing communications, advertising is not only about product packaging, but also not only for brand promotion, but also for consumer life.

Advertising is between consumers and brands, and constantly excavating the part of the brand that meets the needs of consumers' lives and communicating them. At the same time, it also needs to constantly tap the consumer's needs and feedback it to the brand so as to facilitate the pformation of the brand.

Enhance brand service quality

Through questionnaires, it is found that the style of clothing is always an important factor that consumers consider when buying clothes. This feature is relatively stable for consumers of different occupations, ages, educational backgrounds and incomes.

Besides, consumers are more concerned about clothing color and fabric than workmanship.

The process of clothing wearing and using by consumers is actually a process of testing the quality of clothing products. Without quality assurance, brand clothing can not shape brand loyalty.

Service is the foundation of customer satisfaction and pleasure, but only providing satisfactory service does not necessarily form loyalty, while super value service can drive consumers to form loyalty.

From the survey results, quality products and reasonable prices will certainly affect consumer decision making, but these two variables are easily copied and duplicated by competitors, but high quality services are hard to replicate, and they are decisive factors for building lasting competitive advantages of enterprises.