Analysis On Brand Design Concept And Brand Management Of Sportswear

The 2012 London Olympic Games has just ended, and China has once again made impressive achievements. stay London Olympic Games We have seen Jordan, Anta, 361 °, Peak and other sports from China clothing The brand appears on athletes of different countries and colors. This fully shows that Chinese sportswear brands are beginning to show their influence in the world, and Chinese sportswear design is gradually recognized by the world.

After more than 30 years of development, China's clothing industry has experienced a process from "Made in China" to "Created in China", in which more and more Chinese brands have emerged and occupied a larger and larger market share. Today, Chinese clothing enterprises have become increasingly aware of the important role of clothing brand design in enterprise marketing. However, the fact is that the level of fashion design still lags behind the level of international developed countries, and China has not yet produced clothing with world influence designer 。 If Chinese clothing wants to embark on the road of internationalization, it must make more efforts in clothing design and brand management to form a unique style of enterprises.

At present, the brand influence of China's clothing industry is not enough. The core problem is that China needs world-class clothing design masters and brand marketing management masters. Only in this way can we form an independent clothing design style with "Chinese elements", accumulate a strong brand culture connotation, and enable China's clothing industry to go further, In particular, sportswear brands are likely to have greater development.

According to international sports Clothing brand The road of development and the specific situation of China at present, combined with my research on brand marketing and management over the years, I think the key is to update the concept of enterprise brand design and brand management.

　 The concept of sportswear brand design is the integration of science and technology and humanistic arts

The concept of sportswear brand design is the integration of science and technology and humanities, which involves aesthetics, culture, psychology, materials, engineering, marketing, color and other elements. The so-called "design" refers to mental activities such as planning, conceiving, conceiving, and establishing plans, and also implies imagery, drawing, and modeling. Fashion brand design refers to the process of designing according to the brand design concept and the characteristics and requirements of the design object.

For example, today's brands in the clothing industry, such as Pierre Cardin of France, Prada of Italy, Calvin Klein (CK) and Ralph of the United States, have a history of tens or even hundreds of years. Although most of the founders of these brands have passed away, designers' interpretations of clothing styles, The projection of the personality and concept of fashion design on clothing always exudes classic charm, and with the passage of time, it has accumulated a stronger brand culture connotation, thus enhancing its brand value.

According to the brand management theory, solving the integration of science and technology and humanistic art requires the intervention of psychology, which is very important for clothing brand design. For example, marketing practice shows that the problem of Li Ning's sports clothing brand is no longer a technical problem or a quality problem, but how to consider consumers' feelings and experiences in the face of consumer (market) clothing brand design. From the perspective of brand management strategy, this problem is the "positioning" problem, which reflects the personality needs of consumer groups. The personality of an excellent brand is mainly reflected in its unique style, and the formation of this unique style is reflected in its clothing aesthetics, its understanding of life, design, clothing culture and continuous innovation. Remember: when you make a unique positioning in design, consumers will inevitably recognize you in this way. And once this positioning enters the consumer brain, it is difficult to change from now on. Good design can play a greater role in promoting brand marketing, because behind the brand winning the favor of consumers is the feeling and satisfaction of consumers' psychology.

2. Problems in the current brand design of sportswear

The first is the ability of fashion designers.

They are compound talents who need innovative ability, practical ability and entrepreneurial spirit. However, influenced by many factors, professional colleges have always been a weak link in cultivating students' innovative spirit and creativity. It is mainly manifested in the following aspects: the current teaching concept, teaching mode, teaching methods and many other links of the school have limitations; Design courses tend to be theoretical subjects; Students lack practical experience, most of them only know drawing, but they often know little about the performance of clothing, cutting methods and production technology and other practical skills.

Secondly, there is a lack of understanding and understanding of consumer personality and fashion in the concept of designers. Today's society is an age of pursuing fashion and publicizing individuality. Whether girls, boys or women, men, the vast majority of consumers choose and pursue sports clothing brands such as Nike, Adidas and other products, not to choose and pursue their professionalism and sportiness, but to choose and pursue their individuality and fashion. The marketing performance shows that this argument is consistent with reality, and the result is also supported by reality. The reason why sportswear brands are popular in the world is that the uniqueness of these products can play a role in embellishing people's lives and psychology. On the contrary, the personality of Li Ning's sportswear brand is obviously not cool enough. Li Ning's own market research also found that (2011): most consumers think that Li Ning's brand gives people the impression of being "reliable, mild, trustworthy and positive". This result is obviously not clear about personality, let alone fashion, and there is no need to talk about marketing performance.

There are objective reasons for these problems clothing design Teachers have just started and are still in the exploratory stage. Designers are generally not sensitive to the market and lack analysis of the current trend of sportswear. It is difficult for them to design works with distinctive characteristics and close integration with the market (consumers) according to the brand culture and connotation of clothing. At present, many talented designers start their businesses mainly by opening design studios, and they cannot really go to the market.

3. Thinking on brand management of future sportswear

The majority of sportswear consumers are young people. Whether they can grasp the current trend of sportswear is whether they can grasp the "heart" of consumers and meet their needs, which is the core of sportswear brand management. Today, many domestic sports brand clothing has started and stood in the forefront of fashion and fashion, and has a keen grasp of the trend of sports clothing. For example, many sportswear brands also fully consider the needs of young people for individuality, avant-garde and fashion in their design, integrate the concept of young people's needs into the products, and let "sports hand in hand with fashion" to truly integrate products into life and fashion, so as to meet the needs of consumers to the greatest extent. This is the trend of future sportswear brand development and brand management.

Another point in brand management is to integrate more Chinese elements into the products and make products with independent characteristics that are suitable for Oriental people, which is also the trend of sports brand development. In fashion design, cultural connotation must be integrated to make the brand radiate its charm. For example, the recent success of Kappa sportswear in China is the best example. The brand design combines sports and fashion, and designs the style based on the characteristics of ordinary people rather than athletes, which greatly meets the needs of consumers. Remember: Chinese sportswear brand design cannot copy western concepts, but should incorporate more Chinese cultural elements into the products in sportswear brand design.

Homogeneous products are no longer competitive in today's Chinese market. Only focusing on personalized brands and professional design can have greater development space. With a view to future sportswear brand design, operators must integrate professional design level, meticulous service quality, professional innovation ability, and especially the grasp of consumer psychology into it to achieve greater results.

To improve the added value of the brand, the strategic center of the enterprise must be transferred to "brand management". The clothing brand management should be based on the social life culture, take the clothing brand design concept as the core, and drive the development of the clothing industry and related industries through the development of products. Only in this way can clothing brand management continue to burst out of vitality, obtain continuous development momentum, and create a world-class sportswear brand.

In terms of brand management of sportswear, it is particularly important to make changes in advertising creativity and performance, emphasizing the growth of different consumers' self and personality to accommodate the characteristics and pursuit of people at different ages. Dig deeply into the spirit of the times. Only when the brand spirit or brand image conforms to the spiritual idol characteristics that consumers pursue, can its products become their spiritual dependence and become true fashion, such as the success of Apple products today. This is the only way for the development of sportswear brands. As long as we update the brand design concept, strengthen brand management, and achieve the international brand dream of Chinese sportswear brands, it will not be too long. We hope that this day will come soon.