Establishment of brand personality of Chinese fir clothing

Scans of Chinese fir brand personality

At present, the "I have, respect, passion, movement and fashion" advertised by Shan Shan are appealing too much. There are too many appeals and no individuality. There is no such thing as individuality. In quality design is very similar to the clothing industry and lacks individuality, there is no reason to touch consumers' purchase.

In sales volume, the Chinese fir suit has never been back to the top since it was surpassed by YOUNGOR in the late 90s of last century. In 2002, the market share of Chinese fir suit market was 5.23%, while YOUNGOR was 9.70%, and it was only third in the market. It was only third in the shirt area, and 2.87% in the shirt area.

The brand personality of Shanshan is lack of clarity, confusion, unawareness of consumers, lack of differentiation and lack of competitiveness, and can not reflect the brand concept of "Shan Hai Hai, challenge the future".