What is fitness apparel brand?
Fitness apparel brand refers to the consumer’s cognition of fitness apparel products and fitness clothing product series. Fitness apparel brand is people’s evaluation and cognition of a fitness apparel enterprise and its products, after-sales service, and cultural value. It is a kind of trust. Many people think that a fitness apparel brand is a trademark, a slogan, and a resource for advertising.
As a matter of fact, the fitness apparel brand is the strategy, which is the way for fitness apparel enterprises to distinguish from other competitors. Especially in such a serious homogenization business environment, only the brand or Logo can reflect the difference. A brand/mark determines what a sportswear company is and also determines its development direction.
What are the benefits and advantages of fitness apparel brand?
Advantage 1, It makes your target group more clear:
The positioning of the fitness garment brand determines the market positioning of fitness apparel enterprises. What kind of consumers do you choose to become your target consumer group? This is the positioning element of the fashion brand, but it also determines the market of the enterprise. Under the pressure of fierce competition, market segmentation has become more and more intensive.
Enterprises can only look for opportunities in market segments. The fitness clothes brand is aimed at market segments. The planning and a series of promotion of fitness apparel brands are accurate attacks and effective attraction to market segments. Naturally, it can maximize the use of resources and achieve twice the result with half the effort.
Take Nike as an example. From the beginning, Nike decided to expand the youth market. For young consumers with strong star consciousness, Nike signed contracts with sports stars, including Kobe, James, Durant and Ronaldo. These sports stars are often the idols and models of a generation of young people.
Advantage 2, It makes your products and business more competitive:
The value of a fitness apparel brand determines the core competitiveness of fitness apparel enterprises. In fact, the current market competition has developed into the stage of “battle of the brand”, that is, the competition of core advantages of the fitness clothing brand.
The competition without a brand is a weak competition, and the products without a brand are less competitive goods. The market without the foundation of the brand is not an “occupied market”. Without strong brand competitiveness, the market competitiveness of enterprise products will be inferior to its competitors, and its market price will naturally be difficult to improve. As a result, it brings lower added value, which makes enterprises fall into a strange circle of low-level competition and enter a more vicious cycle.
Brands can enhance the added value of products, so as to improve the sales profit. As for sports shoes, the sportswear spirit brought by Nike and its slogan of “just do it” after years of hard work is irreplaceable by other sportswear brands. This also determines the reason why Nike, a sportswear brand, stands out among many similar fitness apparel brands and is favored by consumers.
Advantage 3, It can make the corporate image more formal and the logo more uniform:
Brand determines all marketing activities of the enterprise. All marketing activities of enterprises should be related to the positioning of the brand and the value of the brand. This is to focus on resources, create the value of the brand, and meet the emotional needs of consumers in a certain aspect. Fitness apparel manufacturers decide what kind of brand to do and what kind of consumer groups to choose, naturally, they should match it in media selection, brand promotion, channel selection, and so on.
Take Nike as an example. It is learned that the advertising and marketing budget of Nike Company is as high as 10% of its annual revenue, which makes the sportswear brand of Nike deeply imprinted in the minds of consumers. Its iconic checkmark has become a cultural phenomenon. Nike’s slogan is also very popular, among which the most famous is “just do it”, which can be said to be the concept of a sportswear brand.
How to start a fitness clothing brand?
Step 1: Decide the positioning of your fitness apparel brand
You need to decide the positioning of your brand (men’s or women’s ? age group? target group? )You can’t make clothes that are suitable for everyone. The current clothing must be specific, that is, the positioning style is clear. A good fitness apparel brand should make a very clear product style come into people’s minds as soon as it is mentioned.
Step 2：Sign up for a company (just skip it if you already have one)
Step 3: Register a fitness apparel brand name / logo / trademark.
Step 4: Produce your product or find a manufacturer
Generally, the sources of clothing production are as follows：
- Find a clothing design and development company to design a series of samples, and then you choose products and order a certain amount of goods. Advantages: easy. Disadvantages: high risk, product style is not distinct, high cost.
- Produce fitness apparel by yourself. This is more complex( hiring designers, plate makers, lathe workers, involving fabrics, accessories, production.) Advantages: flexible and convenient, strong autonomy. Disadvantages: the management is troublesome and the investment is large.
- Design and produce some of them by yourself, while others are OEM(find a manufacturer or factory). At present, this method has been adopted by many large workout clothing brands.
- Design by yourself and find then the factory for processing(find a manufacturer or factory). At present, this method has been adopted by many large gym clothes brands.
Step 5:Do brand marketing offline and online
It is suggested that you have a unified image of your own brand counter. You can cooperate with high-end supermarkets, clothing stores, boutiques, etc., or open a flagship store by yourself.
