Brand Management Research Of Children’s Clothing Industry

With the development of economic globalization, the brand economy gradually developed into the mainstream economy. National brand, as one of the components of the national economy, is an important manifestation of China’s core competitiveness. Children’s wear industry as the garment industry in the last piece of "cake", children’s wear industry competition accelerated sharply. With adult brand entry to children’s clothing and children’s clothing enterprise export turning to sale in domestic market, children’s wear industry overall ushered in the "brand era". More and more parents of the younger generation, a new round of consumption upgrade started. Brand consumption has gradually become the mainstream consumption, the higher visibility of the brand has becoming young parents to give children the preferred shopping. To build a strong brand has become a pressing matter of the moment China children’s wear industry. Many children’s clothing enterprises in China not only lack of understanding of "what is brand", but there is no brand management process system. Therefore, it is difficult to form personalized and differentiated, causing consumers consumer resonance brand assets.In this paper, on the basis of the relevant theory, I analysis of the domestic clothing brand management situation and existing problems. Facing the future opportunities and challenges of children’s clothing, combined with the relevant questionnaire, making the reason analysis of brand management problem. At last, based on the children’s clothing industry in the customer perspective, I sum up the brand management innovation measures. After the founding of Paclantic, it continue growth in annual sales, sharing the highest maintain in many years. Paclantic is one of the most successful brands of traditional children’s clothing brand development. Although the brand management there are also many deficiencies, many of its brand management experience are worthy of our other traditional children’s clothing enterprises to learn.