服裝品牌多元化策略外文翻譯-預(yù)覽頁
【正文】 umer demand for apparel products, services, price and image of the appropriate bination of design and to have the characteristics of garment products To attract and stability of the target consumer image is unique for the apparel goods is especially important, brand style different from the substance must meet specific consumer target inner psychological feeling and aspirations. Therefore, only a clothing brand to meet consumer demand for the unique shape the style of clothing products in order to bee a major selling point, it is brand differentiation, the important characteristics of performance management. It is hard to imagine one without their own style of clothing will be consumers. Such as the KAPPA clothing born in the 70s in Italian , he used the tightfitting dynamic fashion sports design. Make a good bination of sports and leisure together. Thus forming the external appearance of their affinity and respect for the unique style of youth culture, reflects a high degree of fashion sense, won the fashion crowd39。 When a brand positioning in the market since established, the next we need to strengthen the positioning, refining the brand39。s garments from started to do, first for making shirts, and then it did the suit, and make prehensive market share of two leading products have done the first, installed in the men39。s business philosophy: First, to make stronger a brand, trunk thick, deeprooted, to many branches of a tree。 A brand strategy In recent years, the apparel business mergers and acquisitions have bee worse, the international situation, the world39。 A after the panies to maintain basic selfgovernment, and not bee a satellite of Prada, as The formation of diversified brand diversification, To expand the size of the pany. Prada is a veteran business started out from the leather, Prada has its secondline Miu Miu brands of the two worldrenowned brands, products, including handbags, shoes, clothing, glasses and so on. Bota Li is the president of the garment industry legend, from the beginning of the end of the 80s, Prada will have no vitality of the old Family business in the world today has bee a highly petitive market, the fashion brand group, and the size of enterprises and the rapid expansion of business. Prada sales in 1999 amounted to l0 million, a profit of 163,000,000 . dollars. Prada from the end of 1999 to May 2020 such a short span of 5 months to plete on time for HelmutLang, Jn Sander and Fendi39。近年來 ,國內(nèi)服裝業(yè)發(fā)展迅猛 ,服裝品牌越來越多 ,但是有影響力的名牌卻甚少。 在這個競爭全球化 ,科技日新月異 ,消費(fèi)者需求不斷翻新 ,人口狀況快速變化的時代里 ,品牌生存發(fā)展的唯一保證 ,是時刻謹(jǐn)記顧客的需求、偏好和期待。品牌 策劃與目標(biāo)市場定位之間的關(guān)系就是本文研究的主要內(nèi)容 ,希望通過本課題的研究 ,能夠為制定科學(xué)合理的品牌策略提供理論依據(jù)和現(xiàn)實參考。其實 ,定位既可以始于 產(chǎn)品 ,也可始于消費(fèi)者。因此服裝品牌只有塑造符合消費(fèi)者需求的獨(dú)到風(fēng)格才能成為服裝商品的主要賣點(diǎn) ,它是品牌差異化、特色化經(jīng)營的重 要表現(xiàn)。從而形成了自己具有親和力的外在表現(xiàn)和崇尚年輕人文化的獨(dú)特風(fēng)格 ,高度地體現(xiàn)出時尚的感覺 ,深得城市時尚人群的喜愛。由于世界的復(fù)雜性與多樣性 ,很難想象用單一的市場組合能滿足所有的消費(fèi)者。 三、服裝品牌定位的差異性策略 由于市場競爭的激烈 , 因此準(zhǔn)確的市場定位還必須與競爭對手的同類產(chǎn)品產(chǎn)生差別 ,差異化的品牌定位是服裝品牌立足市場的根本。 如美特斯邦威的目標(biāo)消費(fèi)群是 1825 歲的活力時尚人群 ,針對其特點(diǎn) ,美特斯邦威提煉出的品牌核心價值觀就是一種自我率真 ,有個性 ,勇于接受新鮮事物的形象 ,提出了“不走尋常路”的核心價值 ,契合了消費(fèi)群渴望特別與眾不同的愿望 ,因此 ,極大的激發(fā)起了消費(fèi)者的購買欲望。通常 ,每個公司的產(chǎn)品線只是該行業(yè)的一部分 ,如果公司超過現(xiàn)有的范圍來增加它的產(chǎn)品線長度 , 即成為產(chǎn)品線延伸 , 包括向下延伸、向上延伸和雙 向延伸。 2020 年 ,雅戈爾推出了高端品牌金色雅戈爾 ,并將既有的產(chǎn)品定位為藍(lán)色雅戈爾 ,此后又相繼推出年輕系列綠 色雅戈爾。因為國內(nèi)的服裝市場似乎已形成了根深蒂固的成見 :本土服裝品牌大多做中低端市場 ,國外品牌往往占據(jù)著中國的高端市場。有人建議跳開 “雅戈爾”品牌 ,另創(chuàng)新品牌 ,或者收購國外大品牌。以香港品牌 Kitterrick 為例 ,它是由 5 個香港理工大學(xué)畢業(yè)生在 90 年代初所創(chuàng) ,在洋品牌充斥市場的年代 ,它的出現(xiàn) ,為香港本土設(shè)計師創(chuàng)造了一個成功的奇跡 , 被認(rèn)為是香港設(shè)計師的典范 , 亦為香港本地品 牌打開了市場。 三品牌并購策略 近年來服裝 企業(yè)的兼并與收購有愈演愈烈之勢 ,從國際形勢看 ,世界著名服裝企業(yè)正以迅雷不及掩耳之勢 ,實現(xiàn)跨國并購 ,實現(xiàn)多元化品牌經(jīng)營 ,搶占市場份額 ,并進(jìn)行行業(yè)的大整合。 1999 年 Prada 銷售額達(dá) l0 億美元 ,凈利潤
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