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(gè)競(jìng)爭(zhēng)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(shí)代里 ,品牌生存發(fā)展的唯一保證 ,是時(shí)刻謹(jǐn)記顧客的需求、偏好和期待。品牌 策劃與目標(biāo)市場(chǎng)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?yàn)橹贫茖W(xué)合理的品牌策略提供理論依據(jù)和現(xiàn)實(shí)參考。其實(shí) ,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(shí)尚的感覺 ,深得城市時(shí)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(chǎng)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(chǎng)競(jìng)爭(zhēng)的激烈 , 因此準(zhǔn)確的市場(chǎng)定位還必須與競(jìng)爭(zhēng)對(duì)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(chǎng)的根本。 如美特斯邦威的目標(biāo)消費(fèi)群是 1825 歲的活力時(shí)尚人群 ,針對(duì)其特點(diǎn) ,美特斯邦威提煉出的品牌核心價(jià)值觀就是一種自我率真 ,有個(gè)性 ,勇于接受新鮮事物的形象 ,提出了“不走尋常路”的核心價(jià)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(gè)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?duì)柾瞥隽烁叨似放平鹕鸥隊(duì)?,并將既有的產(chǎn)品定位為藍(lán)色雅戈?duì)?,此后又相繼推出年輕系列綠 色雅戈?duì)?。因?yàn)閲鴥?nèi)的服裝市場(chǎng)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(chǎng) ,國外品牌往往占據(jù)著中國的高端市場(chǎng)。有人建議跳開 “雅戈?duì)枴逼放?,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(gè)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(chǎng)的年代 ,它的出現(xiàn) ,為香港本土設(shè)計(jì)師創(chuàng)造了一個(gè)成功的奇跡 , 被認(rèn)為是香港設(shè)計(jì)師的典范 , 亦為香港本地品 牌打開了市場(chǎng)。 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(shì) ,從國際形勢(shì)看 ,世界著名服裝企業(yè)正以迅雷不及掩耳之勢(shì) ,實(shí)現(xiàn)跨國并購 ,實(shí)現(xiàn)多元化品牌經(jīng)營 ,搶占市場(chǎng)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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