【正文】 nd development and brand extension strategy Brand extension is to develop a single brand to brand linked to one another family. Typically, each pany39。s created, the market is flooded with foreign brands in the 1990s, and its emergence as a local designer has created a miracle of success, is considered Hong Kong is a model for designers, but also local brands to open the market. In order to target young customers, as the young rebel with a psychological, and clothing is the performance of their selfimportant way, so the target market for designers of the vast room for creativity. Since 1992, since its establishment, through the expansion of the brand, Kitterick39。 A Source:Stiff Nachiablo, SWISS , Accounting, Business amp。服裝企業(yè)要實(shí)施行之有效的成功品牌戰(zhàn)略就必須給品牌一個(gè)合理、明確、獨(dú)具個(gè)性的品牌定位。服裝品牌的定位是服裝營(yíng)銷的前提 ,服裝品牌的定位可以表述為服裝企業(yè)根據(jù)目標(biāo)顧客的消費(fèi)需求 ,對(duì)服裝的產(chǎn)品、服務(wù)、價(jià)格和形象等進(jìn)行適當(dāng)?shù)脑O(shè)計(jì)與組合 ,以具有特色的服裝產(chǎn)品來吸引和穩(wěn)定目標(biāo)消費(fèi)顧客。同樣 ,夏奈爾、皮卡 .卡丹也同樣如此 二、如何進(jìn)行準(zhǔn)確的服裝品牌定位 服裝品牌定位是在基于市場(chǎng)細(xì)分的基礎(chǔ)上完成的。 當(dāng)一個(gè)品牌在市場(chǎng)上確立了定位以后 ,接下來便需要去強(qiáng)化這個(gè)定位 ,提煉出品牌的核心價(jià)值觀。但是 ,隨著市場(chǎng)競(jìng)爭(zhēng)的加劇和消費(fèi)需求呈現(xiàn)出多元化 ,市場(chǎng)進(jìn)一步細(xì)分 ,雅戈?duì)柕漠a(chǎn)品線必須不斷進(jìn)行延伸 ,以滿足不同消費(fèi)者的需求 ,形成能滿足消費(fèi)群體不同需要的產(chǎn)品系列。 盡管目前雅戈?duì)栍辛巳齻€(gè)品牌 ,也分出了市場(chǎng) ,但不管怎么說 ,仍然是“雅戈?duì)枴薄?1992 年成立至今 ,通過品牌拓展 ,Kitterrick旗下已有 5個(gè)品牌 ,針對(duì)不同的目標(biāo)市場(chǎng) ,設(shè)計(jì)風(fēng)格也各不相同由于每個(gè)品牌有不同的風(fēng)格 ,因此多元化品牌策略 ,可以滿足不同風(fēng)格消費(fèi)者的需求 ,相對(duì)擴(kuò)大了市場(chǎng)占有率。 。老牌企業(yè) Prada 本身是從皮革起家 ,已擁有 Prada 及其二線品牌 Miu Miu 兩個(gè)世界知名品牌 ,產(chǎn)品包括皮包、鞋類、服裝、眼鏡等。他說 ,不能為了多品牌而多品牌 ,也不一定抱守一個(gè)品牌。主干不粗 ,品牌多元化后風(fēng)險(xiǎn)很大。多元化的品牌策略包括品牌延伸、品牌拓展及品牌并購(gòu)。 一服真正的好藥 ,是絕不可能包治百病的 ,如果一旦有宣稱包治百病的藥 ,那肯定是假藥 ,服裝同樣 道理 ,不可能有某個(gè)品牌是適合所有人的。 如 KAPPA服裝誕生于 70年代的意大利 ,他采用緊身時(shí)尚活力運(yùn)動(dòng)的設(shè)計(jì)風(fēng)格。定位一詞最先是由兩位廣告經(jīng)理艾 ?里斯和杰 ?特勞特提出并帶動(dòng)流行的 ,他們認(rèn)為 :定位是以產(chǎn)品為出發(fā)點(diǎn) ,如一種商品、一項(xiàng)服務(wù)、一家公司、一所機(jī)構(gòu)甚至一個(gè)人 。在國(guó)內(nèi)服裝發(fā)展歷程步入“定位時(shí)代”的重要階段 ,研究國(guó)際、國(guó)內(nèi)服裝名牌案例 ,了解其定位及品牌策略可以為服裝設(shè)計(jì)師及經(jīng)營(yíng)者帶來許多啟示 ,從而創(chuàng)立和發(fā)展更多的國(guó)產(chǎn)名牌。s wellknown brand Prada has bee the world39。s product line must be continuously extended to meet the needs of different consumers, consumer groups formed to meet the diverse needs of productsExtension of the product line, the Younger have launched a Tshirt, sportswear, trousers, coats, ties, pajamas and other men39。s fashion industry, but also create a named in his worldfamous fashion brand. Similarly, Chanel, pickup, The same is true cardin. Second, how accurate clothing brand positioning Clothing brand positioning is based on the basis of market segmentation pleted. The market will be divided into a number of market segments and different products or services to meet their different needs, has bee a modern marketing at the core. As the world39。s diversity and plexity, it is hard to imagine a single market portfolio to meet the needs of all consumers. Market segmentation of the market, the task is to be divided into different consumer groups, that is the target customers, resulting in the formation of the target market. A really good medicine, is not likely to cure, if cure of the drug once claimed, it must be fake, clothing the same token, there can be a brand is for everyone. To bring the Inter age, information globalization bring us today, but also created N number of new human beings, such as, ball race, Petty family, strawberry, BenBen family, NONO group, YOYOU family, FLY family, IF ethnic, LOMO family, dry woman. They have different preferences, with different values, how might like the same style of clothes, how could the same style of clothing like it? These also only 80 at the new man, after 70 more different matter, after 60 other people, imagine, after a 60 portly middleaged, wearing 80 jeans pants after the Korean big ah how incredible! Therefore, for different groups of people, we need more personalized products to meet