【正文】 different consumer groups. Third, differences in clothing brand positioning strategy Due to fierce market petition, so accurate positioning must also be peting with similar products have differences, differentiated brand positioning of the clothing brand is based on the fundamental market. Foreign apparel brands and consumers about the characteristics of the study in addition to the market we are familiar with the investigation and placed too much emphasis on statistical data, a relatively new kind of consumer psychology from the point of view, except for the brand, price, product and so on the surface of things, to understand Due to the growth of its consumer environment, personality factors, the influence of culture, formed by a number of plex consumer brand differentiation strategy will enable the brand to remain petitive in their own characteristics, which is brand loyal consumer groups have a reason.。s fashion, but the brand has been only one In 2020, Younger introduced a highend brand golden and blue product positioning both Younger, a young family have since launched the green Younger. This brand extension continues the Younger39。s leading luxury goods group, and its acquisition strategy is to find a similar brand and business philosophy have the same partner, M amp。隨著整個(gè)社會(huì)品牌意識(shí)的逐漸增強(qiáng) ,消費(fèi)者對(duì)服裝品牌的選擇標(biāo)準(zhǔn)也不單單停留在產(chǎn)品本身 ,而是通過(guò)品牌策劃的 實(shí)施受到了品牌文化的感染 ,建立了對(duì)品牌形象的信賴感。但定位對(duì)象不是產(chǎn)品 ,而是針對(duì)潛在顧客的思想 ,亦即要為產(chǎn)品在消費(fèi)者的大腦中確定一個(gè)合適的位置。使運(yùn)動(dòng)和休閑很好的結(jié)合起來(lái)。網(wǎng)絡(luò)時(shí)代的帶來(lái) ,為我們帶來(lái)信息全球化的今天 ,也造就了 N 多的新興人類(lèi) ,如 ,波波族 ,小資一族 ,草莓族 ,奔奔族 ,NONO 族 ,YOYOU 族 ,FLY 族 ,IF 族 ,LOMO 族 ,干物女。 四、服裝品牌定位的多元化策略 由于單一品牌只能滿足部分消費(fèi)者的需要 ,為了擴(kuò)大產(chǎn)品市場(chǎng)占有率 ,經(jīng)營(yíng)者可以通過(guò)多元化的品牌策略來(lái)擴(kuò)大產(chǎn)品范圍 ,滿足市場(chǎng)的消費(fèi)需求。這一品牌延伸延續(xù)了雅戈?duì)柕慕?jīng)營(yíng)哲學(xué) :首先把一個(gè)品牌做好做強(qiáng) ,主干粗、根深 ,才能杈多 。據(jù)了解 ,雅戈?duì)柖麻L(zhǎng)李如成仍在猶豫、觀望。意大利著名品牌 Prada 的公司已成為全球著名的奢侈品集團(tuán) , 它的并購(gòu)策略是尋找類(lèi)似的品牌和有相同經(jīng)營(yíng)理念的伙伴 ,并購(gòu)后各公司基本保持自治 ,而不是成為 Prada 的衛(wèi)星公司 ,以此形成多元化品牌的多角化經(jīng)營(yíng) ,擴(kuò)大公司規(guī)模。公司總裁伯塔利 是服裝業(yè)的傳奇人物 ,從 80 年代末開(kāi)始 ,將 Prada 這個(gè)毫無(wú)生機(jī)的老牌家族企業(yè)變成了當(dāng)今世界極具市場(chǎng)競(jìng)爭(zhēng)力的時(shí)尚品牌集團(tuán) ,并將企業(yè)規(guī)模及業(yè)務(wù)迅速擴(kuò)大。 二品牌拓展策略 品牌拓展與品牌延伸類(lèi)似 , 是在原有品牌成功的基礎(chǔ)上開(kāi)發(fā)新的品牌 ,但品牌拓展通常在名稱上會(huì)比較獨(dú)立 ,而品牌形象也較豐富 ,具有互相獨(dú)立的品牌風(fēng)格。金色雅戈?duì)柕耐瞥鲭m然是在做好主導(dǎo)品牌的基礎(chǔ)上進(jìn)行的品牌延伸 ,但很顯然也有逆向而上的風(fēng)險(xiǎn)。 一品牌延伸策略 品牌延伸是將單一的品牌發(fā)展為相互有聯(lián)系的品牌家族。他們有著不同的喜好 ,有著不同的價(jià)值取向 ,怎么可能會(huì)喜歡同樣款式的衣服 ,怎么可能會(huì)喜歡同一風(fēng)格的服裝呢 ?這些還僅是 80后的新人類(lèi) ,更別論 70后 ,60后等其他人群 ,試想 ,一個(gè) 60 后大腹便便的中年人 ,穿著 80 后的 韓式大褲管牛仔褲是多么的不可思議啊 !因此 ,針對(duì)不同的人群 ,我們的產(chǎn)品需要有更多的個(gè)性以適應(yīng)不同的消費(fèi)人群。 當(dāng)然 ,風(fēng)格的形成 ,還受著設(shè)計(jì)師的的影響 ,比如服裝設(shè)計(jì)大師范思哲 ,它的設(shè)計(jì)風(fēng)格鮮明 ,是獨(dú)特的美感極強(qiáng)的先鋒藝術(shù)的表征 ,其中魅力獨(dú)具的是運(yùn)用展示充滿文藝復(fù)興時(shí)期特色的華麗和具有豐富想象力的款式 ,在征服了世界時(shí)尚界的同時(shí) ,也締造了 一個(gè)以他的名字命名的 ,享譽(yù)世界的服裝品牌。發(fā)現(xiàn)消費(fèi)者欲求不能滿足 ,企業(yè)根據(jù)自己的資源狀況 ,生產(chǎn)出滿足這部分的產(chǎn)品 ,也是定位的一種情況。品牌競(jìng)爭(zhēng)是“以人文本”的競(jìng)爭(zhēng)方式 ,以消費(fèi)者的需求為本 ,在合理的目標(biāo)市場(chǎng)定位分析的基礎(chǔ)上建立起來(lái)的品牌 ,才具有市場(chǎng)競(jìng)爭(zhēng)力。s M amp。 the trunk is not rough, brand diversification after risky. Although the introduction of the golden Younger doing a good job on the basis of the leading brands of the brand extension, it is clear that there are reverse and the risk. Because the domestic apparel market seems to have formed a deeprooted prejudices: do most of the local clothing brand in the lowend market, foreign brands tend to occupy the highend market. In addition, the introduction of the young family is one attempt to enrich the product line Although Younger had three brands, but also separation of the market, but anyway, is still Younger. Younger and more brands for the internal matter of dispute, has yet to bear fruit. It was suggested that jumped off the Younger brand, and the other innovative brands, or acquisition of foreign brands. It is understood, Younger, chairman of Lee, such is still hesitant, wait and see. He said not to multibrand and multibrand, not necessarily cling to a brand. Development Strategy