【正文】 Brand development and brand extension similar to the original success of the brand on the basis of the development of new brands, but usually to expand the brand name would be more independent, and the brand image is also rich with independentstyle brand. Hong Kong Kitterick brand, for example, it is 5 by the Hong Kong Polytechnic University graduates in the early 9039。s core values. We know that clothing in the fabric or style, or work on the advantages of a small detail has been insufficient to provoke a consumer purchases, so this time we need to present a special, can cause consumers to resonate with the aspirations of the heart, take this to impress consumers. If the target consumer group Metersbonwe is the vitality of fashion people aged 1825, according to its characteristics, Metersbonwe extract the core values of the brand is a selfstraightforward, character, courage to accept the image of something new , proposed the do not take the unusual way, the core values, which corresponds to a different consumer groups want special wishes, therefore, greatly stimulated the consumer39。 but the location is not the product, but the idea of the potential customers, which products to consumers in the brain to identify a suitable location. In fact, the position can be started, consumers can also be started. Found not to meet the desires of consumers, enterprises according to their own resources to produce products to meet this part is positioning the case. Clothing brand positioning is a prerequisite for marketing apparel, clothing brand positioning can be expressed as clothing enterprises in accordance with the target customers of consumer 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。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。 A brand strategy In recent years, the apparel business mergers and acquisitions have bee worse, the international situation, the world39。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。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。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)。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。 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。 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)?。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。 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)