【正文】 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(shí)現(xiàn)跨國并購 ,實(shí)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。 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)?。由于世界的?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。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?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。 A brand strategy In recent years, the apparel business mergers and acquisitions have bee worse, the international situation, the world39。 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。 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 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。品牌競爭是“以人文本”的競爭方式 ,以消費(fèi)者的需求為本 ,在合理的目標(biāo)市場定位分析的基礎(chǔ)上建立起來的品牌 ,才具有市場競爭力。 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