【正文】 界時尚界的同時 ,也締造了 一個以他的名字命名的 ,享譽世界的服裝品牌。 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。 二品牌拓展策略 品牌拓展與品牌延伸類似 , 是在原有品牌成功的基礎(chǔ)上開發(fā)新的品牌 ,但品牌拓展通常在名稱上會比較獨立 ,而品牌形象也較豐富 ,具有互相獨立的品牌風格。意大利著名品牌 Prada 的公司已成為全球著名的奢侈品集團 , 它的并購策略是尋找類似的品牌和有相同經(jīng)營理念的伙伴 ,并購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 ,擴大公司規(guī)模。這一品牌延伸延續(xù)了雅戈爾的經(jīng)營哲學 :首先把一個品牌做好做強 ,主干粗、根深 ,才能杈多 。網(wǎng)絡時代的帶來 ,為我們帶來信息全球化的今天 ,也造就了 N 多的新興人類 ,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。但定位對象不是產(chǎn)品 ,而是針對潛在顧客的思想 ,亦即要為產(chǎn)品在消費者的大腦中確定一個合適的位置。s leading luxury goods group, and its acquisition strategy is to find a similar brand and business philosophy have the same partner, M amp。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 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 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。在國內(nèi)服裝發(fā)展歷程步入“定位時代”的重要階段 ,研究國際、國內(nèi)服裝名牌案例 ,了解其定位及品牌策略可以為服裝設(shè)計師及經(jīng)營者帶來許多啟示 ,從而創(chuàng)立和發(fā)展更多的國產(chǎn)名牌。 如 KAPPA服裝誕生于 70年代的意大利 ,他采用緊身時尚活力運動的設(shè)計風格。多元化的品牌策略包括品牌延伸、品牌拓展及品牌并購。他說 ,不能為了多品牌而多品牌 ,也不一定抱守一個品牌。 。 盡管目前雅戈爾有了三個品牌 ,也分出了市場 ,但不管怎么說 ,仍然是“雅戈爾”。 當一個品牌在市場上確立了定位以后 ,接下來便需要去強化這個定位 ,提煉出品牌的核心價值觀。服裝品牌的定位是服裝營銷的前提 ,服裝品牌的定位可以表述為服裝企業(yè)根據(jù)目標顧客的消費需求 ,對服裝的產(chǎn)品、服務、價格和形象等進行適當?shù)脑O(shè)計與組合 ,以具有特色的服裝產(chǎn)品來吸引和穩(wěn)定目標消費顧客。 A Source:Stiff Nachiablo, SWISS , Accounting, Business amp。s desire to buy. Fourth, clothing brand positioning strategy of diversification As the only single brand to meet the needs of some consumers, in order to expand market s