【文章內(nèi)容簡介】 ? Speedo與 Comme des Gar231。ons的合作 Speedo ? The brand, best known for is functional sportsbased swimwear, has moved into new product areas. The pany39。s range now offers three distinct segments: ? Speedo目前已涉足運(yùn)動泳衣以外的領(lǐng)域，主要有三大部分： – Leisure Swim and Kids Swim – 休閑泳衣與兒童泳衣 – Beachwear range a wider selection of beach apparel – 沙灘衣系列 – Multisport a leisure range to include both men39。s and women39。s underwear, together with a fitness range. – 多功能運(yùn)動休閑系列 Speedo Seafolly ? Since 1975, Seafolly has been at the epicentre of Australian beach lifestyle and has quickly bee one of the most recognized swimwear and beach lifestyle brands worldwide. accessories collection. ? 自 1975年， Seafolly便成為澳大利亞沙灘衣的中心品牌 。 Seafolly ? Setting the seasons trends, Seafolly offers a fun, fashion forward and innovative range of swim and lifestyle wear. ? Seafolly應(yīng)對季節(jié)趨勢，提供有趣，時尚前衛(wèi)，新意的泳裝系列 ? Seafolly have all an array of bikinis, one piece swimsuits, cover ups and apparel along with an extensive accessories collection. ? Seafolly擁有全線比基尼，連體泳裝以及其他配飾系列 Seafolly ? Bold statement prints, contrasting textures and injections of eclectic colour encapsulate and reflect the SEAFOLLY brand philosophy. ? 張揚(yáng)的印花，對比強(qiáng)烈的材質(zhì)和電力十足的顏色濃縮了Seafolly的品牌理念 Seafolly Zimmerman ? Australian brand founded in 1991 by sisters Nicky amp。 Simone Zimmermann ? 1991年為 Nicky Zimmermann與Simone Zimmermann姐妹所創(chuàng) ? Sophisticated femininity, strong silhouettes, clever colour binations and delicate original prints. ? 成熟的女性主義，強(qiáng)烈的輪廓，睿智的顏色配搭以及優(yōu)雅的原創(chuàng)印花 Zimmerman ? Zimmermann present their readytowear collections each year at Mercedes Australian Fashion Week (April), and the Miami Swim Fair (July) in the US. ? Zimmermann都會在梅賽德斯澳大利亞時裝周（ 4月），美國邁阿密泳衣展（ 7月）亮相 Zimmerman Bestsellers 熱賣品 ? One piece swimsuits were previously more popular due to practicality, support and less revealing than bikinis ? 連體泳衣因其實用，支撐感，不似比基尼那般暴露而得到越來越多顧客的青睞 Bestsellers 熱賣品 ? However, there are now a wide variety of styles and cuts of bikinis from skimpy bikinis to tankinis, classic underwired styles for women who need more support etc ? 目前市面上有不少比基尼和坦基尼，經(jīng)典的內(nèi)嵌金屬絲提供更多支撐，為女性喜愛 Marketing and Promotion 營銷與推廣 Advertising ? The level of abovetheline advertising activity within the beachwear sector has traditionally been low advertising campaigns ? 沙灘裝預(yù)算的廣告投放水平一直比較低 ? sports brands such as adidas invest heavily in overall umbrella branded ? 像阿迪達(dá)斯一樣的運(yùn)動品牌在整體品牌廣告推廣上投資很重 Marketing and Promotion 營銷與推廣 Advertising ? Furthermore, abovetheline advertising expenditure data do not take into account the fact that some brands, such as Speedo, utilise sponsorship and POS material around key sporting events, such as The Olympic Games held in Sydney during 2022, to increase brand awareness. ? 再者，預(yù)算廣告花費(fèi)沒有考慮到某些品牌以贊助商身份使用大型運(yùn)動會的銷售店資源來提升品牌關(guān)注度。 Marketing and Promotion 營銷與推廣 Sponsorship 贊助 ? In terms of promotional activity, most brands and retailers focus on instore promotional activity, with sports swimwear brands sponsoring or supporting a collection of petitive swimmers to endorse their product. ? 大多品牌與零售商將重點放在店內(nèi)推廣上，運(yùn)動泳衣品牌則通過贊助有競爭力的運(yùn)動員來宣傳產(chǎn)品 Marketing and Promotion 營銷與推廣 The packaging challenge 包裝競爭 ? Packaging and overall presentation of swimwear can also be a major promotional tool, although swimwear can be a particularly difficult product to display in an innovative manner. ? 泳裝的包裝是一個巨大推廣工具，盡管泳衣難以展現(xiàn)創(chuàng)新手段 Marketing and Promotion 營銷與推廣 The packaging challenge 包裝競爭 ? Most garments are presented on hangers, which can be difficult to maintain, as they often fall off the hangers. ? 多數(shù)服裝用衣架在展示，這樣很難保持形狀，因為衣服經(jīng)常脫落 Marketing and Promotion 營銷與推 廣 The packaging challenge 包裝競爭 ? The enhanced emphasis on mixandmatch garments, and specifically accessories, in collections presents a challenge in terms of instore merchandising to encourage purchasing across the range. ? 混搭與配飾的流行給店內(nèi)的營銷提出了挑戰(zhàn) Marketing and Promotion