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1、原文:clothing bra nd divers ificati onin the prese nt world economy un der globalizati on, bra nd competition has become the primary means of market competition. in recent years, the domestic garment industry is developing rapidly growi ng number of clothi ng brands, but the in flue ntial bra ndn ame

2、is not so mushcompetitive bra nds has become a magic weap on, a weap on to attack the market, garment industry is no exception. in the course of development of the domestic apparel into the "age-targeted" an important phase of the study in ter national and domestic bra ndn ame clothing cas

3、e, his understa nding of bra nd strategy and positioning for fashion designers and operators of many enlightenment, so the creation and developme nt of more domestic bra nd n ame with the comm unity as a whole gradually in crease bra nd aware ness, con sumer bra nd of clothing is not just the select

4、ion criteria remain in the product itself, but through the impleme ntati on of bra nd planning, bra nd culture by infection, the establishment of trust in the brand image in this competiti on globalization adva nces in technology, ever-cha nging con sumer dema nd, populati on rapidly cha nging times

5、, the only guara ntee of survival and development of the bra nd is always keep in mind customer n eeds, prefere nces and expectati ons. bra nd competiti on is "people-text" forms of competition, consumer demand-oriented, market positi oning in a reas on able target based on the an alysis e

6、stablished bra nd that has the market competitiveness clothi ng en terprises to impleme nt effective strategies for successful bra nd must give the bra nd a reas on able, clear and unique pers on ality of the bra nd positioning careful analysis of the target market, a reasonable position, related to

7、 the impleme ntati on of all aspects of bra nd planning, bra nd planning and objectives can be said that market orientation is closely related to the departme nt. bra nd planning and the relationship betwee n target market is the main content of this paper hope that through this research project, ab

8、le to develop a scie ntific and reas on able to provide a theoretical basis for bra nd strategy and prac t:ical refere nee.is a bra nd n ame, mark, symbol, desig n or combi nation of them, with the aim of ide nt 訐 ying an en terprise product, to preve nt confusion. the term was first positioning the

9、 two ads by the manager and rees-ai? raised trout and driven popular, they think: is positioning the product as the starting point, such as a commodity, a service company, institution or even a a person; but the location is not the product, but the idea of the potential customers, which products to

10、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 positio ni

11、ng is a prerequisite for marketi ng apparel, clothing bra nd positioning can be expressed as clothing enterprises in accordanee with the target customers of con sumer dema nd for apparel products, services, price and image of the appropriate combi nation of desig n and to have the characteristics of

12、 garment products to attract and stability of the target consumer customers.product image is unique for the apparel goods is especially importa nt, bra nd style d iff ere nt from the substa nee must meet specific consumer target inner psychological feeling and aspirati ons. therefore, only a clothi

13、ng bra nd to meet con sumer dema nd for the unique shape the style of clothing products in order to become a major selling point, it is bra nd differe ntiati on, the importa nt characteristics of performanee management. it is hard to imagine one without their own style of clothing will be consumerss

14、uch as the kappa clothing born in the 70s in italian , he used the tight-fitting dyn amic fas hi on sports desig n. make a good combinatio n of sports and leisure together. thus forming the external appearanee of their affinity and respect for the unique style of youth culture, reflects a high degre

15、e of fashion sense, won the fashion crowd's favorite cities. of course, the formation of style, but also suffering from the impact of designers such as versace designer clothing, distinctive style of its design is highly unique aesthetic avant-garde art of characterization, which demonstrated th

16、e unique charm is the use of full renaissanee features gorgeous and highly imaginative style, in the conquest of the world's fashion industry, but also create a named in his world-famous fashion bra nd. similarly, cha nel, pickup, the same is true cardi n.sec on* how accurate clothi ng bra nd po

17、siti oningclothi ng bra nd positioning is based on the basis of market segmentation completed the market will be divided into a number of market segments and different products or services to meet their different needs, has become a modern marketing at the core as the world's diversity and compl

18、exity, 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 t

19、o cure, if cure of the drug once claimed, it must be fake, clothing the same token, there can be a bra nd is for every one. to bring the in ter net age, in formati on globalization bring us today, but also created n number of new human bein gs, such as, ball race, petty family, strawberry, ben ben f

20、amily, nono group, yoyou family, fly family, if ethnic, lomo family, dry woman. they have differe nt pref ere nces, with differe nt 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

21、60 other people, imagin巳 after a 60 portly middle-aged, 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 groupsthird, differe nces in clothing bra nd positio ning strategydue to fie

22、rce market competition, so accurate positioning must also be competing with similar products have differences, differentiated bra nd positi oning of the clothi ng bra nd is based on the fun dame ntal market foreig n apparel bra nds and con sumers about the characteristics of the study in addition to

23、 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 bra nd, price, product and so on the surface of things, to understand due to the growth of its consumer environment

24、, personality factors, the in flue nee of culture, formed by a n umber of complex con sumer bra nd differe ntiati on strategy will enable the bra nd to remain competitive in their own characteristics, which is bra nd loyal con sumer groups have a reason.。whe n a bra nd positi oning in the market sin

25、ce established, the n ext we n eed to st re ngthe n the positi oning, refi ning the bra ncfs 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 ca

26、use con sumers to res on ate with the aspirati ons of the heart, take this to impress consumers if the target consumer group metersbonwe is the vitality of fashion people aged 25, according to its characteristics, metersb onwe extract the core values of the bra nd is a self-straightforward, characte

27、r, 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 consumer's desire to buy.fourth, clothing bra nd positioning strategy o

28、f diversificationas the only single brand to meet the needs of some consumers, in order to expa nd market share, operators can be multi-bra nd strategy to expand the scope of products to meet market dema nd. multi-bra nd strategy, in cludi ng an exte nsion of the bra nd, bra nd developme nt and bra

29、nd acquisiti on si.bra nd exte nsion strategybrand exte n si on is to develop a single bra nd to bra nd lin ked to one another family typically, each company's product line is only part of the in dustry, if more tha n the existing range of products to in crease its length, that is, become an ext

30、ension of product lines, including down, up and exte nd the two way exte nsi on.younger men's garments from started to do, first for making shirts, and then it did the suit, and make comprehensive market share of two leading products have done the first, installed in the men's market advanta

31、ge is obvious however, as market competition and consumer demand, showing a wide range, the market is further broken down, younger's product line must be continuously extended to meet the needs of different consumers, consumer groups formed to meet the diverse n eeds of pro ducts exte nsion of t

32、he product line, the youn ger have launched a t-shirt, sportswear trousers, coats, ties, pajamas and other men's fashion, but the bra nd has bee n only one in 2003, youn ger in troduced a high end bra nd golden and blue product positi oning both youn ger, a you ng family have since lau nched the

33、 gree n youn ger. this bra nd exte nsion con tinues the younger's busi ness philosophy: f i rst, to make str on ger a bra nd, trunk thick, deep-rooted, to many bra nches of a tree; the trunk is not rough, brand diversification after risky although the introduction of the golden younger doing a g

34、ood job on the basis of the leadi ng bra nds of the bra nd exte nsion, 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 bra nd in the low-e nd market, foreig n bra nds tend to occupy the h

35、igh end market. in addition, the introduction of the young family is one attempt to en rich the product line although youn ger had three bra nds, but also separati on of the market, but any way, is still "youn ger." youn ger and more bra nds for the in ter nal matter of dispute, has yet to

36、 bear fruit .it was suggested that jumped off the “youn ger" bra nd, 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 multi-bra nd and multi-bra nd, not n ecessarily cling to a bran

37、d 2. bra nd development strategybrand development and brand extension similar to the original success of the bra nd on the basis of the developme nt of new bra nds, but usually to expa nd the bra nd n ame would be more in depende nt, and the bra nd image is also rich with in depende ntstyle bra nd.

38、hong kong kitterick bra nd, for example, it is 5 by the hong kong polytech nic university graduates in the early 90's created, the market is flooded with foreign brands in the 1990s, and its emergence as a local designer has created a miracle of success, is considered hong kong is a model for de

39、sig ners, but also local bra nds to ope n the market .in order to target young customers, as the young rebel with a psychological, and clothing is the performanee of their self-important way, so the target market for designers of the vast room for creativity since 1992, since its establishme nt, thr

40、ough the expa nsion of the bra nd, kitterick's been 5 brands for different target markets, design stylesas each of these bra nds have different styles, and bra nd diversificati on strategy, a differe nt style to meet the con sumer dema nd, relative to expand the market share however, due to a nu

41、mber of bra nds are target i ng young people, it may be easy to desig n a differe nt bra nd of duplicati on or similar phe nomenon, which requires coordi nation betwee n the desig ner bra nds and con sultati on.3. m & a brand strategyin recent years, the apparel business mergers and acquisitions

42、 have become worse, the inter national situati on, the world's leading apparel companies are suddenness of a thunderbolt, the realization of cross-border mergers and acquisitions, the realization of diversified bra nd man ageme nt, to seize market share and carried out a major industry consolida

43、tion. italy's well-known bra nd prada has become the world's leading luxury goods group, and its acquisition strategy is to find a similar bra nd and busi ness philosophy have the same part ner, m & a after the companies to maintain basic self-government, and not become a satellite of pr

44、ada, as the formation of divers訐ied brand diversification, to expand the size of the company. prada is a veteran business started out from the leather, prada has its second line miu miu bra nds of the two worldrenowned brands, products, including handbags, shoes, clothing, glasses and so on. bota li

45、 is the president of the garment industry lege nd, from the begi nning of the end of the 80s, prada will have no vitality of the old family business in the world today has become a highly competitive market, the fashio n bra nd group, and the size of enterprises and the rapid expansion of business p

46、rada sales in 1999 amounted to 10 million, a net profit of 163,000,000 u.s. dollars. prada from the end of 1999 to may 2000 such a short span of 5 months to complete on time for helmutlang, jn sander and fendi's m & asource:stiff nachiablo, swiss , accounting, business & financial histor

47、y,2005 15z 63-76.譯文:服裝品牌多元化策略在世界經(jīng)濟格局呈現(xiàn)全球化的趨勢之下,品牌競爭已經(jīng)成為 當今市場競爭的主要手段。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。品牌已經(jīng)成為了企業(yè)競爭的法 寶,出擊市場的利器,服裝產(chǎn)業(yè)自然也不例外。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。隨著整個社會品牌意識的逐漸增強,消費者對 服裝品牌的選擇標準也不單單停留在產(chǎn)品本身,而是通過品牌策劃的 實施受到了品牌文化的感染,建立了對品牌形象的信賴

48、感。在這個競爭全球化,科技日新月異,消費者需求不斷翻新,人 口狀況快速變化的時代里,品牌生存發(fā)展的唯一保證,是時刻謹記顧 客的需求、偏好和期待。品牌競爭是“以人文本”的競爭方式,以消 費者的需求為本,在合理的目標市場定位分析的基礎上建立起來的品 牌,才具有市場競爭力。服裝企業(yè)要實施行之有效的成功品牌戰(zhàn)略就 必須給品牌一個合理、明確、獨具個性的品牌定位。仔細分析目標市 場,進行合理的定位,關系到品牌策劃實施的各個環(huán)節(jié),可以說品牌策 劃和目標市場定位是緊密相聯(lián)系的。品牌策劃與目標市場定位之間的 關系就是本文研究的主要內(nèi)容,希望通過本課題的研究,能夠為制定 科學合理的品牌策略提供理論依據(jù)和現(xiàn)實參考。

49、一、品牌與定位品牌是一個名稱、標記、符號、圖案設計或它們的組合,其目 的是為了識別某個企業(yè)的產(chǎn)品,防止混淆。定位一詞最先是由兩位廣 告經(jīng)理艾?里斯和杰?特勞特提出并帶動流行的,他們認為:定位是以 產(chǎn)品為出發(fā)點,如一種商品、一項服務、一家公司、一所機構甚至一 個人;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。其實,定位既可以始于產(chǎn)品, 也可始于消費者。發(fā)現(xiàn)消費者欲求不能滿足,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。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

50、、服務、價格和形象等進行適當?shù)脑O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。商品形 象的獨到對于服裝商品來說顯得尤為重要,品牌風格從實質(zhì)上必須滿 足不同的特定消費對象內(nèi)在的心理感覺和訴求。因此服裝品牌只有塑 造符合消費者需求的獨到風格才能成為服裝商品的主要賣點,它是品 牌差異化、特色化經(jīng)營的重要表現(xiàn)。實在難以想象一件沒有自己風格 的衣服會受到消費者的歡迎。如kappa服裝誕生于70年代的意大利,他采用緊身時尚活力運 動的設計風格。使運動和休閑很好的結合起來。從而形成了自己具有 親和力的外在表現(xiàn)和崇尚年輕人文化的獨特風格,高度地體現(xiàn)出時尚 的感覺,深得城市時尚人群的喜愛。 當然,風

51、格的形成,還受著設計 師的的影響,比如服裝設計大師范思哲,它的設計風格鮮明,是獨特的 美感極強的先鋒藝術的表征,其中魅力獨具的是運用展示充滿文藝復 興時期特色的華麗和具有豐富想象力的款式,在征服了世界時尚界的 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。同樣, 夏奈爾、皮卡卡丹也同樣如此二、如何進行準確的服裝品牌定位服裝品牌定位是在基于市場細分的基礎上完成的。將市場劃 分為多個不同的細分市場,并采用不同的產(chǎn)品或服務去滿足它們不同 的需求,已成為現(xiàn)代市場營銷學的核心。由于世界的復雜性與多樣性, 很難想象用單一的市場組合能滿足所有的消費者。市場細分的任務是 將市場劃分為不同的消費者群,

52、即目標顧客,并由此形成目標市場。一服真正的好藥,是絕不可能包治百病的,如果一旦有宣稱包 治百病的藥,那肯定是假藥,服裝同樣道理,不可能有某個品牌是適合 所有人的。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,70x0 族,y0y0u族,fly族,if族,l0m0族,干物女。 他們有著不同的 喜好,有著不同的價值取向,怎么可能會喜歡同樣款式的衣服,怎么可 能會喜歡同一風格的服裝呢?這些還僅是80后的新人類,更別論70 后,60后等其他人群,試想,一個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?。∫虼?,針對不

53、同的人群,我 們的產(chǎn)品需要有更多的個性以適應不同的消費人群。三、服裝品牌定位的差異性策略由于市場競爭的激烈,因此準確的市場定位還必須與競爭對 手的同類產(chǎn)品產(chǎn)生差別,差異化的品牌定位是服裝品牌立足市場的根 本。國外有關服裝品牌與消費者特征的研究除了我們熟悉的市場調(diào)查 與統(tǒng)計這種偏重數(shù)據(jù)的方法外,比較新的是從消費者心理學角度出 發(fā),除去品牌、價格、產(chǎn)品等表面因素外,了解消費者由于自身的生長 環(huán)境、性格因素、文化熏陶所形成的一些消費情結品牌異性策略可使 品牌在競爭中保持自身的特色,這也是品牌擁有忠實消費群體的原因 所在。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。我們知道現(xiàn)在服裝在面料或者 款式或者做工上的某個細節(jié)的小小優(yōu)勢,已經(jīng)不足以挑起消費者的購 買欲,所以這時候需要我們提出一個特別的,能夠引起消費者內(nèi)心共 鳴的訴求,借此來打動消費者。如美特斯邦威的目標消費群是18-25 歲的活力時尚人群,針對其特點

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