服装设计服装品牌多元化策略外文翻译

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 讦 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讦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.译文:服装品牌多元化策略在世界经济格局呈现全球化的趋势之下，品牌竞争已经成为 当今市场竞争的主要手段。近年来，国内服装业发展迅猛，服装品牌越 来越多，但是有影响力的名牌却甚少。品牌已经成为了企业竞争的法 宝，出击市场的利器，服装产业自然也不例外。在国内服装发展历程步 入“定位时代”的重要阶段，研究国际、国内服装名牌案例，了解其定 位及品牌策略可以为服装设计师及经营者带来许多启示，从而创立和 发展更多的国产名牌。随着整个社会品牌意识的逐渐增强，消费者对 服装品牌的选择标准也不单单停留在产品本身，而是通过品牌策划的 实施受到了品牌文化的感染，建立了对品牌形象的信赖

48、感。在这个竞争全球化，科技日新月异，消费者需求不断翻新，人 口状况快速变化的时代里，品牌生存发展的唯一保证，是时刻谨记顾 客的需求、偏好和期待。品牌竞争是“以人文本”的竞争方式，以消 费者的需求为本，在合理的目标市场定位分析的基础上建立起来的品 牌，才具有市场竞争力。服装企业要实施行之有效的成功品牌战略就 必须给品牌一个合理、明确、独具个性的品牌定位。仔细分析目标市 场，进行合理的定位，关系到品牌策划实施的各个环节，可以说品牌策 划和目标市场定位是紧密相联系的。品牌策划与目标市场定位之间的 关系就是本文研究的主要内容，希望通过本课题的研究，能够为制定 科学合理的品牌策略提供理论依据和现实参考。

49、一、品牌与定位品牌是一个名称、标记、符号、图案设计或它们的组合，其目 的是为了识别某个企业的产品，防止混淆。定位一词最先是由两位广 告经理艾？里斯和杰？特劳特提出并带动流行的，他们认为：定位是以 产品为出发点，如一种商品、一项服务、一家公司、一所机构甚至一 个人;但定位对象不是产品，而是针对潜在顾客的思想，亦即要为产品 在消费者的大脑中确定一个合适的位置。其实，定位既可以始于产品， 也可始于消费者。发现消费者欲求不能满足，企业根据自己的资源状 况，生产出满足这部分的产品，也是定位的一种情况。服装品牌的定位 是服装营销的前提,服装品牌的定位可以表述为服装企业根据目标顾 客的消费需求，对服装的产品

50、、服务、价格和形象等进行适当的设计 与组合，以具有特色的服装产品来吸引和稳定目标消费顾客。商品形 象的独到对于服装商品来说显得尤为重要，品牌风格从实质上必须满 足不同的特定消费对象内在的心理感觉和诉求。因此服装品牌只有塑 造符合消费者需求的独到风格才能成为服装商品的主要卖点，它是品 牌差异化、特色化经营的重要表现。实在难以想象一件没有自己风格 的衣服会受到消费者的欢迎。如kappa服装诞生于70年代的意大利，他采用紧身时尚活力运 动的设计风格。使运动和休闲很好的结合起来。从而形成了自己具有 亲和力的外在表现和崇尚年轻人文化的独特风格，高度地体现出时尚 的感觉，深得城市时尚人群的喜爱。 当然，风

51、格的形成，还受着设计 师的的影响，比如服装设计大师范思哲，它的设计风格鲜明，是独特的 美感极强的先锋艺术的表征，其中魅力独具的是运用展示充满文艺复 兴时期特色的华丽和具有丰富想象力的款式，在征服了世界时尚界的 同时，也缔造了一个以他的名字命名的，享誉世界的服装品牌。同样, 夏奈尔、皮卡卡丹也同样如此二、如何进行准确的服装品牌定位服装品牌定位是在基于市场细分的基础上完成的。将市场划 分为多个不同的细分市场，并采用不同的产品或服务去满足它们不同 的需求，已成为现代市场营销学的核心。由于世界的复杂性与多样性, 很难想象用单一的市场组合能满足所有的消费者。市场细分的任务是 将市场划分为不同的消费者群，

52、即目标顾客，并由此形成目标市场。一服真正的好药，是绝不可能包治百病的，如果一旦有宣称包 治百病的药，那肯定是假药，服装同样道理，不可能有某个品牌是适合 所有人的。网络时代的带来，为我们带来信息全球化的今天，也造就了 n多的新兴人类，如，波波族，小资一族，草莓族，奔奔族，70x0 族,y0y0u族,fly族，if族,l0m0族，干物女。 他们有着不同的 喜好,有着不同的价值取向，怎么可能会喜欢同样款式的衣服，怎么可 能会喜欢同一风格的服装呢？这些还仅是80后的新人类，更别论70 后,60后等其他人群，试想，一个60后大腹便便的中年人，穿着80后 的韩式大裤管牛仔裤是多么的不可思议啊！因此，针对不

53、同的人群，我 们的产品需要有更多的个性以适应不同的消费人群。三、服装品牌定位的差异性策略由于市场竞争的激烈，因此准确的市场定位还必须与竞争对 手的同类产品产生差别，差异化的品牌定位是服装品牌立足市场的根 本。国外有关服装品牌与消费者特征的研究除了我们熟悉的市场调查 与统计这种偏重数据的方法外，比较新的是从消费者心理学角度出 发，除去品牌、价格、产品等表面因素外，了解消费者由于自身的生长 环境、性格因素、文化熏陶所形成的一些消费情结品牌异性策略可使 品牌在竞争中保持自身的特色，这也是品牌拥有忠实消费群体的原因 所在。当一个品牌在市场上确立了定位以后，接下来便需要去强化 这个定位，提炼出品牌的核心价值观。我们知道现在服装在面料或者 款式或者做工上的某个细节的小小优势，已经不足以挑起消费者的购 买欲，所以这时候需要我们提出一个特别的，能够引起消费者内心共 鸣的诉求,借此来打动消费者。如美特斯邦威的目标消费群是18-25 岁的活力时尚人群，针对其特点