服装设计服装品牌多元化策略外文翻译

1原文:Inthepresentworldeconomyunderglobalization,brandcompetitionhasbecometheprimarymeansofmarketcompetition.Inrecentyears,thedomesticgarmentindustryisdevelopingrapidlygrowingnumberofclothingbrands,buttheinfluentialbrand-nameisnotsomushCompetitivebrandshasbecomeamagicweapon,aweapontoattackthemarket,garmentindustryisnoexception.Inthecourseofdevelopmentofthedomesticapparelintothe"age-targeted"animportantphaseofthestudyinternationalanddomesticbrand-namegofbrandstrategyandpositioningforfashiondesignersandoperatorsofmanyenlightenment,sothecreationanddevelopmentofmoredomesticBrandname.Withthecommunityasawholegraduallyincreasebrandawareness,consumerbrandofclothingisnotjusttheselectioncriteriaremainintheproductitself,butinfection,theestablishmentoftrustinthebrandimageInthiscompetitionglobalizationadvancesintechnologyever-changingconsumerdemand,populationrapidlychangingtimes,theonlyguaranteeofsurvivalanddevelopmentofthebrandisalwayskeepin2mindcustomerneeds,preferencesandexpectations.Brandcompetitionis"people-text"formsofcompetition,consumerdemand-oriented,nareasonabletargetbasedontheanalysisestablishedbrandthathasthemarketcompetitiveness.Clothingenterprisestoimplementeffectivestrategiesforsuccessfulbrandmustgivethebrandareasonable,clearanduniquepersonalityofthebrandpositioning.Carefulanalysisofthetargetmarket,areasonableposition,relatedtotheimplementationofallaspectsofbrandplanning,brandplanningandobjectivescanbesaidthatmarketorientationiscloselytedtotheDepartmentBrandplanningandtherelationshipbetweentargetmarketisthemaincontentofthispaperhopethatthroughthisresearchproject,abletodevelopascientificandreasonabletoprovideaIsabrandname,mark,symbol,designorcombinationofthem,withtheaimofidentifyinganenterpriseproduct,topreventconfusion.ThetermwasfirstpositioningthetwoadsbythemanagerandRees-Ai?raisedtroutanddrivenpopular,theythink:ispositioningtheproductasevenaAperson;butthelocationisnottheproduct,buttheideaofthepotentialcustomers,whichproductstoconsumersinthebraintoidentifyasuitablelocation.Infact,thepositioncanbestarted,consumerscanalsobestarted.Foundnottomeetthedesiresof3consumers,enterprisesaccordingtotheirownresourcestoproduceproductstomeetthispartispositioningthecase.Clothingbrandpositioningisaprerequisiteformarketingapparel,clothingbrandpositioningcanbeexpressedasclothingenterprisesinaccordancewithmersofconsumerdemandforapparelproductsservicespriceandimageoftheappropriatecombinationofdesignandtohavethecharacteristicsofgarmentproductsToattractandstabilityofthetargetconsumercustomers.Productimageisuniquefortheapparelgoodsisespeciallyimportant,brandstyledifferentfromthesubstancemustmeetspecificconsumertargetinnerpsychologicalfeelingandaspirations.Therefore,onlyaclothingbrandtomeetconsumerdemandfortheuniqueshapethestyleofclothingproductsinordertobecomearentiationtheimportantcharacteristicsofperformancemanagement.Itishardtoimagineonewithouttheirownstyleofclothingwillbeconsumers.sinItalianheusedthetight-fittingdynamicfashionsportsdesign.Makeagoodcombinationofsportsandleisuretogether.Thusformingtheexternalappearanceoftheiraffinityandrespectfortheuniquestyleofyouthculture,reflectsahighdegreeoffashionsense,wonthefashioncrowd'sfavoritecities.Ofcourse,theformationofstyle,butalsosufferingfromtheimpactofn4ishighlyuniqueaestheticavant-gardeartofcharacterization,whichdemonstratedtheuniquecharmistheuseoffullRenaissancefeaturesgorgeousandhighlyimaginativestyle,intheconquestoftheworld'sfashionindustry,butalsocreateanamedinhisworld-famousfashionlpickupThesameistruecardinngClothingbrandpositioningisbasedonthebasisofmarketsegmentationcompleted.Themarketwillbedividedintoanumberofmarketsegmentsanddifferentproductsorservicestomeettheirdifferentneeds,hasbecomeamodernmarketingatthecore.Astheworld'sdiversityandcomplexity,itishardtoimagineasinglemarketportfoliotomeettheneedsofallconsumers.MarketsegmentationofstobedividedintodifferentconsumergroupsthatAreallygoodmedicine,isnotlikelytocure,ifcureofthedrugonceclaimed,itmustbefake,clothingthesametoken,therecanbeabrandisforeveryone.TobringtheInternetage,informationglobalizationbringustoday,butalsocreatedNnumberofnewhumanuchasballracePettyfamilystrawberryBenBenfamilyNONOgroup,YOYOUfamily,FLYfamily,IFethnic,LOMOfamily,drywoman.Theyhavedifferentpreferences,withdifferentvalues,howmightlikethesamestyleofclothes,howcouldthesamestyleofclothinglikeit?5Thesealsoonly80atthenewman,after70moredifferentmatter,afterineafteraportlymiddleagedwearingjeanspantsaftertheKoreanbigahhowincredible!Therefore,forofpeopleweneedmorepersonalizedproductstomeetdifferentconsumergroups.becompetingwithsimilarproductshavedifferences,differentiatedbrandpositioningoftheclothingbrandisbasedonthefundamentalmarket.Foreignapparelbrandsandconsumersaboutthecharacteristicsofthestudyinadditiontothemarketwearefamiliarwiththeinvestigationandplacedtoomuchemphasisonstatisticaldata,arelativelynewkindofconsumerpsychologyfromthepointofview,exceptforthebrand,price,productandsoonthesurfaceofthings,tounderstandDuetothegrowthofitsconsumerenvironment,personalityfactors,theinfluenceofculture,formedbyanumberofcomplexconsumerbranddifferentiationstrategywillenablethebrandtoremaincompetitiveintheirowncharacteristics,whichisbrandloyalconsumerWhenabrandpositioninginthemarketsinceestablished,thenextweneedtostrengthenthepositioning,refiningthebrand'scorevalues.Weknowthatclothinginthefabricorstyle,orworkonthe6advantagesofasmalldetailhasbeeninsufficienttoprovokeaconsumerpurchases,sothistimeweneedtopresentaspecial,cancauseconsumerstoresonatewiththeaspirationsoftheheart,takethistoimpressconsumers.IfthetargetconsumergroupMetersbonweisthevitalityoffashionpeopleaged18-25,accordingtoitscharacteristics,Metersbonweextractthecorevaluesofthebrandisaself-straightforward,character,couragetoaccepttheimageofsomethingnew,proposedthe"donottaketheunusualway,"thecorevalues,whichcorrespondstoadifferentconsumergroupswantspecialAstheonlysinglebrandtomeettheneedsofsomeconsumers,inordertoexpandmarketshare,operatorscanbemulti-brandstrategytoexpandthescopeofproductstomeetmarketdemand.Multi-brandstrategy,includinganextensionofthebrand,branddevelopmentandBrandextensionistodevelopasinglebrandtobrandlinkedtooneanotherfamily.Typically,eachcompany'sproductlineisonlypartoftheindustry,ifmorethantheexistingrangeofproductstoincreaseitslength,thatis,becomeanextensionofproductlines,includingdown,upthetwowayextensionYoungermen'sgarmentsfromstartedtodo,firstformaking7shirts,andthenitdidthesuit,andmakecomprehensivemarketshareoftwoleadingproductshavedonethefirst,installedinthemen'smarketumerderangethemarketisfurtherbrokendownYounger'sproductlinemustbecontinuouslyextendedtomeetthesformedtomeetthelaunchedaT-shirt,sportswear,trousers,coats,ties,pajamasandothermen'sfashion,butthebrandhasbeenonlyoneIn2003,Youngerintroducedahigh-endbrandgoldenandblueproductpositioningbothYounger,ayoungfamilyhavesincelaunchedthegreenYounger.ThisbrandextensioncontinuestheYounger'sbusinessphilosophy:First,tomakestrongerabrand,trunkthick,deep-rooted,tomanybranchesofatree;thetrunkisnotrough,branddiversificationafterrisky.AlthoughtheintroductionofthegoldenYoungerdoingagoodjobonthebasisofeadingbrandsofthebrandextensionitisclearthattherearereverseandtherisk.Becausethedomesticapparelmarketseemstohaveformedadeep-rootedprejudices:domostofthelocalclothinghehighendmarket.Inaddition,theintroductionoftheyoungfamilyisoneattempttoenrichtheproductlineAlthoughYoungerhadthreebrands,butalso8morebrandsfortheinternalmatterofdispute,hasyettobearfruit.Itwassuggestedthatjumpedoffthe"Younger"brand,andtheotherinnovativebrands,oracquisitionofforeignbrands.Itisunderstood,Younger,chairmanofLee,suchisstillhesitant,waitandsee.HesaidnotbrandandmultibrandnotnecessarilyclingtoabrandBranddevelopmentandbrandextensionsimilartotheoriginalsuccessofthebrandonthebasisofthedevelopmentofnewbrands,butusuallytoexpandthebrandnamewouldbemoreindependent,andthebrandimageisalsorichwithindependent-stylebrand.HongKongKitterickbrand,forexample,itis5bytheHongKongPolytechnicforeignbrandsinthe1990s,anditsemergenceasalocaldesignerhascreatedamiracleofsuccess,isconsideredHongKongisamodelfordesigners,butalsolocalbrandstoopenthemarket.Inordertotargettheyoungrebelwithapsychologicalandclothingistheperformanceoftheirself-importantway,sothetargetmarketfordesignersofthevastroomforcreativity.Since1992,sinceitsestablishment,throughtheexpansionofthebrand,Kitterick'sbeen5Aseachofthesebrandshavedifferentstyles,andbranddiversificationstrategy,adifferentstyletomeettheconsumerdemand,9relativetoexpandthemarketshare.However,duetoanumberofbrandsaretargetingyoungpeople,itmaybeeasytodesignadifferentbrandofduplicationorsimilarphenomenon,whichrequiressandconsultationInrecentyearstheapparelbusinessmergersandacquisitionshavebecomeworse,theinternationalsituation,theworld'sleadingapparelcompaniesaresuddennessofathunderbolt,therealizationofcross-bordermergersandacquisitions,therealizationofdiversifiedbrandmanagement,toseizemarketshareandCarriedoutamajorindustryconsolidation.Italy'swell-knownbrandPradahasbecometheworld'sleadingluxurygoodsgroup,anditsacquisitionstrategyistofindasimilarbrandandbusinessphilosophyhavethesamepartner,M&Aafterthecompaniestomaintainbasicself-government,andnotbecomeasatelliteofPrada,asTheformationofdiversifiedbranddiversification,Toexpandthesizeofthecompany.Pradaisaveteranbusinessstartedoutfromtheleather,Pradahasitssecond-lineMiuMiubrandsoftheghandbagsshoesclothing,glassesandsoon.BotaLiisthepresidentofthegarmentindustrylegend,fromthebeginningoftheendofthe80s,Pradawillybusinessintheworldtodayhasbecomeahighlycompetitivemarket,thefashionbrandgroup,andthesizeofherapidexpansionofbusinessPradasalesinamountedtol0million,anetprofitof163,000,000U.S.dollars.Pradafromtheendof1999toMay2000suchashortspanof5monthstoforHelmutLangJnSanderandFendisMASource:StiffNachiablo,SWISS,Accounting,Business&Financial1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化的感染,建立了对品牌形象的信赖感。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位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,它是品牌衣服会受到消费者的欢迎。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牌。同样,、皮卡.卡丹也同样如此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