服装品牌多元化策略外文翻译Word格式文档下载.docx

1、原文:Clothing brand diversification In the present world economy under globalization, brand competition has become the primary means of market competition. In recent years, the domestic garment industry is developing rapidly growing number of clothing brands, but the influential brand-name is not so m

2、ushCompetitive brands has become a magic weapon, a weapon 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 international and domestic brand-name clothing case, his understanding of brand

3、 strategy and positioning for fashion designers and operators of many enlightenment, so the creation and development of more domestic Brand name. With the community as a whole gradually increase brand awareness, consumer brand of clothing is not just the selection criteria remain in the product itse

4、lf, but through the implementation of brand planning, brand culture by infection, the establishment of trust in the brand image In this competition globalization advances in technology, ever-changing consumer demand, population rapidly changing times, the only guarantee of survival and development o

5、f the brand is always keep in mind customer needs, preferences and expectations. Brand competition is people-text forms of competition, consumer demand-oriented, market positioning in a reasonable target based on the analysis established brand that has the market competitiveness. Clothing enterprise

6、s to implement effective strategies for successful brand must give the brand a reasonable, clear and unique personality of the brand positioning. Careful analysis of the target market, a reasonable position, related to the implementation of all aspects of brand planning, brand planning and objective

7、s can be said that market orientation is closely related to the Department. Brand planning and the relationship between target market is the main content of this paper hope that through this research project, able to develop a scientific and reasonable to provide a theoretical basis for brand strate

8、gy and practical reference. Is a brand name, mark, symbol, design or combination of them, with the aim of identifying an enterprise product, to prevent confusion. The term was first positioning the two ads by the manager and Rees-Ai? raised trout and driven popular, they think: is positioning the pr

9、oduct 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 consumers in the brain to identify a suitable location. In fact, the position can be started, consumers

10、 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 positioning is a prerequisite for marketing apparel, clothing brand positioning can be expressed as clothing en

11、terprises in accordance with the target customers of consumer demand for apparel products, services, price and image of the appropriate combination of design and to have the characteristics of garment products To attract and stability of the target consumer customers.Product image is unique for the

12、apparel goods is especially important, brand style different from the substance must meet specific consumer target inner psychological feeling and aspirations. Therefore, only a clothing brand to meet consumer demand for the unique shape the style of clothing products in order to become a major sell

13、ing point, it is brand differentiation, the important characteristics of performance management. It is hard to imagine one without their own style of clothing will be consumers. Such as the KAPPA clothing born in the 70s in Italian , he used the tight-fitting dynamic fashion sports design. Make a go

14、od combination of sports and leisure together. Thus forming the external appearance of their affinity and respect for the unique style of youth culture, reflects a high degree of fashion sense, won the fashion crowds favorite cities. Of course, the formation of style, but also suffering from the imp

15、act of designers such as Versace designer clothing, distinctive style of its design is highly unique aesthetic avant-garde art of characterization, which demonstrated the unique charm is the use of full Renaissance features gorgeous and highly imaginative style, in the conquest of the worlds fashion

16、 industry, but also create a named in his world-famous fashion brand. Similarly, Chanel, pickup, The same is true cardin. Second, how accurate clothing brand positioning Clothing brand positioning is based on the basis of market segmentation completed. The market will be divided into a number of mar

17、ket segments and different products or services to meet their different needs, has become a modern marketing at the core. As the worlds diversity and complexity, 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 d

18、ivided 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 Internet

19、 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

20、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 middle-aged, wearing 80 jeans pants after the Korean big ah how incredible! Therefore, for different groups of

21、 people, we need more personalized products to meet different consumer groups. Third, differences in clothing brand positioning strategy Due to fierce market competition, so accurate positioning must also be competing with similar products have differences, differentiated brand positioning of the cl

22、othing 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

23、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 complex consumer brand differentiation strategy will enable the brand to remain competitive

24、 in their own characteristics, which is brand loyal consumer groups have a reason.。 When a brand positioning in the market since established, the next we need to strengthen the positioning, refining the brands core values. We know that clothing in the fabric or style, or work on the advantages of a

25、small detail has been insufficient to provoke a consumer purchases, so this time we need to present a special, can cause consumers to resonate with the aspirations of the heart, take this to impress consumers. If the target consumer group Metersbonwe is the vitality of fashion people aged 18-25, acc

26、ording to its characteristics, Metersbonwe extract the core values of the brand is a self-straightforward, character, 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, theref

27、ore, greatly stimulated the consumers 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 share, operators can be multi-brand strategy to expand the scope of products to meet market dema

28、nd. Multi-brand strategy, including an extension of the brand, brand development and brand acquisitions1.Brand extension strategy Brand extension is to develop a single brand to brand linked to one another family. Typically, each companys product line is only part of the industry, if more than the e

29、xisting range of products to increase its length, that is, become an extension of product lines, including down, up and extend the two-way extension. Younger mens garments from started to do, first for making shirts, and then it did the suit, and make comprehensive market share of two leading produc

30、ts have done the first, installed in the mens market advantage is obvious. However, as market competition and consumer demand, showing a wide range, the market is further broken down, Youngers product line must be continuously extended to meet the needs of different consumers, consumer groups formed

31、 to meet the diverse needs of productsExtension of the product line, the Younger have launched a T-shirt, sportswear, trousers, coats, ties, pajamas and other mens fashion, but the brand has been only one In 2003, Younger introduced a high-end brand golden and blue product positioning both Younger,

32、a young family have since launched the green Younger. This brand extension continues the Youngers business philosophy: First, to make stronger a brand, trunk thick, deep-rooted, to many branches of a tree; the trunk is not rough, brand diversification after risky. Although the introduction of the golden Younger doing a good job on the basis of the leading brands of the brand extension, it is clear that there are reverse and the risk. Because the domestic apparel market seems to have formed a deep-rooted prejudices: do most of the local clothing brand in the low-end mark