1、出处 : Stiff Nachiablo,瑞士 ,会计、商业、财经历史 ,2005(15), 第 63-76 页 . 中文 3720 在 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 growin
2、g number of clothing brands, but the influential brand-name is not so mushCompetitive 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 internat
3、ional and domestic brand-name clothing case, his understanding of brand 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
4、 clothing is not just the selection criteria remain in the product itself, 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 r
5、apidly changing times, the only guarantee of survival and development of 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 est
6、ablished brand that has the market competitiveness. Clothing enterprises 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 implem
7、entation of all aspects of brand planning, brand planning and objectives 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 sc
8、ientific and reasonable to provide a theoretical basis for brand strategy 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
9、-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 consumers in the brain to identi
10、fy 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 positioning is a prerequisite for market
11、ing apparel, clothing brand positioning can be expressed as clothing enterprises 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 stab
12、ility of the target consumer customers.Product image is unique for the 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 uniq
13、ue shape the style of clothing products in order to become a major selling 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 Itali
14、an , he used the tight-fitting dynamic fashion sports design. Make a good 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 cit
15、ies. 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 the unique charm is the use of full Renaissance features gorge
16、ous and highly imaginative style, in the conquest of the worlds fashion 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
17、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 worlds diversity and complexity, it is hard to imagine a single market portfolio to meet the needs o
18、f 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 to cure, if cure of the drug once claimed, it must be fake, clothing the
19、same token, there can be a brand is for everyone. To bring the Internet 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.
20、They have different preferences, with different 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 60 other people, imagine, after a 60 portly middle-aged, wearing 80 jeans pants aft
21、er the Korean big ah how incredible! Therefore, for different groups of 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 simila
22、r products have differences, differentiated brand positioning of the clothing 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 statist
23、ical data, a relatively new kind of consumer psychology from the point 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 bra
24、nd differentiation strategy will enable the brand to remain competitive 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 small detail has been insufficient to provoke a
