服裝品牌多元化策略外文翻譯

1、服裝品牌多元化策略外文翻譯 本科畢業(yè)論文(設(shè)計(jì))外 文 翻 譯原文: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 inf

2、luential 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 international and domestic brand-nam

3、e 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 clothing is not just the se

4、lection 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 rapidly changing times, the o

5、nly 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 established brand t

6、hat 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 implementation of all

7、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 scientific and rea

8、sonable 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-ai? raised trou

9、t 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 identify a suitable lo

10、cation. 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 marketing apparel, clo

11、thing 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 stability of the tar

12、get 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 unique shape the sty

13、le 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 italian , he used the

14、 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 crowd's favorite cities. of cou

15、rse, 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 gorgeous and hig

16、hly imaginative style, in the conquest of the world's 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 segmen

17、tation 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 complexity, it is hard to imagine a single market portfolio to meet the needs of

18、 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 s

19、ame 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. t

20、hey 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 afte

21、r 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 similar

22、 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 statisti

23、cal 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 bran

24、d 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 brand's core values. we

25、 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 cause consumers to resonate with the aspirations of the heart, take this to impress consumers. if the target c

26、onsumer group metersbonwe is the vitality of fashion people aged 18-25, according 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 co

27、re values, which corresponds to a different consumer groups want special wishes, therefore, greatly stimulated the consumer's 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 shar

28、e, operators can be multi-brand strategy to expand the scope of products to meet market demand. 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 fa

29、mily. typically, each company's product line is only part of the industry, if more than the existing 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 men's garments from started to do, first

30、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 advantage is obvious. however, as market competition and consumer demand, showing a wide range, the market is further broken down, younger&#

31、39;s product line must be continuously extended to meet the needs of different consumers, consumer groups formed 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 men's fashion, but the br

32、and has been only one in 2003, younger introduced a high-end brand golden and blue product positioning both younger, a young family have since launched the green younger. this brand extension continues the younger's business philosophy: first, to make stronger a brand, trunk thick, deep-rooted,

33、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 seem

34、s to have formed a deep-rooted prejudices: do most of the local clothing brand in the low-end market, foreign brands tend to occupy the high-end market. in addition, the introduction of the young family is one attempt to enrich the product line although younger had three brands, but also separation

35、of the market, but anyway, is still "younger." younger and more brands for the internal matter of dispute, has yet to bear fruit. it was suggested that jumped off the "younger" brand, and the other innovative brands, or acquisition of foreign brands. it is understood, younger, ch

36、airman of lee, such is still hesitant, wait and see. he said not to multi-brand and multi-brand, not necessarily cling to a brand.2.brand development strategy brand development and brand extension similar to the original success of the brand on the basis of the development of new brands, but usually

37、 to expand the brand name would be more independent, and the brand image is also rich with independent-style brand. hong kong kitterick brand, for example, it is 5 by the hong kong polytechnic university graduates in the early 90's created, the market is flooded with foreign brands in the 1990s,

38、 and its emergence as a local designer has created a miracle of success, is considered hong kong is a model for designers, but also local brands to open the market. in order to target young customers, as the young rebel with a psychological, and clothing is the performance of their self-important wa

39、y, so the target market for designers of the vast room for creativity. since 1992, since its establishment, through the expansion of the brand, kitterick's been 5 brands for different target markets, design styles as each of these brands have different styles, and brand diversification strategy,

40、 a different style to meet the consumer demand, relative to expand the market share. however, due to a number of brands are targeting young people, it may be easy to design a different brand of duplication or similar phenomenon, which requires coordination between the designer brands and consultatio

41、n. 3. m & a brand strategy in recent years, the apparel business mergers and acquisitions have become worse, the international situation, the world's leading apparel companies are suddenness of a thunderbolt, the realization of cross-border mergers and acquisitions, the realization of divers

42、ified brand management, to seize market share and carried out a major industry consolidation. italy's well-known brand prada has become the world's leading luxury goods group, and its acquisition strategy is to find a similar brand and business philosophy have the same partner, m & a aft

43、er the companies to maintain basic self-government, and not become a satellite of prada, as the formation of diversified 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 brands of the two world-renow

44、ned brands, products, including handbags, shoes, clothing, glasses and so on. bota li is the president of the garment industry legend, from the beginning 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 fashi

45、on brand group, and the size of enterprises and the rapid expansion of business. prada sales in 1999 amounted to l0 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

46、& asource:stiff nachiablo, swiss , accounting, business & financial history,2005 15, 63-76. 譯文:服裝品牌多元化策略 在世界經(jīng)濟(jì)格局呈現(xiàn)全球化的趨勢(shì)之下,品牌競(jìng)爭(zhēng)已經(jīng)成為當(dāng)今市場(chǎng)競(jìng)爭(zhēng)的主要手段。近年來(lái),國(guó)內(nèi)服裝業(yè)發(fā)展迅猛,服裝品牌越來(lái)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(jìng)爭(zhēng)的法寶,出擊市場(chǎng)的利器,服裝產(chǎn)業(yè)自然也不例外。在國(guó)內(nèi)服裝發(fā)展歷程步入“定位時(shí)代”的重要階段,研究國(guó)際、國(guó)內(nèi)服裝名牌案例,了解其定位及品牌策略可以為服裝設(shè)計(jì)師及經(jīng)營(yíng)者帶來(lái)許多啟示,從而創(chuàng)立和發(fā)展更多的國(guó)產(chǎn)名

47、牌。隨著整個(gè)社會(huì)品牌意識(shí)的逐漸增強(qiáng),消費(fèi)者對(duì)服裝品牌的選擇標(biāo)準(zhǔn)也不單單停留在產(chǎn)品本身,而是通過(guò)品牌策劃的實(shí)施受到了品牌文化的感染,建立了對(duì)品牌形象的信賴感。 在這個(gè)競(jìng)爭(zhēng)全球化,科技日新月異,消費(fèi)者需求不斷翻新,人口狀況快速變化的時(shí)代里,品牌生存發(fā)展的唯一保證,是時(shí)刻謹(jǐn)記顧客的需求、偏好和期待。品牌競(jìng)爭(zhēng)是“以人文本”的競(jìng)爭(zhēng)方式,以消費(fèi)者的需求為本,在合理的目標(biāo)市場(chǎng)定位分析的基礎(chǔ)上建立起來(lái)的品牌,才具有市場(chǎng)競(jìng)爭(zhēng)力。服裝企業(yè)要實(shí)施行之有效的成功品牌戰(zhàn)略就必須給品牌一個(gè)合理、明確、獨(dú)具個(gè)性的品牌定位。仔細(xì)分析目標(biāo)市場(chǎng),進(jìn)行合理的定位,關(guān)系到品牌策劃實(shí)施的各個(gè)環(huán)節(jié),可以說(shuō)品牌策劃和目標(biāo)市場(chǎng)定位是緊密相聯(lián)

48、系的。品牌策劃與目標(biāo)市場(chǎng)定位之間的關(guān)系就是本文研究的主要內(nèi)容,希望通過(guò)本課題的研究,能夠?yàn)橹贫茖W(xué)合理的品牌策略提供理論依據(jù)和現(xiàn)實(shí)參考。 一、品牌與定位 品牌是一個(gè)名稱、標(biāo)記、符號(hào)、圖案設(shè)計(jì)或它們的組合,其目的是為了識(shí)別某個(gè)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(dòng)流行的,他們認(rèn)為:定位是以產(chǎn)品為出發(fā)點(diǎn),如一種商品、一項(xiàng)服務(wù)、一家公司、一所機(jī)構(gòu)甚至一個(gè)人;但定位對(duì)象不是產(chǎn)品,而是針對(duì)潛在顧客的思想,亦即要為產(chǎn)品在消費(fèi)者的大腦中確定一個(gè)合適的位置。其實(shí),定位既可以始于產(chǎn)品,也可始于消費(fèi)者。發(fā)現(xiàn)消費(fèi)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)

49、品,也是定位的一種情況。服裝品牌的定位是服裝營(yíng)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(biāo)顧客的消費(fèi)需求,對(duì)服裝的產(chǎn)品、服務(wù)、價(jià)格和形象等進(jìn)行適當(dāng)?shù)脑O(shè)計(jì)與組合,以具有特色的服裝產(chǎn)品來(lái)吸引和穩(wěn)定目標(biāo)消費(fèi)顧客。商品形象的獨(dú)到對(duì)于服裝商品來(lái)說(shuō)顯得尤為重要,品牌風(fēng)格從實(shí)質(zhì)上必須滿足不同的特定消費(fèi)對(duì)象內(nèi)在的心理感覺(jué)和訴求。因此服裝品牌只有塑造符合消費(fèi)者需求的獨(dú)到風(fēng)格才能成為服裝商品的主要賣點(diǎn),它是品牌差異化、特色化經(jīng)營(yíng)的重要表現(xiàn)。實(shí)在難以想象一件沒(méi)有自己風(fēng)格的衣服會(huì)受到消費(fèi)者的歡迎。 如kappa服裝誕生于70年代的意大利,他采用緊身時(shí)尚活力運(yùn)動(dòng)的設(shè)計(jì)風(fēng)格。使運(yùn)動(dòng)和休閑很好的結(jié)合起來(lái)。從而形成了自

50、己具有親和力的外在表現(xiàn)和崇尚年輕人文化的獨(dú)特風(fēng)格,高度地體現(xiàn)出時(shí)尚的感覺(jué),深得城市時(shí)尚人群的喜愛(ài)。 當(dāng)然,風(fēng)格的形成,還受著設(shè)計(jì)師的的影響,比如服裝設(shè)計(jì)大師范思哲,它的設(shè)計(jì)風(fēng)格鮮明,是獨(dú)特的美感極強(qiáng)的先鋒藝術(shù)的表征,其中魅力獨(dú)具的是運(yùn)用展示充滿文藝復(fù)興時(shí)期特色的華麗和具有豐富想象力的款式,在征服了世界時(shí)尚界的同時(shí),也締造了一個(gè)以他的名字命名的,享譽(yù)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(jìn)行準(zhǔn)確的服裝品牌定位 服裝品牌定位是在基于市場(chǎng)細(xì)分的基礎(chǔ)上完成的。將市場(chǎng)劃分為多個(gè)不同的細(xì)分市場(chǎng),并采用不同的產(chǎn)品或服務(wù)去滿足它們不同的需求,已成為現(xiàn)代市場(chǎng)營(yíng)銷學(xué)的核心。由于世界的復(fù)雜性與

51、多樣性,很難想象用單一的市場(chǎng)組合能滿足所有的消費(fèi)者。市場(chǎng)細(xì)分的任務(wù)是將市場(chǎng)劃分為不同的消費(fèi)者群,即目標(biāo)顧客,并由此形成目標(biāo)市場(chǎng)。 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(gè)品牌是適合所有人的。網(wǎng)絡(luò)時(shí)代的帶來(lái),為我們帶來(lái)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,nono族,yoyou族,fly族,if族,lomo族,干物女。他們有著不同的喜好,有著不同的價(jià)值取向,怎么可能會(huì)喜歡同樣款式的衣服,怎么可能會(huì)喜歡同一風(fēng)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(gè)60

52、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啊!因此,針對(duì)不同的人群,我們的產(chǎn)品需要有更多的個(gè)性以適應(yīng)不同的消費(fèi)人群。 三、服裝品牌定位的差異性策略 由于市場(chǎng)競(jìng)爭(zhēng)的激烈, 因此準(zhǔn)確的市場(chǎng)定位還必須與競(jìng)爭(zhēng)對(duì)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(chǎng)的根本。國(guó)外有關(guān)服裝品牌與消費(fèi)者特征的研究除了我們熟悉的市場(chǎng)調(diào)查與統(tǒng)計(jì)這種偏重?cái)?shù)據(jù)的方法外, 比較新的是從消費(fèi)者心理學(xué)角度出發(fā),除去品牌、價(jià)格、產(chǎn)品等表面因素外,了解消費(fèi)者由于自身的生長(zhǎng)環(huán)境、性格因素、文化熏陶所形成的一些消費(fèi)情結(jié)品牌異性策略可使品牌在競(jìng)爭(zhēng)中保持自身的特色,這也是品牌擁有忠實(shí)消費(fèi)群體的原因所在。 當(dāng)一個(gè)品牌在市場(chǎng)上確立了定位以后,接下來(lái)便需要去強(qiáng)化這個(gè)定位,提煉出品牌的核心價(jià)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(gè)細(xì)節(jié)的小小優(yōu)勢(shì),已經(jīng)不足以挑起消費(fèi)者的購(gòu)買欲,所以這時(shí)候需要我們提出一個(gè)特別的,能夠引起消費(fèi)者內(nèi)心共鳴的訴求,借此來(lái)打動(dòng)消費(fèi)者。 如美特斯邦威的目標(biāo)消費(fèi)群是18-25歲的活力時(shí)尚人群,針對(duì)其特點(diǎn),美特斯邦威提煉出的品牌核心價(jià)值觀就是一種自我率真,有個(gè)