服装品牌多元化策略外文翻译

1、服装品牌多元化策略外文翻译 本科毕业论文(设计)外 文 翻 译原文: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. 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

47、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

48、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。 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

49、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、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

50、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

51、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,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,nono族,yoyou族,fly族,if族,lomo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

52、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,美特斯邦威提炼出的品牌核心价值观就是一种自我率真,有个