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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-name clothing c
3、ase, 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 selection crit
4、eria 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 only guarante
5、e 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 that has the market compe
6、titiveness. 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 aspects of brand plannin
7、g, 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 reasonable to provide a the
8、oretical 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 trout and driven popular, th
9、ey 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 location. In fact, the pos
10、ition 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, clothing brand positioning
11、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 target consumer customers.P
12、roduct 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 style of clothing products
13、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 tight-fitting dynamic f
14、ashion 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 cities. Of course, the formation of style,
15、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 highly imaginative style, in the
16、 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 segmentation completed. The market will
17、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 of all consumers. Market segmentation of
18、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 same token, there can be a brand is for
19、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. They have different preferences, with di
20、fferent 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 after the Korean big ah how incredible! The
21、refore, 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 products have differences, differentia
22、ted 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 statistical data, a relatively new kind of cons
23、umer 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 brand differentiation strategy will enable
24、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,
25、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 consumer group Metersbonwe is the vitality of
26、 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 core values, which corresponds to a different consumer gro
27、ups want special wishes, therefore, 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
28、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 family. Typically, each companys product line is only part of t
29、he 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 mens garments from started to do, first for making shirts, and then it did the suit, and make comprehensive mar
30、ket share of two leading products 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 co
31、nsumers, 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 mens fashion, but the brand has been only one In 2003, Younger introduced a high-end brand golden and blue pro
32、duct positioning both Younger, 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. Alth
33、ough 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-e
34、nd 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 of the market, but anyway, is still Younger. Younger and more brands for the internal matte
35、r 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, chairman of Lee, such is still hesitant, wait and see. He said not to multi-brand and multi-brand, not necessarily cl
36、ing 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 to expand the brand name would be more independent, and the brand image is also rich with independent-style brand.
37、 Hong Kong Kitterick brand, for example, it is 5 by the Hong Kong Polytechnic University graduates in the early 90s created, the market is flooded with foreign brands in the 1990s, and its emergence as a local designer has created a miracle of success, is considered Hong Kong is a model for designer
38、s, 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 way, so the target market for designers of the vast room for creativity. Since 1992, since its establishment, through the
39、expansion of the brand, Kittericks been 5 brands for different target markets, design styles As each of these brands have different styles, and brand diversification strategy, a different style to meet the consumer demand, relative to expand the market share. However, due to a number of brands are t
40、argeting young people, it may be easy to design a different brand of duplication or similar phenomenon, which requires coordination between the designer brands and consultation. 3. M & A brand strategy In recent years, the apparel business mergers and acquisitions have become worse, the internationa
41、l situation, the worlds leading apparel companies are suddenness of a thunderbolt, the realization of cross-border mergers and acquisitions, the realization of diversified brand management, to seize market share and Carried out a major industry consolidation. Italys well-known brand Prada has become
42、 the worlds leading luxury goods group, and its acquisition strategy is to find a similar brand and business philosophy have the same partner, M & A after the companies to maintain basic self-government, and not become a satellite of Prada, as The formation of diversified brand diversification, To e
43、xpand 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-renowned brands, products, including handbags, shoes, clothing, glasses and so on. Bota Li is the president of the garment industry legend, from the begi
44、nning 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 fashion 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
45、,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 Fendis M & 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
46、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
47、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
48、: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
49、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
