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女人的千娇百媚,造就了女装市场的繁花争艳。据悉,仅在中国商业联合会统计之内的女装品牌就达3000多个;女装市场前五名(艾格、ONLY、ESPRIT、艾格周末、VERO MODA)的市场占有率分别为5.96%、3.74%、3.71%、3.01%、1.99%。由于争抢者众多,商机暗藏的女装市场硝烟弥漫、竞争惨烈,两三个月产品不对路就会有被湮没的危险。如何在一片花海中脱颖而出,成为独秀,是在突围之役中鏖战已久的品牌们迫切关心的问题。本刊与知名策划专家安杰一起,以阿依莲、CC&DD、亦谷为观察对象,详解差异化在品牌定位、产品定位直至卖场定位等方面的作用,希望对读者有所启发。
Woman’s Enchanting, created the womenswear market Yanhua Yan. It is reported that only the statistics of the China Chamber of Commerce within the brand of women reached more than 3,000; the top five women’s market (Iger, ONLY, ESPRIT, Iger Weekend, VERO MODA) market share of 5.96%, respectively, 3.74% 3.71%, 3.01%, 1.99%. Due to many winners, the business opportunities hidden in the womens market smoke filled with fierce competition, two or three months of product failure will be annihilated danger. How to stand out in a sea of flowers to become the only show, is a battle in the breakaway long-awaited brand who are concerned about the issue. The magazine and well-known planning expert Andrew together to Ailian, CC & DD, also Valley for the observation object, explain the differentiation in the brand positioning, product positioning until the store positioning and other aspects of the role, I hope readers have some inspiration.