如何捍卫江湖地位雅戈尔直面“大考”

How to maintain market share—Younger facing Challenges

雅戈尔传递给人们的感觉一直是儒雅的、稳健的,如同他的管理者的气质,如同代言人的气质以及公司的文化。它的每一个策略,每一个变化都是稳扎稳打,步步为营。然而,今天的服装界风云变幻,新品牌、新模式不断出现,一向沉稳的雅戈尔,也需要应时而动。

According to the consumer's knowledge,Younger has been pursuing the brand image of the elegant man from the management level,who always keeps a manner of dignity. However,in nowadays quick-developing clothing industry,new brands are constantly emerging and new modes of branding being generated.With a stable brand image though,Youngor constantly change its operating strategy in order to keep pace with the times. In the FIGURE INTERVIEW section of this issue,we invited Mr. Zhang Hong in introducing how Youngor think of the challenges. The following is the abstract of this interview: Firstly,the casual and sports trend undergoing in formal wear market Keeping the current style,color and basic components un- changed in formal wear,we can show an atmosphere of sport by different way of mix and match. Secondly,the emerging of new business mode Our sale orientation is located on the consumer aged from 35 to 45,who would like to pay more attention to personal experience rather than internet consuming. Thirdly,facing the attack from international brands There was a great deal of difference between international brands and us,but now we can see that the differences are slight. The closer with international brands,the clearer future plan can we get.