摘要
今日的服装界,在各大品牌争奇斗艳的背后,其实进行着另一场暗战,这就是地缘性格主导的区域文化竞争,地缘性格不仅影响着操盘手们的战略思维,更左右着品牌发展的命运。一直以来,大部分的服装品牌难以做到"南北通吃"。服装设计师认为,原因是品牌产品的个性化程度低,如果在设计上追求大众口味,设计师首先会感知消费者地域特征的脉络,在产品的第一个环节就人为的制造了销售难度。而营销专家则认为,城市结构和消费者购买习惯的不同,导致销售结果的差异,一个品牌很难做到每个区域的销售分寸都拿捏准确。企业家则深信:自己的品牌早晚会南北通吃,只是时间问题。不论何种原因,中国服装的经济地理、文化地理和品牌地理还处于被忽略或误读的尴尬状态,破译地缘性格这个文化密码,或许有助于让人更清晰地触摸到品牌向高端价值迈入的新时空。
In today's fashion industry,every famous brand is having a hidden war behind each other's glamour.This is a regional cultural competition led by geo-character.Geo-character is not only influence strategic thinking,but also the development of the brand.All the time,majority of the fashion brands has difficulties to make themselves being accepted anywhere and everywhere.Fashion designers think the reason for this is that the level of their individualization is low.If the design wants to meet everyone's taste,then,the designer shall get hold of perception of consumer's geo-characters.Thus,it creates man-made sales difficult at very first step of the product manufacturing.Marketing expert thinks that,different urban structure and consumption habit leads to different sales result.It is difficult for a brand to accurately measure the sales in every region.And the entrepreneurs believe their brand will eventually be accepted everywhere,it's only a matter of time.Whatever the reason,economic geography,cultural geography and brand geography of Chinese clothing is still placed in an awkward position of being ignored or misunderstood.Interpret geo-character may help us to clearly understand how to make our brands step into a new level with high-end value.
