我国休闲装品牌的同质化现象解析

Analysis of the Homogenization of Domestic Casual Wear Brand

从各个角度分析休闲装品牌同质化的必然性,并指出其危害,提出在面对休闲装市场竞争如此激烈,又趋于同质化的现象时,休闲装品牌应深入挖掘休闲装的本质及其价值体现;提高品牌价值,进行差异化定位;强化品牌传播,结合自身的特点和目标消费群体的习惯进行整合传播,以提高企业的知名度和品牌价值。

The inevitability of casual brand homogenizalion was analyzed from all angles and the hazards were pointed out. Finally it put forward that casual wear brand should dig the essence and value, improve the brand value, differentiated position, strengthen brand comnmnication, integrate communication with its own characteristics and habits of the target consumer group so as to increase the visibility and brand value for enterprise in face of fierce competition and homogenization of casual market.