互联网原创服装的品牌定位及其发展

The Position and Development of Original Apparel Brand Based on the Internet

以互联网上新生的服装品牌为研究对象,结合具体案例为互联网原创品牌的定位提出建设性策略及方法,认为重点应该放在品牌元素、品牌风格、消费者需求、营销模式上,并对其发展的机遇与挑战进行展望,为他人创立互联网服装品牌提供一定的参考依据。在以信息、知识、网络和文化为经济本质的当今社会,互联网品牌应该从只关注网上销售额进化为塑造有影响力的品牌形象。

It combined with specific cases from the internet newborn apparel brand positioning, for the internet original brand positioning constructive strategies and methods in the paper, that emphasis should be placed on the brand style, brand elements, the consumer mentality, the marketing mode, and prospect of its development opportunities and challenges, provides certain reference value for others to create internet apparel brand. In today＇s society based on the information, knowledges, networks and culture as economy essence, internet brands should focus on shaping the evolution of the brand image from online sales.