基于奢侈服装品牌模式分析的本土服装品牌演化

Analysis of Local Fashion Brand Evolution based on Luxury Fashion Brand Model

以业务模式、经营模式、盈利模式、服务模式为服装品牌模式的核心维度,完成对奢侈服装品牌的内涵界定及品牌模式的综合分析与分类。将奢侈服装品牌分为四大类,就其各自的运营方式、品牌模式区分,寻找内在关联,进而研究本土服装品牌的演化与升级路径。指出需基于品牌核心定位点,对品牌模式各个核心维度进行再定位,找到品牌升级与演化路径,最终实现本土服装品牌升级的目标。

By taking business mode,operation model,profit mode and service model as core dimension of fashion brand model,this paper completes connotation definition of luxury fashion brands,comprehensive analysis and classification of brand model. Luxury fashion brands are classified into four types,and their internal correlation is sought through heir respective operation model,brand model differentiation. Then,evolution and upgrading paths of local fashion brand are studied. This paper indicates that it is necessary to reposition each core dimension of brand model on the basis of core positioning point of brand,find out brand upgrading and evolution path and finally achieve the objective of local fashion brand upgrading.