品牌联合对品牌发展的影响分析——以优衣库为例

Analysis of the impact of brand alliance on brand development—taking UNIQLO as an example

通过对品牌联名的分类及效应的介绍,结合优衣库品牌形象转变和市场扩张案例,提出了中国服装品牌发展的策略:在中国服装市场同质化严重的状况下,精准找出自身定位及市场定位,明确消费者画像,根据目标客群需求开发产品,结合不同阶段发展的要求,灵活调整联名合作对象,同时注重原创设计,在帮助本土设计师成长的过程中完成自身的发展创新。

By analyzing the classification and effect of brand alliance,combined with the case of UNIQLO to solve the problems of brand image transformation and market expansion,the development strategy of Chinese clothing brand was proposed.In the situation of serious homogenization of Chinese market,fashion brands should accurately find out their positioning and market positioning,make clear the image of consumers,develop products according to the needs of target customers,flexibly adjust the joint partners in combination with the requirements of different stages of development,pay attention to originality in the development process,and complete own innovation and development in the process of helping local designers grow.