服飾產品拓展：開發、行銷、品牌市場機會 是由出版商just-style.com在2011年07月所出版的。
這份英文市場調查報告書包含75 Pages 價格從美金1190起跳。
本報告為，調查服飾品牌產業相關拓展活動，並匯整品牌定位、其更動及拓展相關探討、品牌拓展規模及方向性、各品牌實例、其他產業之品牌拓展舉例等分析結果，以下列摘要形式闡述。
第1章 使用產品及市場績效之戰略決策
- 產品及市場績效之戰略決策及相關爭論
- 各種方式之費用
第2章 市場定位之變更
第3章 透過國際化拓展市場
- 地區內品牌勢力範圍之拓展
- 地區內零售商勢力範圍之拓展
- 零售商勢力範圍對國外之拓展
- 零售商勢力範圍國際性之拓展
第4章 市場途徑及顧客定位之變更
第5章 品牌名稱之力量：just-style之調查結果
- 知名度、智慧財產權、整合性、適當性
- just-style公司之品牌拓展調查
- 調查項目
- 進軍至服飾業外之產業
第6章 小型產品拓展
- 價格範圍不變之小規模風格變更
- 隨漲價／減價之小規模風格變更
第7章 限定／中型／基本之產品拓展
- 產品拓展：產業型態「悄悄」改變之概念
- Ted Baker：階段性、追加之產品拓展
- Burberry：品牌知名度之改變
- H&M：與設計師合作
- Zara：使用前衛流行方式拓展品牌
- Versace：廣泛之產品拓展
- Liz Claiborne：眾多品牌混亂消費者
- Esprit：眾多產品類別於全球各地有所組織
第8章 服飾以外之產品拓展
- Armani：進軍服飾以外之古典案例研究
- Chanel
- Versace
- Tesco
第9章 超越產業結構之行動：針對零售業之品牌拓展
- 品牌合作
- 態度及確信與消費者聯繫
- 超市之服飾
- 超市之家庭用品
- 訪問Planet Retail
第10章 超越產業結構之行動：「任何設計都可以嘗試」
- 「都可以嘗試」
- Philippe Starck
- 回歸至服飾設計
- 當品牌的力量威脅著品牌拓展時
第11章 失敗之品牌拓展：自食惡果
第12章 超越產業結構之行動：其他產業進軍服飾產業
- FIFA相關衣物
- 結論：由服飾產業進軍其他產業
- 結論：其他產業進軍服飾產業
圖表一覽
Abstract
Report description
This latest first-edition report from just-style explores the opportunities
for extending the product mix in the apparel industry. It looks at both brands
and retailers of apparel that have a wide range of existing products
positioned in terms of price, fashionability and reputation. The report
contains case studies on the following apparel brand and retail positions:
- Luxury goods companies
- Designer names
- Top brands
- Better brands
- Middle brands
- Lower brands
- Better own label retailers
- Mass market own label retailers
- Budget own label retailers
- Supermarkets
- Online
Like so many things in life, the motivation for changing from the status quo
is either greed or fear. The company sees what it perceives as more attractive
opportunities to increase sales or make more profit in a new product or new
market position. Alternatively, it believes that if it stays where it
currently is, it will be defeated by new or more powerful competitors.
This report aims to offer advice and guidance through its strategic thinking
on how companies can succesfully extend their products and analyses the
various opportunities and threats of taking this product development route.
The research is based on the author' s own strategic experience, from speaking
with industry experts and from just-style' s recent survey questionnaire. The
survey asked key questions on this subject and the results are provided in
this report.
Chapters in the report discuss:
- Changing your market positioning
- Extending (changing) the market through internationalisation
- Changing the route to market or the customer positioning
- The power of the brand name (with results and analysis from an exclusive
just-style readership survey)
- Micro product extension
- Limited, moderate and substantial product extension
- Product extension beyond apparel
- Thinking outside the box; brand extension to retail, design anything,
reverse into apparel
- Failed product extension; how to shoot yourself in the foot
Report extract:
In the author' s experience, it is actually cheaper for a brand to design a new
sub-range for the existing customer base, than it is to try to open new types
of retail account or venture into a new territory or country. It is also
cheaper for a retailer to invest in new merchandise, either a new brand or an
internally designed own label range, than it is to invest in new markets. New
markets, be they in the same locations but at different price points, or in
new locations or countries require significant cash to be invested in retail
property.
An interesting example of this at the moment is the own label re-positioning
being undertaken by Sir Phillip Green at Arcadia and BhS in the UK. His
intention is to have fewer, but on average, larger BhS stores, which will
stock other Arcadia labels, such as Dorothy Perkins, Evans and Miss Selfridge.
just-style' s view is that extending the product is an easy and relatively
cheap option for apparel brands and retailers considering their strategies.
Table of Contents
Chapter 1 Moving along the product and market axes
- The arguments for and against moving quadrant in the product-market matrix
- The cost of each approach
Chapter 2 Changing market positioning
- The price-fashion matrix
- Going sideways, extending the product mix
Chapter 3 Extending (changing) the market through internationalisation
- Extending the geographic market of a brand, locally
- Extending the geographic market of a retailer, locally
- Extending the geographic market of a retailer globally
- Extending the geographic market of a retailer internationally
Chapter 4 Changing the route to market or the customer positioning
- Extending the route to market of a brand
- Combine market and product extension
Chapter 5 The power of the brand name: findings from the just-style brand extension survey
- Recognition, intellectual property, integrity, relevance
- The just-style brand extension survey
- The survey questions
- Set 2, apparel companies extending outside apparel
Chapter 6 Micro product extension
- Small styling changes, whilst remaining in the same range
- Small styling changes at lower or higher prices
Chapter 7 Limited, moderate and substantial product extension
- Product extension, the concept of "creeping" range changes
- Ted Baker, gradual and incremental product extension
- Burberry, changing the perception of the brand
- H&M, designer collaborations
- Zara, brand extension using the fast fashion approach
- Versace, wide ranging brand extensions
- Liz Claiborne, many brands confuse the consumer
- Esprit, many product categories, organised in world regions
Chapter 8 Product extension beyond apparel
- Armani, the classic case study of the leap right out of apparel
- Chanel, a name that can be attached to anything
- Versace (again), anything Armani does, I can do better
- Tesco, "every little helps"
Chapter 9 Think outside the box 1; brand extension to retail
- Corporate brand licensing
- Attitude plus belief leads to consumption
- Apparel in supermarkets
- Home furnishings in supermarkets
- Planet Retail interview
Chapter 10 Think outside the box 2; design anything
- Anything goes
- Philippe Starck, I can design anything
- Back to apparel design
- When brand power threatens brand extension
Chapter 11 Failed product extension; how to shoot yourself in the foot
Chapter 12 Think outside the box 3; reverse into apparel
- FIFA Clothing
- Conclusions, apparel brands extension outwards
- Conclusions, other industry brands reversing into apparel
List of tables
- Table 1: Esprit worldwide sales organisation
List of figures
- Figure 1: Empty product-market matrix
- Figure 2: Moving quadrant in the product-market matrix
- Figure 3: Empty price-fashion matrix
- Figure 4: Brand and own label price-fashion matrix
- Figure 5: Enlarged product-market matrix
- Figure 6 : Brand price-fashion matrix for bras company?
- Figure 7: Which of the following global apparel companies do you recognise?
- Figure 8: With which price level do you associate each company?
- Figure 9: With which merchandise category do you associate these companies?
- Figure 10: Do you think these companies have general recognition?
- Figure 11: Do you think these companies have general reputation?
- Figure 12: Do you think these companies have general respect?
- Figure 13: Which of the following qualities do you associate with these
companies?
- Figure 14: Which merchandise areas do you think these companies could
extend their products in to?
- Figure 15: Which of the following global apparel companies do you
recognise?
- Figure 16: With which price level do you associate each company?
- Figure 17: With which merchandise category do you associate these
companies?
- Figure 18: Do you think these companies have general recognition?
- Figure 19: Do you think these companies have general reputation?
- Figure 20: Do you think these companies have general respect?
- Figure 21: Which of the following qualities do you associate with these
companies?
- Figure 22: Which merchandise areas do you think these companies could
extend their products in to?
- Figure 23: Which of the following global companies do you recognise?
- Figure 24: With which price level do you associate each company?
- Figure 25: With which merchandise category do you associate these
companies?
- Figure 26: Do you think these companies have general recognition?
- Figure 27: Do you think these companies have general reputation?
- Figure 28: Do you think these companies have general respect?
- Figure 29: Which of the following qualities do you associate with these
companies?
- Figure 30: Which merchandise areas do you think these companies could
extend their products in to?
- Figure 31: New styles at different prices
- Figure 32: Product extension hierarchy
- Figure 33: Brand portfolio strategy
