ELLE女装定位研究.ppt

Strengths （优势）: An international and well-recognized brand name originated from the magazine. 一个由世界知名杂志衍生的国际品牌； ELLE Accessory categories are achieving upgraded and fashionable image according to new positioning direction. 根据新的品牌定位方向，ELLE配件系列塑造了高端时尚的形象并不断升级； A brand name that can evolve from tremendous inspirations and contents from the magazine. 一个可以融合多元灵感和杂志内容的品牌； Established brand awareness 一个已经树立世界知名度的品牌； Established customer networks 一个已经建立消费群体网络的品牌。 Weaknesses（劣势）: New ELLE Sport apparel hasn’t achieved strong brand image for ELLE, which may bring obstacle for upgraded image of ELLE apparel 新的ELLE Sport服装并没有塑造一个强大的品牌形象，这可能会给ELLE服装更新形象带来障碍； Do not have an high-fashion and trendy appeal in the past development. 以往的发展阶段中并没有带来高端时尚的吸引力。 Opportunities（机会）: New brand strategy with new partnership. 新的合伙关系带来新的品牌策略； Emerging middle classes demand higher quality fashion that represent their individuality. 中间阶层对展现个性的高品质时尚的日益强大的需求。 Threats（威胁）: International Brands floods 国际一线品牌泛滥 Establish ELLE as a desirable FASHION brand 建立一个令人渴望的时尚品牌 3 KEY ANCHORS to be maximized 3个关键 点 Ladies Apparel 女装 Fashion Handbags 时尚手提包 Fashion Shoes 时装鞋 Develop distinctive “PARIS” lines to maximize business opportunities. 发展与众不同的Paris产品线来抓住最佳商机 Revamp and upgrade the ELLE Brand from Product, Pricing, Shop, Distribution and AP. 从产品，定价，店铺，分销和市场推广方面重新修补并提升 ELLE品牌 Urban lifestyle, fashion conscious ladies with modern taste, balanced lifestyle and enjoys both work and leisure activities. 都市时尚女性，具有现代品位，拥有平衡的生活方式，享受工作与生活 Target audiences between 28-35 years of age 目标消费群年龄层28-35岁 Young at heart, appreciate stylish and fashion forward designs and materials. 心态年轻，欣赏时尚前卫的设计和注重材质 Reads fashion and beauty magazines, likes to follow fashion trends. 阅读时尚和美容杂志，喜欢追随时尚趋势 Enjo