品牌乌托邦——服装品牌发展的新方向

在品牌竞争日益激烈的现代社会,酒香不怕巷子深的做法显然是行不通了,如何对目标消费者产生强大的号召力是所有品牌不得不面对的难题。根据哈佛商学院的DouglasB．Holt提出的品牌鸟托邦理论,分析VivienneWestwood、CalvinKlein．Gap等服装品牌是如何通过将时装潮流与社会经济文化背景相联系,成功地为消费者构建了一个“理想世界”,而使品牌在竞争中始终处于强势地位,希望能为国内服装品牌的成长提供一些有用的参考。

Brandtopias---New Direction for Fashion Brand

In an increasingly competitive society, the ability to attract target customers has become vitally important for the survival of any brand.By using HBS professor Douglas B.Hoh＇s ＇Brandtopias＇ theory,this article analyzed how such top fashion b.rands as Vivienne Westwood, Calvin Klein and Gap tap into society by building an ＇ ideal world＇ for the customers, hoping to provide some useful reference for domestic brands.