initial品牌介绍(13-1)

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1、ChapterONEABOUTINITIAL有关品牌CompanyProfile公司简介initialProjectinitial企划BrandPhilosophy品牌理念initialProjectinitial企划AboutinitialBrandHistorySinceitsestablishmentinHongKong2000,theconceptofinitialnotonlyhasbeeninjectedintoitscustomers’closets,butalsoamongalllayersofliving,throughpursuingthemostexquisitet

2、asteinlifestyleandfashion.Fromthemomentwhenacustomerwalksintoaninitialshop,he/shewillimmediatelyundergotheunusualexperiencewithanewangle,visionandaforward-thinkingglobaltouch.Allofthesearemadepossiblebecauseofitsprofessionalcreativeteam,consistingofdesigners,buyers,front-linesales,interiorandgrap

3、hicdesigners,plusamarketingdepartmentwithakeensense.Theveryuniqueandwell-knowninitialstyleisthuscreated.时装品牌initial于2000年在香港创立，initial的理念不止走进顾客的衣橱，还深入生活的各层面，追求极致的品味时装与品味生活。从顾客踏进店内的那一刻，便感受到一种「非寻常体验」（TheUnusualExperience），崭新的角度、视野和对世界的前瞻性触觉。这一切有赖于一班专业的创作团队：从设计师、专业买手、前线销售、空间及平面设计，至触觉敏锐的市场部，创造出独有且人所共

4、知的initial风格。BrandPhilosophy品牌理念initialis：“Backtotheoriginalpatternofliving，stepintotheunusualexperience.”「始于生活的原本，感受非寻常体验」BrandPhilosophy品牌理念TheUnusualExperience非寻常体验Fromthemomentwhenacustomerwalksintoaninitialshop,he/shewillimmediatelyundergotheunusualexperiencewithanewangle,visionandaforward-th

5、inkingglobaltouch.从顾客踏进店内的那一刻，便感受到一种「非寻常体验」(TheUnusualExperience)，崭新的角度、视野和对世界的前瞻性触觉。TargetGroup:Age:22-40YearsOldConsumerBehavior:Pioneermindset&TrendySocialStatus:Trendsetter,Actor/Actress,Celebritiesinhighsociety&HighSalaryprofessional,LifestyleandcreativepeopleEconomicAbility:High-end&highqua

6、litygoodsconsumergroupAverageMonthlyIncome:USD4,390目标群体:年龄层：22–40岁行为意识：思想前卫、走在时尚潮流前端社会地位：时尚达人、演艺明星、社会名流、高薪白领、懂享受生活及从事创作行业人士经济能力：高档及高素质消费群平均每月入息：USD4,390Womenswear&MenswearAccessoriesinitial服饰类产品价格汇总单价：元RMBcat女装price男装pricepants长裤990-1990990-1990legging打底裤990shorts短裤1090-18901090-1890accessories配饰

7、690-1590690-1590blouson外套1290-69901890-6990Leather皮衣4990-269904990-26990Cadigan（yarn）毛线外套1290-29901490-2990dress连衣裙1090-3190graphictee印花体恤690-1590690-1590hat帽子690690jacket西装2490-34902790-3990outervest外套背心1490-18901490-