ONLY服装品牌调研.doc

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1、18/18目录一、品牌文化特性1.企业经营历史···································42.经营特色·······································43.品牌价值·······································54.销售特色·······································5二、消费人群······································6三、总体印象······································618/1

2、8四、产品陈列与配饰道具造型1.主题展示区·····································72.货品分区陈列···································73.货架及衣架·····································84.道具、饰品陈列·································85.灯光和地板·····································9五、竞争品牌优势对比1.品牌文化和产品设计对比························102.陈列展示

3、······································1018/183.价格对比······································114.产品生产和营销································115.消费群体和品牌体验····························12六、品牌传播1.店务推广工程··································122.明星代言······································133.新媒体传播、运营18/18·····

4、·························13七、ONLY品牌调研感受1.重视设计的品牌································132.一线销售素质较高······························14八、Myview1.区域划分······································142.墙面··········································143.试衣间········································15九、附录··············

5、··························1618/18一、品牌文化特征1、企业经营历史ONLY是欧洲著名的国际时装公司丹麦BESTSELLER拥有的四个著名品牌之一。也是目前BESTSELLER入驻中国五大品牌的前行者。BESTSELLER集团成立于1974年，而ONLY1996年来到中国，亲身见证了中国十五年来时装的发展。1995年创立于丹麦的ONLY，凭借鲜明的个性设计与真实、独特的自由之风，迅速拓展到了全球46个国家。1996年9月28日，ONLY在品牌诞生之初便富有远见卓识地来到中国，截止至2013年，已经在全国拥有1739家店铺。近五年全球包括中国经管经

6、济有所下滑，但是ONLY其业绩还在以每年25%左右的趋势递增，保持傲人成绩。ONLY有着来自世界各地的百人设计团队，保证其在设计中保持文化摩擦、时尚碰撞。而ONLY的设计概念来自于“迷你裙之母”—玛利·奎恩特，其对主流的反叛一直影响着ONLY的设计理念。2、经营特色ONLY经营有：外套、夹克、套衫、紧身针织上装、T恤衫、衬衣和其它饰品，如背包、帽子、手套。ONLY向来对“牛仔”情有独钟，至今，ONLY仍然忠于自己的本源，保持着在牛仔生产技术以及剪裁设计方面的领跑者地位。作为追求个性自由的潮流女装，ONLY在设计之初，就加入了手18/18编棉质蕾丝，印第安螺旋花纹，绿松石的挂饰

7、，英式绣花，以及性感的V字低领等元素，ONLY对流行元素的应用，在同类商品中堪称经典！在衣着风格系列方面，ONLY以“赞美、优异”的摩登气质表达LUX系列、借用硬核摇滚的音乐气质表达SW系列、用浪漫诗意抒发CityTrend系列。每一季每个系列都有紧扣欧美时尚的不同的流行主题。3、品牌价值ONLY的母公司BESTSELLER，作为全球领先的丹麦时装零售集团，其近年的店面回购，更加强化了公司品牌和文化的树立，也让更多的基层员工享受到了规范的晋升机制。而起代产的虚拟经营模式的成功在之后被国内如美特斯邦威等品