杨勋:“我们的定位就是‘名牌大众化’,这就是我们的灵魂”

• 作 者: 乌兰
• 出 处: 中国制衣
• 发表日期: 2012年06期
• 关键词: 真维斯 杨勋 明星代言 竞争品牌 市场策略 外国品牌 代言人 集团收购 服装专卖店 定位

1990年,杨勋的旭日集团收购了澳洲服装零售商“JEANSWEST”(真维斯),1993年5月28日,真维斯在上海开设了第一家休闲服装专卖店,正式进入中国市场。20多年过去了,这个曾经被中国人买走的外国品牌已经成了一个响当当的名字。目前,真维斯已经成为中国休闲时装领域最成功的品牌之一。当竞争品牌忙于请明星代言,忙于不断的改变市场策略,真维斯却一直在稳扎稳打,正如杨勋所说,“我们的定位就是‘名牌大众化’,这就是我们的灵魂”。

In 1990, Yang Xun’s Rising Sun Group acquired the Australian clothing retailer “JEANSWEST” (Jeanswest). On May 28, 1993, Jeanswest opened its first casual wear store in Shanghai and officially entered the Chinese market. More than 20 years later, the foreign brand once bought by the Chinese people has become a big name. At present, Jeanswest has become one of the most successful brands in the field of casual fashion in China. Jeanswest has always been steady, as Yang Hsun said, “Our positioning is the ’brand-name popularity’, and this is our soul. ’” When competing brands are busy inviting celebrity endorsements and busy changing market strategies, Jeanswest has been steadily stabilizing.