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SUMMARY
Today's apparel environment is tougher than ever for brands. There are many
reasons for the emergence of this challenging climate; from a proliferation of
brands, fierce competition from retailers acting as brands, smarter consumers,
the consolidation of department stores, mass retailers redefining themselves,
luxury designers creating for mass, the demand for luxury goods and, not
least, the growth of the discount sector.
All of this adds up to one stark fact: those brands that break through the
noise and communicate their message to the consumer directly and clearly - in
a way that means something to them - will rise to the top in 2007.
Following the success of the 2005 edition, this exclusive report from ABOUT
Style provides a completely fresh look at the branding industry, and includes
sections covering key branding issues, consumer trends, success factors,
impact of new products and line extensions, retailers, fashion trends, luxury,
discount and plus size sectors.
TABLE OF CONTENTS
Chapter 1: Introduction
Chapter 2: Executive summary - key branding trends
Chapter 3: Consumer trends: The 2007 consumer
Chapter 4: Success factors
- 4.1: Summary
- 4.2: Get in Touch With Your Consumer
- Brand editing
- Less can be more
- 4.3: Service
- Consumer-generated marketing
Chapter 5: New products and line extensions
- 5.1: Summary
- 5.2: Line extensions
- which brands do best with line extensions?
- 5.3: Licensing
- a multitude of challenges
- know your consumer, know your licensee...
Chapter 6: Branding checklist in 2007
Chapter 7: Retailers
- 7.1: Summary
- 7.2: The environment
- department stores outpacing expectations
- 7.3: Private label
- the changing definition of private label
- developing an in-store identity
- the competition for floor space
Chapter 8: Fashion trends: Interviews with the experts
- 8.1: What trends are we seeing in fashion in terms of fabrics?
- 8.2: How important are functional or performance fabrics in fashion
apparel?
- 8.3: Which style trends will dominate the runways over the course of the
next year?
- 8.4: Which colours will we see on top brands in the coming year?
- 8.5: How would you describe the overall mood of fashion today?
- 8.6: How much of fashion is dictated by designers versus consumer
demand/desire?
- 8.7: How are fashion brands able to attract younger customers without
abandoning the core base, particularly in terms of design?
- 8.8: How can brands do a better job of keeping with fashion trends, while
staying true to brand messaging?
- 8.9: What opportunities are still left untapped when it comes to consumers
and their fashion wants/needs?
Chapter 9: Luxury
- 9.1: Summary
- utilising the cachet of top designers
- 9.2: Opportunities
- the proliferation of accessories
- the Chinese market
- the longer-term strategy
- 9.3: Success factors
- the 'missing woman'
- the importance of value-for-money
- timely and timeless
Chapter 10: Discount
- 10.1: Summary
- 10.2: The market
Chapter 11: Plus sizes
- 11.1: Summary
- 11.2: The marketplace
List of tables
- Table 1: Top 10 fashion advertisements
- Table 2: Top brands
- Table 3: Falling out of favour: brands dropped from 2005 list
- Table 4: Top 5 new brands to the 2006 list
- Table 5: Make Your Brand Stand Out from Competition
- Table 6: Top Three Steps on Your Brand Strategy Checklist
- Table 7: Branding strategy: top 10 'must-do's'
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