歐洲泳裝市場(chǎng)分析

1、Introduction to the Swimwear Market泳衣市場(chǎng)的介紹Alexandra SuhnerAgenda日程 Swimwear Market 泳衣市場(chǎng)泳衣市場(chǎng) The Consumer 消費(fèi)者消費(fèi)者 Key Brands主要品牌主要品牌 Bestsellers 熱賣品熱賣品 Marketing and Promotion 營銷與推廣營銷與推廣 Trends 趨勢(shì)趨勢(shì) Research: Just Style and Mintel Please note that the images and facts in this lecture are copyright pro

2、tected and cannot be used for any commercial purposes or distribution. 請(qǐng)注意：此次講座所含圖片和文字均受版請(qǐng)注意：此次講座所含圖片和文字均受版權(quán)保護(hù)，不可用作任何商業(yè)目的和轉(zhuǎn)發(fā)。權(quán)保護(hù)，不可用作任何商業(yè)目的和轉(zhuǎn)發(fā)。The Swimwear Market泳衣市場(chǎng)泳衣市場(chǎng)Sink or swim: the swimwear market to 2014沉沒或沉沒或“游泳游泳”：20142014前的泳衣市場(chǎng)前的泳衣市場(chǎng) The fall-out from the global credit crunch is likely to

3、 have an adverse effect on the clothing industry for some time. 全球金融危機(jī)未來還會(huì)對(duì)服裝產(chǎn)業(yè)產(chǎn)生負(fù)面影響全球金融危機(jī)未來還會(huì)對(duì)服裝產(chǎn)業(yè)產(chǎn)生負(fù)面影響 Overall, it could lower world swimwear growth between 2008 and 2014 from 5.32% to 1.69% and leave the world market at retail worth US$13.25bn rather than US13.85bn, according to a new report fr

4、om just-style. 據(jù)據(jù)just-stylejust-style的新報(bào)告顯示，的新報(bào)告顯示，2008-20142008-2014年，泳衣增長(zhǎng)預(yù)年，泳衣增長(zhǎng)預(yù)計(jì)從計(jì)從5.32%5.32%降至降至1.69%1.69%，全球零售市場(chǎng)總額修訂為億美元，全球零售市場(chǎng)總額修訂為億美元The Swimwear Market泳衣市場(chǎng) This worst-case scenario, the report says, is likely to lead to a considerable reduction in the exceptionally large number of swimwear

5、brands that exist today. 報(bào)告還說，糟糕的經(jīng)濟(jì)可報(bào)告還說，糟糕的經(jīng)濟(jì)可能使泳衣品牌能使泳衣品牌“大幅減少大幅減少 Ed HardyThe Swimwear Market泳衣市場(chǎng)泳衣市場(chǎng)Retail market in 2008 20082008年零售市場(chǎng)年零售市場(chǎng) Just-style estimates the retail market for swimwear and beachwear in 2008 is worth US$13.15bn - a 2.1% rise on the markets value of US$12.88bn in 2006. jus

6、t-stylejust-style估計(jì)估計(jì)20082008年泳衣與沙灘裝的零售市場(chǎng)總額達(dá)到億年泳衣與沙灘裝的零售市場(chǎng)總額達(dá)到億美元，較之美元，較之20062006年的億增長(zhǎng)年的億增長(zhǎng)2.1%2.1% Within this, womens swimwear represents 70% of the world total value, followed by mens swimwear (17%), girls swimwear (10%), and boys swimwear (4%). 女式泳衣占女式泳衣占70%70%，接下來是男式泳衣（，接下來是男式泳衣（17%17%），女孩泳衣），女

7、孩泳衣（10%10%），男孩泳衣（），男孩泳衣（4%4%）The Swimwear Market泳衣市場(chǎng) Overall, just-style estimates that the average world retail price for swimwear and beachwear in 2008 is US$12.43. (up from $12.35 in 2006) just-stylejust-style估計(jì)估計(jì)20082008年泳年泳衣與沙灘衣全球平均零售衣與沙灘衣全球平均零售價(jià)格為美元。（價(jià)格為美元。（20062006年為年為美元美元）The Swimwear Market

8、泳衣市場(chǎng)泳衣市場(chǎng) Why the slow growth? 為什么增速緩慢？為什么增速緩慢？ the current uncertain economic situation 現(xiàn)今不確定的經(jīng)濟(jì)形勢(shì)現(xiàn)今不確定的經(jīng)濟(jì)形勢(shì) long-term population stagnation 人口增長(zhǎng)長(zhǎng)期滯后人口增長(zhǎng)長(zhǎng)期滯后 the shift in branded manufacturing to lower-cost countries. 品牌生產(chǎn)轉(zhuǎn)移至低成本國家品牌生產(chǎn)轉(zhuǎn)移至低成本國家Marks & SpencerThe Swimwear Market泳衣市場(chǎng)泳衣市場(chǎng)The future m

9、arket未來市場(chǎng)未來市場(chǎng)Following the Beijing Olympics last year, the next major event for swimwear will be the London Olympics in 2012.繼北京奧運(yùn)會(huì)后，下一個(gè)對(duì)于泳衣銷繼北京奧運(yùn)會(huì)后，下一個(gè)對(duì)于泳衣銷售來說最大的盛事就是售來說最大的盛事就是20122012倫敦奧運(yùn)倫敦奧運(yùn)會(huì)會(huì)Unit sales for 2012 will be 1,099m pieces, a growth of 41m units from 2008. 20122012年銷量將達(dá)到億，比年銷量將達(dá)到億，比200

10、82008年增加年增加41004100萬件萬件The Swimwear Market泳衣市場(chǎng)泳衣市場(chǎng)Branding diversity品牌多樣化品牌多樣化 In the developed world, brands account for between 60% and 70% of the value of the market 在發(fā)達(dá)國家，品牌占有率在發(fā)達(dá)國家，品牌占有率達(dá)到達(dá)到60-70%60-70%The Swimwear Market泳衣市場(chǎng)泳衣市場(chǎng)Branding diversity The variety of brands that exist, especially in

11、 Western Europe that contribute to the continuing diversity of the swimwear market. 品牌的多樣化，尤其在西品牌的多樣化，尤其在西歐，勢(shì)必造成泳衣市場(chǎng)的歐，勢(shì)必造成泳衣市場(chǎng)的持續(xù)多樣化持續(xù)多樣化SpeedoThe Swimwear Market泳衣市場(chǎng)泳衣市場(chǎng)The market and product future市場(chǎng)與產(chǎn)品前景市場(chǎng)與產(chǎn)品前景Swimwear fashion in the Western world will be driven by the acceptance of swimming as

12、a relaxing pastime for an ageing population;西方老齡化人口認(rèn)為游泳是輕松的消遣西方老齡化人口認(rèn)為游泳是輕松的消遣方式，這種觀點(diǎn)促進(jìn)了泳衣的銷量方式，這種觀點(diǎn)促進(jìn)了泳衣的銷量Among the younger age group, swimwear will be worn away from the sea and the pool;年輕人即使不在海里和水池中也照樣穿年輕人即使不在海里和水池中也照樣穿泳衣泳衣The Swimwear Market泳衣市場(chǎng)泳衣市場(chǎng)The market and product future市場(chǎng)與產(chǎn)品前景市場(chǎng)與產(chǎn)品前景Fi

13、gure supporting and enhancing fabrics will encourage older women to wear swimwear;形體支撐面料使老齡婦女熱衷泳衣形體支撐面料使老齡婦女熱衷泳衣 Internet sales growth will outstrip that of traditional retailing;網(wǎng)絡(luò)銷售增長(zhǎng)超越了傳統(tǒng)零售手段網(wǎng)絡(luò)銷售增長(zhǎng)超越了傳統(tǒng)零售手段The Swimwear Market泳衣市場(chǎng)The market and product future市場(chǎng)與產(chǎn)品前景市場(chǎng)與產(chǎn)品前景The London Olympics will

14、create a swimwear market splash in 2012, as an antidote to the gloom and doom forecast for 2009-2010.倫敦奧運(yùn)會(huì)是倫敦奧運(yùn)會(huì)是2009-20102009-2010低迷預(yù)測(cè)的一貼良劑低迷預(yù)測(cè)的一貼良劑The Swimwear Consumer泳衣消費(fèi)者泳衣消費(fèi)者The Consumer Female purchasing of swimwear shows a broad based appeal to 15-54-year-olds. 15-5415-54歲女性是主要潛在泳衣消費(fèi)者歲女性是主要潛

15、在泳衣消費(fèi)者 Perhaps surprisingly, respondents aged 35-44-years-old are found to be key buyers of swimwear, denoting that this age group is important in terms of taking holidays abroad. 35-4435-44歲是最主要泳衣買家，顯示這個(gè)年齡段的人喜歡國歲是最主要泳衣買家，顯示這個(gè)年齡段的人喜歡國外度假外度假The Swimwear Consumer泳衣消費(fèi)者泳衣消費(fèi)者The Consumer The proportion o

16、f women buying swimwear holds up well across all age groups until the 45-54 benchmark, when it falls off sharply. 各個(gè)年齡段的女性都喜歡買泳衣，不過各個(gè)年齡段的女性都喜歡買泳衣，不過45-5445-54歲會(huì)顯著下降歲會(huì)顯著下降 The implication is that mass-market clothing retailers of womens swimwear/beachwear need to segment their ranges carefully to app

17、eal to a wide target audience, and have something for everyone in their offerings, rather than simply high-fashion garments. 這說明泳衣沙灘衣商家需要迎合各個(gè)目標(biāo)群體的需求，這說明泳衣沙灘衣商家需要迎合各個(gè)目標(biāo)群體的需求，而不僅限于時(shí)尚款式而不僅限于時(shí)尚款式The Swimwear Consumer泳衣消費(fèi)者泳衣消費(fèi)者The Consumer Women in the 55+ age groups do tend to become less fashion-consci

18、ous and may therefore retain their swimwear for use over several years, since use will be reserved solely for holidays abroad. 5555歲以后的女性就不熱衷時(shí)尚歲以后的女性就不熱衷時(shí)尚了，因此一件泳衣會(huì)穿很多年。了，因此一件泳衣會(huì)穿很多年。 泳衣的購買力與社會(huì)經(jīng)濟(jì)地位泳衣的購買力與社會(huì)經(jīng)濟(jì)地位有很大聯(lián)系。見表有很大聯(lián)系。見表The Swimwear Consumer泳衣消費(fèi)者泳衣消費(fèi)者The Consumer Purchase of swimwear is strong

19、ly related to the socio-economic status of the respondent with one quarter of men and 40% of women in group AB having bought swimwear in the preceding 12 months, compared to just 11% of men and 17% of women in group E.The Swimwear Consumer泳衣消費(fèi)者泳衣消費(fèi)者The Consumer Marital status does influence purchasi

20、ng behaviour in that some 41% of single women purchased garments over the year, compared to 35% of married women: Single women clearly tend to enjoy more disposable income to spend on items for self, including clothing and toiletries among others.結(jié)婚狀況的確影響購買行為，相比結(jié)婚狀況的確影響購買行為，相比35%35%的已婚婦女，的已婚婦女，41%41

21、%的單身女性會(huì)的單身女性會(huì)在一年期間購買泳衣，單身女性還在一年期間購買泳衣，單身女性還會(huì)為自己花費(fèi)更多用于購買服裝，會(huì)為自己花費(fèi)更多用于購買服裝，衛(wèi)生間用品衛(wèi)生間用品。Key Brands in the Swimwear Market泳衣市場(chǎng)的主要品牌泳衣市場(chǎng)的主要品牌The most important of these are retailer brands, in particular M&S, and sports brands such as Adidas and Speedo. These three brands dominate the UK market for be

22、achwear, while numerous smaller brands compete for niche positions. 最重要的是零售品牌，如瑪莎，阿迪達(dá)斯或最重要的是零售品牌，如瑪莎，阿迪達(dá)斯或SpeedoSpeedo這樣的運(yùn)動(dòng)品牌。這樣的運(yùn)動(dòng)品牌。這三大品牌主導(dǎo)了英國沙灘裝市場(chǎng)，其他小品牌則競(jìng)爭(zhēng)其他商機(jī)這三大品牌主導(dǎo)了英國沙灘裝市場(chǎng)，其他小品牌則競(jìng)爭(zhēng)其他商機(jī)One reason for the large number of players within the UK swimwear market is that it consists of a large number

23、 of brands from diverse backgrounds that target niche markets.英國泳衣市場(chǎng)百家爭(zhēng)鳴，原因之一是存在大量背景多樣的品牌英國泳衣市場(chǎng)百家爭(zhēng)鳴，原因之一是存在大量背景多樣的品牌Key Brands in the Swimwear Market泳衣市場(chǎng)的主要品牌泳衣市場(chǎng)的主要品牌 Retailer brands 零售品牌零售品牌 eg M&S, Next, John Lewis Aquatics, Primark Dedicated beachwear brands 專門沙灘衣品牌專門沙灘衣品牌 eg Seafolly, Gotte

24、x, Gideon Oberson and Huit Sports brands 運(yùn)動(dòng)品牌運(yùn)動(dòng)品牌 eg adidas, Speedo Key Brands in the Swimwear Market泳衣市場(chǎng)的主要品牌泳衣市場(chǎng)的主要品牌 Fashion/designer brands 時(shí)尚設(shè)計(jì)師品牌也會(huì)提供泳衣產(chǎn)品時(shí)尚設(shè)計(jì)師品牌也會(huì)提供泳衣產(chǎn)品 which offer swimwear as part of the range, eg Gucci, Emporio Armani, Dolce & Gabbana, Gianni Versace, Polo Ralph Lauren L

25、ingerie/underwear brands 內(nèi)衣品牌多樣化，介入沙灘裝市場(chǎng)內(nèi)衣品牌多樣化，介入沙灘裝市場(chǎng) that have diversified into the beachwear market, eg Agent Provocateur, Fantasie, Triumph, CosmopolitanSpeedo Established in Australia in 1928, Speedo claims to be the worlds number one swimming brand and has an estimated 16% share of the UK mar

26、ket (2001). 19281928年在澳大利亞創(chuàng)立，年在澳大利亞創(chuàng)立，SpeedoSpeedo宣稱為世界第一泳衣品牌，宣稱為世界第一泳衣品牌，20012001年估計(jì)占英國市場(chǎng)年估計(jì)占英國市場(chǎng)16%16%份額份額Speedo The company has a reputation for product innovation in its mission to achieve the worlds fastest swimsuit, having pioneered the first swimwear brand to produce a nylon/Lycra mix swimsui

27、t in the 1970s. In 1996 for The Atlanta Olympics, the company launched Aquablade, a fabric which is claimed to reduce surface resistance and, hence, increase speed through the water. 7070年代，年代，SpeedoSpeedo制作了尼龍萊卡混合泳衣，制作了尼龍萊卡混合泳衣，9696年亞特蘭大年亞特蘭大奧運(yùn)會(huì)時(shí)，發(fā)布奧運(yùn)會(huì)時(shí)，發(fā)布AquabladeAquablade面料，據(jù)稱，該面料可以減小面料，據(jù)稱，該面料可以減

28、小阻力，從而提升水中速度阻力，從而提升水中速度.SpeedoSpeedos new Fastskin full-length one-piece bodysuit grabbed the headlines at The 2000 Sydney Olympics. According to Speedo, its Biomimetic design emulates the hydrodynamic efficiency of a sharks skin with fabric that mimics shark skin and seaming that improves muscle co

29、-ordination. The company claims the suit offers as much as 3% improvement in speed.SpeedoSpeedo的的FastskinFastskin連體泳裝在悉尼奧運(yùn)會(huì)風(fēng)光無限。據(jù)連體泳裝在悉尼奧運(yùn)會(huì)風(fēng)光無限。據(jù)SpeedoSpeedo稱，稱，“仿生仿生”設(shè)計(jì)模仿鯊魚皮水力效能，提升機(jī)體協(xié)調(diào)。公司還稱，鯊設(shè)計(jì)模仿鯊魚皮水力效能，提升機(jī)體協(xié)調(diào)。公司還稱，鯊魚皮泳衣可以提高魚皮泳衣可以提高3%3%的速度的速度Speedo Collaboration with Comme des Garons Speedo與Comme d

30、es Garons的合作SpeedoThe brand, best known for is functional sports-based swimwear, has moved into new product areas. The companys range now offers three distinct segments: SpeedoSpeedo目前已涉足運(yùn)動(dòng)泳衣以外的領(lǐng)域，主要有三大部分：目前已涉足運(yùn)動(dòng)泳衣以外的領(lǐng)域，主要有三大部分： Leisure Swim and Kids Swim 休閑泳衣與兒童泳衣休閑泳衣與兒童泳衣 Beachwear range - a wider

31、 selection of beach apparel 沙灘衣系列沙灘衣系列 Multisport - a leisure range to include both mens and womens underwear, together with a fitness range. 多功能運(yùn)動(dòng)休閑系列多功能運(yùn)動(dòng)休閑系列SpeedoSeafolly Since 1975, Seafolly has been at the epicentre of Australian beach lifestyle and has quickly become one of the most recognize

32、d swimwear and beach lifestyle brands world-wide. accessories collection. 自自19751975年，年，SeafollySeafolly便成為澳大利亞沙灘衣的中心品牌便成為澳大利亞沙灘衣的中心品牌。SeafollySetting the seasons trends, Seafolly offers a fun, fashion forward and innovative range of swim and lifestyle wear.SeafollySeafolly應(yīng)對(duì)季節(jié)趨勢(shì)，提供有應(yīng)對(duì)季節(jié)趨勢(shì)，提供有趣，時(shí)尚前衛(wèi)

33、，新意的泳裝系列趣，時(shí)尚前衛(wèi)，新意的泳裝系列Seafolly have all an array of bikinis, one piece swimsuits, cover ups and apparel along with an extensive accessories collection. SeafollySeafolly擁有全線比基尼，連體擁有全線比基尼，連體泳裝以及其他配飾系列泳裝以及其他配飾系列Seafolly Bold statement prints, contrasting textures and injections of eclectic colour encap

34、sulate and reflect the SEAFOLLY brand philosophy. 張揚(yáng)的印花，對(duì)比強(qiáng)烈的張揚(yáng)的印花，對(duì)比強(qiáng)烈的材質(zhì)和電力十足的顏色濃材質(zhì)和電力十足的顏色濃縮了縮了SeafollySeafolly的品牌理念的品牌理念SeafollyZimmermanAustralian brand founded in 1991 by sisters Nicky & Simone Zimmermann1991年為Nicky Zimmermann與Simone Zimmermann姐妹所創(chuàng)Sophisticated femininity, strong silhouett

35、es, clever colour combinations and delicate original prints. 成熟的女性主義，強(qiáng)烈的輪廓，成熟的女性主義，強(qiáng)烈的輪廓，睿智的顏色配搭以及優(yōu)雅的原創(chuàng)睿智的顏色配搭以及優(yōu)雅的原創(chuàng)印花印花Zimmerman Zimmermann present their ready-to-wear collections each year at Mercedes Australian Fashion Week (April), and the Miami Swim Fair (July) in the US. ZimmermannZimmermann都

36、會(huì)在梅賽德斯都會(huì)在梅賽德斯澳大利亞時(shí)裝周（澳大利亞時(shí)裝周（4 4月），月），美國邁阿密泳衣展（美國邁阿密泳衣展（7 7月）月）亮相亮相Zimmerman Bestsellers熱賣品熱賣品 One piece swimsuits were previously more popular due to practicality, support and less revealing than bikinis 連體泳衣因其實(shí)用，支撐感，連體泳衣因其實(shí)用，支撐感，不似比基尼那般暴露而得到不似比基尼那般暴露而得到越來越多顧客的青睞越來越多顧客的青睞Bestsellers熱賣品熱賣品 However,

37、there are now a wide variety of styles and cuts of bikinis from skimpy bikinis to tankinis, classic underwired styles for women who need more support etc 目前市面上有不少比基尼目前市面上有不少比基尼和坦基尼，經(jīng)典的內(nèi)嵌金和坦基尼，經(jīng)典的內(nèi)嵌金屬絲提供更多支撐，為女屬絲提供更多支撐，為女性喜愛性喜愛Marketing and Promotion營銷與推廣營銷與推廣Advertising The level of above-the-line a

38、dvertising activity within the beachwear sector has traditionally been low advertising campaigns 沙灘裝預(yù)算的廣告投放水平一直比較低沙灘裝預(yù)算的廣告投放水平一直比較低 sports brands such as adidas invest heavily in overall umbrella branded 像阿迪達(dá)斯一樣的運(yùn)動(dòng)品牌在整體品牌廣告推廣上投資很像阿迪達(dá)斯一樣的運(yùn)動(dòng)品牌在整體品牌廣告推廣上投資很重重Marketing and Promotion營銷與推廣營銷與推廣Advertising

39、Furthermore, above-the-line advertising expenditure data do not take into account the fact that some brands, such as Speedo, utilise sponsorship and POS material around key sporting events, such as The Olympic Games held in Sydney during 2000, to increase brand awareness.再者，預(yù)算廣告花費(fèi)沒有考慮到某些品牌以贊助商身份使用大型

40、運(yùn)動(dòng)再者，預(yù)算廣告花費(fèi)沒有考慮到某些品牌以贊助商身份使用大型運(yùn)動(dòng)會(huì)的銷售店資源來提升品牌關(guān)注度。會(huì)的銷售店資源來提升品牌關(guān)注度。Marketing and Promotion營銷與推廣營銷與推廣Sponsorship 贊助贊助In terms of promotional activity, most brands and retailers focus on in-store promotional activity, with sports swimwear brands sponsoring or supporting a collection of competitive swimme

41、rs to endorse their product.大多品牌與零售商將重點(diǎn)放在店內(nèi)推廣大多品牌與零售商將重點(diǎn)放在店內(nèi)推廣上，運(yùn)動(dòng)泳衣品牌則通過贊助有競(jìng)爭(zhēng)力上，運(yùn)動(dòng)泳衣品牌則通過贊助有競(jìng)爭(zhēng)力的運(yùn)動(dòng)員來宣傳產(chǎn)品的運(yùn)動(dòng)員來宣傳產(chǎn)品Marketing and Promotion營銷與推廣營銷與推廣The packaging challenge 包裝競(jìng)爭(zhēng)包裝競(jìng)爭(zhēng)Packaging and overall presentation of swimwear can also be a major promotional tool, although swimwear can be a particula

42、rly difficult product to display in an innovative manner. 泳裝的包裝是一個(gè)巨大推廣工具，盡管泳衣難以展現(xiàn)創(chuàng)新手段泳裝的包裝是一個(gè)巨大推廣工具，盡管泳衣難以展現(xiàn)創(chuàng)新手段Marketing and Promotion營銷與推廣營銷與推廣The packaging challenge包裝競(jìng)爭(zhēng)包裝競(jìng)爭(zhēng) Most garments are presented on hangers, which can be difficult to maintain, as they often fall off the hangers. 多數(shù)服裝用衣架在展示，

43、這多數(shù)服裝用衣架在展示，這樣很難保持形狀，因?yàn)橐路雍茈y保持形狀，因?yàn)橐路?jīng)常脫落經(jīng)常脫落Marketing and Promotion營銷與推營銷與推廣The packaging challenge包裝競(jìng)爭(zhēng)包裝競(jìng)爭(zhēng) The enhanced emphasis on mix-and-match garments, and specifically accessories, in collections presents a challenge in terms of in-store merchandising to encourage purchasing across the range.

44、 混搭與配飾的流行給店內(nèi)的營混搭與配飾的流行給店內(nèi)的營銷提出了挑戰(zhàn)銷提出了挑戰(zhàn)Marketing and Promotion營銷與推廣營銷與推廣Trade shows時(shí)裝秀時(shí)裝秀Most branded goods, particularly overseas brands, rely on trade shows and exhibitions.大多品牌服裝，尤其海外品牌，倚大多品牌服裝，尤其海外品牌，倚重時(shí)裝秀和時(shí)裝展重時(shí)裝秀和時(shí)裝展Major UK events include The Sun & Swimwear Show in London and the Harrogate

45、 Lingerie Show in Yorkshire.英國主要的展會(huì)有倫敦泳裝秀，以英國主要的展會(huì)有倫敦泳裝秀，以及約克郡的哈羅蓋特內(nèi)衣秀及約克郡的哈羅蓋特內(nèi)衣秀Marketing and Promotion營銷與推廣營銷與推廣Womens magazines女性雜志女性雜志The Cosmopolitan beachwear range is naturally promoted through Cosmopolitan magazine, although the main emphasis is through PR, with a campaign also being conduc

46、ted through womens fashion magazines, and national and regional press.都市沙灘裝自然通過都市雜志來推都市沙灘裝自然通過都市雜志來推廣，主要手段是通過在女性時(shí)尚雜廣，主要手段是通過在女性時(shí)尚雜志或者國家與地方報(bào)紙上投放廣告志或者國家與地方報(bào)紙上投放廣告來進(jìn)行宣傳來進(jìn)行宣傳Marketing and Promotion營銷與推廣營銷與推廣Womens magazines女性雜志女性雜志Many other retailer brands such as M&S do benefit from PR activity in

47、 the clothing pages of womens magazines which act as a showcase to what is on offer in-store. 很多零售品牌，如瑪莎，很多零售品牌，如瑪莎，在女性雜志上投放產(chǎn)品廣在女性雜志上投放產(chǎn)品廣告，效果就像店內(nèi)展示一告，效果就像店內(nèi)展示一樣樣Current Trends: Animal Prints當(dāng)下趨勢(shì)：動(dòng)物印花當(dāng)下趨勢(shì)：動(dòng)物印花 Zebra, giraffe and all manner of wild prints on the beach this year. 斑馬，長(zhǎng)頸鹿以及所有野生動(dòng)物印花今年會(huì)風(fēng)靡

48、海灘斑馬，長(zhǎng)頸鹿以及所有野生動(dòng)物印花今年會(huì)風(fēng)靡海灘 Out of Africa trend. “走出非洲走出非洲”趨勢(shì)趨勢(shì) The black and white zebra print, both in bikinis and one-piece styles, with adjoining hoops for detail 斑馬紋印花，加上環(huán)狀配件會(huì)成為比基尼與連體衣的印花斑馬紋印花，加上環(huán)狀配件會(huì)成為比基尼與連體衣的印花 Jungle and safari-like prints 叢林與東非游獵式印花叢林與東非游獵式印花Current Trends: Floral Prints當(dāng)下趨勢(shì)：

49、花朵印花當(dāng)下趨勢(shì)：花朵印花 Florals are feminine and date well 花朵是體現(xiàn)女性，花朵是體現(xiàn)女性，也是適合潮流的也是適合潮流的Badgley Mishka and Elie TahariCurrent Trends: Floral Prints當(dāng)下趨勢(shì)：花朵印花當(dāng)下趨勢(shì)：花朵印花House of Holland and SeafollyCurrent Trends: Bold and Bright Colours當(dāng)下趨勢(shì)：張揚(yáng)與明亮的色調(diào)當(dāng)下趨勢(shì)：張揚(yáng)與明亮的色調(diào) Bold block colour swimwear to compensate for deta

50、iled product design. 張揚(yáng)的顏色泳裝彌張揚(yáng)的顏色泳裝彌補(bǔ)了產(chǎn)品細(xì)節(jié)設(shè)計(jì)補(bǔ)了產(chǎn)品細(xì)節(jié)設(shè)計(jì)的不足的不足Elie Saab and Herve LegerCurrent Trends: Bold and Bright Colours當(dāng)下趨勢(shì)：張揚(yáng)與明亮的色調(diào)當(dāng)下趨勢(shì)：張揚(yáng)與明亮的色調(diào) Hot pinks, neons, and light blues very popular. 熱烈的粉紅，霓虹色，熱烈的粉紅，霓虹色，淡藍(lán)非常流行淡藍(lán)非常流行Jean Paul Gaultier, VPLCurrent Trends: One shoulder Bikinis 當(dāng)下趨勢(shì)：?jiǎn)渭绫然?/p>

51、當(dāng)下趨勢(shì)：?jiǎn)渭绫然酺aking their cues from the one shoulder fashion trend, one-shouldered bikinis will be the must have swimwear in 2009. 單肩的潮流勢(shì)必影響到泳裝，單肩的潮流勢(shì)必影響到泳裝，20092009的單肩泳裝絕對(duì)有一席的單肩泳裝絕對(duì)有一席之地之地Current Trends: One shoulder Bikinis 當(dāng)下趨勢(shì)：?jiǎn)渭绫然岙?dāng)下趨勢(shì)：?jiǎn)渭绫然?Marios Schwab married the one-shouldered bikini with the

52、 cutaway bikini trend on his Spring/Summer 2009 runway at LFW Marios Schwab 將單肩與圓形下擺式將單肩與圓形下擺式比基尼相結(jié)合，在比基尼相結(jié)合，在20092009LFWLFW春夏上展示春夏上展示Current Trends: Monokinis當(dāng)下趨勢(shì)：?jiǎn)位岙?dāng)下趨勢(shì)：?jiǎn)位?A one-shouldered monokini was seen on Herv Lger by Max Azrias Spring/Summer 2009 catwalk 單肩單基尼單肩單基尼Current Trends: Monokinis

53、當(dāng)下趨勢(shì)：?jiǎn)位岙?dāng)下趨勢(shì)：?jiǎn)位酺he one-piece cemented its comeback of last year by broadening the mix to include more halterneck, bandeau and cut-out styles, while polka dots and animal prints.連體衣加強(qiáng)了去年開始的回歸勢(shì)頭，增加了頸帶，抹胸等款式，多見連體衣加強(qiáng)了去年開始的回歸勢(shì)頭，增加了頸帶，抹胸等款式，多見波爾卡圓點(diǎn)和動(dòng)物印花波爾卡圓點(diǎn)和動(dòng)物印花 Agent Provocateur, Emilio Pucci, GucciCur

54、rent Trends: Monokinis當(dāng)下趨勢(shì)：?jiǎn)位岙?dāng)下趨勢(shì)：?jiǎn)位酟ouis Vuitton, Michael Kors, Sea FollyCurrent Trends: Cut away bikinis and one pieces 當(dāng)下趨勢(shì)：圓形剪裁比基尼與連體衣當(dāng)下趨勢(shì)：圓形剪裁比基尼與連體衣Current Trends: Cut away bikinis and one pieces 當(dāng)下趨勢(shì)：圓形剪裁比基尼與連體衣當(dāng)下趨勢(shì)：圓形剪裁比基尼與連體衣Herve Leger, Herve Leger, La Perla, Stella McCartneyCurrent Tren

55、ds: Accessorizing Swimwear當(dāng)下趨勢(shì)：配飾泳衣當(dāng)下趨勢(shì)：配飾泳衣An important trend since the late 1990s has been the promotion of the beachwear total wardrobe concept, to encourage the purchase of a wider range of accessories as part of a co-ordinated look. Such developments are clearly in tune with todays more sophist

56、icated holidaymaker who may go on two or more holidays a year, often to long-haul destinations, and wants the right garments for such occasions. 9090年代后期以來一個(gè)重要趨勢(shì)就是沙灘裝整體年代后期以來一個(gè)重要趨勢(shì)就是沙灘裝整體衣柜概念的提出，這是為了鼓勵(lì)配飾作為搭配衣柜概念的提出，這是為了鼓勵(lì)配飾作為搭配品的購買潮流。這種趨勢(shì)與時(shí)下越來越頻繁的品的購買潮流。這種趨勢(shì)與時(shí)下越來越頻繁的度假者的出現(xiàn)相得益彰，他們往往一年兩次以度假者的出現(xiàn)相得益彰，他們

57、往往一年兩次以上，而且經(jīng)常長(zhǎng)途旅行，非常需要合適的衣裝上，而且經(jīng)常長(zhǎng)途旅行，非常需要合適的衣裝 Danielle ScuttCurrent Trends: Accessorizing Swimwear 當(dāng)下趨勢(shì)：配飾泳衣當(dāng)下趨勢(shì)：配飾泳衣 Swimwear accessories are very popular this summer, encompassing everything from sheer swimwear cover-ups and big sun hats to chunky jewellery that compliments a suit. 泳衣配飾今夏非常時(shí)髦，泳衣

58、配飾今夏非常時(shí)髦，從單純掩飾，到大太陽帽從單純掩飾，到大太陽帽以及夸張的珠寶，應(yīng)有盡以及夸張的珠寶，應(yīng)有盡有有 Diane Von Furstenberg, Dsquared2 Current Trends: Accessorizing Swimwear 當(dāng)下趨勢(shì)：配飾泳衣當(dāng)下趨勢(shì)：配飾泳衣The cover-up theme has been much in evidence in the beachwear market, as a possible reaction to the trend for women to be getting larger. Furthermore, man

59、y women may feel unhappy with their own size or body shape, making them more inclined to look for garments which they can use to cover up on the beach, such as sarongs, skirts which match swimwear and so on. 掩飾主題在沙灘裝市場(chǎng)顯而易見。掩飾主題在沙灘裝市場(chǎng)顯而易見。很多女人不喜歡自己的身材，所以很多女人不喜歡自己的身材，所以千方百計(jì)去掩飾，如莎籠（東南亞千方百計(jì)去掩飾，如莎籠（東南亞人裹

60、在腰間的長(zhǎng)條布）人裹在腰間的長(zhǎng)條布）Current Trends: Accessorizing Swimwear 當(dāng)下趨勢(shì)：配飾泳衣當(dāng)下趨勢(shì)：配飾泳衣Herve Leger (3), Milly (4)Current Trends: Fashion and Designer Positioning 當(dāng)下趨勢(shì)：時(shí)尚與設(shè)計(jì)師定位當(dāng)下趨勢(shì)：時(shí)尚與設(shè)計(jì)師定位 Sporting influences are asserted in the promotion of performance fabrics in fashion ranges and the resurgence of more is best (reduces drag and hence