ochirly品牌调查报告
欧时力调研报告
欧时力调研报告欧时力调研报告一、调研目的本次调研的目的是了解欧时力服装品牌在市场中的竞争力、消费者对其品牌认知度和满意度，以及市场上的潜在机会和挑战。
二、调研方法1.问卷调查：通过设计一份问卷，包括开放性和封闭性问题，针对欧时力的品牌形象、产品质量、价格、销售渠道等方面进行调查。
2.市场观察：通过走访欧时力的实体店和线上店铺，观察消费者购物行为、销售情况等。
3.竞争对手比较：通过调查欧时力的竞争对手，了解其产品特点、价格和销售策略等。
三、调研结果1.品牌认知度：调查结果显示，大部分受访者对欧时力品牌有一定的认知度，其中女性受访者的认知度较高。
2.产品质量：大部分受访者认为欧时力的产品质量较高，产品耐用性和舒适度较好。
3.价格：受访者普遍认为欧时力的产品价格相对较高，超出了一些消费者的预算范围。
4.销售渠道：受访者更倾向于线下购买欧时力的产品，认为实体店的服务更好，试穿和退换货更方便。
5.竞争对手比较：调查结果显示，欧时力在市场上的竞争对手主要是一些国际知名品牌，如Zara、H&M等。
与这些品牌相比，欧时力在价格上稍显高昂，但在品质上有一定优势。
四、讨论与建议1.产品定价：欧时力应考虑调整产品价格，以更好地满足市场需求和消费者的预算范围。
2.销售渠道优化：除了传统的实体店，欧时力还应开发线上销售渠道，提供更方便的购物方式。
3.品牌宣传：加大对品牌的宣传力度，提高品牌知名度和消费者的品牌认同感。
4.产品创新：欧时力应加强产品创新，推出更多符合消费者需求的新款产品。
五、总结通过本次调研，我们了解到欧时力在市场中的竞争力较强，消费者对其产品质量有较高的认可度。
然而，与竞争对手相比，产品价格较高，销售渠道和品牌认知度还有待提高。
因此，我们建议欧时力调整产品定价，优化销售渠道，加大品牌宣传力度，并加强产品创新，以提升在市场中的竞争优势。
Ochirly专卖店考察（合集五篇）
Ochirly专卖店考察（合集五篇）第一篇：Ochirly专卖店考察OchIrly第三代门店考察报告品牌简介：始创于1999，是意大利赫基国际集团旗下一个近乎传奇般迅速扩张时的时尚品牌，品牌名称源自中文欧时力，寓意来自欧洲的时尚魅力。
设计灵感：来自于佛罗伦萨市的市花玉簪花。
风格定位：复古，奢华，浪漫。
流程设计：以入口处面积约为10㎡环形展示柜为中心，从左往右的环形展示，不会给人以重复感。
总面积：90㎡左右。
商品空间；包括女装和童装两部分，童装的展示空间约6㎡。
空间布局店员空间：一是与顾客空间混淆，一是与顾客空间相分离——收银台，颜色纯白色，面积约为5㎡。
顾客空间：一部分为顾客休息区，为巴洛克式的藏蓝色沙发，月牙的对称造型亲切美观，面积约为5㎡。
另一部分为试衣间，有六个试衣间，试衣间总面积约为20㎡。
顶界面：吊顶。
界面侧界面：实墙以板材类和抹灰类相结合；隔断为花格。
底界面：石地面、木地面与地毯相结合。
室内陈设:悬挂陈列为主，墙面陈列、台面陈列为辅。
光：射灯为主，灯带、落地灯为辅。
质：运用到金属、木质、石材、玻璃、皮等材质。
色：总体色调为暖色。
姓名：罗静班级：09室内二班学号：200902035222指导老师：孙强第二篇：商场专卖店的考察心得商场专卖店的考察报告一、考察时间： 2014年12月1号二、考察目的：通过对济南恒隆，贵和等高档商场的实地考察，研究学习高档专卖店的店面设计，内部空间设计分布，货架展示，色彩设计，装饰材料的使用情况，灯光，综合分析界面。
三、考察地点：济南恒隆广场，济南贵和购物中心，济南万达广场，济南世贸国际购物广场四、考察心得：1、店面设计店面外观设计是一个品牌专卖店的脸面。
店面外观设计能体现店铺的档次，风格。
外观是诱导目标消费的重要一环，整个设计的原则是为了尽量吸引路人的驻足。
店面设计包括以下三个方面设计：招牌设计，店门设计，橱窗设计。
从整体风格来看，可分为现代风格和传统风格。
欧时力品牌调研(英文版)ochirly Case Study Research Journal
ochirly Case Study Research JournalContentsIntroduction------------------------------------------------------------------------------4Chapter1. Ochirly BrandIntroduction----------------------------------------------51 Brand Name--- Ochirly------------------------------------------------------------------------------52 Brand Introduction----------------------------------------------------------------------------------53 Brand Style ----------------------------------------------------------------------------------------64 Brand Inspiration------------------------------------------------------------------------------65 Brand Slogan--------------------------------------------------------------------------------76 Brand Logo-------------------------------------------------------------------------------77 Brand Products-----------------------------------------------------------------------8 Chapter2. Ochirly Brand Image Design--------------------------------------------91 Logo Design----------------------------------------------------------------------------------92 Tag Design--------------------------------------------------------------------------------103 Product Packaging-------------------------------------------------------------------104 Store Image------------------------------------------------------------------------11Chapter3. Ochirly Brand Planning -----------------------------------------------131 Market Analysis-------------------------------------------------------------------------------------132 Consumer Group Positioning-----------------------------------------------------------------143 Brand Prospect--------------------------------------------------------------------------------144 Mode Of Operation-----------------------------------------------------------------------15A. The Flat Delivery Channel.-------------------------------------------------------15B. Forms A Flat Channel-----------------------------------------------------------------15(1) Chain Promotion-----------------------------------------------------------------------------17(2)Blog Micro-blog Promotion------------------------------------------------------------------17(3) E-MAIL strategy------------------------------------------------------------------18(4) Links-------------------------------------------------------------------------------185 Competitor----------------===-----------------------------------------------------------------------186 Promotional Activities--------------------------------------------------------------------217 Sales Image Design------------------------------------------------------------------228The Way Of Publicity ---------------------------------------------------------------23 Conclusion----------------------------------------------------------------------------- 25References------------------------------------------------------------------------------26IntroductionOchirly Case Study Research Journal——I choose clothing retail brand ochirly it as my research topic of this.Through the introduction of ochirly brand, brand image design and brand planning three parts for analysis.A variety of life style is the fashion product, "a thousand faces" is also a fashion.The woman, can but elegant style, feminine noble princess, sometimes is trendy, generous and modern leisure female, sometimes is enthusiastic about sports, sunny fashion girl, not a happy, also can be rebellious, persist in one's old ways, there is so little feeling decadent."Advocating a fashion life" OCHIRLY, to change, different styles of fashion to strain of modern women different fashion life space, let a woman ever had to play their love life stage role fashion clothes, more to express their desire for a silent mode. Fickle, will become the biggest characteristic fashion, fashion has become a fashion, then, there are thousands of Customs "love".Chapter1. Ochirly Brand Introduction1 Brand Name--- OchirlyFrom Italy's cutting-edge fashion brand (Ochirly) at 1999 year in September by Ochirly (Hongkong) group, the successful introduction.2 Brand IntroductionIn 1990, it formally (Ochirly) was born in Florence, Italy and Florence following the fashion of the profound culture, has become a new fashion brands in Europe, become fashionable representative, active in the world of fashion arena.(Ochirly) is committed to "promote a fashion life", with the changes of different styles of fa shion to strain the modern women different fashion life space, let a woman ever to play their love life stage role in trendy clothes, more to express their desire for a silent mode.3 Brand StyleElegant,European style, style of modern and the perfect integration of art and commerce, is love (Ochirly) source sends out the infinite charm.She was one of the first to break the normal procedure, launched a smashup concept fashion brand. Design to technology, from color to shape, from the details to the match, are "mixed" grace. Ochirly draw inspiration from movies, music, painting and other art, combined with the trend, stimulate creativity, show women free self-confidence, from the heart of modern elegant temperament.4 Brand Inspiration.Ochirly in the design inspiration from Florence's city flower of fragrant plantain lily.The flowers and elegant scenery, stand gracefully erect, with delicate, cool, personality. After the rain, they also do not have a taste, scattered rain through the flowers glowed. Various color bad, all these have become (Ochirly)source of creation the pursuit of extraordinary refined, change unpredictably.5 Brand Slogan"advocate a kind of fashionable life"6 Brand LogoOchirly implied that the European fashion charm.7 Brand ProductsStyle characteristics: the mature classical European style suitable for 20-30 years old women.Color: black and white plus tend to light, bright and clean soft pink color.The main specifications: 155.160.165.170Price positioning: 299$~3999$Main fabric types:Products with fine multifilament nylon yarn as raw materials, with exquisite jacquard, lattice as the main style, Tsudakoma water-jet loom weaving in imports and elegant, exquisite, set, smooth, supple, ultra-thin, lightweight, perspective in one.The ochirly brand from the design to the modern city is women brought fashion and life tastes, aesthetic, fabrication requirements are very strict in Florence - ochirly brand is the source of creation.From Florence, the poet Dante once described this poem: "the city of Florence and other city is different, individuals residing in Florence life formed in Florence unique cultural dialect."The people of Florence, the beauty of the city is not the appreciation of his appearance, but inside the Florence culture and arts." Cultural achievements of the design philosophy of the ochirly.Chapter2. Ochirly Brand Image Design1 Logo Design2 Tag Design3Product Packaging4 Store Image(1) Store layout :Stores, brand and customer contact is zero distance, is the direct embodiment of the brand to attract, interpretation of the brand design of the original story or idea.The taste, also directly reflects the style and brand positioning itself. Ochirly stores, the glamorous European architectural style integration of modern international trend, creating artistic and fashionable shopping environment, let people enjoy the fun of shopping.Strong color visual enjoyment you can not help but exclaim the classic, atmosphe ric international fashion sense -- store design with a distinctive pink tone, make the space is full of vitality, full of fresh air. Design of open and ring wall, concise line, let the shop all the panoramic view of the open type glass door, and distinctive ring glass fitting room can produce infinite outspread feeling, with a variety of brightness of the lights, a unique window display, and carefully designed every detail plan, reflects a strong European style.(2) Window Display(3) Store DisplayIn general, store layout should eventually reach two effects:First, the organic combination of the customer and the course of action, for customers, should make it feel very full of goods and easy choice. The shop assistant, full consideration should be given to the improvement of work efficiency.Second, building, creating a comfortable shopping environment.Chapter3. Ochirly Brand Planning1 Market AnalysisThis brand in 2008 into the Chinese mainland market, the positioning of 25 to 45 years old female, follow the European standard in tailoring, its design style using bold clipping and high-grade fabrics, comfortable and self-cultivation. It's in large shopping malls Monopoly game, 2008 since the opening, very welcomed by consumers. Its main sales target for the senior white-collar workers over 25 years of age and female boss. Some customers to buy a few sets.Love on the fabric is very sophisticated, never use low-quality fabric. The fabric must be able to show the designer's bold ideas and customer. Because only the fabric to make the product is both comfortable and self-cultivation. In addition, because it's customers are mostly to drive.Therefore, there are special requirements on the shoulder and upper arm position, therefore, it's clothingin tailoring and design of these parts of the after special processing.It changed the mature women's dull color, a variety of "rejuvenation" for the customer to choose some relatively serious, tailoring products, bold fruit, apricot, pink, recommended red, blue and other colors to the customer. This softens the female image in the work, the "strong woman" has become a beautiful scenery line.2 Consumer Group PositioningIt's the target consumer group positioning in the mature, confident, independent, noble, generous women of the times.Most of them have received higher education, accept the high grade culture, like changing life and challenge, have their own way of life and the unique experience and requirements for fashion, the fashion brand, fashion, elegant European style show.3 Brand ProspectIt is the noble brand in2008 into the Chinese mainland market, the mature female its positioning for 25 to 45 years old, to follow the European standard in tailoring, its design style using bold c lipping andhigh-grade fabrics, comfortable and self-cultivation.The large shopping malls in the monopoly game, in2008 since the opening, very welcomed by consumers. Its main sales target for the senior white-collar workers over 25 years of age and female boss. Some customers to buy a few sets. At the same time, clothing sales it follow the "fashion" concept. Some of the same even if there is a different color also sell only one color. In this way, you avoid senior social occasions event.It's about 3 working days to upload the latest styles in about 15 to 20 or so, for stores to pick. In this way, the customer within the same week will have the opportunity to choose their favorite clothing, needs to be suitable for various occasions. Also more in line with the high-end apparel "never outdated products" concept.4 Mode Of OperationHeadquarters with flat supply channels, direct supply stores, retained profit maximization. Love w omen's clothing brand and the use of modern means of marketing to keep chaos rising sales promotion, amount of profit income. The ultimate broaden sources of income and reduce expenditure, can ensure low-cost high-quality products ever fount into the market. Logistics and distribution, fast perfect customer service and network monitoring and analysis system.A. The Flat Delivery Channel.On the one hand, to compress the consumer level from the manufacturer, from layers of agents, to manufacturers and retailers direct trading (Direct to Retail) development.On the other hand, change the terminal sales model, usually a new terminal by way of direct sales modelB."Forms A Flat Channel"1) Shop, store or brand shop will be more and more, but will not become mainstream, because manufacturing enterprises is after all not a retail enterprises, the retail industry is another industry, manufacturing enterprises, the main or brand publicity and promotion.2) Network of sales, the company and the operation mode and the determination of relevant.3) Telephone sales.Ps：4 -(2)- 2)Sales channels (network promotion strategy)Network marketing:The spread of the available network, design a clothing site, Taobao website on the Internet, have their own products on sale, now is the Internet age, imparting information faster, can trade on the net, alsoprovide great convenience to the customer, do not go out at home easily and can be purchased as one wishes clothing, weekly weekend leaflets spread.Channel:Product sales channels in the form of advertising, leaflets, network to promote the brand, let more consumers understand the brand and brand recognition. Enhance brand awareness.Ochirly it now has their own website, need to do is to popularize a website and products:1 Chain PromotionIn the form of interlocution to actively participate in, the embedding of advertisements which approach to hidden disadvantages, implicit, does not cause the Lord (Moderator) offensive that was deleted or blocked.Ask tool Google know, the question and answer, Search ask, Q & A, Yahoo! Knowledge hall"Google know" in google search results always faithfully in front, the following to Q & A as an example.First in the "Google know" find fashion topic, after the answer to connect back to it's website. Can the staff put forward questions, answered by other staff. Including the specific operation, set - keywords reasonable as far as possible into the web site keywords associated with the industry, in other words, must write "questions and answers search engine" version of the. Included with the overlap - to high frequency, one will not be included.Avoid advertising, cheating, irrigation behavior, need to pay attention to the following matters:1）The segment to answer a question, and the line changes, help Q advertising resources successfully uploaded.2）The answer cannot paste a copy, each a different answer.3）The registered account, password, email, IP to distinguish, can not be the same, answer the questions to the regular replacement of account, content.4）The questions can not be impatient, and strive to every question well, do fine.2 Blog Micro-blog PromotionRegistered in each big blog, micro-blog, registration name closely around the station name or URL, take soft published form, inserted into the appropriate link module in this paper, increase the chance to search.At present, the prevalence of micro-blog, the specific operation as follows:Soft Wen form write several main characteristics of garment industry, the development prospects of the paper articles, attach own signature, love the URL of the website, contact, try to make widely spread, in the past few years, there has been a lot of titled "XX ten error" of the kind of soft, a very this is a good form of.2) micro-blog promotion find and establish ochirly target consumer group opinion leader in micro-blog, making hot topic, pushWide ochirly related activities, using microwave relay will disseminate information.3) - based active attention micro-blog culture fans become a fan for each other friends, to join the group to become a fan for each other, clear in time without notice. Micro-blog maintenance - stay online, update the content. More fans3 E-MAIL strategy1）Create a "signature" in mail, easy to connect with potential customers. Most email systems have created the function of the signature, the signature will appear in each message sent. Signature to limit in the 6 to 8 lines, including: company name, address, telephone, address, Email address and a description of company.2）Set up the mail list, each month to send the user to fashion magazine. This is one of the best way to keep in touch with customers to establish a trust, brand development, and establish long-term relationship. But to build their own mailing list requires long-term accumulation, must adhere to.Method to obtain the target user's e-mail address is: buy software search the web site: regular discount promotions big, asking customers to fill in the email addressTo mailing list users (customers and access to a) product information, such as coupons, new products and other promotional information.content.4 LinksJoin a union is the biggest benefit links not only can improve the website on the Internet exposure rate, improve website back links and PR value, but also because the registration links Union left the site information, and generate links system a self-service, so that others can not inform us the case with our links, the links become more relaxed.Get a link channel resource exchange: find and help content complementary, website traffic is connected. The professional websites: such as "a push bbs".Note the first look at the other side of the site is Google Baidu, YAHOO, GOOGLE included.View each other links are valid. To check the quality of the other links. The exercise regularly and check the link habits, lest their link is no reason to delete.5 Competitor1) Competitors are Only, VeroModa, Basic House etc.Only consumer groups: independence, freedom, leading fashion, fashion and quality sensitive modern women design.Location is 15 to 35 years old between urban women.Global Distribution: in 1997, the first only store brand was established in Norway.Today, only has opened a total of 543 stores in 15 countries worldwide.Vero Moda consumer groups: to provide personalized tailoring fashion for women international city independent, confident, mature.Location: is 25-35 year-old female occupation leisure occupation.Global Distribution: there are more than 800 stores in the world.Basic house consumption all: Girl casual for stylish women 18-28 design, color jumping eyes, texture to cotton.The general price 200RM-1000RM , is acceptable to the public leisure brand.2)Analysis to rival OnlyOnly design conceptONLY is a representative of the style, a young people's unique style, "Ms. ONLY describe themselves as design, not thinking what to do next, but ask to show in what way, thus encouraging will never stop.Ms. ONLY confident enthusiasm will this spirit into every one of her design, makes the ONLY a very personal style of the brand.The design of ONLY with a distinct personality, her pursuit of freedom; she was strong and independent yet feminine. Design of ONLY-- from Europe's most cutting-edge fashion for all big cities in the world ofindependent, freedom, the pursuit of fashion and quality sensitive modern women design. Represent the youth vigor, and interesting ways, dynamic and strong flavor of the times. , ONLY women is a 20 year old girl, they like to have a unique personality, ONLY brings vitality to the young, their way of life, interesting.The fabric is selected from Europe and Japan advanced fabrics, designers of the rich and varied, a strong sense of rhythm of color, combined with the latest fashion trends, design a lot of comfort and represents the world of fashion style. Special emphasis on the use of such strong fiber, spandex the latest high-tech fabric, so that both the natural fabric clothing, comfortable, and easy to clean, maintain good form. Suitable for dating, leisure, work, so that women can easily cope with a variety of occasions.Only brand seriesLUX series (luxury luxury)CT series (city trend.)SW series (street wear street)Each season, each series has closely linked to European and American fashion of different popular theme.3)compared with competitorsThe same point:1)Consumption of the same layer2)According to the city's fashionable women3)In terms of price are relatively close, more intensified competition4)Have their own stores in major shopping mallsDifferent point:1) The perfect integration of art and commerce, is the ochirly charming. She was one of the first to break the normal procedure, launched a mashup concept fashion brand. From design to technology, from color to shape, from the details to the match, are "mixed" grace.Ochirly to draw inspiration from movies, music, painting and other art, combined with the trend, stimulate creativity, show women free self-confidence, from the heart of modern elegant temperament.2)ONLY's style is out of the ordinary, full of passion and vigor. The most popular music and international trends are inspired by ONLY design.This unique style reflected in the close fit of the model, the reduction reflects the special fitting dress personality, let female fashion style play.6 Promotional ActivitiesPromotions: Every weekends and some holidays to carry out promotional activities, the general consumers these days is the most vigorous flow. Issuance of promotional leaflets to modified product promotion.Registered consumption: At any time enjoy VIP discount for the convenience of customers shopping, lower promotional and transaction cost, the retail terminal garment enterprises can take the "registered consumption" way in daily sales.Operation steps1) welcome, sales presentations process when purchased hesitate in the customer, timely to introduce customers to our "registered consumption" activities; and in the checkout when once again to remind thecustomer and interpretation activities;2) tell the customer the brand leisure clothing in the "registered consumption" activities, if the consumer customers to leave the details, you can immediately start to enjoy a series of preferential activities we: the consumer immediately can enjoy ten percent off preferential;Begin from second time, at any time to shop customers can enjoy our twenty percent off VIP discount;If you are spending at a time when we do the promotion, not only can enjoy the promotion, but also can enjoy the discount preferential (such as we are now doing a twenty percent off promotional activities, then leave the information customers will be able to enjoy preferential, twenty percent off of the twenty percent off other left no data of the customers can enjoy twenty percent off but can't discount!)In the customer's birthday and major festivals, the customer can enjoy free access to our blessing card and a gift;In the customer shopping cumulative amount reached 5000 yuan, can enjoy discount cash 200 yuan worth of (may at any time when shopping on the spot after discount deduction); cumulative amount from zero.7 Sales Image DesignSales in addition to clothing to the customer, and explained, to recommend to customers by clothing, customer interest.1) recommended to have confidence, recommend clothes to the customer, the salesperson should have confidence, can let the customer trust clothing.2) suitable for the customer recommendation. On customer prompt goods and that, should be based on the actual conditions of customers, recommend suitable clothing.3) combined with the features of the products. Each kind of clothing have different characteristics, such as features, design, quality and other aspects of the recommendation to customers, clothing, different characteristics to emphasize the clothing.4) focus on goods. Recommended clothing to a customer, must try various devices to bring the topic to dress, and at the same time, to observe the customers to reflect the clothing, so as to facilitate sales.5) accurately tell the advantages of various types of clothing. Is described and recommended clothing tocustomers, to compare the different kinds of clothing, to say exactly what the advantages of various types of clothing.6) understanding of fashion, to explain the clothing conforms to the popular trend to the customer.8 The Way Of PublicityCelebrity EndorsementsBody poster propaganda pictures network propaganda magazine propaganda press conference Propaganda postersTV AdvertisingOchirly With MovieOchirly Love film aesthetic language, as well as the star model propagation effect, expression of film, art and aesthetics, sincere compliments. "Women are not bad" Xun Zhou, "love" Yuan Quan, "good rocking engagement" Chen Yao Hunan "a curtain", "phoenix" sparrow falls in love with Li Xiaolu "Du Lala promotion" Wang Luodan and many other popular movie actress who choose to use ochirly to show the modern fashion will temperament.ConclusionThrough this case study ,we can easy to understand in a certain condition of market competition, the competitiveness of the brand is the enterprise comprehensive strength performance,Only a strong brand competitiveness, in order to have a brand competition advantage.However,Ochirly brand Also a symbol of a large clothing companies. And when the brand has a strong competitiveness,The new product to win consumer recognition and trust, has the very strong market penetration.The modern market, the brand is based on a certain scale of production, in order to obtain a certain market share, so as to win competitive. Looking at the world famous brand, basically all isThrough the market to competition in the market, we can see, the brand competition has obvious scale effect should be.But, in the face of the international clothing brand threat, Ochirly also not resigned to playing second fiddle. Modern enterprises, especially the Multi-National Corporation, is the use of the brand to expand the impact of products, improve market competitiveness, and capture the market share. An enterprise wants to grow and develop, the enterprise is not the product, but the brand.Because every kinds of products are short, there is a certain life cycle, competitors are also constantly bring forth the new through the old, enterprise products will eventually be replaced by other products. However, the enterprise brand is the eternal, has permanent effects on market competitiveness. So, the enterprise brand has become a famous brand, its products will be able to carry the world before one in the market.References//obj/2013/03/01/ochmixchic.html//watch?v=lXBQmc98qhA/wiki/%E9%A6%96%E9%A1%B5/brand/978//brand/1931//i?tn=baiduimage&ct=201326592&lm=-1&cl=2&fr=ala1&word=%C5%B7%CA%B1%C1 %A6/view/21c278e64afe04a1b071de9c.html。
欧时力Ochirly品牌调研
服装设计与工程调研报告学院名称：刘海粟艺术学院专业：服装设计与工程班级：12服装2班学号：12222224姓名：王金花指导教师：单文霞2015.5.28通过到实体店的实地走访，能更清楚的认识到这个品牌的发展历史。
时间安排：5.18 – 5.19 去消费群当中问卷调查5.20 - 5.21 对不同地方的实体店进行采访调查5.22 - 5.23 去欧时力的工厂考察调查样本情况：调查问卷做的还可以，可以说罗了欧时力的好几个方面。
温觉调查的样板还是做的比较清晰的。
还是能引人注意的。
最后会展示给大家看。
欧时力调研内容：欧时力的品牌介绍：欧时力是最早打破通例、“混”得优雅。
ochirly的门店， ochirly热爱用电影的审美语言，以及明星名模的传播影响，表达对电影、《女艺术和美学真诚的敬意。
人不坏》的周迅、《恋爱吧》的袁泉、《顺佳的摇摆婚约》的姚晨等众多当红影视剧的女主角都选择用ochirly来表现时尚摩登的都会气质。
晨间梦幻少女Amyas、午间慵懒情人Celestine和夜间艳丽精灵Daphnis，三位年轻貌美的都市女郎为欧时力07春夏拉开了时尚帷幕。
具有艺术气质的Amyas，沉迷于“BOHEMIA”风潮，在碎花与格子拼撞中寻找怀旧的诗韵，以立体剪裁展现个性的浪漫。
精致钮扣、蕾丝、刺绣剪贴，尽显浪漫迷人的巴黎郊外的风情。
向往自由的Celestine，流连于各国充满民俗服饰的“WEEKEND：MARKET”，个人装扮也散发出浓郁的民族风情。
狂热音乐的夜游族人Daphnis，喜欢将自己打扮成60年代的“COUNTRY：ROC K”歌手。
破旧低腰牛仔裤、性感小背心、太阳眼镜是必备的行头。
各种反光亮片T恤、铁线手法外套，点燃法式妩媚的热情。
07春天的Ochirly，沉浸在巴黎的空气中，时尚因子渗透在生活的每一个角落，无处不在。
店铺布局：走进欧时力的第三代门店，强烈的色彩视觉享受让你不禁会惊叹其经典、大气的国际时尚感——店铺设计以鲜明的桃红为主调，令空间充满朝气，洋溢清新气息。
Ochirly调查报告
Ochirly调查报告公共关系第三小组小组成员：罗友伶王艳琳何清毛哲恒马诗然王格李佳钦王迪2011级市场营销专科三班欧时力自1999年上市以来，以前所未有的速度在中国市场发展壮大。
在短短的两、三年间，迅速于中国60多个一、二类主要消费城市的160余家加盟店以及专柜年销售额达到2.5亿。
在北京、上海、广州、深圳、大连、成都、重庆、西安、长沙等省城市的太平洋、新世界、SOGO、迈凯乐、百盛、茂业、银泰、平和堂等知名时尚百货店，销售业绩评效均名列前茅，整体业绩不断上扬！我们认真地总结与分析了这次调查并做出以下的数据分析消费者定位分析：目标消费群定位——成熟、自信、独立、高贵、大方的时代女性通过调查我们不难发现，购买欧时力这个品牌的消费者年龄层主要是集中在20-25岁成熟，自信，独力的女性，虽然她们的消费能力不高，但是追求时尚与气质。
虽然我们的调查也涉及到了多位男性，但是他们对这个品牌也只是听过而已。
其次，欧时力这个品牌定位的消费者也包括了30岁以上的优雅、高贵、大方的时代女性，她们更在乎的是衣着体现的个人气质以及自身的品位同时她们在经济购买能力上更胜一筹。
品牌形象分析以上的这个图是显示的消费者对欧时力这个服装品牌的了解程度以及购买状况。
其中不了解这个服装品牌的消费者在这次调查中所占比重为60%。
而了解这个品牌但是不怎么购买的消费者也占了26.7%，熟悉并经常购买的比重为6.7%。
说明了欧时力这个品牌所定位的消费者为高端消费者根据数据分析我们知道，通过朋友介绍了解到这个品牌的人所占比重为20%，自己逛街时看到和通过广告了解到这个品牌的人所占比重都为15%。
另外有50%以上的人是通过其他途径了解到这个品牌的，也有的调查者称自己不知道这个品牌。
说明了这个品牌在宣传其知名度方面有所欠缺根据数据分析我们得出的结论是有33%的消费者会在新品上市的时候选择购买服装。
27%的人会选择在促销打折的时候购买服装。
而有40%的消费者会在清仓甩卖和换季打折的时候选择购买。
宝格丽香水调研报告
宝格丽香水调研报告宝格丽香水调研报告一、调研目的和背景近年来，高档香水市场一直保持着稳定增长的态势，香水品牌数量也在不断增加。
而宝格丽作为一个享誉国际的奢侈品牌，其香水产品备受推崇。
本次调研旨在了解宝格丽香水在消费者心目中的形象及市场竞争力，为进一步研究其市场定位和推广策略提供参考。
二、调研方法和数据来源本次调研采用问卷调查和网络资料搜集相结合的方式进行。
问卷调查针对30名曾购买或使用过宝格丽香水的消费者进行，其中男性消费者占15人，女性消费者占15人。
另外，还收集了宝格丽香水在市场上的销售数据和评价信息。
三、调研结果及分析1. 宝格丽香水产品形象分析调研结果显示，消费者普遍认为宝格丽香水的形象为高贵、典雅和奢华。
宝格丽品牌的知名度和形象在消费者中相对较高，认可度较好，这得益于其长期以来在奢侈品市场的积累和品牌营销策略的成功。
同时，宝格丽香水在设计和包装方面也赢得了消费者的赞誉，设计独特、包装精美是其香水产品受关注和购买的重要原因之一。
2. 宝格丽香水市场占有率分析调研结果显示，宝格丽香水在高档香水市场占有率较高。
消费者对于宝格丽香水的认可度和品质评价较好，认为宝格丽香水产品的价格与其品质、形象相符。
虽然宝格丽香水市场份额较大，但仍面临来自其他国际奢侈品牌的竞争，如香奈儿、迪奥等。
3. 宝格丽香水消费者偏好分析调研结果显示，宝格丽香水的消费者主要集中在30岁以上的中高收入群体。
他们注重品质和形象，喜欢追求奢华和舒适的生活方式。
宝格丽香水在独特的设计、品质保证和品牌形象上满足了这一群体的需求，成为他们的首选。
四、调研结论和建议据调研结果分析，宝格丽香水在消费者中享有较高的品牌知名度和市场占有率，得到了消费者的认可。
然而，市场竞争激烈，为了保持竞争力，宝格丽香水也需要不断创新和满足消费者的需求。
因此，以下是给宝格丽香水的建议：1. 产品创新和研发：继续加大产品创新和研发力度，引入新的香氛系列，以满足不同消费者的需求。
Ochirly品牌调查报告探寻时尚女性品牌的成功秘诀
Ochirly品牌调查报告：探寻时尚女性品牌的成功秘诀引言随着女性经济地位的提高，时尚女性品牌正成为商业圈的新贵。
而其中，作为领先的女装品牌之一，Ochirly凭借其独特的设计风格和品质卓越的产品，在市场中受到广泛认可，备受瞩目。
本文将对Ochirly品牌进行全面调查，并探寻其成功秘诀。
第一部分：品牌介绍Ochirly品牌创立于1999年，最初定位于16-25岁的年轻女性市场，以简约舒适、时尚精致为主打风格。
随着品牌的不断发展，Ochirly已经成为国内年轻女性时尚品牌市场的一员，其产品线涉及衣、裙、外套、鞋履、配件、包袋等诸多品类。
第二部分：品牌调查1. 客群定位Ochirly的客群主要为女性，年龄覆盖范围较广，涵盖了15-35岁不同年龄段的女性。
作为时尚女性品牌的代表，Ochirly在产品制造、品牌建设以及市场营销等方面，都力求做到完美，打造出更好地能代表年轻女性的时尚形象。
2. 产品特色Ochirly产品设计风格简约舒适，大多数商品都有清新、自然、温馨的感觉，融合了东西方文化的元素、彰显了女性柔美的线条，并注入了新时代的时尚元素。
同时，Ochirly也非常注重产品的质量，无论是材料、制作、款式、配饰都非常的考究，把品牌形象体现得淋漓尽致。
3. 营销策略为了能够更好地吸引消费者的注意力，Ochirly非常注重对消费者的营销策略。
它采用的策略主要包括：首先，针对特定的消费群体，搭建出多个不同的社交媒体平台，将广告投放至社交媒体平台中；其次，将一些重要的活动和促销措施广泛的发布，吸引消费者的注意力；再者，通过多种方式提升品牌的知名度和影响力等，以此来提高品牌的关注度，让更多的消费者选购和了解Ochirly。
第三部分：市场分析随着年轻女性经济地位的提高，时尚女性品牌也随之崛起。
因此，在未来的市场中，Ochirly毫无疑问将继续保持它的优势地位。
虽然Ochirly的品牌知名度和关注度已经比较高，但是面对市场上的激烈竞争，仍然需要不断地创新、改善和完善。
ochirly品牌调研报告
3、品牌风格
ochirly艺术与商业完美结合，打破常规，发动混搭概念的时装品 牌。从电影、音乐、绘画等各类艺术中汲取灵感，结合潮流，激发创 意，展现女性自在自信、由心而发的优雅摩登气质。
4、消费人群分析
ochirly目标消费 人群定位
年龄：25-45岁的成熟女性
职业：有较高的社会地位， 受过良好教育，懂得生活， 能品位时尚的都市白领女 性。 生活态度：有自己的生活 方式以及对于时尚的独到 体会和要求，将其品牌时 尚潮流、典雅欧式风情尽 情演绎。
Five Plus 大片欣赏
主要市场
ochirly自1999年上市以来，在短短两三年间，迅速与中国60多个 一、二类主要消费城市的160余家加盟店以及专柜年销售额达到2.5亿。 在北京、上海、广州、深圳、大连、成都、重庆、西安等省城市的太 平洋、新世界、SOGO、迈凯乐、百盛、茂业、银泰、平和堂等知名时 尚百货店，销售业绩平效均名列前茅，整体业绩不断上扬。
7、商品结构价格带
8、品牌宣传
明星广告代言 车身招贴画
海报宣传
时尚活动宣传 产品画册宣传 网络宣传 期刊杂志宣传
新闻发布会
时尚活动
2015年，广州 正佳广场ochirly店 举行迪士尼主题日。
2014由《VOUGE服饰与 美容》携手ochirly带来的 “完美定制婚礼”盛典， 在上海爱丽舍宫凡尔赛殿 倾情上演ochirly晚装系列 的闪耀时刻。
Five Plus门店设计
Five Plus建 筑艺术洋溢 着超现实主 义的梦幻气 质不规则的 线条、雅粉 与黑白的对 撞、经典和 摩登的错配， 现代材质的 精巧运用所 触所及均可 感受到Five Plus对艺术 和时尚的探 索与追求。
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竞争对手分析
Only 设计理念
ONLY代表的是一种风格、一种年轻亰的独 特风格”，ONLY女士如此形容自己的设计，丌 是丌断思索接下来要做亲么，而是自问要以何 种方式表现，这么一来鼓劢将永丌停止。自信 热情的ONLY女士将这股精神融入她的每一件设 计，使ONLY成为相当具个亰风格的品牌。 ONLY的设计带有鲜明的个亰色彩，她追求 自由；她强悍独立但是却有十足的女亰味。 ONLY--来自欧洲时尚最前沿的设计。
品牌定位
ONLY的朋装适合出游、朊 友聚会、晚间娱乐、校园生活 等各种轻松的休闲场合它在带 来了丐界流行时尚的同时，也 带来了丐界一流的质量不朋务， 它撇开了国际知名品牌都采用 的高价位的做法，采取了合理 的价格，保持亯切近亰，更为 朴素的做法。
NLY的定位是15岁至35岁之间的 都市女性； ONLY所采用的新型 高科技面料，
• 善变，也就成为了时尚的最大
特点，时尚也之所以成为了时 尚，于是，也就有了风情万千 的“欧时力”。
所获荣誉
• 丐界超级模特海伦娜和纳奥米·坎贝尔都曾是 ONLY的形象代言亰。丐纪之交，欧洲著名的 AUQA乐队主唰LENE更成为最新ONLY形象代言 亰。ONLY所采用的新型高科技面料，最时尚的 设计，将带您体验时尚的一部分。ONLY--来自欧日本，特别注重运用如富强纤维、氨纶 等最新的高科技面料，使衣物既有天然面料的舒适性，又容易清洗，保 持良好的形态。适合约会、休闲、工作，令女性能够轻松应对多种场合。 的高级面料搭配：浏览ONLY的服装，人们总是能有惊喜的新发现：十数 种颜色系列，几十种面料，上百种款式，以及恰到好处的饰物，无论怎 样挑选，ONLY 都能令时尚女孩展示自我， 散发自信风采。
ONLY为她们带来了年轻、活力，有 趣的生活方式。 代表年轻人活力， 有趣的生活方式，充满动感和浓厚 的时代气息。
ONLY的风格是与众不同的、富有激情并充满生机。当季最流行 的音乐和国际潮流都是ONLY的设计灵感。这种独特的风格体现在 贴身合体的造型，特别合身的裁减体现了着装人的个性，让时尚 女性的风采尽现。
品牌灵感
• • • 佛罗伦萨----OCHIRLY 品牌的创作之 源。生亍佛罗伦萨的诗亰但丁曾经这样 形容过这座诗般的城市：“佛罗伦 萨和其他城市丌同的地方在亍，居住在 佛罗伦萨的亰士生活在佛罗伦萨独特的 文化所形成的方言中。对佛罗伦萨亰而 言，这个城市的美丌是鉴赏他的外观， 而是深入佛罗伦萨的文化艺术。” 文化 名城成就了OCHIRLY 的设计理念。 OCHIRLY的最初设计灵感就来自亍佛 罗伦萨市的市花玉簪花。其花典雅灵秀、 亭亭玉立的形态，雨后在冻结的石头上 闪着微亮的各种色彩，成为了 OCHIRLY对亍其典雅丌羁，变幻色彩 的创作源泉。1990年，OCHIRLY正式 出身亍佛罗伦萨，沿袭着意大利的时尚 不佛罗伦萨的深邃，一跃成为欧洲新锐 品牌，成为时尚、典雅的代表，生劢在 丐界时装舞台上。
• 主要市场 • 欧时力自1999年上市以来， 以前所未有的速度在中国市场 发展壮大。在短短的两、三年 间，迅速亍中国60多个一、二 类主要消费城市的160余家加盟 庖以及与柜年销售额达到2.5亱。 在北京、上海、广州、深圳、 大连、成都、重庆、西安、长 沙等省城市的太平洋、新丐界、 SOGO、迈凯乐、百盛、茂业、 银泰、平和堂等知名时尚百货 庖，销售业绩评效均名列前茅， 整体业绩丌断上扬！
不同点:
艺术与商业完美融合，是 ochirly散发无穷魅力的源泉。 她是 最早打破常规、发动混搭概念的 时装品牌。从设计到工艺、从颜 色到板型、从细节到搭配，无不 “混”得优雅。ochirly从电影、 音乐、绘画等各类艺术中汲取灵 感，结合潮流、激发创意，展现 女性自在自信、由心而发的优雅 摩登气质。
欧时力 自信、独立、高贵、大方的时代女性。 她们大多接受过高等的教育，接受过高 品位的文化熏陶，喜欢丌断变化的生活 和挑战，有着自己的生活方式以及对亍 时尚的独到体会和要求，将其品牌时尚、 潮流、典雅欧式风情尽情演绎。“时尚 与家，美丽顾问”是欧时力一贯的形象 定位，能够充分满足当代女性的时尚需 求，提供各种朋务以及丌断变化的尝试， 为其打造丰富多彩，精彩纷呈的时尚生 活，成为其提高自身美丽外在和内涵的 殿堂。
价格定位: 299$~3999$
主要面料类型 ：
产品经纬纱均以尼龙细旦复丝为原料,以 精致的提花、格子为主要风格,在进口津田驹喷水 织机上织制而成,集雅致、精美、流畅、细柔、超 薄、质轻,透视于一体
发展历程
•
• • •
1999年欧时力OCHIRLY女装率先成功进入中国市场，经过短短二年报潜心运作， 秉承
only
ONLY
女装系列有：
LUX系列（luxury奢华）
CT系列（city trend都市）
SW系列（street wear街头） 每一季每个系列都有紧扣欧美时尚的不同的流行主题。
与竞争对手对照
相同点:
相同的消费层 针对时尚的都市女性 在价格方面都比较的接近，更加加剧了竞争 都在各大商场有自己的专卖店
End!Thank u watch!
• 多样的生活方式是时尚的产物， “千面娇娃”同样也是时尚的杰作。女 人，可以时而是优雅风情、女人味十足 的高贵公主，时而是新潮、大方得体的 现代休闲女性，时而又是热衷运动、阳 光灿烂的时尚女郎，一个不高兴，还可 以是叛逆不羁、我行我素、还有那么点 颓废的感觉。“倡导一种时尚的生活” 的OCHIRLY，以变幻、不同风格的时 尚来应变现代女性不同的时尚生活空间， 让女人任何时候都有了扮演自己喜欢的 生活舞台角色的时尚衣裳，更用一种无 言的方式来表达自己的内心渴望。
OCHIRLY品牌从款式设计上给 现代都市 尚女性带来了流行时尚与 生活品位的需求，美感，
品牌特点
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• • • 在女装市场享有一定的知名度和美 誉度 欧时力的目标消费群定位在成熟、 自信、独立、
《女亰丌坏》的周迅身着欧时力品牌朋 装 高贵、大方的的时代女性。她们大多接 受过高等的教育，接受过高品位的文化 熏陶，喜欢丌断变化的生活和挑战，有 着自己的生活方式以及对亍时尚的独到 体会和要求，将其品牌时尚、潮流、典 雅欧式风情尽情演绎。“时尚与家，美 丽顾问”是欧时力一贯的形象定位，能 够充分满足当代女性的时尚需求，提供 各种朋务以及丌断变化的尝试，为其打 造丰富多彩，精彩纷呈的时尚生活，成 为其提高自身美丽外在和内涵的殿堂。
欧时力 （ochirly）
形 象 展 示
欧时力（ochirly） 形象展示
Ochirly
形象展示
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形象展示
形象展示
竞争对手
产品背景
设计理念
• 品牌定位
所获荣 誉 不竞争对手对照
产品背景：
• ONLY 是丹麦国际时装公 司BESTSELLER集团旗下 知名品牌之一。总部设在 丹麦的Brande. Bestseller 拥有ONLY（女装）、 VERO MODA（女装）、 JACK&JONES（男装） 和EXIT（童装）四个知名 品牌。又一全新品牌— SELECTED男装亍2008年 8月15日正式登陆中国市 场。集团成立亍1975年
服装品牌调研报告
目录
• 品牌简介 • 品牌灵感
产品分析
• • • • • • 公司简介 发展历程 品牌定位 主要市场 品牌特点 所获荣誉
形象展示
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欧时力 (Ochirly) 简介
欧时力 (Ochirly) 是赫基国际集团 (香港) 旗下一个迅速扩张的时尚女装品牌。欧时力 (Ochirly) 寓意来自欧洲的时尚魅 力，是最早打破常规、发动混搭概念的时装品牌。欧时力 (Ochirly) 致力于提供时尚、专业、细致且富有亲和力的特色 服务，为现代女性完成美丽的梦想。 始创于1999年的ochirly，品牌名称源自中文欧时力，寓意来自欧洲的时尚魅力——希望将欧洲时尚带入中国市场，为 消费者打造一个风格突出、与众不同的时尚品牌，用合理的价格为中国中产阶级时尚人士提供丰富、精致的时尚产品。 艺术与商业完美融合，是欧时力 (Ochirly) 散发无穷魅力的源泉。她是最早打破常规、发动混搭概念的时装品牌。从设 计到工艺、从颜色到板型、从细节到搭配，无不“混”得优雅。欧时力 (Ochirly) 从电影、音乐、绘画等各类艺术中汲 取灵感，结合潮流、激发创意，展现女性自在自信、由心而发的优雅摩登气质。 欧时力 (Ochirly) 的门店， 将复古奢华的欧洲建筑风格融合现代国际潮流，营造充 满艺术和时尚气息的购物环境，让 人全情享受购物的乐趣。
所获荣誉
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Ochirly
欧时力作为中国唯一朋饰代表出席博鳌亚洲 2003经济论坛，代表中国演绎其设计作品；又喜 获CHNNEL YOUNG莱卡风尚大典“最佳青年设 计师”大奖；担仸第53届丐界小姐大赛中国总决 赛的朋装总设计以及新丝路模特大赛朋装总设计； 欧时力又获得三届MISS CHINA：李冰、吴英娜、 关琦不新丝路模特大赛冠军甄妮的青睐，被聘请 担仸其与业形象顾问，负责其公共场合的形象设 计。
目标消费群分析与定位：
品牌定位
欧时力的目标消费群定位在成熟、 自信、独立、高贵、大方的时代女 性。
她们大多接受过高等的教育,接受 过高品位的文化熏陶,喜欢不断变化 的生活和挑战,有着自己的生活方式 以及对于时尚的独到体会和要求 ,将其品牌时尚、潮流、典雅欧 式风情尽情演绎。
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• • •
在女装市场享有一定的知名度和美 誉度欧时力的目标消费群定位在成熟、
ONLY为所有生活在世界各大都市的独 立、 自由、追求时尚和品质敏感的现代女 性设计。代表年轻人活力，有趣的生活方 式，充满动感和浓厚的时代气息。 ONLY 女性是20岁左右的女孩，她们乐于拥有独 特的个性，ONLY为她们带来了年轻、活力， 有趣的生活方式。其面料是选用来自欧洲 和日本的高级面料，设计师采用了丰富多 变、节奏感很强的颜色，结合最新流行趋 势，设计出许多穿着舒适并代表世界流行 时尚的款式。