In the apparel and accessories industries, a strong and recognizable brand name is the key to success and drives store (and website) traffic. Through marketing efforts, companies try to create a well known brand name that consumers will identify with a high-quality or fashionable product. Brand loyalty is built over time as companies support advertising and promote brand awareness. (Neuman, 2003)
For example, through meticulous positioning and aggressive promotional support over the years, NEXT Plc. has transformed itself from a niche brand of board shorts into a leader in the youth-oriented, casual lifestyle apparel and accessories segment. This apparel brand/specialty retailer promotes brand awareness through its store windows, which are refreshed as often as weekly with new displays of its fashion products. We in our report will be focusing on such practices and strategies keep NEXT Plc as our target company. We will be analyzing the company at strategy level. (Neuman, 2003)
在服装和配件行业，一个强大的和可识别的品牌是成功的关键，并带动商店（网站）交通。通过营销努力，公司试图创造一个众所周知的品牌，消费者会认同一个高品质的时尚产品。品牌忠诚度是建立在时间的公司支持广告和提升品牌的知名度。（纽曼，2003）
例如，通过细致的定位和积极推广多年来的支持下，PLC。已经脱胎换骨，从短裤利基品牌在面向青年领袖，休闲服饰及配件段。这个服装品牌/专业零售商通过其商店的橱窗，提升品牌意识，这是为每周的时尚产品的新显示刷新。我们的报告将重点放在这样的实践和战略保持下PLC作为我们的目标公司。我们将分析在战略层面的公司。（纽曼，2003）
