播牌介绍
Broadcast
1、品牌理念
1. Brand Concept
【坚持一切美好的事物】
【Pervere all the Beautiful】
每个女人都有过自己的纯真时代，
For all the women
Who must have ever owned their pure periods，
都在不同的成长阶段有过不同的希望与梦想，熊骨
Embraced various expectations and dreams during the growing;
都曾经向往过浪漫美丽的爱情，
Yearned for the romantic love;
都曾经拥有艺术家般的敏锐，
And possd the artist-like acuity;
但随着年龄的增长，她们变得越来越现实……
However, the growing age pulls them back to the reality……
“播”牌唤醒她们的梦想，并让她们在扑朔迷离的时尚国度里找到自己。难忘的假期
“Broadcast” wakes their dreams up; and shows their ego in the bewildering fashion.
坚持，源于梦想；坚持，回归梦想。
Perverance, starts from dream, back to dream.
【文化——“播”牌的精神】
【Culture-- Spirit of “Broadcast”】
花雕鸡的正宗做法服装不仅仅是服装，
Garment is not only clothes;
服装还是人们对世界对生活的态度，
But also the attitude towards the world and the life;
服装除了风格还需要有精神。
It needs not only style but also spirit.
“播”牌的精神——
The spirit of “Broadcast”--
是骨子里的优雅和知性，
The elegance and the inner beauty in kind;
是远离物质回归思考的态度，
The attitude away from materials and back to thinking;
是时尚千变万化的本质，
The esnce of changeable fashion;
是柔软而坚强的文化精神。
And，a kind of cultural spirit，soft but strong.
2、品牌渊源
2. Brand Origin
【播厥百谷，实函斯活】
【Sow Numerous Seeds, Each Full of Vitality】
“播”引自中国史上最早的诗歌总集《诗经》中:“播厥百谷，实函斯活”从四品，意为播下多种禾谷，颗颗活力函藏，隐喻希望、传播、播种之意。
The name of “Broadcast” is quoted from China’s earliest poem collection--The Book of Songs which signifies that the vitality will be contained inside the grain eds when they are sowed in the cropland and it is also a metaphor of hope, transmission and sowing.
因此，透过这个蕴涵东方意蕴的汉字，“播”牌致力于营造一种时尚的但很东方的品牌文化，为追求时尚、同时又坚持自我的时代新女性提供崭新的生活方式和独特的生活体验。
Customers can realize from the name of the brand-- a Chine character that contains the concept of the oriental philosophy, “Broadcast” is trying to create a kind of brand culture that focus on the oriental style fashion and provide both new lifestyle and unique experience for the women in pursuit of fashion and lf-independency.
3、发展历程
History
【1997－2004】
“播”牌始创之初，产品风格清新质朴，充满浪漫的田园气息，设计极富原创性，甫一上市即成为众多女性的心头所好。尔后，“播”每年都根据时尚流行趋势和对消费者的洞察，结合自身品牌理念不断推出创意，一度成为许多同行模仿与抄袭的对象。然而“播”背后的品牌理念和原创精神，以及对品质的执着，使得“播”只能被抄袭，却无法被超越。
As soon as “Broadcast” first appeared in the market, the style full of purity and simplicity, and the design full of highly originality immediately attracted most of the female. Afterwards, bad on its insight into the trend of fashion and customers’ mind, couple with its own concept, “Broadcast” creates much innovation which was once imitated by others in design. However, the unique spirit and concept, as well as the persistence to the quality make “Broadcast” can only be duplicated, but can never be exceeded.
【2005－2008】
2005年，“播”几月份去三亚好开始启动国际化品牌战略。为赋予“播”更国际化的品牌魅力，“播”组建起一支国际化的设计团队，以自己独特的设计语言诠释着时尚，形成具有国际风格的东方美学。西方流行元素与东方气质完美结合，旅英设计师王陶将国际化、潮流化的时尚理念融入播牌，以东方创意的形式呈现出具有超越性的国际风格和时尚魅力。
In 2005, “Broadcast” started to internationalize its brand. In order to endow itlf with much more international brand glamour, “Broadcast” organized an internationalized design team. “Broadcast” understands fashion with its own design, and forms Oriental Aesthetic of international styles. Wang Tao, chief couturier of “Broadcast”, once abroad in Britain, brought in much internationalized and fashionable concept, in which western popular elements meets oriental quality perfectly. Transcendent international style and fashion charm are prented in the form of oriental creation.
4、品牌定位
3. Brand Positioning
Brand Orientation
【以艺术化的方式呈现具有国际风格的城市生活风尚】
【Prent the international urban life style in artistic way】
时尚但不前卫，有艺术家的气质但不是艺术家，工作时独立和智慧，生活中却不失女性特有的优雅与温婉。游走于时尚之间，却聪明地置身事外，永远保持自我的主张。
Fashion but not garish, with artist temperament but not a real artist; being independent and intelligent at work, but with the specific femininity in daily life. Wandering in fashion, but always keep mind clear, and always insist on lf-asrtion. The are the women in “Broadcast”.
【产品风格】
Style
西方流行元素与东方气质的完美结合，浪漫略带中性，知性透着简约，体现了现代新女性干练、优雅并存的气质。产品注重搭配，强调组合带来的变化和情绪，以配合都市女性不同场合、不同心情和不同个性的着装需求。
进店礼品
A perfect combination of western popular elements and oriental temperament, romantic and somewhere neutral; elegance with simplicity, the style reflects the competent and graceful temperament of modern women. “Broadcast” attaches importance to matching, and lays stress on the changes brought about, in order to cater for the women’s dress needs in different situation, in different mood and in different personality.
【目标人群】
Target Group
心理年龄25－35岁左右的时代新女性，她们大都受过良好的教育，以都市上班族女性为主。职业包括：公司职员、作家、编辑、记者、设计师、广告人、老师、公务员等文职工作者，以及部分大学生。
The target group is the female with a mental age of 25 to 35, most of who are well educated and are office ladies mostly. They can be company staff, writer, editor, journalist, designer, advertir, teacher, civil rvant and part of students.
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