异域拓疆,“熟悉的面孔”才能打开市场。随着全球化和信息化的加剧,越来越多的国际大牌走进中国,越来越多的本土品牌走向国际。对于服装品牌来说,这不只是工业产品的流通,更是文化、精神和价值观的传播。然而,无论是国际品牌本土化还是本土品牌国际化,能否找到契合品牌精神的代言人,并以能够让消费 Exotic territory, “familiar face ” to open the market. As globalization and informationization intensify, more and more big international brands enter China and more and more local brands go international. For clothing brands, this is not just the circulation of industrial products, but also the spread of culture, spirit and values. However, whether international brand localization or local brand internationalization, can find a spokesman for the spirit of the brand, and to be able to make consumption