第 二 部分强化练习 1 PART TWO Questions 8-12 ● Read the case study below about reviving a fashion brand. ● Choose the best sentence from the opposite page to fill each of the gaps. ● For each gap (8-12), mark one letter(A-G)on your answer sheet. ● Do not use any letter more than once. ● There is an example at the beginning, (0). Reviving a Brand Rebranding is a delicate and risky venture, and the case study of Sapira, a US fashion label that recently set about restoring its ailing fortunes through rebranding, is a good illustration of this. During a period when growth in the clothing industry was slowing, Sapir a, a partner organization of the leading fashion designer Perivale found itself struggling . a partner organization of the leading fashion designer Perivale, found itself struggling (0)....G.....Sapira realised that brand repositioning was the key to these problems and could, if handled properly, create opportunities for the company. In an industry where customers demand novelty and choice, the brand was beginning to seem old-fashioned. (8)... This failure of Sapira to refresh its brand image was the result of under-investment in human resources and marketing The marketing mix had not evolved since the brand's glory days in the 1990s, when it was the choice of fashion-conscious customers in Europe and the United States. (9)..... But in the following decade its reputation was damaged by the launch of a series of inconsistent collections It was clear that action had to be taken if Sapira's clothes were to be restored as leading fashion items. Sapira needed to decide whether to offer a new collection that would appeal to its established customer base of mature consumers, or reposition itself towards younger buyers.(10)... It was not an easy decision to make. In order to better appreciate developments in the modern market, Sapira hired a leading marketing company. This firm provided a breakdown of the fashion market into key segments. These were very different with respect to target customers, the complexity of appropriate designs and production costs. Sapira now had a great deal of information to base its decisions on, but it was aware it could still take the wrong path. Fortunately, Sapira had associations with Perivale that could be easily leveraged. They shared sales forces, which meant that Sapira profited from Perivale's broad distribution network. (11)...In relation to exploiting this distribution network Sapira decided that the firms current approach to pricing should be maintained after repositioning. The case of Sapira provides an overview of the issues connected with brand repositioning (12)...In addition, a supporting organisation infrastructure is needed that is capable of delivering on the needs of the key target segment Example: 0 A B C D E F G A Particularly valuable was the way this partnership gave access to high turnover sales centres, including department stores and small, independent boutiques . B It also lacked the essential ingredient for the market: design creativity . C These involve a fine balancing act between preserving a brands essence and offering a D It went on to point out that since most manufacturers launched only one fashion line per year , mistakes could prove very costly. E The latter group tends to spend more , but generally shows far less brand loyalty. F Its success during this period was due to a dynamic design team and a name for quality and style. G The main challenges were changing tastes in the core customer base and a sudden increase in lower-cost competitors.