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“班尼路”品牌由1981年使用，“班尼路”品牌本身为一个意大利品牌，20世纪80年代就开始在香港经营，后来进入大陆进行销售。“班尼路”以男、女、中性的休闲服为主导，产品强项是基础休闲服及针织类衣料，如T恤等。“班尼路”善于集合当季流行元素，尽显时尚大方。

“班尼路”产品特别适合较为含蓄、注重质料而又追赶潮流的顾客穿着。我们想要塑造的生活形态是舒适自然而又大方轻便的。“班尼路”既深入大众潮流，而且又穿着舒适、大方自然。为大众提供日常生活的基本装束。

“班尼路”品牌由1981今，已有30年历史，也算得上是一个“历史悠久”的品牌。据说期间“班尼路”也曾经邀请过周润发、张曼玉等天王巨星作为形象代言人，品牌在香港红极一时。后来进入大陆进行销售，但由于种种原因，经营不是很理想。

1996年，香港德永佳集团有限公司出手收购了“班尼路”商标，并创立“广州友谊班尼路服饰有限公司”，重新将班尼路商标进行品牌包装，使得班尼路品牌获得了新生。班尼路服饰公司旗下已经推出十多个品牌，其中较著名的品牌主要有六个，包括：班尼路、生活几何（S&K）、互动地带（I.P.ZONE）、纯真传说（BAMBINI）、水虹（BalenoAttitude）、衣本色（ebase）以及Y'PAYMORE，整体看来班尼路在国内市场推出新品牌的步伐还没有打住，也许还会有更多新品牌推出。

下属品牌

1、“班尼路”（baleno）：舒适、自然、物超所值的大众服饰

“班尼路”经德永佳集团运作发展至今已有九年多时间，现已进入成熟期，业绩稳步上扬，并采用自营店与特许经营商双管齐下的策略。“班尼路”品牌所一直坚持的发展理念就是：物超所值、大众化。在产品组合方面，“班尼路”以男、女、中性的休闲服为主导，产品强项是基础休闲服及针织类衣料，如T恤等。“班尼路”善于集合当季流行元素，如在服装的颜色配搭及各种配衬品中渗入潮流成分。“班尼路”产品，特别适合较为含蓄、注重质料而又追赶潮流的顾客穿着，“班尼路”品牌的目标年龄层锁定为18－40岁的人士。我们想要塑造的生活形态是舒适自然而又大方轻便的。既深入大众潮流，而且又穿着舒适、大方自然。为大众提供日常生活的基本装束。我们还邀请了天王巨星刘德华作为品牌代言人，并迅速开设自营店及特许经营店，这让“班尼路”的品牌知名度迅速传遍中国及东南亚市场。

2、“生活几何”（S&K）：主要针对时尚、爱“酷”一族

1997年，不管是对中国内地还是对香港来说都是一个重要的年份，于是班尼路有限公司决定成立一个能够冲出香港、迈向世界的时尚品牌，“生活几何”因此诞生。“生活几何”把目标顾客锁定为周围追求时尚、喜爱不羁生活态度的年轻人，顾客年龄层定位在16－28岁之间。2002年，“生活几何”还邀请了当时最具人气的台湾天王级流行音乐组合F4作为形象代言人，这使得“生活几何”的品牌地位更加巩固。

3、“互动地带”（I.P.ZONE）：给消费者带来的是街头文化

2000年，街头文化盛行，“互动地带”品牌也因此在亚洲诞生，产品主要以年轻人休闲服饰系列为主。而“互动地带”的销售点遍布全国，包括香港、台湾及澳门。“互动地带”的产品，专为有性格和有触角的年轻顾客群而设，“互动地带”包含着美国、日本的街头文化，如街上的“滑板青年”、摇滚发烧友是“互动地带”的典型形象。“互动地带”把顾客年龄层锁定在15－25岁之间。“互动地带”希望目标顾客拥有独特个性，并且热爱时尚生活。

4、“纯真传说”（Bambini）：无邪最永恒

该品牌于1997年6月26日诞生。“纯真传说”的英文Bambini，是一个意大利单词，意指“孩子”；Bambini的中文名称则是“纯真传说”——身穿“纯真传说”的年轻人，无论穿得怎样“邪”，依旧“纯真”。凭借一批专业设计师的协助，“纯真传说”塑造起了自己的文化特色。“纯真传说”是一个属于年轻人的品牌，顾客年龄层锁定在15－22岁之间，他们是懂得追求时尚和勇于突出自我的年轻人，他们是永不流于俗套的。

5、“衣本色”（Ebase）：因为休闲更见本色

“衣本色”2000年3月于香港诞生。“衣本色”的产品以女性服装及饰物（手链、项链、凉鞋等）为主。“衣本色”的顾客年龄介乎15－35岁之间。“衣本色”的服饰无论是上班、逛街、还是约会都适合穿着。穿“衣本色”的人懂得享受瞬时的快乐，擅长追赶潮流，她们追求方便、寻求价廉物美以及购物乐趣。

6、“水虹”（BalenoAttitude）：不仅时尚而且高雅

这算得上是班尼路公司的一个高端品牌，跨入水虹专卖店，首先就会看到巨幅的王菲形象画在冲击着视线。“水虹”是专卖纯女性服装的品牌，于1999年秋冬在台湾开始经营。“水虹”的目标顾客主要是时尚的白领女性，年龄介乎20－28岁之间。这班顾客不仅懂得打扮，而且会享受打扮的乐趣，她们还有一定的经济能力。“水虹”的产品相当的多元化，凭借“水虹”强大的宣传攻势，“水虹”的业务也蒸蒸日上。

"Bannerou" brand was used in 1981, and "bannerou" brand itself is an Italian brand. It began to operate in Hong Kong in the 1980s, and then entered the mainland for sales. "Benny road" is dominated by men's, women's and neutral casual wear. Its product strengths are basic casual wear and knitted fabrics, such as T-shirts. "Benny road" is good at collecting the popular elements of the season, showing all the fashion. "Benny road" products are especially suitable for customers who are more implicit, pay attention to materials and catch up with the trend. The lifestyle we want to shape is comfortable, natural, generous and light. "Benny road" not only goes deep into the public trend, but also is comfortable and natural to wear. To provide the public with the basic costume of daily life. "Benny road" brand from 1981 to now, has 30 years of history, is also a "long history" brand. It is said that during the period, "Benny road" also invited such superstars as Chow Yun fat and Maggie Cheung as image spokesmen. The brand became very popular in Hong Kong. Later, it entered the mainland for sales, but for various reasons, the operation was not very ideal. In 1996, Hong Kong deyongjia Group Co., Ltd. purchased the brand of "bannerou" and founded "Guangzhou Friendship bannerou Clothing Co., Ltd." it repackaged the brand of bannerou, which made the brand of bannerou new. Bannilu clothing company has launched more than ten brands, including six famous brands, including bannilu and S & P; K) , i.p.zone, bambini, Baleno attitude, Ebase and y'paymore. As a whole, it seems that the pace of bannero launching new brands in the domestic market has not been stopped, and there may be more new brands to be launched. Subordinate brand 1, "Baleno": comfortable, natural and value-added mass clothing "Baleno" has been operated and developed by deyongjia group for more than nine years, and now it has entered a mature period. Its performance has been rising steadily, and it adopts the strategy of both self-employed stores and franchisees. The development concept of "Benny road" brand is: value for money, popularity. In terms of product mix, "bannero" is dominated by men's, women's and neutral casual wear, and its product strengths are basic casual wear and knitted fabrics, such as T-shirts. "Benny road" is good at collecting the popular elements of the season, such as the color matching of clothing and the infiltration of fashion elements in various accessories. "Bannerou" products are especially suitable for customers who are more implicit, pay attention to materials and catch up with the trend. The target age of "bannerou" brand is 18-40 years old. The lifestyle we want to shape is comfortable, natural, generous and light. Not only in-depth popular trend, but also wearing comfortable, generous and natural. To provide the public with the basic costume of daily life. We also invited superstar Andy Lau to act as the brand spokesperson, and quickly opened our own stores and franchise stores, which quickly spread the brand awareness of "Benny road" to the Chinese and Southeast Asian markets. 2. "Living geometry" (S & K): mainly for the fashionable and "cool" people in 1997, which is an important year for both the mainland of China and Hong Kong, so bannerou Co., Ltd. decided to establish a fashion brand that can break out of Hong Kong and move towards the world, "living geometry" was born. "Life geometry" targets customers as young people who pursue fashion and love unruly life attitude. The age of customers is between 16-28 years old. In 2002, "life geometry" also invited F4, the most popular Taiwanese King pop music group at that time, as the image spokesperson, which made the brand position of "life geometry" more consolidated. 3. "Interactive zone" (i.p.zone): it brought street culture to consumers in 2000. Street culture prevailed, "interactive zone" brand was born in Asia. The products are mainly young people's leisure clothing series. The "interactive zone" has sales outlets all over the country, including Hong Kong, Taiwan and Macao. The product of "interactive zone" is specially designed for the young customers with personality and tentacles. The "interactive zone" contains the street culture of the United States and Japan. For example, "skateboard youth" and "rock fans" on the street are the typical images of "interactive zone". "Interactive zone" locks the age of customers between 15 and 25 years old. "Interactive zone" hopes that the target customers have unique personality and love fashion life. 4. "Bambini": the most eternal brand of innocence was born on June 26, 1997. Bambini, the English word for "pure legend", is an Italian word, which means "children"; the Chinese name of bambini is "pure legend" - young people wearing "pure legend", no matter how "evil" they wear, are still "pure". With the help of a group of professional designers, "pure legend" has shaped its own cultural characteristics. "Pure legend" is a brand belonging to young people, whose customers are aged between 15 and 22. They are young people who know how to pursue fashion and dare to stand out themselves. They will never be stereotyped. 5. Ebase: because leisure is more like the real color, it was born in Hong Kong in March 2000. The products of "dress natural color" are mainly women's clothing and accessories (bracelets, necklaces, sandals, etc.). The age of the customers of "original clothes" is between 15-35 years old. Clothes of the same color are suitable for work, shopping or dating. People who wear "clothes of their own" know how to enjoy instantaneous happiness, and are good at catching up with the trend. They pursue convenience, cheap and beautiful goods, and shopping fun. 6. Baleno attitude: it's not only fashionable but also elegant. It's a high-end brand of bannerou company. When you step into the store, you will first see the huge image of Faye Wong striking your eyes. "Shuihong" is a brand specializing in pure women's clothing, which began to operate in Taiwan in autumn and winter of 1999. The target customers of shuihong are mainly fashionable white-collar women, aged between 20-28. This group of customers not only know how to dress, but also enjoy the fun of dressing. They also have certain economic ability. The products of "shuihong" are quite diversified. With the strong propaganda of "shuihong", the business of "shuihong" is also booming.

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