【KAPPA卡帕是哪个国家的品牌？】

国人常称“背靠背”，始于1916年意大利，国际运动及休闲服装品牌，产品定位于18-35岁充满活力的青春时尚人士，以运动、时尚、性感、品位品牌理念享誉世界

kappa是1916年在意大利西北部的都灵(turin)成立的意大利运动、休闲服装公司。前身为一家叫m.c.t.的小型公司。公司全名「societa anonima calzificio torinese」。1993年，卡帕kappa被一间叫做basic properties的财团收购，并且获得时装品牌benetton财政上大力支持，令kappa实力更加雄厚，并已成为欧洲私人拥有运动产品集团。在1999年2月9日，kappa更上一层楼，得世界球队意大利国家足球代表队的垂青，令卡帕kappa名气大增。

KAPPA商标LOGO由来

1969年，一对男女模特在工作间隙坐下来休息，摄影师无意中捕捉到了这个画面，由此诞生了这个享誉世界的品牌LOGO。这个充满浪漫色彩的人物标记一直沿用至今，成为风靡世界的视觉符号。Kappa是希腊文字母第10字。Kappa的LOGO发音是Omini（双子）。这对男女之所以背靠背而坐，是因为Kappa相信男性和女性可以共同分享运动的乐趣。而且无论在场内或场外，男性和女性也应互相支持以达成目标。

中国市场 - KAPPA

中国动向(集团)有限公司，香港联合交易股份上市编号：3818，连同其附属公司「本集团」)为一家国际运动服装品牌企业。本集团主要从事设计、开发、市场推广及分销品牌运动服装。自二零零六年五月三十日起，中国动向为Kappa品牌在中国及澳门的全部权益持有人。

集团于二零零八年四月再迈出重要的一步，收购了在日本拥有KAPPA品牌及PHENIX品牌的PHENIX公司，掀开了中国动向多品牌战略的新篇章。中国动向将丰富区域性的品牌组合，扩展本集团的产品种类，开拓发展中国的滑雪及户外运动服市场的机遇，通通过整合日本PHENIX的设计研发能力及经验丰富的研发专才，进一步加强中国动向现有的研发技术和能力，为KAPPA及其它品牌在中国市场的长远发展提供坚实的平台。

品牌定位

KAPPA 的品牌定位是运动、时尚、性感,、品位，目标消费者为年龄介乎18至35岁、生活和衣着充满活力、青春及时尚的人士。

KAPPA诞生于二十世纪五十年代末的意大利，于二十世纪六七十年代开始逐渐发展成为欧洲的运动及休闲服装品牌。KAPPA的标记为两名背靠背而坐的男女，代表运动、青春及热情的生活方式。

二零零二年年初，中国动向将饱含地中海蓝色浪漫和激情的KAPPA带到了中国，并将新的运动时尚理念传递给中国的消费者。自二零零六年五月起，中国动向拥有KAPPA在中国内地和澳门地区的品牌所有权，自主产品研发、市场推广、销售组织和管道策略等方案。

英文翻译：Chinese people often call it "back-to-back". It began in 1916 in Italy. It is an international sports and leisure clothing brand. Its products are positioned at the young and dynamic fashion people aged 18-35. Kappa is a famous Italian sports and leisure clothing company established in Turin, northwest Italy, in 1916 with the brand concept of sports, fashion, sexy and taste. Formerly a small company called m.c.t. The full name of the company is "SOCIETA anoni MAC al Zi ficio torinese". In 1993, kappa kappa was acquired by a consortium called basic properties, and was financially supported by Benetton, a fashion brand, which made kappa stronger and became a privately owned sports product group in Europe. On February 9, 1999, kappa rose to a higher level, winning the favor of the Italian national football team of the world team, which greatly increased kappa's fame. Kappa logo was born in 1969 when a couple of male and female models sat down to have a rest during their working hours. The photographer accidentally caught this picture, which gave birth to the world-renowned brand logo. This romantic character mark has been used up to now and has become a popular visual symbol in the world. Kappa is the Greek Letter No. 10. Kappa's logo is pronounced Omni (Gemini). The couple sat back-to-back because kappa believed that men and women could share the fun of sports. And both men and women should support each other to achieve their goals, both on and off the field. China market kappa China trend (Group) Co., Ltd., Hong Kong Stock Exchange listing No.: 3818, together with its subsidiary "the group"), is an international sportswear brand enterprise. The group is mainly engaged in the design, development, marketing and distribution of brand sportswear. Since May 30, 2006, China trend is the full equity holder of kappa brand in China and Macau. In April 2008, the group took another important step, acquiring Phenix company which owns kappa brand and phenix brand in Japan, opening a new chapter of China's multi brand strategy. China trend will enrich the regional brand portfolio, expand the group's product categories, open up opportunities for the development of China's skiing and outdoor sports wear market, further strengthen the existing R & D technology and capacity of China trend through the integration of Japanese Phenix's design and R & D capabilities and experienced R & D professionals, so as to provide a solid foundation for the long-term development of kappa and other brands in the Chinese market Real platform. Brand positioning kappa's brand positioning is sports, fashion, sexuality, taste, and the target consumers are people aged between 18 and 35, who are full of vitality, youth and fashion in life and clothing. Kappa was born in Italy in the late 1950s, and gradually developed into a European brand of sports and leisure clothing in the 1960s and 1970s. Kappa is marked by two men and women sitting back-to-back, representing sports, youth and a passionate lifestyle. At the beginning of 2002, China trend brought kappa, which is full of Mediterranean Blue Romance and passion, to China, and passed on the new concept of sports fashion to Chinese consumers. Since May 2006, China trend has owned the brand ownership of kappa in mainland China and Macao, as well as independent product R & D, marketing, sales organization and pipeline strategy.

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