美国花雨伞（Arnold Palmer）男装品牌故事及介绍

品牌背景
半世紀前（1959年），Arnold palmer與一個年輕的律師Mark McCormack的握手，這一次握手也革新了體育事業的經營理念。 在Mark McCormack之前，沒有人想象過運動形象可以和商業運作如此完美的結合地。Mark McCormack知道在美國運動形象普遍受到歡迎，而他們尤其喜歡“Arnold”（Arnold Palmer）的昵稱）。在接觸很多的專業公司，聽取他們的意見後，他們將“Arnold parlmer”及以Arnold早期打球的某一天，當他的目光順著球的飛行弧線看去的時候一些色彩吸引了他的目光而設計的傘形標志注冊爲商標。
這個圍绕著Arnold parlmer建立起來的銷售模式是史無前例的創舉，也給他們帶來源源滾滾的財富，到1962他的年收入已超過了50萬美元，他的品牌形象延伸到汽車，軟飲料，航空公司等各個行業。 Parlmer既是高爾夫球場上的一個奇迹，也是一個國際級商業帝國首腦人物。在上個世紀的最後25年裏，他在俱樂部以及商界獲得了無數的榮譽，獎杯，證書貫穿了他的整個人生曆程。 今天，Arnold Palmer依舊是這個跨國公司的舵手，也是Latrobe Country俱樂部，亨譽盛名的Bay Hill俱樂部和 Orlando及 florida兩處山莊的主人。他的經營範圍非常廣泛，包括高爾夫球教學的設計和管理，以及圍繞著高爾夫運動爲主體展開的一系列的學術研究，産品開發和經營銷售活動。

品牌简介
美国Arnold palmer“花雨伞”作为国际知名品牌，风靡世界四十多年，它又是＂中国十大服装品牌＂之一，在国人的心目当中有一定的影响力，这是竞争的优势之一．花雨伞品牌系列服装的特点:＂花雨伞＂品牌是５０年代美国四届高尔夫球名人赛冠军得主――阿诺帕玛创立的，它以品质纯正，做工精细，设计简洁，色调清新风靡全世界，其品牌创立者不是传统意义上的商者，是美国历史上最另人激动的名人之一，也是不朽的高尔夫英雄，在他的高尔夫生涯中，曾经获得四届美国“名人赛”冠军，被授予20世纪60年代的“年代运动员”称号，他也是第一个将运动的能力转变为无穷商业的人，他的转型是体育商业化的革命。
品牌标志是一把彩色的雨伞，此设计象征了美国家喻户晓的高尔夫球手Arnold palmer（阿诺帕玛）先生驰骋球场的盛况。他每次出赛都吸引大批忠实的球迷持伞观看，成千上万的雨伞如花般怒放，成为美国人的典范和美国梦的缩影。
现时美国Arnold palmer“花雨伞”品牌服饰行销全球30个国家和地区，包括日本、韩国、新加坡、台湾及香港等地。品牌强调的是阿诺帕玛精神----不畏困难，追求卓越，表现自我个性，深受各地人的喜爱。

The Umbrella Story
After winning the 1960 U.S. Open at Cherry Hills, Mark McCormack said about Arnold Palmer, "Instead of a mere hot commodity, he became an immortal in alligator shoes." The Palmer empire of business interests was exploding across the globe.
In 1961, as part of an overall business strategy, McCormack established Arnold Palmer Enterprises. Now that they had a name, they needed a corporate logo.
Just after APE was formed, Arnie and a group of business associates were sitting around a conference table at the Holiday Inn in Ligonier, PA.
They were attempting to brainstorm some kind of signature logo they could use on clothing, business stationary, golf clubs and so forth. In the preceding days the group had come up with a number of promising ideas ranging from crossed golf clubs to laurel leaves. But upon deeper investigation, they determined these symbols were either too commonplace to have any real meaning or they were already copyrighted by another organization. The frustration level was rising until an idea popped into Arnie's head.
"What about an umbrella?" said Arnie. Someone at the table shot back, "What kind of umbrella?' Arnie suggested a multicolored golf umbrella. A few heads bobbed in agreement. But nobody was even close to calling it a good idea, yet. Somebody told Arnie not to get his hopes up too high because it would be a miracle if Traveler's Insurance hadn't already trademarked it. Despite the odds, the group decided to have their lawyers investigate the symbol.
A few weeks later their legal team was surprised and pleased to learn that nobody worldwide had trademarked the umbrella symbol. Suddenly Arnie had his new company logo-an open golf umbrella done in four colors-. red, yellow, white and green . What started as just an abstract idea would transform into one of the most recognized icons around the world. Particularly in the Asian marketplace, the APE umbrella is legendary. Arnie's fame approaches rock start status there. Across every demographic you see consumers sporting the APE golf umbrella on a wide variety of fashions and retail goods.
A major reason for the logo's ubiquity and popularity is Arnold Palmer himself. Arnie always understood the importance of building and maintaining a brand. Over the past 40 years, there's rarely been a time when he hasn't been wearing some type of APE umbrella logo. Same is true for APE associates. Whenever they're at a golfing event or business function, Arnold Palmer Enterprises employees proudly display their umbrella pins.
And if you're ever feeling at a loss for not having one of the multi-colored umbrellas in your possession-don't fret. Instead, just tap Arnie or his long-time assistant Doc Giffin on the shoulder and ask for one. Arnie enjoys passing umbrella pins out to fans and Doc is known to keep a few extras in a velvet pouch in his front pocket.

四届美国名人赛冠军得主阿诺德-帕尔玛（Arnold Palmer）将荣获美国高尔夫教练联合会终身成就奖（Golf Coaches Association of America Lifetime Achievement Award）。该奖项将于明年1月14日在奥兰多布纳维斯塔湖举行的一年一度的GCAA名人堂宴会上颁给阿诺德-帕尔玛，帕尔玛也将成为第三位以非教练身份进入GCAA名人堂的前美国球星。

　　“我一直都非常期待能获得美国高尔夫教练联合会终身成就奖。”帕尔玛说，“我觉得这是一项特殊的荣誉，维克森林大学（Wake Forest University）让我踏上了职业高尔夫球场。我与这所大学在过去几年也一直保持着紧密的联系，也非常高兴能用我的名字在十年前创立帕尔玛杯（Palmer Cup）。”
　　阿诺德-帕尔玛职业生涯相当辉煌，曾经赢得过4个美国名人赛冠军，分别是在1958年、1960年、1962年和1964年。1960年赢得美国公开赛冠军。1961年和1962年连续两次称雄英国公开赛 。1960年是他最辉煌的一年，不仅在丹佛樱桃山乡村俱乐部（Cherry Hills Country Club）夺得美国公开赛冠军，而且在其它公开赛中四次获得亚军。
　　帕尔玛一生获得过无数的荣誉，包括2004年美国总体布什在白宫给他颁发的总统自由勋章（Presidential Medal of Freedom）。由于1960年的辉煌赛季，帕尔玛当时获得了“希考克年度职业运动员”（Hickok Professional Athlete of the Year）和运动画报的“年度运动员”（Sportsman of the Year）荣誉称号。此外，帕尔玛还是世界高尔夫名人堂和美巡赛高尔夫名人堂的成员之一。

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