基于马斯洛需求层次理论的服饰时尚跨界合作研究——以品牌H&M与VERSACE跨界合作为例

Research on Cross-Border Cooperation of Clothes and Fashion Basedon Maslow's Theory of Hierarchy of Needs: Taking Cross-Border Cooperation of H&M and VERSACE for Example

2011年秋季,瑞典的快速时尚品牌H&M与意大利顶级奢侈品牌范思哲(VERSACE)进行跨界合作设计的一系列产品,为什么产品一经上市就被消费者抢购一空,这引起作者的思考。问卷研究以瑞典的快速时尚品牌H&M为测试品牌,以光顾和购买H&M产品的年轻目标群体为调查对象。调查分析H&M与奢侈品牌VERSACE跨界合作前后对消费者购买动机差异的影响。结果显示:基于马斯洛需求层次理论,跨界合作后提升消费者需求最显著的为尊重需求和自我实现需求。跨界合作策略可以快速吸引潜在的消费群体,产生新的目标市场,提高企业的销售业绩。

Why were a series of products designed under cross-border cooperation between Swedish fast fashion brand H＆M and Italian top luxury brand VERSACE in autumn of 2011 snapped up by consumers once appeared on the market？ This causes the thinking of the author. The questionnaire researches takes Swedish fast fashion brand H＆M as the test brand and young target groups visiting and purchasing H＆M products as respondents. This paper investigates and analyzes the influence of cross-border cooperation of H＆M and luxury brand VERSACE on differences of consumers＇ purchase motive. The result shows that, based on Maslow＇s theory of hierarchy of needs, the most significant improvement after crossborder cooperation is esteem need and self-actualization need. Cross-border cooperation strategy can rapidly attract potential consumer group, produce a new target market and improve the sales performance of enterprises.