理性消费视角下时尚品牌跨界合作研究

Fashion Brand Cross-border Cooperation from the Perspective of Rational Consumption

随着服饰时尚产品同质化现象日益严重,商业营销竞争加剧,单一时尚品牌已经不足以满足多元化的消费需求,时尚品牌跨界合作应运而生。通过对时尚跨界合作进地案例分析,研究跨界合作的类型,主要以跨界合作时间、合作紧密度,跨界合作方式为界定进行详解,并对时尚品牌跨界合作模式进行研究,最后总结时尚品牌跨界合作策略,为时尚品牌增强立体感和纵深感提供建议。

with the increasingly serious homogenization of fashion apparel products and business marketing competition, single fashion brand has been insufficient to meet the diversified consumer needs, and thus fashion brand cross border cooperation emerges as the times require. Through case studies of fashion cross border cooperation, this paper first discusses the classification of cross border cooperation in terms of the time, closeness and type. Then, it explores the model of the cooperation. At last, the paper summarizes the strategies of fashion cross border cooperation, and provides some suggestions for enhancing the three dimensional and longitudinal sense of fashion brand.