摘要
随着时尚产品同质化现象日益严重,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。文章从时尚跨界合作领域个案入手研究,总结紧密型、互补型、横向交集型跨界合作三大基本模式,进而探讨时尚品牌跨界合作的实现策略,为时尚品牌增强立体感和纵深感提供建议。
As homogenization phenomenon of fashion products becomes increasing serious,single fashion brand has been insufficient to meet diversified consumption needs.Thus,cross-border cooperation of fashion brands emerges.This paper starts with cross-border cooperation in the field of fashion case analysis,studies cross-border cooperation strategy for fashion brands,summarizes three basic modes:compact type,complementary type,transverse intersection type and provides suggestions for enhancing the three-dimensional sense and sense of depth of fashion brands.
出处
《浙江理工大学学报(社会科学版)》
2015年第1期33-36,共4页
Journal of Zhejiang Sci-Tech University:Social Sciences
基金
杭州市哲学社会科学规划课题(B14WH02)
关键词
时尚品牌
跨界合作
紧密型
互补型
横向交集型
fashion branks
cross-border cooperation
compact type
complementary type
transverse intersection type