时尚品牌跨界合作策略研究

Study on Cross-Border Cooperation Strategy for Fashion Brands

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.