明星IP驱动的服装品牌产品创新模式研究

Fashion Brand Product Innovation Mode Driven by Star IP

目的针对当下服装品牌与明星IP合作常态化趋势下,明星IP服装同质化严重、服装品牌的投入与产出不断缩小等问题,服装品牌需要进行产品创新以更好地迎合市场提升品牌竞争力。方法基于明星IP驱动的服装品牌产品创新视角,对产品创新模式分别从核心设计、产品语义设计与产品延伸设计三个方面提出假设,架构“行为—感知—购买意向”的研究模型,然后通过设计消费者调查问卷,对该假设进行实证检验。结果产品核心设计通过产品感知与品牌感知,显著影响消费者对服装的购买意愿。产品语义设计变量对购买意愿的意向不显著,产品延伸设计对购买意向的影响为正。结论说明了明星IP核心产品、明星IP语义产品、明星IP延伸产品促进了消费者对服装品牌的购买意愿。

This paper aims to reduce the input and output of clothing brand and improve the competitiveness of clothing brand for meeting the current trend of clothing brand and IP brand.Based on the perspective of fashion brand product innovation driven by star IP,we put forward hypotheses on product innovation mode from three aspects of core design,product semantic design,and product extension design,construct a research model of"behavior perception purchase intention",and then empirically test the hypothesis by designing consumer questionnaire.After survey,product core design significantly affects consumers'purchase intention of clothing through product perception and brand perception.Product semantic design variables have no significant effect on purchase intention,while product extension design has a positive effect on purchase intention.It shows that star IP core products,star IP semantic products,and star IP extension products promote consumers'purchase intention of clothing brands.