碳达峰碳中和背景下时尚品牌价值提升路径

The value promotion path of fashion brand under the carbon peaking&carbon neutrality background

为了在碳达峰与碳中和背景下,抓住时尚品牌建设的新机遇,以研究“双碳”背景下时尚品牌价值提升策略为目的,首先从多学科视角对低碳时尚品牌价值的相关研究进行了梳理和总结;随后结合当前时尚品牌价值建设现状,从产品、营销、管理3个方面分析时尚品牌在“双碳”背景下价值建设存在的问题;最后针对“双碳”的战略目标,从企业、消费者、社会3个维度提出时尚品牌价值提升路径及策略。具体包括:时尚品牌可以通过提升产品设计与生产创新力,打造差异化,传递低碳品牌内涵;时尚品牌发展管理新模式及开拓营销新格局等营销变革策略,使原有品牌价值向低碳理念深化,增强品牌市场竞争力;时尚品牌承担起时尚企业可持续发展责任,引导低碳消费,构建绿色时尚生态圈。

To achieve carbon peak and carbon neutrality is an inherent requirement for implementing the new development concept,building a new development pattern,and promoting high-quality development.The promotion of low-carbon trend provides rich connotation and new opportunities for fashion brand construction.In order to study the strategy of promoting fashion brand value under the background of"double carbon",the relevant researches on low-carbon fashion brand value were firstly combed and summarized from a multidisciplinary perspective.Then combined with the current status of fashion brand value construction,the existing problems of fashion brand value construction in the context of"double carbon"were analyzed from three aspects:product,marketing and management.Finally,aiming at the strategic goal of"double carbon",the path and strategy of fashion brand value enhancement were put forward from three dimensions:enterprise,consumer and society.Specifically,fashion brands can enhance product design and production innovation to create differentiation and deliver low-carbon brand connotation;Marketing reform strategies such as new mode of fashion brand development management and opening up new pattern of marketing make the original brand value deepen to low carbon concept and enhance brand market competitiveness;Fashion brands can assume the responsibility of sustainable development of fashion enterprises,guide low-carbon consumption,and build a green fashion ecosystem.