基于扎根理论的服装设计师品牌孵化影响因素研究

Research on Factors Influencing the Incubation of Fashion Designer Brands Based on Grounded Theory

在经济迅速发展的当下,消费者个性化的需求为服装设计师品牌的成长与发展提供了土壤,吸引了不少设计师创建和孵化新品牌。本文以我国服装设计师品牌为研究对象,通过访谈及扎根理论方法,探索服装设计师品牌孵化的影响因素,发现影响服装设计师品牌孵化的因素主要包括品牌特征、供应链资源和所选择的营销模式,并探讨了各个因素的构成维度,得出品牌孵化各影响因素之间的关系逻辑,为我国服装设计师品牌孵化提出相应的对策建议,以供参考。

With the rapid development of the economy,consumers'personalized needs have provided a breeding ground for the emergence and development of fashion designer brands,captivating numerous designers to create and incubate new brands.Taking Chinese fashion designer brands as the research object,this paper explores the factors influencing the incubation of fashion designer brands through interviews and the grounded theory method.The research identifies that the influencing factors mainly include brand characteristics,supply chain resources,and marketing modes selected.Furthermore,this paper delves into the constitutional dimensions of each factor,concludes the relation logic between factors influencing brand incubation,and puts forward corresponding countermeasures and suggestions for China's fashion designer brand incubation.