Fashion continues to be an area that reflects the increasing popularity of different theoretical and practical approaches of researchers from different disciplines. Due to the rapid cycles of fashion, sustainable prod...Fashion continues to be an area that reflects the increasing popularity of different theoretical and practical approaches of researchers from different disciplines. Due to the rapid cycles of fashion, sustainable products and processes in terms of technical creativity and innovative approach are needed. In this context, fashion marketing emerges as an integrative marketing application with its both technical and social aspects by taking potential customers center that symbolize rapid change and creativity of fashion products. In this study, QFD-House of Brand was designed with Quality Function Deployment （QFD） approach. In this context, the experts （focus group） in Fashion Industry evaluated the selected fashion brand and its selected products by prioritizing the criteria. These evaluations were used in QFD-House of Brand. Thus, technical and social aspects of fashion industry were analysed together. By this technique, QFD-House of Brand established in relation to products and brand was interpreted and optimization suggestions were presented in accordance with the findings of the research. In addition, suggestions on sustainability and optimization of brand equity in fashion industry were provided.展开更多
Asia’s largest fashion events opened on Jan.18, 2010 in Hong Kong, showcasing the industry’s newest collections, looks and products and attracting nearly 2,000 exhibitors from 30
In recent years, in fashion industry, especially in clothing market industry, the development of fast fashion brands is very rapid, the accounts in clothing market is more and more, which has become art indispensable ...In recent years, in fashion industry, especially in clothing market industry, the development of fast fashion brands is very rapid, the accounts in clothing market is more and more, which has become art indispensable part in clothing market field. It can be said the fast fashion brand takes a deep shock for whole clothing market, and it has made some clothing brands take introspection about their traditional and old marketing mode. Fast fashion brands just catch the consumer psychology of current consumers （especially young consumers）, a smart of consumers are attracted to buy for its ＂fair price＂ , ＂ high quality＂ , ＂fashion＂ and other characteristics. In this paper, the success case of the most successful ＂H＆M＂ brand is taken as entry point, then the marketing strategy of fast fashion brands is explored and analyzed to find out the ＂magic weapon＂ of fast fashion brands＇ development, and it is provided some reference and suggestions for marketing strategy improvement of traditional clothing brands.展开更多
In the past five years, trendy information spread via imported renowned fashion magazines appeared unable to satisfy the industrial needs. Trend books from Milan and Paris have been introduced to big cities in China t...In the past five years, trendy information spread via imported renowned fashion magazines appeared unable to satisfy the industrial needs. Trend books from Milan and Paris have been introduced to big cities in China through official Chinese national agencies, and have gradually drawn more attention within the Chinese fashion industry. Chinese fashion businesses and their designers have difficulties in using the trend book. The main reason is that they don’t understand the whole structure re of the book, the true meaning of the instruction and the way to use the book. Most companies are not using the book in the correct way. However, if no one realizes this is not the right key to the real fashion design world, an incorrect design logic and abnormal production chain will appear in China which will directly produce an unhealthy impact to the country. It’s only possible to catch up and grasp the real European trend with Europe at the same time when the trend books are used correctly.展开更多
Owing to the changing fashion trends and a volatile market situation, demand in fashion and textile （FT） industry is unpredictable and could vary and change completely in a short time, which makes it more difficult ...Owing to the changing fashion trends and a volatile market situation, demand in fashion and textile （FT） industry is unpredictable and could vary and change completely in a short time, which makes it more difficult to coordinate a FT supply chain. A change in product preference due to fashion trends is the main reason why the demand of FT industry shows more variations than other industries. In this paper, we use a well known contract, the all-unit quantity discount policy （AQDP）, to coordinate a FT supply chain with certain demand, and we further consider it under the demand variations scenario to investigate whether it can still coordinate the supply chain. In detail, before the selling season, an AQDP is provided by the manufacturer to the retailer, and under which the FT supply chain coordination achieved with a certain demand. During the selling season, demand variation is realized after an abrupt changing of fashion trends, therefore, the manufacturer may need to revise the original AQDP to insure the supply chain is still coordinated. Utilizing the mechanism design theory, we prove that： （i） while the traditional AQDP can coordinate the supply chain when no demand variations, it cannot always coordinate the supply chain after the demand variations; （ii） when the AQDP fails, we can use the proposed capacitated linear pricing policy （CLPP） to achieve a new coordination; （iii） a more dominant decision maker, who can set a higher profit goal, is favorable to stabilization of the supply chain system under demand variations. Numerical examples are proposed also to show our results.展开更多
文摘Fashion continues to be an area that reflects the increasing popularity of different theoretical and practical approaches of researchers from different disciplines. Due to the rapid cycles of fashion, sustainable products and processes in terms of technical creativity and innovative approach are needed. In this context, fashion marketing emerges as an integrative marketing application with its both technical and social aspects by taking potential customers center that symbolize rapid change and creativity of fashion products. In this study, QFD-House of Brand was designed with Quality Function Deployment （QFD） approach. In this context, the experts （focus group） in Fashion Industry evaluated the selected fashion brand and its selected products by prioritizing the criteria. These evaluations were used in QFD-House of Brand. Thus, technical and social aspects of fashion industry were analysed together. By this technique, QFD-House of Brand established in relation to products and brand was interpreted and optimization suggestions were presented in accordance with the findings of the research. In addition, suggestions on sustainability and optimization of brand equity in fashion industry were provided.
文摘Asia’s largest fashion events opened on Jan.18, 2010 in Hong Kong, showcasing the industry’s newest collections, looks and products and attracting nearly 2,000 exhibitors from 30
文摘In recent years, in fashion industry, especially in clothing market industry, the development of fast fashion brands is very rapid, the accounts in clothing market is more and more, which has become art indispensable part in clothing market field. It can be said the fast fashion brand takes a deep shock for whole clothing market, and it has made some clothing brands take introspection about their traditional and old marketing mode. Fast fashion brands just catch the consumer psychology of current consumers （especially young consumers）, a smart of consumers are attracted to buy for its ＂fair price＂ , ＂ high quality＂ , ＂fashion＂ and other characteristics. In this paper, the success case of the most successful ＂H＆M＂ brand is taken as entry point, then the marketing strategy of fast fashion brands is explored and analyzed to find out the ＂magic weapon＂ of fast fashion brands＇ development, and it is provided some reference and suggestions for marketing strategy improvement of traditional clothing brands.
文摘In the past five years, trendy information spread via imported renowned fashion magazines appeared unable to satisfy the industrial needs. Trend books from Milan and Paris have been introduced to big cities in China through official Chinese national agencies, and have gradually drawn more attention within the Chinese fashion industry. Chinese fashion businesses and their designers have difficulties in using the trend book. The main reason is that they don’t understand the whole structure re of the book, the true meaning of the instruction and the way to use the book. Most companies are not using the book in the correct way. However, if no one realizes this is not the right key to the real fashion design world, an incorrect design logic and abnormal production chain will appear in China which will directly produce an unhealthy impact to the country. It’s only possible to catch up and grasp the real European trend with Europe at the same time when the trend books are used correctly.
基金supported by the National Natural Science Foundation of China(Grant Nos.70901068, 71271198)the Funds for International Cooperation and Exchange of the National Natural Science Foundation of China(Grant No.71110107024)Chinese Universities Scientific Fund. the Science Fund for Creative Research Groups of the National Natural Science Foundation of China (Grant No.71121061)
文摘Owing to the changing fashion trends and a volatile market situation, demand in fashion and textile （FT） industry is unpredictable and could vary and change completely in a short time, which makes it more difficult to coordinate a FT supply chain. A change in product preference due to fashion trends is the main reason why the demand of FT industry shows more variations than other industries. In this paper, we use a well known contract, the all-unit quantity discount policy （AQDP）, to coordinate a FT supply chain with certain demand, and we further consider it under the demand variations scenario to investigate whether it can still coordinate the supply chain. In detail, before the selling season, an AQDP is provided by the manufacturer to the retailer, and under which the FT supply chain coordination achieved with a certain demand. During the selling season, demand variation is realized after an abrupt changing of fashion trends, therefore, the manufacturer may need to revise the original AQDP to insure the supply chain is still coordinated. Utilizing the mechanism design theory, we prove that： （i） while the traditional AQDP can coordinate the supply chain when no demand variations, it cannot always coordinate the supply chain after the demand variations; （ii） when the AQDP fails, we can use the proposed capacitated linear pricing policy （CLPP） to achieve a new coordination; （iii） a more dominant decision maker, who can set a higher profit goal, is favorable to stabilization of the supply chain system under demand variations. Numerical examples are proposed also to show our results.
