Based on the theory of the brand alliance, this paper expounds the competitive advantages and classifications of the strategy of the brand alliance, analyzes the brand development of the textile and apparel industries...Based on the theory of the brand alliance, this paper expounds the competitive advantages and classifications of the strategy of the brand alliance, analyzes the brand development of the textile and apparel industries in Shanghai, and puts forward the countermeasures and suggestions for the enterprises to scientifically and rationally formulate the strategies of the development of the brands, and constructs the structural equation model in line with the purchase intentions of the consumers based on the case of the combination of the brands of the components and fibers and the clothing under the Shanghai Textile Group.展开更多
In this paper, we conduct research on the packaging and illustration design development trend from the psychology and aesthetics perspective. Commercial illustration in packaging design which can provide extremely div...In this paper, we conduct research on the packaging and illustration design development trend from the psychology and aesthetics perspective. Commercial illustration in packaging design which can provide extremely diversified forms of style, to convey the brand＇ s core idea, brand or product difference, and brand personality. Application of illustration in packaging design should use human language, which would make the commodity characteristics. Our methodology combines the principles of psychology and aesthetics to optimize the traditional approaches which will not only enhance the design pattern of the current model and help make innovative products.展开更多
Sub-prime lending crisis has become an international fi nancial crisis, which is evolving into an economic recession sweeping across the West. Financial crisis leads to the demand reduction in western countries, and a...Sub-prime lending crisis has become an international fi nancial crisis, which is evolving into an economic recession sweeping across the West. Financial crisis leads to the demand reduction in western countries, and as the largest manufacturing country, China must face overproduction. The role of China as "world factory" determines that fi nancial crisis will severely attack Chinese manufacturing industry. The unsustainable development of Chinese manufacturing industry is mainly reflected in the following aspects: heavy dependence on export, low-level manufacturing link, lack of modern service industry and high-tech industry, weak independent innovative ability, unsustainable exploration of heavy-pollution resources, and lack of international famous brands. How to transform crisis to opportunities is an urgent research topic. Under the circumstance of financial crisis, Chinese manufacturing industry has more external drives to change the current situation. Therefore, financial crisis becomes not only an opportunity for Chinese manufacturing industry to improve itself based on the existing accumulation but also a chance for China to transform from "world factory" into a powerful nation of manufacturing industry in the world.展开更多
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
文摘Based on the theory of the brand alliance, this paper expounds the competitive advantages and classifications of the strategy of the brand alliance, analyzes the brand development of the textile and apparel industries in Shanghai, and puts forward the countermeasures and suggestions for the enterprises to scientifically and rationally formulate the strategies of the development of the brands, and constructs the structural equation model in line with the purchase intentions of the consumers based on the case of the combination of the brands of the components and fibers and the clothing under the Shanghai Textile Group.
文摘In this paper, we conduct research on the packaging and illustration design development trend from the psychology and aesthetics perspective. Commercial illustration in packaging design which can provide extremely diversified forms of style, to convey the brand＇ s core idea, brand or product difference, and brand personality. Application of illustration in packaging design should use human language, which would make the commodity characteristics. Our methodology combines the principles of psychology and aesthetics to optimize the traditional approaches which will not only enhance the design pattern of the current model and help make innovative products.
文摘Sub-prime lending crisis has become an international fi nancial crisis, which is evolving into an economic recession sweeping across the West. Financial crisis leads to the demand reduction in western countries, and as the largest manufacturing country, China must face overproduction. The role of China as "world factory" determines that fi nancial crisis will severely attack Chinese manufacturing industry. The unsustainable development of Chinese manufacturing industry is mainly reflected in the following aspects: heavy dependence on export, low-level manufacturing link, lack of modern service industry and high-tech industry, weak independent innovative ability, unsustainable exploration of heavy-pollution resources, and lack of international famous brands. How to transform crisis to opportunities is an urgent research topic. Under the circumstance of financial crisis, Chinese manufacturing industry has more external drives to change the current situation. Therefore, financial crisis becomes not only an opportunity for Chinese manufacturing industry to improve itself based on the existing accumulation but also a chance for China to transform from "world factory" into a powerful nation of manufacturing industry in the world.
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.
