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
Under the background of rapid development of the Intemet, the traditional garment industry in China has undergone changes in marketing, payment and logistics and warehousing. The development trend of the,apparel indus...Under the background of rapid development of the Intemet, the traditional garment industry in China has undergone changes in marketing, payment and logistics and warehousing. The development trend of the,apparel industry is becoming more and more obvious. However, faced with the strong Internet impact, the retailing of apparel is confronted with both development constraints and new challenges. The individualized consumption demand is becoming more and more prominent.How to achieve the successful transformation of the entity retailing in the competitive environment, To meet the diverse needs of consumers.Therefore, based on the theory and practice, this paper analyzes the present situation and trend of the development of garment retailing in the Internet environment, and aims at providing theoretical analysis basis for the change of China＇s garment retailing industry.Application of reference to promote the network environment of China＇s traditional garment industry restructuring and healthy and sustainable development.展开更多
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
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Under the background of rapid development of the Intemet, the traditional garment industry in China has undergone changes in marketing, payment and logistics and warehousing. The development trend of the,apparel industry is becoming more and more obvious. However, faced with the strong Internet impact, the retailing of apparel is confronted with both development constraints and new challenges. The individualized consumption demand is becoming more and more prominent.How to achieve the successful transformation of the entity retailing in the competitive environment, To meet the diverse needs of consumers.Therefore, based on the theory and practice, this paper analyzes the present situation and trend of the development of garment retailing in the Internet environment, and aims at providing theoretical analysis basis for the change of China＇s garment retailing industry.Application of reference to promote the network environment of China＇s traditional garment industry restructuring and healthy and sustainable development.
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.
