Consumer Knowledge, Brand Image, Openness to Experience and Involvement: A Case in Cosmetic Consumption

The study adopted the theory of planned behavior (TPB) as research model to inspect what factors would influence consumers to purchase cosmetics by adding brand image, involvement, consumer knowledge and openness to experience to the model. A 7-point Likert scale questionnaire was designed to measure TPB items and totally 400 valid respondents were collected online. The results show that among the above, only “perceived behavioral control” has positive influence on intention of purchasing cosmetics. Neither attitude nor subjective norm has significant influence on purchasing intention. In addition, brand image and involvement have no significant influence on purchasing intention but consumer knowledge and openness to experience were found to have positive influence on purchasing intention.

ZARA——服装品牌全新运营模式

Zara———西班牙Inditex集团的旗下品牌,近年来以极高的增长速度逐渐在服装界崭露头角,而其全新的运营模式掀起了服装制造业的一场“营销革命”,其成功的案例成为众多专家研究的目标。“快速反应机制”是其品牌运作最高指导原则,不仅表现在设计、生产、流通等各个方面,而对信息的把握和运用以及高效的产品组织和管理系统也是其成功的重要因素之一。作为逐渐与国际接轨的中国服装制造业也可以从中找到其成功的借鉴之处。

Research on representative brand and operation mode of second-hand clothing in Europe

In order to study the current situation and operation mode of second-hand clothing brand in Europe,this paper makes a field investigation on the second-hand clothing shops in European countries.Through classification of the inspected shops,five representative brands with certain popularity and influence and different operation modes in Europe are selected out from high-grade antique boutiques,non-profit charity organizations,professional retailers and middle-grade consignment shops in the second-hand clothing market.This paper analyzes and discusses the development history of stores,the source of goods,the form of stores,and the operation mode,so as to provide a reference for the development and standardization of the second-hand clothing market in China.

Core Competitiveness Construction of Clothing Brands in Low-Carbon Economy

The climate issue has become an environmental concern for all sectors of the world and the low-carbon economy has thus become a new economic development model to combat climate change.With the development of low-carbon economy era,the textile and clothing industry plays an important role in stabilizing the development of low-carbon economy and society,and China has put forward the development requirements of low-carbon transformation for the textile and clothing industry,and also it has an important strategic value to promote the high-quality development of low-carbon economy and society,and the construction of brands’ core competitiveness is an inevitable choice for clothing brands in the face of the new form of international competition.As a result,the evaluation indicator of clothing brands’ core competitiveness in the low-carbon economy is used to measure the core competitiveness of clothing brands.Based on the corresponding verification results obtained by analytic hierarchy process(AHP) analysis,it can guide the low-carbon development of the clothing industry,thus proposing a more reasonable way to build the core competitiveness of clothing brands.It can promote the low-carbon transformation and upgrading of the clothing industry,effectively increase the market share of clothing brands,and promote the high-quality development of clothing brands.

Brand Development Suggestions of Chinese Clothing Enterprises

According to the analysis of the current situation and problems of Chinese clothing brand,the corresponding measures are raised from three aspects of brand positioning,brand broadcast and brand extension strategy.Some guidance and reference value is provided for the brand building and upgrading of Chinese clothing brand.

Analysis of Some Problems Arising From the Current Domestic Clothing Product Planning

At present,the importance of product planning is valued unceasingly by the domestic garment enterprises. But there are a number of garment enterprises not fully understanding the significance of product planning, let alone mastering how to make a successful product planning. Therefore, this paper is based on the related theory of product planning, analyses the basic content of garment product planning, explains the main types of product planning in China and the current situation and existing problems of the product plalming in our country, and puts forward the corresponding solutions. There are a certain guiding significance and reference value to garment product planning in the future.

Analysis of AY Field Brand Planning Based on Raw Milk Traceability

Mengniu and Yili have virtually monopolized the traditional Chinese dairy market,while new media marketing and digital strategies have opened up substantial business opportunities for emerging brands.Leveraging a differentiation strategy,the Adopt A Cow brand has successfully carved out its niche in the market,serving as an exemplary example.However,AY Field,as a self-owned brand by a supplier,faces the challenge of low product awareness among end consumers.This paper primarily concentrates on brand planning for the AY Field milk brand,with a focus on positioning the product for mid-range consumers,including students and office workers.The strategy involves the development of a new logo and packaging design,the selection of sports stars as brand ambassadors,and the implementation of innovative online sales promotions to bolster brand awareness and competitiveness.Research indicates that incorporating raw milk traceability and digital technology to establish a product brand with transparent ranches can significantly enhance AY Field’s competitive edge,facilitating the execution of a differentiated marketing strategy.

Market Positioning Analysis of CJ Brand Fitness Equipment

CJ Health Technology Co.has been an export-oriented supplier of fitness equipment,boasting leading technology innovation and manufacturing capabilities.However,in the process of expanding into the domestic market,the challenges of unclear market positioning and lack of brand awareness have emerged as major obstacles.To address these issues,a SWOT analysis was conducted to explore a suitable market positioning strategy for the CJ brand.The analysis reveals that the market demand for commercial fitness equipment is relatively saturated,with fierce competition.In contrast,the home fitness market represents a new blue ocean with promising development opportunities for the CJ brand.Leveraging excellent product quality,stringent quality control measures,and innovation-driven cutting-edge technology,it is recommended that CJ brand fitness equipment target young customers aged between 25 and 35 years old.Additionally,vigorously developing the home fitness product line is proposed to capitalize on this burgeoning market segment.

Research on the strategies and models of the innovation and development of the textile clothing brands

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.

基于计划行为理论的环保服装购买意愿与行为差距的影响因素

本文旨在探讨消费者环保服装购买意愿与行为之间的差距。基于414名消费者的问卷调查数据,扩展了计划行为理论,在行为态度、主观规范及感知行为控制的基础上引入环境知识,并考察了感知审美风险和环保服装可得性的调节作用。结果表明,环境知识显著正向影响行为态度;主观规范和感知行为控制正向影响购买意愿;感知审美风险对购买意愿与行为的关系有负向调节作用,而环保服装可得性则有正向调节作用。这些发现为环保服装企业提供了策略参考,可提升环境知识、减少审美风险感知、提高产品可得性,以促进购买意愿向行为的转化,推动可持续时尚发展。

No Color System In The Application Of the Clothing Brand

Clothing is the human culture and the historical development of the witness, also the combination of human science and new technology and the art of the perfect embodiment. In the modem fashion design, No color department -- has been like a flag stand at the top of the fashion.. No color clothing brand has a good plasticity and explores the market potential. This is no color system as never eliminate color elements and design inspiration in widespread use in the clothing design by designers.

发展宁波服装业与纺织业的再思考

宁波纺织业和服装业的发展，应以服装业为龙头，以面料为基础，打破行业间、上下游产业链间的界限，携手开拓国内外市场。

服装品牌微信生态私域流量营销对顾客忠诚度的影响

服装品牌在微信生态这一私域流量最大载体中的布局已初有成效,但相关的实证研究相对较少。为探究服装品牌如何在微信生态私域流量中进一步提升顾客忠诚度,通过理论分析和研究假设,构建了微信私域流量营销要素对顾客忠诚度影响的理论模型。利用SPSS软件对592份有效问卷数据进行信效度检验与回归分析。结果表明:平台内容、顾客互动参与、个性化服务和专属权益对顾客忠诚度有正向影响;满意度和信任度对顾客互动参与起到完全中介作用,对平台内容、个性化服务、专属权益起到部分中介作用,研究结果可为服装品牌在微信生态布局进行的私域流量营销提供建议。

区域品牌信任对跨省旅游购物行为的影响研究--区域品牌类型的调节效应

区域品牌是跨省游客获取旅游商品信息的重要渠道,基于TPB理论探讨了区域品牌信任对跨省游客旅游商品购买意愿的影响机制。研究发现:区域品牌信任正向影响跨省游客购买态度和意愿,区域品牌信任和态度中介主观规范对购买意愿的影响;区域品牌类型调节了“主观规范→区域品牌信任”和“区域品牌信任→购买意愿”两条路径,当以区域旅游商品品牌为依托型时,区域品牌信任对购买意愿有显著影响,主观规范对区域品牌信任影响则更大。

Hua Brand Artistic Women's Clothing

The Hua brand cross-stitched artisticwomen’s clothing produced by theYunnan Kunming City Xiaohua ArtisticClothing Factory has absorbed the essenceof the adornment art of the ethnic groups inYunnan,producing patterns incorporatingthe tight skirts of the Jingpo nationality,thebrocades of the Zhuang nationality,the beltsof the Bai nationality and the

服装品牌的营造途径

加入WTO后,中国服装业已进入了品牌营销时代。营造品牌工作是一项系统的工程,它主要包括产品市场定位、风格定位、广告宣传策划及市场销售管理几大环节的相互配合、相互促进,从而成就知名品牌。

Solidified Branding Function: How the Urban Brand Affects a Small Town’s Development? Case Study of Wangqingtuo, Tianjin, China

Chinese small towns are usually developed with single core industry,and the urban brand is the identity of a town that formed with the development of its industry.However,when the core industry representing its urban brand is facing a changing situation or market,will the brand be a motivation or an obstruction of the development of a town?The paper combined top-down and bottom-up research method to study the function of the urban brand in Wangqingtuo town in Tianjin,China.We studied over 400 samples(including government staff and town citizens)to make questionnaire investigation about the town’s branding.And we found that the solidified urban brand is a complicated emotional symbol for both government and citizens.The town has demand of exploring and developing new dominant industry,and it has the expectation to keep branding and upgrade its current core industry.

赣南非遗客家服饰品牌助力文化软实力提升——以“客家衣锦”品牌为例

赣南客家服饰,作为赣鄱文化的重要组成部分,彰显出独特的传承性与创新性。文章以“客家衣锦”品牌为例,结合创始人的设计实践,分析了该品牌的定位、产品类型、产品创新设计原则、职业装系列产品创新设计案例和品牌的推广策划,认为“客家衣锦”服饰品牌以原真性和守正创新为本,深入挖掘非遗赣南客家服饰的文化价值和艺术价值,通过深描的方式提取设计元素进行产品的设计与推广,实现了对品牌的塑造。

服装品牌策展人角色建构

在饱和的服装消费市场现状下,为了满足差异化、多样化和复杂化的时装消费需求,基于服装品牌自身定位,以实现可持续商业落地为目标,采用文献研究法、比较分析法、个案研究法,梳理分析服装品牌策展人角色建构策略。分析得出,策展过程中存在品牌概念、编辑策划、整合展示、关联推动4个要素的联动规律。同时结合案例提出不同定位的策展设计,为服装品牌拓宽文化中介路径提供可能性。

中国传统文化在国潮服饰的设计应用研究

文章从国潮服饰的设计角度出发,探讨了中国传统文化在服饰设计中的应用。通过分析国潮服饰的发展历程、特点以及中国传统文化的内涵,得出了中国传统文化在国潮服饰设计中的重要性,并提出了相关的设计方法和策略。国潮服饰立足于传统文化,并将传统文化传递给大众。国潮品牌的成功崛起不仅让设计者看到了传统文化与品牌设计融合的希望,也极大增强了人们对民族文化的自信。中华优秀传统文化在国潮服饰设计中具有重要的价值和意义,其独特的魅力和文化内涵为现代服饰设计注入了新的活力,提供了无限的创意灵感。