Comparative Research On Home-textile Brand And Fashion Brand

In the 21th century, the market and the wealth are being centralized to the strong brand of famous enterprise. To capture the brand leadership will become the focus of the international economy competition this century. Facing the new opportunity and challenge, the development of the domestic brand will be confronted with stern test. Many international well-known fashion brand and domestic fashion brand enterprises managed the domain to extend to home-textile and then managed both fashion and home-textile.The research methods in this paper came from the comparative theories. Fashion brand and home-textile brand were comparable according to the relative comparative theory. This paper selected the fashion brands and the home-textile brands as the research samples which used the same name or the same name add different suffix. The samples included two brands from the World's 500 Most Influential Brand, threebrands from the Chinese 500 Most Influential Brand and four brands which were influential in domestic market. The research method was deduced from essential detail comparative thought of detail comparative theory.The essential details of the fashion brand and home-textile brand were divided into two categories:One category was related to brand scheme and implementation, which was the foundation of brand success. These essential details included brand origin, Logo, brand orientation, brand idea, target consumers, brand style, marketing mode, the spokesman.The other was related to 4ps strategies, which was the key of brand succeed. These essential details included product, price, place and promotion.In the research process, over one hundred literature materials and more than 80 relevant brand websites were consulted. Besides, the spot market of the fashion brand and home-textile brand had been surveyed, the essential materials were collected, analyzed and classified.Based on analysis and comparison, some regular phenomena were discovered and some conclusions were drawn. The fashion brands and home-textile brands which used the same name or the same name add different suffix were different at brand origin and were basically same at Logo, brand orientation, brand idea, target consumers, brand style,marketing mode. They were approximately same at 4ps strategies and had merits respectively. Because most home-textile brands were extended from the corresponding fashion brands, the brand strategies and 4ps strategies of the home-textile brands followed the corresponding fashion brands'.The research result clearly described the fashion brand and the home -textile brand characteristics from the comparison angle and provided comprehensive reference to the fashion brand and home-textile brand operators who want to mutually extend. The conclusions provided some guides to the development and the management of the home-textile brand.Liu, Aihua (Fashion Design and Engineering ) Supervised by Associate Prof. Wang, Gehui and Wan, Yanmin...