Research On The Match-up Between Domestic Fashion Brand And Spokesperson

In 21st century, the domestic fashion industry has entered the three-axis pointing competition of "product, sales force and image", and the "image war" has been launched. "Brand testimonial" marked the beginning of Chinese fashion enterprises with international fashion marketing practices and making efforts to promote their own brand through displaing brand image by spokesperson. The match-up between brand image and brand spokesperson's image is effective to raise brand awareness and product sales. And the choice of brand spokesperson in domestic fashion enterprises relys on the subjective decision-making by the main planners. Because lacking of reliable supportive theory, the brand spokesperson did not play to their strategic advantage. As a result, the problem of the match-up between domestic fashion brand and spokesperson is needed to study for more and more pressing.This paper based on the Match-up theory, combinating Brand Science with Image Science, according to the Brand Image theory and Individual Image theory, integrating knowledge of fashion marketing, insisting on the principle of consumer-oriented and respecting the professional views of fashion brand and spokesperson managers. Trying to build an evaluation system of the match-up between fashion brand image and fashion brand spokesperson image.The paper can be divided into five parts:1) Defined the conception of Fashion Brand Spokesperson and Match-up. 2) Divided the development of domestic fashion brand spokesperson three stages according to the industry life-cycle theory and took into account the impact of the milestones in the history of the development of things. Summarised the various stages of the development of perspective characteristics and causes and drawed a sketch of the spokesman of domestic fashion brand development.3) Determined initially constitute elements of fashion brand image and spokesperson image in the theroy frame based on the Brand Image theroy and Individual Image theroy; amended the constitute elements of fashion brand image and spokesperson image use of brainstorming preliminarily; confirmed and perfected the constitute elements of fashion brand image and spokesperson image by method of questionnaire survey and interview.4) Bulited a table of match-up elements through two rounds of consultation by Delphi. And analyzed the weight of each match-up elements by questionnaire survey method, and then established an evaluation system of match-up between the fashion brand image and brand spokesperson image based on the weight of match-up elements in two sides. 5) Designed and operated the Projective Psychology Experiment of fashion brand image and spokesperson image, combining with the consumer's rational determine and emotional score, to verify the reliable of the evaluation system about match-up between fashion brand image and spokesperson image. A further study was made on the rank of match-up index, advising two major application principles.The results shows that there is a feasible way to study match-up between fashion brand and spokesperson based on the Match-up theory, combining Brand Science with Image Science, using of emotional and rational method from both sides of consumers and managers. It will provide a reference of theory and methods for the following study.The results of this paper, which is the evaluation system of match-up between fashion brand image and brand spokesperson image, promoted the relationship between the sentimental, vague spokesperson image and fashion brand image to a high theory degree. It could be helpful for the enterprises and spokesperson to choose each other, which has a certain practice value.