Research On Brand Strategy Of Designer

At present, domestic clothing market trends to be fully competitive, difference between product categories and product models are becoming more and more obvious. Consumers are focusing on the originality, sensitive response to the market and flexible operational mechanism of designer brands. To be different from the other brands, the effective and long-term approach is developing unique brand culture. Designer brands have inherent advantages at this point. Faced with the tough market, designer must meet the individual needs of consumers, while emphasizing original design. With the accelerated pace of brand competition, the capability of innovation has become the core competitiveness of fashion brands, which differs designer brands from general ones in the market.The present thesis adopted literature collection, case study comparative analysis, reference and other interdisciplinary research methods, in order to conduct overall and in-depth research of concerned concepts of designer brands. This thesis is oriented by the research of innovation of original designer brands, guided by brand management, marketing and other systems theories. It presents a simple analysis of the main features, current situation and development prospects of original designer brands. Based on the analysis of their external environment, regional distribution and business mode, the present thesis aims at looking for problems currently faced by the original designer brands and giving advice on their future development.