Research On Design Strategy Of Clothing Brand Extension

The brand extension strategy is one of the most effective means of brand management,which is of great significance during the growth of a brand. When one clothing brand reaches ahigh degree of maturity, and the competition has become increasingly intense between differentbrands or different products under the same brand, then brand extension will be one of the mostefficient development strategies which guide the forward direction. Under a new round of globalclothing brand upgrading and development, brand extension strategy, the effectiveness of whichhas been more and more prominent, also becomes a new approach and strong motivation ofbrand development. Brand extension enables clothing brand equity to transfer internally, makethe best of enterprise resources; at the same time, an appropriate extension can make the brand orproduct get a value add on brand equity, be a complementary and extension, also prolongs its lifecycle of the original brand, gets the company a richer vitality.Clothing design has been entitled with a new meaning in this economic environment of sucha new era. The effect of design is shown by the external visualization, but when turned intodesign strategy, a relationship has been set up between the design and the various relevant factorsaround. Design strategy needs designers to put themselves on the management level whenlooking into problems, objectively analyze the market environment, study their competitors,understand the customers, striving for a full range improvement of their own, get the company aneternally on-going vitality, this is a kind of global strategic thinking.The purpose of this dissertation is meant to attract enough attention of our brand managingstaff through bringing on the research on design strategy during clothing brand extension process,make it a kind of profession knowledge and take full advantage of this very subject. Onceproposed, the concept of design strategy has attracted a wide interests and struck a responsivechord in between the designers, introducing this concept into clothing brand extension is to seethe study the brand extension strategy with a brand new point of view and method of thinking.Design Strategy, as a design plan, which gains competitive advantage through products design,can help to raise brand asset in the implementing level of design, making the positioning onextended brand or product in accordance with the core value of the main brand; design strategy,as the guidance of the whole design plan in the range of strategic level, gains fully control on theoverall direction of clothing brand extension and regulates the details on such level. Utilizationof design strategy in the process of clothing brand extension is the sign of perspective angle shifting of a designer, and strategic thinking innovation of a brand.