Fashion Crossover Structuring Mode And Case Study

In the apparel product homogeneity phenomenon more and more serious today, enterprisein order to avoid falling into a single, the price war is the only tool competition situation, thedifferentiation competition means demand is more and more intense. Cross-border cooperationas a new competitive strategy, can help enterprises to quickly to have complementaryadvantages, the development of consumption market, create customer value, meetingcustomers’ growing spiritual needs.Firstly, this paper uses literature research analyzes the Maslow’s hierarchy of needs andrelated concept definition, in the traditional marketing strategy, on the basis of the constructionbased on Maslow’s hierarchy of needs dress fashion cross-border cooperation model. That istwo or more different market brand through cross-border combination strategy, will be in theirrespective segments of the customer base for integration and again mining, and find out theclassification arrangement successful fashion cross-border cooperation strategy, and the law ofbased on Maslow’s hierarchy of needs demonstration cross-border cooperation before and afterthe change of meeting customers’ demands.Secondly, lists the cross-border cooperation between fashion typical cases，Fashion crossboundary element typical cases and other industries across the world fashion of the typicalcase，the cross-border cooperation product is how to cross the border, and how to influence thenew consumer groups, and puts forward the cross-border cooperation strategy of customerdemand level model, and through the case analysis prove fashion cross-border cooperation thefeasibility of the model.Then, select the typical case, through the interview method design scale, and empiricalresearch clothing fashion cross-border cooperation model feasibility. In a quick fashion brandH&M and top luxury brand VERSACE (VERSACE) cross-border cooperation as an example,the questionnaire study in Sweden fast fashion brand H&M brand for test, to visit and buyH&M products young target group for research object. Investigation and analysis of H&M andluxury brand VERSACE cross-border cooperation on consumers’ purchasing motivation beforeand after the difference influence. Results show that: based on maslow’s hierarchy of needs,cross-border cooperation promotion after the most significant consumer demand for respectneeds and self-actualization needs. Finally, the key points out that clothing fashion industry cross-border cooperation shouldmaster some principles and rules. Cross-border cooperation strategy can fast to attract potentialconsumer groups, produce new target market, enhances the enterprise the sales performance.Based on the analysis and research of the above problems, the clothing enterprise has certainpractical significance.