Study Of The Innovation Strategy Of Time-honored Brands Of Shanghai’s Garment Industry

The time-honored brands have a long history and rich culture, being an important part of China’s cultural heritage. However, in recent years, there are more and more international clothing brands entering into the Chinese market, bringing a big challenge to the time-honored brands of the garment industry. And the time-honored brands of the garment industry are struggling step by step. How to cultivate the international competitiveness of China’s time-honored brands of the apparel industry, and improve the international status of China’s garment industry, are problems in urgent need to solve. Therefore, this paper’s study on the time-honored brands of Shanghai’s garment industry from the perspective of innovation is necessary and urgent.The research of this paper is mainly divided into the following five parts:The first part:the concept of brand innovation and theoretical researches related; the illustration of the definition, motivation and principle of brand innovation, and the study on the brand asset and brand life cycle theory.The second part:it studies the development process and operation situation of Shanghai’s garment industry’s time-honored brands, concluding the main problems of the time-honored brands of Shanghai’s garment industry.The third part:it studies the driving factors of the brand innovation of Shanghai’s time-honored brands of the garment industry, analyzing the current situation of the development of science and technology, the market competition environment, the consumer demand change, and the brand aging.The fourth part:it studies the brand innovation strategy of the time-honored brands of Shanghai’s garment industry, putting forward the market position innovation, product and technology innovation, brand communication innovation, brand extension innovation, and business model innovation.The fifth part:it studies the successful cases of innovation strategy of foreign garment brands, demonstrating the feasibility of the innovation strategy of the time-honored brands of Shanghai’s garment industry.This paper explored the development of time-honored brands of Shanghai’s garment industry from the perspective of innovation, attempting to make an innovation from the research object and research perspective, having some reference value for the development of time-honored brands of Shanghai’s garment industry.