Innovative Operation And Practice Of Designer Label From The Perspective Of Internet Thinking

Under the increasingly perfect Internet environment,China's garment industry is entering a new era.From the perspective of the overall environment of the garment industry,on the one hand,the online and offline information is gradually symmetrical,and the change of lifestyle makes consumers put forward richer,more personalized and diversified requirements for fashion design.On the other hand,the market environment innovation makes new designers and new brands become new forces in the clothing industry,which promotes the transformation and upgrading of the whole fashion industry.In addition,nowadays,many original designer brands have poor viability due to the difficulties in capital turnover,small scale,imperfect management,insufficient promotion and innovation,product plagiarism and other problems,which also lead to a strong impact on the original garment industry.First of all,by analyzing the characteristics of original designer brands and Internet thinking,this paper combs and analyzes the development process and survival status of original designer brands under the Internet thinking,providing theoretical basis for the innovative development and opportunities of original designer brands under the Internet thinking.Secondly,the development status and opportunities of original designer brands are analyzed to establish the path of brand innovation and operation,and to provide the brand development strategy with Internet thinking as the core.Furthermore,taking "JNBY" and "Mishan" as examples,this paper analyzes the innovative operation of original designer brands,and makes a comparative study of online designer brands to put forward the ideas of operation innovation and practice.Finally,this paper analyzes the market environment around the self-owned brand "Rongji" as the starting point,carries out the practice of product development,tries the promotion mode of innovative operation,and puts forward feasible methods,providing reference for the research of original designer brands.In this thesis,to search the innovation operation analysis and practice study of original designer brand under the internet thinking through combing the literature,field research and empirical research methods conclude that the following two points:first,how to make better use of Internet product characteristics and the experience of thinking will original designer brand services better meet the needs of the consumers.Improve the survival rate of Internet+original designer brands and actively integrate into the transformation and upgrading of the apparel industry.Second,take Internet thinking as the core,from brand planning,product development,production planning,marketing planning to reduce the error rate and improve the core competitiveness of the brand.It provides ideas and practices for the innovative operation and practice of original designer brands,and provides reference and support for the innovation-driven strategy of China's original design industry.