Research On The Intellectual Property Operation Mode Of The Fashion Industry

How does fashion become fashion? In this process,when and where does the protection of intellectual property begin? The globalization of fashion industry is booming and changing with each passing day.The development of fashion industry reflects the growth of people's spiritual needs and their yearning for a better life after meeting their basic material needs,which is an important manifestation of spiritual economy.At present,although there are many literatures on the study of intellectual property strategy,they mainly focus on the research of legal and policy direction.In addition,there are few crossover studies on fashion industry and intellectual property.This study focuses on the intellectual property in the fashion industry and focuses on the operation mode of intellectual property in the fashion industry.It is hoped to provide a new perspective and path for the development and operation of intellectual property in theory,enrich the cross-development theory of intellectual property and fashion industry,and conduct an in-depth study on the creation system of core values in the fashion industry.Despite the lack of protection of intellectual property rights in the fashion industry,the fashion industry continues to create new designs and new products,without hindering investment and financing and design innovation in the industry.Extensive design replication will also accelerate the fashion cycle,which is a special phenomenon in the fashion industry.Through the analysis of the cultural and mechanism of the luxury industry,this paper explores the composition of "IP" in the luxury industry and the mechanism of brand cultural value-added,and selects hermes as an independent luxury brand for in-depth analysis.In addition,two representative fast fashion enterprises,uniqlo and ZARA with different positioning,were selected to study the value change of fast fashion.Through the research and analysis of the different operation modes of these two cases,this paper summarizes the different countermeasures of fast fashion enterprises in the face of low intellectual property system,which provides reference for the challenges of globalization of intellectual property.