时尚品牌跨界合作策略研究  

Study on Cross-Border Cooperation Strategy for Fashion Brands

作　　者：张虹[1] 

机构地区：[1]杭州职业技术学院达利女装学院,杭州310018

出　　处：《浙江理工大学学报（社会科学版）》2015年第1期33-36,共4页Journal of Zhejiang Sci-Tech University：Social Sciences

基　　金：杭州市哲学社会科学规划课题(B14WH02)

摘　　要：随着时尚产品同质化现象日益严重,单一时尚品牌已经不足以满足多元化的消费需求,时尚品牌跨界合作应运而生。文章从时尚跨界合作领域个案入手研究,总结紧密型、互补型、横向交集型跨界合作三大基本模式,进而探讨时尚品牌跨界合作的实现策略,为时尚品牌增强立体感和纵深感提供建议。As homogenization phenomenon of fashion products becomes increasing serious,single fashion brand has been insufficient to meet diversified consumption needs.Thus,cross-border cooperation of fashion brands emerges.This paper starts with cross-border cooperation in the field of fashion case analysis,studies cross-border cooperation strategy for fashion brands,summarizes three basic modes：compact type,complementary type,transverse intersection type and provides suggestions for enhancing the three-dimensional sense and sense of depth of fashion brands.

关 键 词：时尚品牌 跨界合作 紧密型 互补型 横向交集型 

分 类 号：F713.1[经济管理—产业经济]