The Product Development and Brand Strategy for Low Carbon Clothing

Qi Zhang; Da Li Ma

doi:10.4028/www.scientific.net/AMM.291-294.1582

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HomeApplied Mechanics and MaterialsApplied Mechanics and Materials Vols. 291-294The Product Development and Brand Strategy for Low...

The Product Development and Brand Strategy for Low Carbon Clothing

Abstract:

Low carbon clothing often appears in conceptual designs and public welfare, but it is not common consumer good. This paper will discuss the essential issues of developing low carbon clothing, and try to find the ideological basis of promoting it in consumers’ consumption consciousness, as well as the feasibility of exploiting it. Thus to construct a development strategy based on brand building, that is, creating a valuable model over the property of low carbon and developing by marketing campaigns through the means of brand planning, so as to change the thin image of low carbon clothing completely.

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Periodical:

Applied Mechanics and Materials (Volumes 291-294)

Pages:

1582-1585

DOI:

https://doi.org/10.4028/www.scientific.net/AMM.291-294.1582

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Online since:

February 2013

Authors:

Qi Zhang, Da Li Ma

Keywords:

Brand Building, Development Strategy, Low Carbon Clothing, Marketing Campaigns

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