Research on the Development of Clothing Brand Position under the Modern Consumer Culture

Chen Yi Jin; Rong Rong Cui

doi:10.4028/www.scientific.net/AMR.282-283.261

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HomeAdvanced Materials ResearchAdvanced Materials Research Vols. 282-283Research on the Development of Clothing Brand...

Research on the Development of Clothing Brand Position under the Modern Consumer Culture

Abstract:

For the vague positioning of the domestic clothing brand at present and the growing homogenization of products, this article analyzed the features of the modern consumer culture, pointed out the existing problems to the clothing brand development, and introduced a correct countermeasure to guide the market. The author tries to find a developing way to the clothing brand and provide an idea for the marketing strategies for the Chinese clothing enterprises and for the plan of development.

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Periodical:

Advanced Materials Research (Volumes 282-283)

Pages:

261-266

DOI:

https://doi.org/10.4028/www.scientific.net/AMR.282-283.261

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Online since:

July 2011

Authors:

Chen Yi Jin, Rong Rong Cui

Keywords:

Brand Positioning, Clothing Enterprise, Countermeasure, Modern Consumer Culture

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