Research On The Crossover Phenomenon Between Fashion Brands And Art

With the rapid development of modern society,the improvement of people’s consumption level is not limited to the requirements of product functions,but hope to convey their own aesthetic concept and lifestyle through the use of products.The quality-oriented and diversified consumption orientation ushered in a new round of consumption upgrading for the market,and the brand crossborder cooperation mode entered the outbreak period.At the same time,the intensified competition among fashion brands has prompted many fashion brands and traditional fashion brands to realize the necessity of product innovation and communication channel innovation,try to integrate art into commerce and explore rich forms of cooperation.Brands invite artists to participate in design,or use artists’ works to integrate with fashion,fashion release and brand promotion,so as to complement each other and achieve audience penetration.In addition,art exhibitions and projects of cooperation between fashion brands and artists have been launched one after another,deriving new crossover models,thus achieving the effect of enriching brand culture and concept.Based on cross-boundary forms,this paper studies the main forms of cross-boundary between fashion brands and art,which are mainly divided into cross-boundary cooperation with artists,art works,dance art,art exhibition and video,and analyzes the economic and cultural value generated by the cross-boundary phenomenon.Based on Maslow’s hierarchy of needs theory,combined with the form of consumer questionnaire,this paper conducts an empirical study on the crossover phenomenon between fashion brands and art.Portrait understand the consumer groups,consumption characteristics and different crossover form the satisfaction of the demand for consumer spending,the overall level and each dimension level to explore the factors that influence consumer behavior in view of the different dimensions of components,a detailed analysis to the SWOT model summarized five kinds of crossover form of strengths,weaknesses,opportunities and challenges,So as to put forward some construction approaches for future brand crossover.This paper draws the following conclusions:1.The development of fashion crossover art can be divided into three stages.The emergence of fashion in the works of the 18 th century painter Wharton symbolizes the origins of fashion’s crossover.During her development,Schiaparelli was a model of crossover,followed by Andy Warhol,Yves Saint Laurent and others.Enter 21 century,cross boundary enters eruptive period.2.From the perspective of cross-boundary forms of brand and art,it is found through preliminary investigation that cross-boundary cooperation with artists,art works,dance art,art exhibitions and short films is popular among consumers in recent years.Based on the two brand elements of design and communication,diversified cross-border forms are infiltrated into product design,product release,brand promotion and other aspects to promote brand equity and cultural communication.From the perspective of economy and culture,crossover brings long-term development significance to brands,artists,consumers and markets.3.In terms of the demand satisfaction of consumers in different forms of crossover,there are differences in demand among consumers of different ages and income ranges.Through the analysis of survey data,it is found that:（1）Between 21 and 30 years old,they pay more attention to safety needs and self-actualization needs than respect needs.Between 31 and 40 years old,self-actualization needs are the most important,and physiological needs and social needs are the least important.（2）People with a monthly income of less than 5000 yuan and a monthly income of 5000-10000 yuan have lower consumption level,so they pay more attention to safety needs.The range of10000~15000 yuan has a general consumption level,the most important respect demand.The consumption level of 15000~20000 yuan is relatively high,and self-realization needs are most important.It can be concluded that with the increase of age and monthly income level,it symbolizes the improvement of economic level and consumption ability.People with higher consumption level are more eager to meet advanced needs.4.The crossover between fashion brands and video art and collaboration with artists is a crossover form of consumer preference,and its crossover produces artistic and cultural value,which directly leads to whether consumers gain confidence and pleasure in social interaction.Fashion brands and dance art have low popularity due to the limitations of the audience.There are differences between different forms of crossover that are favored by consumers,which is mainly determined by the satisfaction that different forms bring to consumers psychologically.5.According to the survey results of influencing factors of consumer behavior in crossover phenomenon,brand image > publicity image > cooperative artist image > product image,the overall weight of importance can be analyzed as follows: brand image and publicity image have higher weight,while cooperative artist and product image have lower weight.Communication elements have a subtle and important influence on consumer psychology in the crossover.It can be concluded that consumers lack sufficient artistic cognition,so they pay more attention to the form of crossborder phenomenon and whether it conforms to the fashion trend.6.From fashion brands and the development of art of transboundary approach,based on the consumer survey results of this study,the spread of brands should give full play to the advantages,through the dance of transboundary,art exhibition crossover,image crossover,rich artistic and cultural connotation of the brand,set up with accumulation of brand image,enhance the love of consumers to the brand,Gradually into consumption power.At the same time,strengthen the construction of the design system,fully understand consumers’ inner product needs and aesthetic interests,integrated into the brand product design,so as to enhance consumers’ consumption desire.7.Through SWOT model analysis of five cross-border forms,combining internal reasons and external environment of fashion brands and art market,the advantages and disadvantages,opportunities and challenges of each form are elaborated,and the development status of crossborder forms of brands is analyzed.