Research Of Product R&D Decision Of Small And Middle Growth Fashion Corporate Brands Based On Brand Value

During the critical period of transformation and upgrading of fashion industry,it is very important for fashion industry to increase investment on R&D of enterprises,to improve capability of independent innovation,to improve apparel corporate brandvalue and brand effect in future.On the background of market demands fatigued and fierce competitive,in order to improve brand value and to become strong brands with high value and popularity,the transformation and upgrading of apparel enterprise need to strengthen ability of brand products development and design.Fashion design decision plays an important role in this process.This article research on “Research of Fashion R&D Decision of Small and Middle Growth Fashion Corporate Brands Based on Brand Value”with the support of FDVC program-Shanghai Style Fashion Design & Value Creation Knowledge Service Center.This article includes 4 main contents as following.(1)The concept of growth corporated brand has been disscussed.Three conclusions have been obtained.First,growth corporate brand did not only mean SME,and there was no positive relationship between the definition of growth corporate brand and the scale of company.In addition,growth corporate brand was not positively related to company's natural age.Second,compared with maturity corporate brand,this paper considered that the brand earnings of growth corporate brand generally showed positive growth with two features of smooth growth and fast growth.Thrid,the conception of research object has been obtained.(2)Established the new product design process and fashion R&D Decision process of SMCGFB.Three conclusions have been obtained.First,established three different kinds of new product design process belong to three different kinds of SMC-GFB through the surveys and interviews of SMC-GFB.And this paper concluded a general new product design processof SMC-GFB.Second,this article found R&D Decision process of SMC-GFB contains longitudinal R&D Decision process and horizontal R&D Decision process.And this paper established four fashion R&D Decision modules of SMC-GFB.Third,this paper established the longitudinal R&D Decision process and horizontal R&D Decision process.(3)Analyzed R&D Decision factors of SMC-GFB through the surveys of SMC-GFBand costumers.Three conclusions have been obtained.First,obtained the R&D Decision factors of SMCGFB under the angle of SMC-GFB.Second,thispaper analyzed the fashion product judgment factors under the angle of costumers.Third,concluded the effect onthe R&D Decision factors of SMC-GFB under the angle of SMC-GFB by R&D Decision factors of SMC-GFB under the angle ofcostumer.And this paper established the R&D Decision factors of SMC-GFB and hierarchy table.(4)Discussed R&D Decision factors and R&D Decision method of SMC-GFB based on brand value improvement.Three conclusions have been obtained.First,established the R&D decision factors of SMC-GFB based on brand value improvement.Second,This article established R&D decision factors system of SMC-GFB based on brand value improvement through introduced the R&D related index in GB/T 31278-2014,and it contains the content of factors,the structure of hierarchy,the weight of factors and the priority of factors.Second,established the whole structure of R&D decision model and analyzed the main features of the whole structure,and analyzed the mode of operation.Third,this paper analyzed the method of making the fashion R&D Decision standard and R&D Decision schemes analysis,assessment method analysis.Small and middle growth fashion coporate brands(SMC-GFB)are important to the development of fashion industry.However,there are many problems need to solve in fashion design decision of SMC-GFB.This article based on the brand value improvement researched the SMC-GFB fashion design decision.It will help SMC-GFB under brand value oriented to improve the capability of fashion design and development.