An Initial Research On The Domestic Apparel Brand Life Cycle

Domestic brand life cycle theory was created in the end of 20 centuries. The current research result is not only limited, but influenced on the theories frame of the product life cycle mostly, for this reason that theories is placed in the formation still with developing the stage.Under the literature research of formation and development of product life cycle theory and enterprise life cycle theory, this test discovers the method of analogy and metaphor is the common way to set up the life cycle theory. So the textual research also employs this method.It can be discovered that the apparel brand not only have the typical characteristic of the living creature life, but also still have many humanized characteristics in the process of employing the analogy between apparel brand and living creature. As a result, using the methods of analogy and metaphor from person's life, this text is trying to establish the domestic apparel brand life cycle theory.Under the literature research of Development Psychology, the four turning points can be found that the person experiences successively in life mental state development the ego consciousness creation, ego consciousness divided and acquire the same and lose the same. Exactly according to these characteristics, Development Psychology divided person's life into baby and infancy period, childhood period, adolescence period, adult period, middle age period and the old-age period with the other characteristics.In the process of studying on the analogy and metaphor from person's ego consciousness development, the same points can be finded in thefields of apparel brand. Combined with the special characteristics of the apparel brand, this test divides the brand life into five periods, and names these periods hatching period, expanding the period and giving a new life period, prime period and aging period. And the relationships between person's life development and brand development are established.On the basis of literature research and explore, this test is tying to construct brand life model referring to the cases of apparel brands. The brand life model can be divided into two types, which named the typical brand life model and the not typical brand life model. The typical model life cycle model experiences five stages one by one in order, and the not typical model life cycle model can be divided into incomplete type and special type.This text is exploring and studying the apparel brand from the view of person's life, which is brand-new angle. And then, this test is doing its best to contribute to the development of brand life cycle theory with attempting a new way.