Study On Revitalization Of Shanghai Commercial Fashion Historical Brand

As an integral part of our country cultural heritage, historical brands have had great achievements of the past, once famous, had rich cultural history. However, in recent years, along with the marketing environment changes, many of the fashion historical brands deceased in the business stage, most of the rest are also difficult. Historical brands protection and construction issues were concerned to whole society, the reconstruction of historical brands has become an urgent problem to resolve. Based on brand revitalization perspective to research Shanghai commercial fashion historical brands, undoubtedly it will have important value both in theory and practice.In this paper, the research is divided into four major parts:PartⅠ:Study on the interrelated references and theories. Advancing the conception of Fashion Brand Revitalization and Fashion Brand Revitalization Driving Force. On this basis, analysis the domestic and foreign apparel brand revitalization cases in order to offer reference.PartⅡ:Study on the actuality of Shanghai commercial fashion historical brands. Consult annals, official website and yearbooks, sort out correlative affairs of Shanghai commercial fashion historical brands, and then make a timetable, select important events, and draw the diagram of Shanghai commercial fashion historical brands development.PartⅢ:Study on the factors of Shanghai commercial fashion historical brand revitalization. Based on data research, experts in-depth interviews, the use of SPSS, EXCEL analytical tools, summing up brand-aging reasons and brand development opportunities factors, which are the factors of Shanghai commercial fashion historical brand revitalization. On this basis, drawing the SWOT analysis matrix of Shanghai commercial fashion historical brandsPartⅣ:Study on the external drive of Shanghai commercial fashion historical brands. According to the SWOT analysis matrix, discuss brand revitalization from one of the external drive force the investors' perspective. Based on Interbrand brand strength factor model, experts in-depth interviews correcting factors and marking, obtains the investment evaluation factors and the important degree compositor of Shanghai commercial fashion historical brands. Through the case study of Hong Xiang Brand, obtains the external driving condition of Hong Xiang Brand.This article discuss the brand revitalization of Shanghai commercial fashion historical brands from the "brand revitalization driving force" view, advancing the fashion brand revitalization driving force concept which expands the research of brand revitalization, there is a theoretical value; And the science result indicates the diagram of Shanghai commercial fashion historical brands development, the SWOT analysis matrix of Shanghai commercial fashion historical brands, as well as the external driving condition of Hong Xiang Brand, all which are authorized by the brand operators, there is a certain practical value.