Research On Cross-border Of Fashion Brand And Art Based On Customer Perceived Value

Throughout the trend of the world economic development, As today’s consumer marketcompetition is becoming increasingly fierce, the clothing industry is not only facing a newhistorical opportunity, but also facing more serious competition and challenges. Clothingenterprises constantly try to apply new marketing approach to explore the sophisticatedconsumer psychology, so as to meet the changing consumer demand.More and more domestic and foreign clothing enterprises use the cross-border marketing,the transboundary of fashion brand and art has been widely used in fashion brand as a mixedform of culture. Fashion brand and art establish contact in different crossover form, art involvesin brand building and gives the spiritual connotation to the brand, this provide help for thespread and increase the additional value for brand. Today is a consumption age that takecustomer as center, whether for business or personal, understand the attention and reaction fromdifferent industries,different regions and different background crowd to the price, service, quality,emotional and other factors of fashion brand has very important significance. Through thecross-border cooperation of fashion brand and art to enhance the competitiveness of brand andget the cultural identity from consumers is one of the important means for many enterpriseswhich enter the emerging markets. Companies also increasingly focus on the customer’sperceived value when they take cross-border marketing of fashion brands and art.The form of the transboundary of fashion brand and art is various.Firstly,the article carriedon the research analysis to the customer’s perceived value and the form of the transboundary offashion brand and art. Then based on the customer’s perceived value and analysed thecross-border forms which had been used more widely in recent years, so as to establish aresearch framework of the Cross-border cooperation of fashion brand and art. Finally through themethod of questionnaire investigation to make the market research, through the data to detect theinfluence from different crossover form to customer’s perceived value,compare and analyse the influence value of various forms,and explore that what kind of forms and methods can affect theperception of consumers more.The results show that the influence from different crossover form to customer’s perceivedand its factors is not same; when the enterprises take the cross-border marketing strategy, theyshould choose suitable cross-border mode and combination according to the different marketingobjectives of brands, so as to play the role of the most effective.The main contributions of this study are: to research the transboundary of fashion brand andart from the perspective of customer value, further enrich the brand marketing theory andprovide guidance for the transboundary of brand and art, so as to provide references whenenterprise choose the form of the cross-border of fashion brand and art, help brand to choose asuitable crossover form when taking the cross-border marketing, provide better theoreticalsupport for innovation and development of the brand.