The Impact Of International Fast Fashion Clothing Brand ’s Alliance Fit On Spillover Effect

With the growing competition among brands and increasing diversification in consumer’s demand, many fast fashion clothing brands adopt the method of co-branding to launch new products. However, there are some failure cases while a large number of enterprises achieved success. If the enterprise choose a partner brand without full consideration, the brand alliance may damage the original brand equity instead of helping to launch new products successfully. Compared with international fast fashion brands, the brand alliance practice of China’s fast fashion enterprises is very limited, most of them lack the spirit of innovation, which seriously restricts the development of fast fashion brands in China. Scholars’ research is focusing on evaluation of brand alliance’s main effect and its’ influencing factors, but the research on spillover effect is insufficient. Therefore, exploring the spillover effect of brand alliance on international fast fashion brand have considerable value both in theory and practice.On the basis of reviewing the existing research results, this paper studies the spillover effect of brand alliance on international fast fashion brand, focusing on the effect of alliance fit on spillover effect. Spillover effect of brand alliance is measured by the change of brand equity. In order to study the effect of product fit and brand fit on spillover effect, this paper designed a survey questionnaire of four versions. Through data analysis, main conclusions are as follows:First, in the process of international fast fashion clothing brand alliance, product fit has significant positive impact on the three dimensions of spillover effect.Second, in the process of international fast fashion clothing brand alliance, brand fit has significant positive impact on the three dimensions of spillover effect.Third, in the process of international fast fashion clothing brand alliance, the impact of products fit on spillover effect is different from brand fit. Brand fit make a stronger impact on spillover effect.The research results show that, for the international fast fashion clothing brand, product fit as well as brand fit has positive influence on co-branding spillover effect. Therefore, enterprises should pay attention to product fit as well as brand fit while adopt co-branding strategy. What’s more, fast fashion clothing enterprises should attach more importance to brand fit than product fit, Which means brand fit between co-brands should be fully considered.