Research On The Effect Of Crossover Of Garment Brand Based On Consumer

With the changes in the market economy environment,consumer demand is increasingly diversified.Based on the new era of development brings new business thinking,the traditional business model will be remodeled.Entrepreneurs break through the traditional thinking of the border,the barriers between enterprises gradually broken,began to cross their own boundaries,with crossover thinking to other industries to seek cooperation.Once across the traditional business philosophy and business model,there will be a chance to overtake the corner.The research shows that crossover cooperation between different industries has become a new marketing method for enterprises.Crossover cooperation has become an important competitive strategy to meet the development of the times and improve the innovation level.For crossover cooperation,scholars at home and abroad mainly focus on the understanding of the brand joint,the brand joint evaluation of the factors and the brand joint spillover effects,respectively,from economics,management,psychology and other different angles were A series of complex mechanisms.But for the study of crossover cooperation,the main analysis of the case,the lack of empirical research.Based on the analysis of the background and motivations of the crossover cooperation of enterprises,this paper combs the literature on the joint evaluation of consumers and the factors that affect the joint evaluation.Combining with the theory of consumer emotion migration and customer value theory,(H&M)and the mobile industry(Iphone)two brands to conduct a virtual joint,through the survey questionnaire and scenario simulation experiments,examine the brand equity,brand matching,consumption Innovation and brand joint evaluation in the two models of the relationship between the garment enterprises to develop and carry out crossover cooperation strategy to provide reference recommendations.The main research contents are as follows:(1)The development and status quo of the crossover cooperation in the garment industry were sorted out and summarized,and the crossover cooperation of the garment industry was divided into two types of crossover and crossover trade,Relevant real case.(2)In the main effect model of crossover cooperation in the garment industry,the brand equity and brand matching degree of the cooperative brand will have a positive impact on the joint evaluation.Consumer innovation also has a positive impact on brand matching and joint evaluation.(3)in the apparel industry crossover cooperation spillover effect model,the joint evaluation of the positive impact of cooperation brand cooperation after the brand equity.Brand matching and consumer innovation,the impact of the two factors will be different due to brand positioning slightly different.(4)Based on the above conclusions,a four-point reference proposal for the clothing brand joint: the formation of a positive brand attitude;select the appropriate co-brand;create full marketing stimulus;the use of comprehensive feedback data.