| With the acceleration of economic globalization,the competition among enterprises is becoming more and more fierce.Many international fast fashions are constantly entering the Chinese clothing market,which has brought great impact to Chinese clothing enterprises and squeezed the market space of Chinese local brands.Among them,UNIQLO,as the first international fast fashion brand to enter China,can occupy the dominant position in the field of fast fashion in China,and its unique brand strategy and marketing strategy plays an important role.In order to change the inferior position of the current market competition,the clothing brand of our country urgently needs to change.Understanding the marketing strategy of international Fast Fashion brand alliance can be used for reference and promotion for the development of local brands.At present,most scholars have done empirical research on brand alliance from the perspectives of its meaning,effect and impact.The author believes that brand alliance is of research value to the development of enterprise brand strategy.The author chooses UNIQLO,a fast fashion clothing brand with stable growth and rapid development,as a case study.Based on 4Ps theory,the author analyses UNIQLO's brand joint marketing strategy,and combines 4I theory to study the uniqueness of UNIQLO's brand alliance in the new era.Through the case study of UNIQLO brand alliance,the marketing strategies and practices ofUNIQLO brand alliance are analyzed,and five types of UNIQLO brand alliance are summarized.At the same time,the contradictory elements and integration mode of brand alliance are analyzed,and it is believed that brand alliance as an effective brand strategy will contribute to the innovation and breakthrough of local clothing brands in China.It is hoped that the systematic analysis in this paper can provide a valuable reference for the upgrading and reform of Chinese local apparel enterprises,and help the construction of enterprise brand and the expansion of market. |
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