The Value of Cross Branding and the Piloted Study of PRAXES

• Main Authors: Hsu Yu Chi, 許育萁
• Other Authors: Lee Tain Dow
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/90452976182579388290

碩士 === 實踐大學 === 服裝設計學系碩士班 === 103 === Based on literature review, in-depth interview, case study and the lectures in PRAXES the professors and lecturers in the fashion industry, the study is to build up strategies for the cross branding between PRAXES and Japanese illustrator Hiroshi Tanabe and the piloted development for PRAXES. First, the study defines the cross branding with literature review, find out the concept of“new-market disruptions ” and find out what makes the value of brands. Second, the study find out how H&M adopted the strategies of cross branding with high-end designers. At the same time, the writer finds out the reasons that DAPHNE successfully using the co-branding in asian market. Finally, through the lecture from professors and lecturers in the fashion industry, the writer summarizes the branding strategy, the position in the fashion market and the whole process of co-branding. The outputs of the study can be summarized into three parts. First, PRAXES can keep collaborating with other designers to create new-market disruptions. Second, build up the standard operation process for every part in the value-chain. Last, build up the image value through social network. Praxes can build up a new and distinguishing image in fashion market, create new-market disruptions, and create the whole new brand value by co-branding strategy.