| Summary: | 碩士 === 國立臺灣藝術大學 === 廣播電視學系碩士班廣播電視組 === 104 === Fast fashion brands expanded sotres in Taiwan since 2010, and it becomes Taiwnese consumers’ first of choice. H&M started co-branding with designers since 2004. There’s no need for consumers to go abroad for those limited edition products, they can now buy them in Taiwan.
This study aims to discuss the fast fashion marketing strategies, by using “literature review,” and “in-depth interview” as research methods. The study focusing on the brands H&M, UNIQLO and GAP, hoping to understand three topics belows: 1) What’s the difference between the strategy of H&M, UNIQLO and GAP when choosing collaborative partners? 2)What’s the difference of agenda operative between magazine and on-line website? 3) How can fast fashion brand improve the marketing strategies?
The result shows that there are three main purposes of fast fashion brands doing co-branding: To improve the image of parent brand, to increase customer base and sales and creating topics. The brands choose their collaborative partners according to the awareness of the designers, special topics and innovation designs. It also differentiate by the specialty and target customers of the brand. Except putting R.O.P. Advertisement in fashion magazines and product placement on the internet, special marketing strategy includes event marketing, social marketing and the openings of Pop-up Stores. In the end, the study gives some suggestions to the apparel business runners of the marketing strategy of fast fashion co-branding.
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