A Terminal-based Research on Product Strategy-Case Study on Mark Fairwhale

摘要：

Terminal is very important to the product strategy of fashion brands. This research selects a domestic fashion brand -Mark Fairwhale for case study, starting from the impact analysis which the terminals bring into product planning and communication, this study conducts a review and assessment of fashion product strategy through a great quantity of research and interviews. The research objective is to summarize the terminal-based product strategy for product planning and communication.

作者: Sun Jing

作者单位: Fashion Colleague of Technology, Shanghai University of Engineering Science, Shanghai, P.R.China, 201620

会议类型: 国际会议

会议名称: 2011年上海国际服装文化节纺织服装创新论坛

会议地点: 上海

会议语种:英文

页码: 335-337

在线出版日期: 2011-04-15（万方平台首次上网日期，不代表论文的发表时间）