论服装品牌延伸及其设计关联

服装品牌延伸是充分利用品牌资产、延长品牌特别是强势品牌生命周期的有效方法，受到国内外服装界的广泛重视。本文运用服装社会心理学和品牌理论，以现代服装业的品牌现象为素材作如下讨论1.服装品牌延伸的依据；2.服装品牌延伸的形式；3.服装品牌延伸的收益和风险；4.服装品牌延伸中的设计联系。

Fashion Brand Extension and Design Association

Fashion brand extension,as a great concern from the fashion industry,is one of the most efficient ways to make full use of brand assets and prolong the life cycle of brand,especially strong brand.Based on analysis of contemporary fashion references and applying social psychology of clothing and brand theory,the basis,forms of fashion brand extension and design associations of different brand or product lines will be discussed.Meanwhile,the economic benefits and risks caused by brand extension will be considered seriously.