Research on Laws of European, American and Japan Fashion Brands Life Cycle

Abstract

Just as products have their life cycle, so do brands. The life cycle of apparel brands include the stage of emergence and formation, the stage of rapid growth, the stage of slow development or recession, and the stage of recycling. The development of life cycle of European, American and Japanese apparel brands presents many distinctive characteristics, but there are also many commonalities. Mastering the laws of development of life cycle of these brands and learning the experience and lessons from individual cases will help local apparel brands to formulate reasonable brand strategies based on the status quo and prevent problems in the early stages, thus to realize their dreams of becoming century-old brands.