Research on the Monopoly Management in Clothing Brand Communications and Innovative Ideas Construction

  • Peng Yong
  • Teng Kunyue
Conference paper
Part of the Advances in Intelligent and Soft Computing book series (AINSC, volume 158)


Through study on clothing brand, this paper proposes monopoly management theory in brand communications and construction of innovative ideas. Using some successful cases, it also analyzes the route of transmission of clothing brand and marketing strategies. Besides, by analyzing the transition from wholesale to retail of monopoly management in clothing market and the transition of the internal management in clothing brand stores, it finally studies the innovative ideas of clothing brand communications, which has important research values.


clothing brand monopoly management innovative ideas construction 


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Copyright information

© Springer-Verlag GmbH Berlin Heidelberg 2012

Authors and Affiliations

  1. 1.Institute of Art and FashionTianjin Polytechnic UniversityTianjinChina
  2. 2.Textile InstituteTianjin Polytechnic UniversityTianjinChina

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