From the "BV Green" to See the Reinvention of Fashion Brand Value by Color
The color plays a pivotal role in the brand strategy.The mainstream consumer group has fully shifted to Generation Z in the current consumer market.The sensitivity of this group about fashion and art has been increasing,which is reflecting the trend in personalization and the more emphasis on the sense of experience and uniqueness for fashion brands.This research takes"BV Green"successfully launched by Bottega Veneta as an example to discuss the value of fashion color in brand image,using quantitative research method to analyze the specific application of BV Green in product and brand image.In addition,it focus on the relationship between color recognition and Bottega Veneta rebranding.It provide a framework to formulate effective color strategies of brand communication.
NETL
NSTL
万方数据
