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.