TY - JOUR
T1 - Clothing Brand Value Enhancement Strategies Based on Carbon Peak and Neutrality Goals
AU - Chi , Yu
AU - Li , Zhe
JO - Journal of Fiber Bioengineering and Informatics
VL - 2
SP - 103
EP - 119
PY - 2024
DA - 2024/11
SN - 17
DO - http://doi.org/10.3993/jfbim02202
UR - https://global-sci.org/intro/article_detail/jfbi/23525.html
KW - “Carbon Peaking and Carbon Neutrality”, Clothing Brands, Brand Value, Low Carbon.
AB - <p style="text-align: justify;">Under the guidance of the “dual carbon” goal, the country has entered a new development period of
low carbon and green, and brand building and value enhancement have become an important direction
of the current market development. As a highly polluting apparel industry, the various apparel brands
under its industry must also seize the opportunity for development and low-carbon transformation and
become an important force in promoting carbon peak and carbon neutrality. This can be done by
enhancing the low-carbon image of the brand, actively exploring the mode and experience of sustainable
production and consumption, and vigorously promoting the green transformation of the global fashion
industry. In this paper, we first sorted out. We summarised the related research on low-carbon brand
value. We explored the problems of apparel brands failing to practice low-carbon development from
three basic dimensions: product, brand marketing and internal brand management. We then proposed
corresponding solutions and strategies to enhance brand value. The study finds that apparel brands can
try to increase innovation investment to create product and service differentiation, improve the internal
management mode to enhance the competitiveness of the low-carbon market, and actively fulfil the
brand’s social responsibility to contribute to the realisation of the national goal of “dual carbon”.</p>