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| A STUDY ON THE DEVELOPMENT PATH OF SHANGHAI FASHION INDUSTRY BASED ON MODULARIZATION THEORY |
| YAN Li1,2, GAO Chang-chun1 |
1. College of Management, DongHua University, Shanghai 200051, China;
2. Department of Accountance & Finance, Shanghai Business College, Shanghai 200235, China |
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Abstract This paper introduces the modularization theory after the literature review in order to broaden the research scope because such a theory shows superiorities compared with traditional value-chain theories. The authors make investigations on fashion industries of five fashion capitals including London, Milan, Paris, New York and Tokyo. The key factors including innovation capacity, production capacity and consumption capacity based on fashion industry investigation of five fashion capitals are abstracted. Then three modes of value innovation of fashion industry modular development are summarized and the different innovation capacities and degree of modular development are showed as well. The authors make a survey on Shanghai fashion industry status quo in order to analyze the key factors. The survey covers fashion talent training centers, R&D institutions, brand equity operation institutions, fashion and creative industry parks, fashion associations, outsourcing systems, legal protection of products, exhibition centers, fashion distributions and rapid response systems. The authors find that most factors are generated in the late 20th century. After more than 10 years' growth, these factors gain momentum at their way towards modularization together with the guidance of metropolis rapid development and Shanghai-style culture. The survey also shows that Shanghai fashion industry is still on the second stage of modularization development. The conclusions are as follows: firstly, modularization theory helps the fashion industry to find out its way towards value creation especially in terms of innovation capacities which are of vital importance to this industry. Secondly, the three modes summarized are helpful at understanding the distance between Shanghai and the fashion capitals. Thirdly, the road designed in this paper and proposal by the authors may be useful to the authorities at making further policies.
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Received: 19 October 2011
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2012, Vol. 27 
