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As a big consumer of luxury brands, China has entered a period of rapid transformation under the impact of millennials and fashion brands. With the development of economy and the popularization of education, more and more people begin to purchase rationally, and consumers’ understanding of consumption is also gradually diversified. Based on the big data analysis of consumers’ attitude towards brand alliance, this paper puts forward some suggestions for the development of luxury brand and fashion brand in the future.

Research on brand alliance strategy innovation based on the big data analysis of consumers’ attitude Take Louis Vuitton and supreme as an example