Abstract: Aimed at the characteristics of joining and direct dual channel in fashion enterprises, a cooperative advertising game model is built under this dual channel. The optimal cooperative advertising strategies, optimal advertising subsidies proportion and optimal system gains are compared under centralized decision and decentralized decision, and the effect of relevant parameters on cooperative advertising decisions is also analyzed. The results show that, the cooperative advertising equilibrium solution exits and unique under two decisions，and the situation under centralized decision is superior to decentralized decision, then a Pareto optimal solution is got to achieve supply chain coordination with Nash bargaining model. Finally, a numerical example is carried out to demonstrate the conclusions.

Key words: garment supply chain, dual channel, cooperative advertising, Nash coordination