On The Value Orientation In The Ideology Domestic Brand Clothing Design

Nowadays, the development of China's domestic brand clothing design has entered into a brand-new era with fast speed and high efficiency. However, a series of new problems have been derived in the operating and designing process of China's domestic clothing brand, especially the problems embodied in the value orientation of domestic brand clothing design. At the beginning of China's Reform and Opening policy, with the reference of Western experience in brand clothing operation from some developed countries, the most prominent disadvantages consistently occurred due to an ignorance of the values in practice, aesthetics and the unique cultural connotation of native culture, thus leading to the wrong direction and misconception in the process of China's brand clothing development and its designing notion, operation, production and sales. A typical problem is the loss of native culture and ideological values in domestic brand clothing caused by the biased pursuit of "internationalization", which in fact deeply weakened the glamour of native cultures. However, with the quickened step of integrating process in domestic brand clothing development, the whole industry pays more attention to the issues in how to retain native characteristics as well as traditional values of cultures through the procedure of domestic brand clothing design.Strictly speaking, the history of China's brand clothing industry is not too long (only several years), but severely "infected and back-flowed" by Western designing notion. Many completely impossible design schema in Western world have been implemented in China, thus many designers imposed their identified values on our nation. With the development of economy, advanced theories and research achievements should be applied into the exploration of value orientation in domestic brand clothing industry; more attention should be paid to the application of modern techniques to infuse elements of ethnical and traditional values into the newly-constructed brand clothing notion, which should inherit our own values and national spirit. In doing so, a deep and thorough study and interpretation should be done to redefine the cognition of our own national values, and this will provide a better method in identifying the value orientation embodied in the domestic brand clothing design industry. Therefore, this research will surely present its methodological significance.With the representation forms of value connotation in brand clothing and brand clothing design as its focus, through a comprehensive taxonomy and systematic analysis combined with methods in value project theory research, the author tries to explore a theoretical system of values in brand clothing and brand clothing design in accordance with the actual situations in China, and further to form a set of evaluation methods in brand clothing design, through which to guide the formation of an effective solution to the problems of value analysis and evaluation during the practical process domestic brand clothing and its designing development.