Design And Management Of Brand Apparel Based On Lu Embroidery Culture

The tide of the strong revival of traditional ethnic culture has come.There are many Chinese elements in the domestic apparel industry.However,the design that can truly absorb national elements and penetrate the people’s hearts is especially rare.Apart from the limitation of the designer’s traditional culture and comprehension ability,it also has an inevitable relationship with the current status of brand management and management.The lack of connotation of brand culture,problems in design management,and few creative thinking have become obstacles to the development of apparel brands.If the Chinese traditional costume culture is beneficially explored,it can provide important cultural resources for the design and management of brand apparel that is positioned for ethnic and fashion styles.Qilu embroidery,one of the non-material cultures,has a long and lingering history and has strong regional characteristics and artistic qualities.The customs,aesthetic culture,and ideological concepts contained in the stitches of Lu embroidery condense the social and cultural structure of the Qilu land and become an important carrier for Qilu people to depict natural life and spiritual world.However,most of the current Lu embroidery works are collected by museums or art institutions.The public’s awareness is low.How to spread and promote Lu embroidery culture has become a problem that needs to be solved urgently.Therefore,according to the status of fashion brands,this article innovatively proposes applying Lu embroidery culture to brand apparel design and management.First,through the literature review and research,briefly describe the history and current situation of Lu embroidery.Combined with the market survey questionnaire and SWOT model analysis of the development of Lu embroidery clothing brand,the development prospect of clothing brand based on Lu embroidery culture is obtained.Then,with the help of analyzing the brand of embroidery apparel,the product color,pattern,styling and fabric design methods applicable to the Lu embroidery dress brand were explored,and the brand modern national style system was constructed.It also analyzed the current status of embroidery apparel brand management and refined the cultural connotation of Lu embroidery that can be applied to clothing brands.On this basis,the subject has built a brand management model of Lu embroidery apparel brand with brand culture and design management as its main focus.Finally,using the fourdimensions of brand differentiation,relevance,reputation,and recognition in Y&R brand asset scalar model,this paper proposes an apparel brand strategy based on Lu embroidery culture,which is beneficial to increase brand value and enhance brand competitiveness.To apply Lu embroidery culture to clothing brand management,develop creative design products,form apparel brand culture and design management strategies with Lu embroidery features,build and innovate Lu embroidery dress brand management model,and provide important services for local fashion brand management workers the reference materials,as well as the cultural inheritance and strong branding of Lu embroidery,have important practical significance.