The Study Of Apparel Luxury Brands Use Chinese Zodiac Culture

As part of Chinese traditional culture,Chinese zodiac culture is widely popularized by apparel luxury brands under the wave of globalization.The cultural connotation of apparel luxury brands has added new blood and promoted the exchange of Eastern and Western cultures.To avoid the brand public relations crisis,and take into account the aesthetic needs of consumers in different cultures for multiculturalism.Apparel luxury brands has a high degree of aesthetic value,but also has a symbolic value,accompanied by consumerism in the globalization of the present.Through the perspective of culture and art,use the literature survey method and the comparative research method to compare and analyze the eight apparel fashion luxury brands that produce Chinese Zodiac cultural products from 2016 to 2019.At the same time,use the introduction of Roland Barthes’ s semiotic theory,emotional marketing theory and luxury aesthetics theory to analyze the phenomenon of Chinese luxury culture brand using Chinese zodiac culture.The main framework structure of this paper is the first chapter,the introduction to the research background and research object,the research significance,the research status,the literature review,the research methods and routes,the research difficulties and innovations;the second chapter,the theoretical review: including visual communication,motifs,luxury aesthetics,emotional marketing and other related theories.The third chapter,how apparel luxury brands use Chinese zodiac culture : the interpretation of using the Chinese zodiac cultural design products for the luxury brands of clothing,analyzing the application of its product lines,and the patterning method from the perspective of visual communication.The fourth chapter,the luxury brand of apparel uses the characteristics of Chinese zodiac culture,the fifth chapter,the luxury brand of apparel uses the value of Chinese zodiac culture from the perspectives of aesthetic value of art,cultural communication value and commercial value of emotional marketing.Apparel luxury brands have benefits of using Chinese zodiac culture.Through research,is to make a useful theoretical summary and discussion on the Chinese Zodiac both academic and applied side.