Research On Brand Development Strategies Of Independent Fashion Designers In Shanghai In The Post-pandemic Era

The outbreak of COVID-19 at home and abroad has dealt a heavy blow to China’s garment industry,especially independent fashion designer brands.In the face of such a severe environment at home and abroad,independent fashion designer brands have to think about how to achieve brand transformation and upgrading in the post-epidemic era,and formulate brand development strategies to ensure normal brand operation and profitability.To solve the above problems,this paper conducts a research on the development strategies of independent fashion designer brands in Shanghai in the post-epidemic era,focusing on the well-developed independent fashion designer brands in Shanghai.The research content will be elaborated from four parts.The first part is the first chapter,mainly according to the concept and characteristics of independent clothing designer brands and systematically in this paper,the production process,from the internationalization,cultural blend,and high-tech and Oriental fabrication process three aspects to describe characteristics of Shanghai independent fashion designers,through literature research and data collection analysis of the current situation of Shanghai independent fashion designer brand market,It provides theoretical basis for the study of independent clothing designer brand.The second chapter,as the second part,describes the situation of ANGEL CHEN,an independent fashion designer brand in Shanghai,in the post-epidemic era.Through the ANGEL CHEN Consumer Questionnaire for Independent Fashion Designer brand,questionnaires are used to show the current consumer group status of the brand and the problems encountered by the brand.Combined with SWOT analysis,the advantages of Shanghai independent fashion designer brands are mainly regional advantages,talent advantages and policy advantages;However,the disadvantages of independent fashion designer brands are high price,lack of originality,substandard product quality,lack of brand development funds and management experience.The opportunity is the rise of showroom marketing model and the rapid development of e-commerce.At the same time,in the post-epidemic era,brands are also facing the threat of serious homogenization of commodities and the brand’s inability to balance design and commerce.Therefore,clear research directions are proposed for the following development strategies.The third part is chapter 3 to Chapter 5 of the article.In view of the brand weaknesses and threats in the questionnaire and SWOT analysis,it provides development strategies for Shanghai independent fashion designer brands from the aspects of brand design,brand culture construction,brand management and marketing respectively:In the brand design,we should emphasize the artistic quality and story,pay attention to and inherit the traditional Chinese culture,try the virtual fashion of the meta-universe and always adhere to the concept of sustainable development.In the construction of brand culture,we should have a clear understanding of the concept and importance of brand culture,and understand how to carry out brand culture marketing,strategy and innovative application;In the brand management and marketing,how to improve the core competitiveness of the brand,the immediate transformation of brand sales and promotion mode,and attach importance to business cooperation and risk assessment.It aims to help independent fashion designer brands in Shanghai in the post-epidemic era to improve the defects in the process of brand development and timely adjust their development strategies in the face of threats.The fourth and sixth part mainly combines the graduation design with the development of independent clothing designer brand autumn and winter series as the direction,from the series inspiration origin,design theme,design effect drawing,garment garment production and display as well as brand marketing scheme planning and other aspects of practice and exploration.