Research On Chinese Independent Fashion Desingner Brand Culture And Design Positioning

Since the reform and opening up, China garment manufacturing industry has become an important pillar of economic development,especially in the import and export trade. As the world’s largest garment manufacturing center, China garment industry has long been concernedonly with the "copying and manufacturing fashion ", lacking the ability to create fashion. With rapid development of economic and manufacturing industry boom, China’s garmentindustry is gradually from the industrial chain of low-end to high-end transition, and obtains remarkable achievements in the international fashion circle, Chinese fashion designer haseven become a new force in the field of international clothing brand design. With the integration of Chinese costume design industry and international fashion, widely accepted and highly recognized by domestic fashion lovers, the domestic apparel designers are ushering inunprecedented opportunities and challenges.Independent designer brand is founded not long and lack of experience, but the designers believe that the brand culture and design positioning play a critical action on the clothing brand, the concept of brand culture is the soul of the brand, and the design positioning is the key step to face the future market. In the face of competition between brand at home and abroad, and brand homogenization phenomenon, Chinese independent brand designers dare to break through the inherent mode, create new brand, plan management alone, emphasize the original design with meeting consumer demand. This paper adopts literatures collection, cases sorting, field research, interdisciplinary and reference research methods, to conduct in-depth analysis and Study on the comprehensive Chinese independent designer brand, combined with consumer questionnaire and designer interviews. The thesis is divided into five chapters; In the first chapter, it introduces background, elaborates the research significance, lists the basic research methods; In the second chapter, it describes the basic situation, main characteristics and distribution of independent designer’s brands, also does in-depth analysis of consumer groups; In the third chapter, the paper proposes the opportunities and challenges which the independent designers will be facing.Although owning large scale of consumer groups and market prospects, there are still many problems to be solved, such as that awareness is not very high, the brand still lacksthe cultural heritage, positioning is not so clear; In the fourth chapter, it discusses the construction of independent designer brand culture and analyzes the existing problems, so it isvery important to learn and draw lessons from local designer brand established a long time or successful international fashion brand, to help us create the unique brand culture andestablish market positioning; In the fifth chapter, it discusses the design positioning, and points out the importance of the designer’s aesthetic accomplishment and personality character which is even directly affecting brand positioning.Independent designer brand culture and design market positioning is the key factors to decide the successful brand. Constructing culture reveals the connotation of the brand, impactsthe development of brand, and provide a clear direction for positioning; Accurate market positioning expands the brand recognition and reputation, enhances the consumer groups and designer to understand the culture of the brand better. Finally I hope this thesis is useful tothe development of local independent designer brand.