Based On Eco-design Concept Of Clothing Branding And Design

Facing with increasingly serious environmental problems, people began to actively think about how to make good use of our limited resources, which are provided by the nature, to make the whole social economy can develop healthy and continuously. To protect the environment and environmental resources as the core concept of ecological design has come into being and become a development trend. Nowadays, people call for low-carbon life and pay attention to environmental protection. In the field of design, eco-design concept has quickly spread across the globe and affected the clothing brand-building.This paper used"eco-design" as the main line. Firstly, it illustrated the definition, characteristics and 4R design concept of eco-design, and compared the eco-design to traditional design and told the same points and differences of them. Then, we use the SWOT analysis model to analyze the eco-clothing market.Secondly, the paper used sample surveys and statistical analysis to exhaustively analyze the feasibility of the application of eco-design in clothing brand-planning, and summarized the application and method of eco-design clothing in brand planning and design. Then it combined the USP theory and green marketing strategy, put the safety, health and environmental protection as the unit selling proposition of clothing eco-design, and then analyzed the product, promotion, place and service of green-design which are four factors of branding and gave the recommendation.Thirdly, the paper leads in the Brand Asset Valuator model to discuss the brand strategy of eco-clothing from differentiation, relevance, esteem and knowledge. Then we used the original virtual brand "BUG" as the case and got a final conclusion that eco-design concept based clothing brand planning and design should adhere to the eco-design concept as the criterion, in the clothing brand planning, emphasizing the green environmental protection character in clothing, emphasizing the green marketing, branding model in brand promotion, emphasizing the design of ecological environmental protection in the stores, emphasizing the recycling of waste clothing and human services, and planed for the overall system.