Research On Identity, Communication And Experience Of Apparel Brand

Currently in regard to characteristics of the apparel business and the variety of domestic complicated market, there are few valid method of management which can guide a apparel business enterprise to be branded. This thesis tries to study the strategies and methods to build up local apparel brand through brand identity, brand communication and brand experience.The article adopt the"Brand-Driven Business Mode"which is suggested by David Aaker who is called a brand management master and has very strong fulfillment and maneuverability. It has made the detailed analysis about the apparel market and comprehension, apparel brand of strategy and plan, apparel brand of actual operated process of the apparel business enterprise. Put forward a work model of communication and experience which adapts the developing small apparel business enterprises to make the brand effect.The brand identity makes a detailed analysis about the apparel origin-country, conspicuous perception and epidemic perception based on the analysis of the consumer's cognition mental state; carries on to express the need of the latent apparel market and classification which combine the conceptional intention dimensions diagram and systematically puts forward the work contents and design method of the brand identify system.The strategic management and operation play very important role in formation of apparel brand and brand with keep on development. This text carried on a analytical research about the three kinds of medium usage method and strategy that are traditional mass medium, profession organization medium and new medium.The brand is the summation of consumer's experience. According to Bernd H. Schmitt's performance means of the experience marketing-experience providers, which are sense experience, feel experience, think experience, act experience, relate experience etc., It makes statements about the apparel brand experience through visual identity, product presence, communication, spatial environments and people and evaluations about experience statements through the means of experience research, model, fixed position diagram, combination analysis etc.Finally the research paper carries on the concrete analysis about the local new market form of apparel brand, developmental target and promotion of local apparel structure ect. according to the local condition of the development of the apparel brand and the successful case of the foreign excellent clothing brand, and put forward the homologous brand management strategy.The development of local apparel industry is the heavy responsibility and duty. How to carry out the changes from medium small business enterprise to modernization industry, and how to create the world brand of local culture characteristics. It needs the supporting of the multi-theory system and valid work method. This text believes deeply, facing future opportunity and challenge, the modern design and the strategy of brand system manage plays very important role in adjustment and globalization of the apparel market in future.