A Study On The Integral Design Of The Domestic High-end Silk Costume Brand

Silk trade has five thousand years history in China, which is a industry of ancient tradition and filled-vitality. Since the New China is founded, our silk industry has got a earth shaking development. According to the statistics dates from 1950 to 2000, our country make 47.6 billions profit in foreign currency in silk exportation. It has been exceptionally rich in natural resources and many international characteristic, which other fiber products can't match to.With the international silk need pushing forward quickly and strongly, many large-sized or middle-sized silk enterprises in China become more and more rely on raw silk export and raw materials initial manufacture to make profit in foreign currency, the silk industry system and scale in China become more and more abnormal large overstaff. With international silk revulsion of export and situation in several years, the silk export become very difficult in our country, the international competitors become more and more stronger and so on, these factors have caused to us great obstacle and pressure. Chinese silk industries are eager for transition and breaking out. Thus, the development of domestic silk consumption and native silk brands become very important at present.In this paper, the silk export difficult situations in china are synthetic analyzed, as well as, the development circumstance of the domestic silk market and the mistaken of the native silk brands found and development, etc. are made investigation and research, this paper bring up ideas that the key way of developing domestic silk industry is to open up domestic silk consumption market and develop autonomous brands. The two ideas of "High End of Brand" and "Integral Design" from design angle are put forward, as well as these ideas are analyzed and expounded deeply.In this research, the integrity and indivisibility of the silk industry chain are analyzed mainly, as well as the silk industry work significant effect on the silk brands development. On the one hand, by an on-the-spot investigation on the silk market and enterprises, the developing situation and the dilemma of the native silk brands are analyzed. The silk products of the native brand CATHAYA and the international brand HERMES are compared in silk handkerchief. The difference between home and abroad silk brands are found, as well as the necessity and feasibility of developing the home superior brand, which give this paper the support in theory. On the other hand, every aspect and content of operating the home superior brand are detailed classified and analyzed on the integral design. there are deeply analyzed on the integral design from the brand position design, the product design, the image packing design, the brand popularize design and the sale style design. it also combine some author's design practice cases in SOHO brand design, which prove these theories, the theory of "integral design" are further clear and orderliness.Thus, basing itself on the root of silk and developing the native silk brand is always the focus points of the whole silk industry. I hope that theories of this paper can bring up some realistic helping and supporting in theory and practice for the designers of silk product design. Changing the old ideas and the backward ways will promote the native silk superior brands development, even the whole silk industry in China. Even, the change from "Export great country" to "Brand power country" will be realized.