Clothing Brand Communications Research

This topic references the "brand communication" theory on the base of researches of some related topics, puts the stress on the basic problems in clothing brand communication, integrates the insufficient of our country's clothing brand communication theory, raises the conception of clothing brand communication and builds the intension of clothing brand communication initially.The research of this topic can be mainly divided into three parts:The first part introduces foundation concepts of the brand communication, makes clear the distinguishes and contacts between brand communication and some related concepts in brand management, for example: the brand, the brand image, the product (service) and the marketing, made the upholstery for the article elaboration in next step.The second part summarizes several important distinctive qualities of clothing brand communication through studies and analysis to the phenomenonFirstly, clothing brand communication especially stresses the individuality exchange between brands and consumers.Secondly, clothing brand communication emphasis the full exchange between brands and consumers.Thirdly, clothing brand communication has the characteristic of unceasing innovation.Lastly, clothing brand communication emphasis high effective rate.The third part proposes the conception of establishing the clothing brand communication study, induces the definition of clothing brand communication and clothing brand communication study, constructs the theory system of clothing brand communication study on the base of original system of brand communication study, revises and adjusts the research categories of the brand communication study according to the distinctive qualities of clothing brand communication, divides the research categories of clothing brand communication study, simultaneously put forward some innovation concepts, for example: brand communication mark, brand communication way and so on.This article takes the massive communication phenomenon in clothing brand management as the research object, the advanced brand communication theories as the research basis, the way of applying theory to reality the qualitative andquantitative investigation as the main methods, establishes the clothing brand communication theory system as the core content, the final goal lies in providing a set of systematical brand communication theory which has the actual reference value for the clothing enterprises.