The Study Of Visual Symbol System On Apparel Luxury Brands

The construction of the visual symbol system is a very important in the brand building, especially for the luxury brands in apparel industry. A successful brand must have a unique visual symbol system. There is not only a brand's name, it can express in many different ways. The expressions of the visual symbol system in the clothes are more creative and fashionable than the other kind of production. The visual symbol system is also the important platform for the communication between consumers and brands. And it can represent a culture phenomenon, or a specific history, or even a kind of lifestyle.With China's economic rapid rising, the luxury consumption is increasing sharply. There are many international luxury brands have turn their attention to Chinese market. And as a kind of consumables, clothes are the best choice for the consumer who wants to get some luxurious items. However, there are few Chinese clothing luxury brands throughout the market. The reasons for the fact are more than one:the pressure from international luxury brands, the low quality imagine of "made in China" and the spending habits in China.This paper mainly focuses on the research of the visual symbol system on apparel luxury brands. On the one hand, it is necessary to do some research of the theories which are related to the development of brand's culture and identity, and also some theses about the visual symbol study. In addition, there is in-depth analysis of some successful apparel luxury brands'visual symbol systems. On the other hand, there is an innovative research method used in the paper which combined the eye tracking experiment which is common used in psychology research field with the questionnaire survey. It is more objective than before that only use the subjective survey. Though these two experiments, we can work out the relationship between visual symbol system and spending habits of the Chinese consumers.It is imperative to have own apparel luxury brands in China because high demand and potential are shown in this filed. What's more, China's rapid development in recent years has had the world's attention, but there is much space in the luxury industry as it is still in the initial stage. The aim of this paper is to give some principles and conduct the building of an effective visual symbol system on new Chinese apparel luxury brands.